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Mobile Marketing Fundamentals:
Creating & Maintaining the Right Mobile Strategy for your Organization
Kriti Kapoor
Co-founder, Appio Labs
kriti@appiolabs.com
LinkedIn: http://sg.linkedin.com/in/kritikapoor
Twitter: @kriti_kapoor

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+ Mobile Marketing Fundamentals:
Creating & Maintaining the Right Mobile Strategy
for your Organization
This workshop covers the fundamentals of mobile marketing campaigns, including, SMS, apps and
integration of mobile strategy with traditional and social media marketing.
Through this workshop attendees will dive into numerous case studies, analyzing the best mobile
campaigns and evaluating why those campaigns found success. Using these case studies, this session will
walk attendees through the steps necessary to build, launch and maintain highly optimized mobile
strategies for their organization.
Through this workshop attendees will leave able to:
 Understand how mobile marketing results in positive ROI
 Integrate mobile into their overall marketing strategies
 Craft a successful mobile marketing campaign
 Increase mobile efforts through optimizing mobile fundamentals
 Measure mobile success

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From Lifeline to Livelihoods
Social
Internet Mobile Ensures that
Media
Enables us to we remain
Brings us make new connected—
information connections and always
on a vast level across the working—no
globe matter what
our location

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Customers aren’t “going mobile”,
they’ve already gone mobile
Mobile
Mobile Devices Mobile Internet Mobile Commerce
Subscriptions
Smartphones
6-billion By 2014, mobile
74% y/y To reach $31B
worldwide vs. internet usage
growth, 22% of by 2015 -
5.3-billion in should take
mobile sales Forrester
2010 over desktop
globally
1.2B mobile
mobile social M-payments to
broadband 326M Tablets in
networking reach US$1
subscriptions 2015 - Gartner
240% y/y surge trillion by 2015
globally
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
http://mobithinking.com/b2b-mobile-marketing
http://www.customerthink.com/blog/44_significant_mobile_marketing_statistics_for_the_b2b_internet_marketer
http://www.guardian.co.uk/technology/2011/sep/22/tablet-forecast-gartner-ipad

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Mobile – The First Screen
 Howprofessionals stay in contact with their teams, stay
abreast of breaking developments in their industries,
and stay competitive in a 24/7 global business world.
 72% of the U.S. workforce is mobile according - IDC
 70%of executives under age 40 classify mobile as their
primary communications tool, with 50% of all execs
preferring business purchases on mobile web vs. phone
- Forbes
 Mobileis set to trump laptops and desktops as the “first
screen device” for all Internet access between 2013
and 2015.

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Mobile – First Screen
 Everycompany will NOT need a mobile app, BUT every
single one will need a mobile website.
 Businessaudiences are never without their
smartphones, so not having a mobile-friendly site in
2012 is the equivalent of not having a website 10 years
ago.
 Metrics
as traffic, subscribers, downloads, engagement
levels and conversion rates are important but, with
mobile campaign, you can potentially gather location
information as well as incremental data, since mobile is
more interactive.

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Mobile is different …
a unique communication channel that
offers brands a direct and personal
engagement with the individual

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Mobile is different … 5 unique benefits
 First truly personal mass media
 e.g. We don’t share our phones with our spouses
 First always-on mass media
 Information is always available 24/7, even when idle
 First always-carried mass media
 7 out of 10 people sleep with their phones within reach
 Only mass media with a built-in payment channel
 Universal click-to-buy—twice as many people have phones than
credit cards
 At point of thought
 Ability to create of consume content whenever the mood strikes

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Elements of a
(Mobile) Marketing Plan
Target
Customer
Strategy Analytics ROI Relevance

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Developing a
Mobile Marketing Campaign
Define your goals
Research your market
Plot your presence
Define your message
Create sharing opportunities
Feed your campaign
Track, analyse and optimise

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+ 3 Broad Categories of Mobile Marketing
(opt in) text
messaging/SMS
(advertising on)
mobile Internet
sites
(access) mobile
applications

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Mobile Marketing – Choices!
Content
QR Codes Apps
m-
Search
Commerce
Augmented
Coupons
Reality
Location
Banner Ads Based
(Context)
SMS / MMS
Mobile What’s
Marketing next?

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B2C Best
Practices

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Tesco: Homeplus Subway
Virtual Store
http://www.youtube.com/watch?feature=player_embedded&v=nJVoYsBym88

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Mini Countryman
http://www.youtube.com/watch?feature=player_embedded&v=dt9OlGq3gWU

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Commonwealth Bank Property Guide
http://www.youtube.com/watch?feature=player_embedded&v=o9T9crNMB_w

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B2B Best
Practices

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B2B Audiences are driven
by efficiency, not
entertainment.
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Mobile initiatives must strive to make
work activities – better, faster and
easier.

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Hoover’s Near Here
For the Road Warrior
 Location-based sales prospecting tool for sales forces to identify,
filter, contact and get directions to their targets.
 Goal: to increase its audience’s productivity, making prospecting
better, faster and easier for their core audience – the sales rep.

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Find Regus .. Wherever you need us
 Mobile App leverages augmented reality to enable business
travelers to quickly find and reserve office space wherever they are
in the world.
 Available across 1200 locations, 550 cities, 95 countries.
 30,000 daily users today, 20,000 downloads in first 6 months, 65%
use app frequently.

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+ B2B Mobile Marketing –
Use mobile to extend brand value proposition
Leverage
Think “inside” existing content
the box through new
tools & formats
Don’t sell, help Better, Faster,
your audience Easier
Feed your Track, analyse
campaign and optimise

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+ In Summary: Elements of a
Successful Mobile Marketing Campaign
Define your goals
Research your market
Plot your presence
Define your message
Create sharing opportunities
Feed your campaign
Track, analyse and optimise

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Recommended Reading

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Reference
 http://mashable.com/2011/06/21/innovative-mobile-
marketing-campaigns
 http://www.slideshare.net/ckEpiphany/b2b-mobile-
marketing-10step-starter-guide-2882873
 http://blog.hubspot.com/blog/tabid/6307/bid/24227/9-B2B-
Mobile-Marketing-Mistakes-to-Avoid.aspx