Based on "Mobile Marketing: An Hour a Day," this webinar provides an overview of how CMOs can succeed with mobile marketing and the key ingredients involved in developing a successful mobile strategy (with Rachel Pasqua).

1. How CMOs Can Succeed
With Mobile Marketing
February 12, 2013
MMA Webinar Series
Sponsored by:

2. • Simply put, it’s huge.
• Smartphones and tablets now make up
roughly 10%-20% of visits to the average
.com website.
• The pressure is on for CMOs to
understand mobile and make wise
investments.
Why should CMOs care about mobile?
2

3. • The key to success lies in understanding
your customers and how they use mobile
across every phase of the customer
journey.
• Today, we’ll discuss the benefits of a
strategic approach to mobile and key
tactics to bring your strategy to fruition.
Why should CMOs care about mobile?
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4. • The 2013 Mobile Landscape
• What CMOs need to know about
mobile strategy
• What CMOs need to know about
mobile tactics
Agenda
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5. Today’s Speakers
Noah Elkin
Principal Analyst
eMarketer
nelkin@emarketer.com
@noahelkin
Michael Becker
Managing Director, North America
Mobile Marketing Association
michael.becker@mmaglobal.com
@mobiledirect
Moderator
Rachel Pasqua
VP, Mobile
iCrossing, a Hearst Company
rachel.pasqua@icrossing.com
@rachelpasqua
Buy online at
http://amzn.to/Tx5jVg
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6. Q&A
Don’t forget to Tweet about
this session using hashtags:
#MMAWeb and #CMOMobile
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7. The 2013 Mobile Landscape:
Consumers Take Control

8. Mobile is the latest stage in the evolution of media.
Smart devices have revolutionized not only how we
communicate, socialize, stay informed and entertain
ourselves, but also how much and how often.
What’s at stake here: Your audience
50s 60s 80s 90s 00s70s 10s
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9. Smart device adoption is driving audience shift
2012 115.8M users 79.1M users
2013 137.5M users 108.6M users
2014 157.7M users 129.0M users
2015 176.3M users 143.2M users
2016 192.4M users 154.5M users
Source: eMarketer, Aug 2012 Source: eMarketer, Dec 2012
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10. • Smart devices
are at the center
of audience
multitasking
• Multitasking
raises the
question: What is
the first screen
today?

11. Say goodbye to the traditional couch potato
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12. • Time spent with
mobile is growing at
14 times the rate of
the desktop web
• Mobile and desktop
could potentially
achieve parity within
a few years at the
current trajectory
Mobile occupies more of our time than ever
12

13. • In markets with
high smart device
penetration such
as North America,
mobile’s share of
web traffic is
approaching 30%
Time spent is not the only way to measure the shift
toward mobile
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14. Internet access is increasingly mobile –
everywhere in the world
Middle East
& Africa
APAC
North
America
E. Europe W. Europe
Latin
America
Worldwide
2012 90% 75% 50% 45% 41% 39% 63%
2013 93% 82% 58% 57% 53% 49% 71%
2014 95% 87% 64% 70% 65% 59% 78%
2015 95% 90% 70% 79% 78% 69% 84%
2016 96% 93% 75% 86% 88% 77% 88%
0%
20%
40%
60%
80%
100%
Mobile Internet as a % of Internet Users
Source: eMarketer, April 2012
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15. Net result: Mobile is becoming the new desktop
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16. • By 2016, tablets
will account for
70% of
mcommerce
sales
Digital commerce is undergoing a similar shift
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17. Showrooming gained momentum in 2012;
don’t expect the tide to turn in 2013.
The smartphone-equipped, socially-connected
shopper is here to stay
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18. Mobile plays a role
throughout every step of
the customer journey.
But it’s not just about shopping…
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19. Searches Google
on her iPhone for a
store location.
Awareness
Views the store’s mobile
website to get info on the
product she is considering.
Engagement
Looks for a better deal
using the Amazon and
eBay apps.
Consideration
Scans a QR code on
the product package
for an instant rebate
Conversion
Reads a mobile-
optimized email alerting
her to an insider-only
sale and heads back to
the store
Loyalty & Advocacy
There’s a mobile aspect to everything customers do—so
there’s a mobile aspect to everything you do as a brand
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20. A few examples…
So what does a
mobile strategy
look like in action?
20

21. Mobile strategy uses tactics to improve the human
experience.
People first, technology last.
21

22. …it focuses on solving consumer needs
AND brand goals…
Accessible and relevant at key decision-making moments.
22

23. …and it connects the dots between the digital and
physical worlds.
E-commerce becomes “everywhere commerce”
23

24. What are your goals for using
mobile in 2013?
(Choose all that apply)
Question #1
a) Brand awareness
b) Product or service marketing/advertising
c) CRM
d) Loyalty & advocacy
e) Sales
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25. What CMOs Need to Know
about Mobile Strategy

26. Mobile is a complex, constantly evolving
landscape
26

27. But it’s not about mobile devices…
…it’s about connecting with people.
In the right place. At the right time. With the right
content. Through the right interface…
…whether it be a smartphone, a tablet, a kiosk, or a
multitude of connected devices, objects, and locations.
About user experiences that connect the dots across
all the touch points in your customer’s unique journey.
Multiple channels. Multiple devices. Multiple locations.
One connected conversation.
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28. Strategy should always come before tactics—
especially when exploring unfamiliar territory.
strat·e·gy /ˈstratəjē/
Noun
1.) A plan of action or policy designed to achieve a major or overall aim.
2.) The art of planning and directing military operations and movements in a war or battle.
Tactic
e.g. an iPad application
Strategy
e.g. a multimedia, cross-platform set of user experiences
designed to enhance key CRM activities like account
management, loyalty programs and support
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29. The challenge is to strategize the right tactics for
the context at hand.
AWARENESS
• Mobile web
• Mobile search and advertising
• SoLoMo
ENGAGEMENT
CONSIDERATION
CONVERSION
LOYALTY
• Mobile web
• Mobile search and advertising
• QR, Augmented Reality, SMS
• Mobile web
• Mobile apps
• QR & SMS
• Mobile coupons
• Mobile web
• Mobile apps
• M-commerce and m-payments
• Mobile apps (Earned and Owned)
• Mobile email and SMS
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30. Mobile success lies in a harmonious balance
between three interdependent spheres
Marketplace Audience
Brand
The strategic
imperative for
mobile
The Marketplace
• Competitor activities
• Available tactics
• Market trends
The Brand
• Brand goals for mobile
• Individual stakeholder
wants and needs
• Assets that can be
leveraged
The Audience
• Current customers
• Aspirational customers
• Mobile behaviors
throughout the journey
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31. Mobile strategy stems from asking the right
questions for each sphere
Market Analysis
• What are your
competitors doing?
• What tactics are
available to you?
• What are the mobile
trends in your particular
vertical?
Audience Analysis
• How do your customers
use mobile?
• How can mobile help
them progress through
each phase of their
journey?
• How can mobile
cement a closer
relationship with your
brand?
Brand Analysis
• What do you hope to
achieve with mobile?
• What types of user
experiences and content
do you need to create?
• How do they integrate
with your overall online
and offline marketing
mix?
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32. Examining the mobile behaviors of your customers through:
• Primary research, such as focus groups and customer interviews
• Secondary research sourced from 3rd-party providers
…enables you to build Mobile Technographics and Customer
Journeys that illustrate how and where you can best engage
with them.
Audience analysis: Mobile technographics &
customer journeys
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33. Market analysis: Goals and assets
Gauging the marketplace through:
• Competitive analysis
• Trend analysis (1st-hand and 3rd-party research)
• A review of the mobile tactics at your disposal
…determines the table stakes for your mobile strategy and the
opportunities to create first-mover advantage.
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34. Brand analysis: Goals and assets
Assessing your internal mobile-readiness and goals via:
• Stakeholder insights
• A thorough assessment of your .com environment and content
assets
…determine how quickly you can move forward and what your
KPIs should be for each tactic.
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35. All brands benefit from a comprehensive
strategic approach to mobile
Examining the Audience, the Brand, and the Marketplace will yield a set of desirable
tactics. Following a standard framework gathering the data and analyzing it will enable you
to assign the proper priority each tactic and help them work together harmoniously.
Stakeholder
Interviews
Project Plan Key Findings Strategy & Roadmap
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
Customer
Research
Technical and
content audits
Mobile
Technographics
Customer
Journeys
Marketing Ecosystem analysis
Competitive analysis
Tactical
wish list
Strategic
Prioritization
Strategic
Roadmap
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36. Question #2
How urgent is your need for
mobile strategy? Do you:
(Choose all that apply)
a) Have significant .com traffic from mobile devices
b) Conduct any form of digital advertising
c) Have a brick and mortar location
d) Struggle with the performance of existing mobile
websites, applications, or campaigns
e) Want to forge a positive, real-time connection with
your customers
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37. What CMOs Need to Know
about Mobile Tactics

38. Moving forward with any mobile tactic
necessitates a certain amount of custom strategy.
However, there are strategic insights that hold true
for individual tactics no matter what vertical you’re
in or what kind of consumer you’re trying to
connect with.
Understanding the strategic fundamentals of
mobile tactics will speed your path to success.
Think strategically about tactics
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39. On Christmas Day 2012 in the United States, more smartphones and
tablets were activated than on any other day in history—mobile is now
a tool of the everyday consumer.
SMS: What CMOs need to remember
Yet plain and simple SMS remains the most
popular form of digital communication
worldwide.
For CMOs, SMS is a formidable tool for:
• Activating offline media in the Awareness
phase – e.g. billboards, print, TV, Radio.
• Building and strengthening CRM in the
Loyalty Phase with offers, alerts, status
updates, location based alerts and other
forms of real-time communications.
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40. The mobile web is the primary and most widely and consistently
accessible touch point in the customer journey– to support it, CMOs
need to focus on:
Mobile web: What CMOs need to remember
• Action-oriented, info-rich smartphone content to support wayfinding and information
gathering in the Awareness, Engagement, and Consideration phases
• Adjusting .com sites for optimal usability on tablets to support information gathering,
content consumption, and purchasing throughout the entire journey
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41. Mobile apps: What CMOs need to remember
If the mobile web is about getting to know your brand, mobile apps are
about having a relationship with it. CMOs are wise to focus on apps to
support:
• Enhanced shopping and purchasing behaviors in the Conversion phase
• Content consumption in the Consideration phase
• CRM activities in the Loyalty phase
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42. Mobile advertising
While mobile advertising plays many roles throughout the customer journey, it
functions most effectively in the upper funnel when customers are getting to
know your brand. CMOs are wise to segment out their efforts by focusing on:
• Mobile SEM: for direct response, intent-driven purposes such as sales, acquisition,
and information capture in the Awareness, Engagement, and Consideration phases.
• Mobile display, rich media and video: for brand awareness, and experiential
campaigns throughout all stages of the customer journey.
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43. SoLoMo: What CMOs need to remember
Socially oriented, location-based marketing technologies provide brands with the
opportunity to create the most contextually relevant experience possible. CMOs
can leverage this opportunity most effectively throughout the customer journey by:
• Ensuring optimal smartphone and tablet usability of .com content to support traffic
from social spaces
• Providing locally-optimized web and app content whenever possible
• Cultivating a presence on key SoLoMo web and app platforms
+ +
SO LO MO
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44. M-commerce and payments
The majority of m-commerce and m-shopping activities take place within the
browser. To maximize conversions, CMOs should focus their efforts on:
• Streamlining the smartphone .com experience to facilitate information gathering and
product/brand assessment in the Consideration and Conversion phases.
• Eradicating usability barriers that prevent tablet users from shopping and completing
purchases successfully in the Consideration and Conversion phases.
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45. QR codes
QR and other types of image codes are powerful tools for injecting interactivity
into traditionally static media. When considering QR, CMOs should focus on
• Using QR to add a digital layer to
offline media such as print,
product packaging and out of
home to provide users with a real-
time conduit for information
gathering in the Awareness and
Engagement phases.
• Ensuring a high quality of
content—the post-snap experience
should be mobile optimized and
contextually relevant to the action
oriented state of smartphone
users.
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46. Mobile strategy will change over time to reflect Brand goals, Audience needs and
the ever-evolving Marketplace. You will revisit the process regularly to refine
individual tactics and your overall mobile strategy as a whole.
Remember: Mobile strategy is an ongoing,
iterative process
Illustrative Examples
Mobile Strategy Process
Mobile Web
SMS/MMS
Mobile Apps
Mobile Ads & SEM
Augmented Reality
Geo-targeted
Marketing
QR Codes
Mobile SEO
App Marketing
Ongoing Iterative Refinement
Refactoring tactics based on market changes and
campaign insights.
Marketplace
• What are your
competitors
doing?
• What tactics are
available to you?
• What are the
mobile trends in
your particular
vertical?
Audience
• How do your
customers use
mobile?
• How can mobile
help them
progress through
each phase of
their journey?
• How can mobile
cement a closer
relationship with
your brand?
Brand
• What do you hope
to achieve with
mobile?
• What types of user
experiences and
content do you
need to create?
• How do they
integrate with your
overall online and
offline marketing
mix?
Tactical Execution
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47. Question #3
What current mobile tactics has
your brand put in to action?
(Choose all that apply)
a) Mobile website
b) Mobile applications
c) Mobile advertising
d) SMS
e) Other (please explain)
47

48. Q&A
Noah Elkin
Principal Analyst
eMarketer
nelkin@emarketer.com
@noahelkin
Michael Becker
Managing Director, North America
Mobile Marketing Association
michael.becker@mmaglobal.com
@mobiledirect
Moderator
Rachel Pasqua
VP, Mobile
iCrossing, a Hearst Company
rachel.pasqua@icrossing.com
@rachelpasqua
Buy online at
http://amzn.to/Tx5jVg
48

49. Q&A
Full Name
Title
Company
Email
Twitter Handle
Full Name
Title
Company
Email
Twitter Handle
Full Name
Title
Company
Email
Twitter Handle
Michael Becker
Managing Director, North America
Mobile Marketing Association
michael.becker@mmaglobal.com
@mobiledirect
Moderator
49

50. • MMA Forum – San Francisco (January 29-30)
• MMA Forum – New York (May 8-10)
Visit www.mmaglobal.com/events for more details on
future events and webinars
Planning for 2013, contact Michael Becker at
northamerica@mmagobal.com to get involved
Upcoming Events & Programs
50

51. "Nothing gets you closer to your consumer than
mobile. And nothing gets to closer to mobile
marketing perfection than Mobile Marketing: An
Hour a Day.” — Greg Stuart, CEO, Mobile Marketing
Association and Co-Author of What Sticks
"Elkin and Pasqua expertly detail the mobile
landscape, tactics, and tools available to today's
mobile marketer. This is a must-read." — Sara
Holoubek, CEO, Luminary Labs
"This book is filled with clear, well thought-out
strategic guidance on all things mobile, with expert
perspectives to help customize the strategy on an
individual business (and budget) level.” — Joy
Liuzzo, President, Wave Collapse
"This is now my go-to book for mobile. Not only
does it have the brain trust going for it, but it also
has the data to back it up.” — Rob Garner, author of
Search and Social: The Definitive Guide to Real-Time
Content Marketing
The Book
More information:
www.mobileanhouraday.com
Buy online:
http://amzn.to/Tx5jVg
51

52. Thank you!
ADDITIONAL RESOURCES
www.icrossing.com
www.mobileanhouraday.com
www.rachelpasqua.com
Sign up for the MMA
SmartBrief:
www.smartbrief.com/mma
Search for partners or get listed at the
Mobile Marketing Industry Directory:
www.mobilemarketingindustrydirectory.com
52

53. Thank you!
ADDITIONAL RESOURCES
Find out more at www.icrossing.com
Stay connected at greatfinds.icrossing.com
Join the conversation at thecontentlab.icrossing.com
Follow us at Twitter.com/icrossing
Become a fan at Facebook.com/icrossing
Download our decks at Slideshare.net/icrossing
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