1. Keep it Short and Useful:
Mobile Marketing that Seamlessly Fits
into Customers’ Lives and Delivers Value
SPEAKER:
Chi Modu, Founder
Chief Transformation Officer
diverseinsights.com
didigital.net
MODERATOR:
Alli Libb
American Marketing Association
SPONSOR:
Aquent: aquent.com

2. Mobile
mo•bile -
Being able to move or be moved
freely or easily
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3. Brands Must Align With Current Information Access Points
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4. What We’ll Cover:
• Advantages of mobile vs. non-mobile marketing
• The parts of the mobile equation
• The surprisingly most effective of all the mobile tools
• How to effectively engage the consumer in conversation
• How to move consumers to action
• Consumer concerns and privacy overview
• Case studies
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Advantages of Mobile vs.
Non-Mobile Marketing
• Omnipresence
• Reduced targeting errors
• Improved data management
• Always on and always aware
• Location awareness
• Intimate platform

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A Few Stats:
• Over 50% of global population pays to use mobile device
• 75% of US population or 232 million users of mobile phones
• Mobile banking to double to 400 million people by 2013
Source: International Telecommunications Union,
an agency of the United Nations
Source: Pew Internet Research
Source: Juniper Research

7. Address book
Audio recorder
Calendar
Camera
Game Device
GPS
Laptop
Music player
Note pad
Remote control
Telephone
Television
Wallet
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Consolidation of Devices
Mobile
Device=

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Five Parts of the Mobile Equation
• Applications
for smart phones (phones with internet access)
• Mobile web
m.yourbrand.com vs. yourname.mobi or sites built with
mode of access detection capability
• SMS (short message service)
Short code marketing and texting
• Kindle, iPad, etc.
Content access devices with added functionality
• Location based services
Foursquare, Gowalla, and more

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What Does All of This Mean?

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Societal and Behavioral Shifts
• Smart info consumption
• Control of when/where and how to consume
• Increase of tasks in shorter time frame:
e.g. 31 to 24 hours
• User-generated content more the norm
• • •
Source: OTX - US Think Tank

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What is the Most Effective
of All Mobile Tools?

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The Most Effective Tool is the One That
Your Customer is Most Familiar With

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When Integrating Mobile
• Create or refine your overall brand strategy
• Create a mobile plan and implementation course
that is informed by your brand strategy and position
• Research and study your customers’ mobile behavior
and information consumption preferences
• Understand what your customers (and prospects)
expect from your brand
• • •

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Moving the Customer from One Channel to Next:
Seamlessly integrate mobile CTAs (calls-to-action) with
your non-mobile marketing

16. • Applications
• Mobile web
• SMS (Texting/Short Message Service)
• Kindle, iPad…
• Dynamic/location-based engagement
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Integrate and Leverage All Components of the
Mobile Mix to Connect with Your Non-Mobile
Marketing Efforts

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How do you best engage your
customer in conversation?

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Five Parts of the Mobile Equation
• Applications
for smart phones (phones with internet access)
• Mobile web
m.yourbrand.com vs. yourname.mobi or sites built with
mode of access detection capability
• SMS (short message service)
Short code marketing and texting
• Kindle, iPad, etc.
Content access devices with added functionality
• Location based services
Foursquare, Gowalla, and more

23. VS.
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Taste Tests Still Work

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Thin Line Between “Spooky,” “Creepy” and Annoying

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Case Studies…

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Bowery
Mission
of NYC
Goal:
To be the most effective
provider of compassionate
care and life transformation
for hurting people in New
York City.
Established in 1879

28. Challenge:
To raise awareness of the plight of the homeless
and hungry in New York City and increase donations
Strategy:
Approach the age-old problem of hunger and
homelessness with a 21st century solution.
Creative use of SMS that included facts, trivia,
words of inspiration along with Bowery’s services
for users of the services, donors and prospects.
Result:
Increased awareness of the Bowery’s Mission
Bonus:
Selected Best of Non-Profit, 2009, by Mobile Marketer
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Bowery Mission of NYC - Pro Bono Project

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General Mills: Wheaties Fuel

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General Mills: Wheaties Fuel
Challenge:
Create a mobile campaign to support the new
Wheaties Fuel to help reinvigorate and modernize
the Wheaties brand
Strategy/Result
Created next generation SMS campaign integrated
with offline, television, and print promotions in
partnership with Men’s Health Magazine.
Bonus:
Selected among top 10 campaigns of, 2009,
by Mobile Marketer

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33. Keep it Short and Useful:
Mobile Marketing that Seamlessly Fits
into Customers’ Lives and Delivers Value
SPEAKER:
Chi Modu, Founder
Chief Transformation Officer
diverseinsights.com
didigital.net
MODERATOR:
Alli Libb
American Marketing Association
SPONSOR:
Aquent: aquent.com
Thank You!
Get in touch:
chi@diverseinsights.com