Mobile marketing is one of the most effective ways for marketers to engage their customers, but many are still playing catch-up. Building a successful mobile marketing program is crucial, but how do you do it, how much should you invest and what does success look like? In this webinar, you will learn about: the state of the mobile consumer, effective mobile strategies and best practices to build deeper relationships with your customers that drive loyalty and sales, mobile platforms, mobile wallet, personalization and more!

1. Vibes and guest Forrester research
define “next level” mobile marketing
ACCELERATE YOUR MOBILE MARKETING PROGRAM TODAY!
#NextLevelMobile !

2. ©2013 Vibes All rights reserved. Confidential
1 #NextLevelMobile !
Jack Philbin
Melissa Parrish
Today’s presenters!
Principal Analyst &
Research Director,
Forrester Research, Inc.
Co-founder & CEO, Vibes,
and chairman of the Mobile
Marketing Association (MMA)
North America

3. ©2013 Vibes All rights reserved. Confidential
2 #NextLevelMobile !
Defining “next level” mobile marketing!
Mobile
marketing !
Mobile
advertising!
Mobile !
experiences!
Mobile
service!
mobile
display
ads
sponsored-
text
rich
media
ads
apps
mobile
web
location-
based
services
m-commerce Mobile
media
buys
mobile
wallet!
QR
codes
SMS
MMS
mobile
alerts
mobile
database
loyalty
program
activation
service
alerts
targeting &
segmentation
push
notification
payments

4. ©2013 Vibes All rights reserved. Confidential
3 #NextLevelMobile !
The Mobile
Playbook
in Action
#NextLevelMobile !

5. ©2013 Vibes All rights reserved. Confidential
4 #NextLevelMobile !
Getting to “next level” mobile marketing!
Mobile marketing!
experimentation!
Project-based approach
Mobile as a standalone
Marketing to the
“masses”
Mobile relationship!
management!
Long-term mobile strategy!
Combine mobile into the
overall marketing mix!
Data integration: mobile
database linked to CRM,
loyalty, mail and
3rd party data sources
Utilize several mobile
channels!
In-depth metrics/ROI!
Advanced segmentation !
One-to-one marketing
Mobile marketing!
programs!
Program-based
approach
Build a mobile database
Run regular campaigns
Utilize multiple mobile
channels
Basic reporting
Light segmentation
Walk
Run
Fly

6. ©2013 Vibes All rights reserved. Confidential
5 #NextLevelMobile !
Mobile relationship management framework!

7. ©2013 Vibes All rights reserved. Confidential
6 #NextLevelMobile !
Weaving mobile into the customer journey!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
social media
integration
mobile opt-in
in-store call to
action
Passbook mobile
web
print
signage loyalty program
mobile video
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
receipt activation

8. ©2013 Vibes All rights reserved. Confidential
7 #NextLevelMobile !
Technology enables ‘next level’ mobile marketing!
How
Who
• Easy to use/intuitive
• Fully integrated
• Robust reporting
• In the cloud
• API driven
• CMO
• CRM
• Digital marketers
• Loyalty marketers
• IT
What
• SMS/text
• MMS
• QR codes
• Push
• Post-click
engagement
(Mobile Web)
• Mobile wallet
(Apple Passbook
& Google Wallet)
• Mobile CRM
(Targeting &
Segmentation)
Mobile
marketing
platform

9. ©2013 Vibes All rights reserved. Confidential
8 #NextLevelMobile !
Email Direct mail Advertising In-store Social
Developing and integrating your mobile strategy!
Mobile
strategy Mobile Strategy
Define mobile
objectives
Establish KPIs/metrics
Build 6 – 12 – 24
month plan
Utilize multiple mobile
levers
Integrate w/ overall
marketing plan

10. ©2013 Vibes All rights reserved. Confidential
9 #NextLevelMobile !
How do you get there? Where do you start? !
Mobile marketing!
experimentation!
Project-based approach
Mobile as a standalone
Marketing to the
“masses”
Mobile relationship!
management!
Long-term mobile strategy!
Combine mobile into the
overall marketing mix!
Data integration: mobile
database linked to CRM,
loyalty, mail and
3rd party data sources
Utilize several mobile
channels!
In-depth metrics/ROI!
Advanced segmentation !
One-to-one marketing
Mobile marketing!
programs!
Program-based
approach
Build a mobile database
Run regular campaigns
Utilize multiple mobile
channels
Basic reporting
Light segmentation
Walk
Run
Fly

11. ©2013 Vibes All rights reserved. Confidential
10 #NextLevelMobile !
The power of mobile data!
Awareness Engagement Transaction
Loyalty
Time Location Interaction
Mobile
data
CRM data
3rd Party data

12. ©2013 Vibes All rights reserved. Confidential
11 #NextLevelMobile !
One-to-one marketing
Closing the loop
Revenue growth
Key outcomes
“Next level” mobile marketing!

13. ©2013 Vibes All rights reserved. Confidential
12 #NextLevelMobile !
Mass marketing
Mass marketing
Lightweight targeting
One-to-one marketing!
Mass marketing
Lightweight targeting
Right message, right person, right time, right location!

14. ©2013 Vibes All rights reserved. Confidential
13 #NextLevelMobile !
Closing the loop drives better results and stronger ROI!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
Top of Funnel! Lower Funnel!
• Mobile Advertising • Messaging • Post Click Engagement
We need to connect top of
funnel with lower funnel!
• Mobile Wallet
(Apple’s Passbook
& Google Wallet)
M

15. ©2013 Vibes All rights reserved. Confidential
14 #NextLevelMobile !
Closing the loop drives better results and stronger ROI!
AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY!
1X!
2X!
4X!
8X!
Mobile Web! Mobile Wallet
(Apple’s Passbook &
Google Wallet)!
Re-targeting!
Loyalty!
Ad!
1X!
Ad!

16. ©2013 Vibes All rights reserved. Confidential
15 #NextLevelMobile !
Mobile marketing can help you grow your revenue!
Foot traffic!
Average order!
Lifetime value!

17. ©2013 Vibes All rights reserved. Confidential
16 #NextLevelMobile !
Accelerate to “next level” mobile marketing!
Assess your current state
Define your objectives for
mobile marketing
Integrate your mobile plan w/
your marketing plan
Chart your course
(6 – 12 – 24 month plan)
Don’t delay the inevitable –
get started today!

18. ©2013 Vibes All rights reserved. Confidential
17 #NextLevelMobile !
Q & A
JACK PHILBIN!
Co-Founder & CEO, Vibes
Chairman NA, MMA
Jack@vibes.com
@jackphilbin