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ANINTROTO THE MOBILELANDSCAPE<br />Location, location, location -<br />What it Means for You<br />

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What’s the Story With Mobile?<br />

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Mobile Overview<br />Let’s look at a few stats<br />

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Mobile: Converging with Local & Social<br />Mobile is hot!<br />But, is mobile marketing right for your company?<br />

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We Use mobile devices to:<br /><ul><li>SMS / MMS

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Bluetooth, Wireless and Infared marketing

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Mobile Search Marketing

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Mobile Display Advertising

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Mobile Video Advertising

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Mobile Applications

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QR-codes</li></li></ul><li>What Mobile Industry Experts Say:<br />“There is positive growth around m-commerce (actual goods rather than mobile downloads), with both consumers and companies getting more comfortable with ordering using their phone.” <br />NicoKöpke<br />CEO, KODIME<br />

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More industry Views:<br /> “Over the next decade, mobile marketing will become mainstream, and multi-channel mobile communications is probably the most important and exciting opportunity for enterprises in every segment.” <br />Johan Lindstrom<br />Director of Product Management, mBlox<br />

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Mobile Activity<br />

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Mobile Is The Most Intimate Marketing Channel<br />

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Your Customer is Priority one!<br /><ul><li>36% of people plan to find product reviews on mobile devices [Source: JiWire, November 2010]

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33% of people plan to discover current inventory at nearby stores on mobile devices [Source: JiWire, November 2010]

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26% of people plan to connect with social networks through location-based features [Source: JiWire, November 2010]

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62% of people have used "find a store location" features within an ad on mobile devices [Source: JiWire, November 2010]

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30% of people are willing to travel more than five miles to redeem a mobile coupon [Source: JiWire, November 2010]

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49% of the On-The-Go Audience is open to checking-in on mobile apps, with 29 percent looking for deals and 17 percent wanting to share location[Source: JiWire, November 2010] </li></li></ul><li>Mobile Marketing Case Studies<br />Pros & Cons and…<br />Source: Econsultancy, BCG<br />

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Mobile Pros<br /><ul><li>People accessing internet through mobile is increasing

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Smartphones becoming increasingly sophisticated

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Marketers can interact on a deeper, more personal level

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Effective form of permission-based marketing

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Extraordinary reach

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More brands experimenting with mobile

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Rapid growth of mobile apps

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Greater move toward open standards

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Easier to pay for products via mobile</li></li></ul><li>Mobile Cons<br /><ul><li>Poor usability: low screen sizes, keypads, slow network

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Perception problem from investors

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Lack of customer awareness

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Mobile marketing can be expensive to run

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Lack of awareness about legal issues and regulation

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Lack of standards

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Innovation among mobile operators lagging

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Running mobile marketing campaigns is complex</li></li></ul><li>The FutureoF Mobile<br />“2010 will be the decade of the mobile phone. Mobile Marketing will become mainstream, and multi-channel mobile communications is probably the most important and exciting opportunity for enterprises in every segment.” <br />Opportunity Ahead<br />

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Mobile Opportunities<br /><ul><li>Consumer awareness of mobile channels growing rapidly

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Geo-targeting and Location-based-services huge

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Greater availability of GPS on handsets

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Customized, targeted advertising on a very personal device

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High growth predicted for mobile and local search

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Real-time nature of mobile

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Integrates all forms of media into one device

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Inherently measurable

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Improved user experience</li></li></ul><li>Mobile Phones = MCommerce<br />

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Casestudy - SMS<br />Sunderland Empire Theatre <br />client<br />Agency<br />Interlinked <br />details<br />Problem: The Sunderland Empire Theatre needed to generate a new database of interested theatre visitors. Database used for marketing and promotion.<br />Solution: SMS – Text 2 Win promo<br />

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Casestudy- MMS<br />case<br />BMW<br />details<br />An innovative and highly targeted MMS campaign by BMW in Germany provides a good example of mobile messaging can be used to engage with individual consumers.<br />

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Casestudy - QR Codes<br />Pepsi Max<br />client<br />Agency<br />Graphico DMG<br />details<br />Problem: How do you stimulate and motivate Pepsi‟s target audience (18 – 24 year old males)?<br />Solution: QR codes on 400 million packs <br />

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Making The Case For Mobile marketing<br />Planning a campaign<br />

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Go Forth And Connect!<br />Cost Effective<br />Business Benefits<br />The mobile medium is an inherently intimate medium enabling highly targeted, one-to-one communication with audiences and lots of potential for personalization and upselling.<br />Flexibility<br />Uncomplicated<br />Extraordinary Reach<br />Multi-Purpose<br />Integration<br />In-Depth Analysis<br />Permission-Based<br />M-Commerce<br />

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Mobile Checklist<br />With an increased click through rate of 6-8% and having YOUR customers be able to just click for instant contact this is definitely something to test out with your market. http://goo.gl/eNsts<br />Will make choosing your best mobile search keywords a lot easier. This tool breaks it down by desktop, Mobile WAP devices, and mobile browsers with full Internet.<br />http://goo.gl/FD84E<br />Mobile campaigns must be tailored for the target audience as this will affect how customers respond to the campaign. <br />Google’s best practices guide will show you whether driving business to the phone is for you.<br />http://goo.gl/aNMTT<br />For example Facebook will redirect to touch.facebook.com for touch screen capable devices like the Droid and iPhone. Simpleand shorter.<br />Best Practices<br />Click to Call<br />Keyword Tool<br />Mobile-Friendly Site<br />Objectives<br />All about your customer<br />Objectives must be set out clearly prior to starting the campaign, and set benchmarks and metrics.<br />

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“How much should we budget?”<br />There are various costs associated with a mobile campaign: <br /><ul><li>Creative

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Messaging

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Marketing and promotion. </li></ul>Perhaps also costs for: <br /><ul><li>Short codes

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Keywords

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Message cost

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Billing

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Renting and setting up the platform</li></li></ul><li>Planning a Campaign<br />Adapted from: Mobile Marketing: From Marketing Strategy to Mobile Marketing CampaignImplementation, MattiLeppäniemi<br />

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In Summary:<br /><ul><li>Start with a Readiness Assessment

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Build a business case for mobile media

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Decide whether to outsource or train in-house team

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Articulate a marketing strategy for mobile and integrate

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Assess ROI across all of your marketing

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Design customized metrics for mobile

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Keep execution relevant to customers

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Have fun with customers in this very personal mobile environment!</li></li></ul><li>Thank You!Let’s connect!<br />Web: www.AppliedConnectioneering.com<br />Email: Ghennipher@AppliedConnectioneering.com<br />Phone: 888.607.5801<br />