Getting It Right* In Mobile

Kane Russell, VP of MarketingWaterfall

* 7 Killer Tactics To Catapult Your Mobile Marketing Strategy

Waterfall

Corporate๏ Founded August 2005๏ Offices in SFO (HQ), Austin & NYC๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS,

IVR, Passbook, QR Codes, Coupons & Social

๏ Access @ waterfall.com๏ Personalized engagement for mobile๏ Intuitive user interface๏ Full-service compliance support, including

provisioning, certification & audit management

Platform

Agenda For Today’s Webinar

1. The State of Mobile in 2013

2. Tactics vs. Strategy

3. 7 Killer Tactics

4. Additional Examples

5. Key Takeaways

Mobile Device Sales By Type

Source: IHS Global Insight, 2013

0

40

80

120

160

200

2005 2007 2009 2011 2013 2015

Mill

ions

of U

nits

Entry Phones Feature Phones Smartphones Tablets

Smartphone OS: 2006 - 2012

Source: comScore, 2012

0%

20%

40%

60%

80%

100%

2006 2007 2008 2009 2010 2011 2012

Symbian Palm Microsoft RIM iOS Android

Smartphone Demographics

Source: MarketingProfs, 2012

49%51%

MaleFemale

15%

16%

21%26%

17%

6%

13-17 18-24 25-3435-44 45-54 55+

Share of U.S. Adult Population Reached

Source: mLightenment, 2013

2010 2012 Chg

Television 89.5% 88.3% -1%

Desktop PC 62.5% 58.1% -4%

Radio 60.6% 58.8% -2%

Newspapers 38.6% 36.1% -3%

Magazines 28.6% 24.8% -4%

Mobile Device 84.2% 89.0% +5%

Replacement Rates By Mobile Phones

Source: mLightenment, 2013

Smartphone Tablet

Clock 65% 22%

Organizer 55% 45%

Music Player 52% 34%

Landline Phone 35% 6%

Newspaper 33% 62%

Books 14% 51%

PC Computer 5% 20%

Digital Channel Stats

Source: Mashable, Mass Mailer, 2012

Tweets Viewed

29%

FB News Feed Stories Viewed

16%

Logged in more than 1/day

58%

12%

Emails Viewed

50%

Viewed within 6 hours

43%

Checked > than 4 times/day

98%

SMS Viewed

98%

Viewed within 3 minutes

Avg. times phone checked/day

150

Mobile Marketing Spending In The U.S.

2010 2011 2012 2013 2014 2015

$7,686

$5,910

$4,273

$2,964

$1,878

$1,248

$9,207

$7,078

$4,871

$3,060$1,743

$991$2,912$2,174

$1,312$669$336$166

Mobile Direct Response Enhanced AdvertisingMobile Media AdvertisingMobile CRM

$2,405

$3,957

$6,693

$10,456

$15,162

$19,806 52%

44%

77%

56%

CAGR

Source: mLightenment, 2013

Millions of Dollars

Mobile Marketing Spending By Industry

2010 2011 2012 2013 2014 2015

ResourcesManufacturing CPGManufacturing, OtherWholesale TradeRetail Trade, CPGTransportationInformationFinanceBusiness ServicesEducational ServicesHealth CareArts & RecreationAccomodation & FoodOther ServicesGovernment

$2,405

$3,957

$6,693

$10,456

$15,162

$19,806

Source: mLightenment, 2013

Millions of Dollars

Current Growth Of Mobile Budgets

Plan to increase budget next year

Plan to increase budget by more than 50%

Budget has increased over past 2 years

Budget has increased more than 50% past two years

Consider mobile an integral element of overall strategy 51%

29%

63%

35%

72%

Source: Interactive Advertising Bureau, 2012

Agenda For Today’s Webinar

1. The State of Mobile in 2013

2. Tactics vs. Strategy

3. 7 Killer Tactics

4. Case Studies

5. Key Takeaways

Strategy

Tactics

Tactics vs. Strategy

Strategy Tactics

General

Mobile

Specific Example

A plan of attack designed to reach or obtain a goal

Specific tasks, operations or methods to carry out a strategy

How to use mobile to increase value for a business

Interacting with customers through their mobile devices

Acquire new customersPlace a coupon mobile call to action outside of a store

Agenda For Today’s Webinar

1. The State of Mobile in 2013

2. Tactics vs. Strategy

3. 7 Killer Tactics

4. Additional Examples

5. Key Takeaways

The 7 Killer Tactics

Opt-In

Cross-Channel

Location

Choice

A/B Testing

Dynamic Field Insertion

Integrate

Opt-In

Definition?

Why important?

Best practice?

Actively secure mobile customer sign-ups.

Expands the capacity for collecting meaningful data.

Opt-ins are a two-way street. Be sure to give up something to get something in return.

Stuart Weitzman:Website Takeover

Do• Actively recruit customers

Don’t• Make sure to segment

audience to avoid off-putting aggressiveness

Cross-Channel

Definition?

Why important?

Best practice?

Pass customers between mobile channels.

Enriches campaign functionality while providing ideal 360-degree customer insight.

Make sure to centralize the customer database in order to avoid errors like double-contacting.

San Francisco Giants:Stadium Sleepover

Do• Promote campaigns

everywhere

Don’t• Lose steam by under-

communicating• Fail to collect an opt-in

Location

Definition?

Why important?

Best practice?

Deliver content according to customer activity.

Increases customer response and engagement.

Do not feel constrained by traditional location models like geo-fencing.

Subway:Window CTA

Do• Attempt to segment

audience when appropriate

Don’t• Clutter the sign-up

process

Choice

Definition?

Why important?

Best practice?

Provide customers with ownership opportunities during the brand/customer relationship building process.

Establishes trust with customer base.

Think about choice from a utility perspective, not necessarily from a shiny object perspective.

Pizza Hut:Send Me Deals

Do• Offer customers multiple

channels to receive content

Don’t• Distribute the same

content across each channel; each requires a specific voice

A/B Testing

Definition?

Why important?

Best practice?

Test and iterate variations of content in order to maximize engagement rates.

Constant innovation.

Do not limit yourself to A/B testing. Commit to iterative testing over the long term.

Lane Bryant:LB Msg Me

Do• Interact with customers

using relevant, engaging content

Don’t• Overlook the importance

of integrating at the point of sale

Dynamic Field Insertion

Definition?

Why important?

Best practice?

Use metadata collected about customers to maximize content targeting.

Personalizes the customer experience.

Do not try to collect all the data simultaneously.

Strongmail:Email Invite

Do• Apply relevant email best

practices to mobile

Don’t• Forget to include entries

for defaults

Integrate

Definition?

Why important?

Best practice?

Plug mobile into the overall marketing picture.

Provides most relevant reporting and analytics possible.

Bite off this project in easy-to-chew pieces.

Starbucks:Mobile Card Registry

Do• Compare mobile vs. non-

mobile customers

Don’t• Adopt a multichannel

perspective

The 7 Killer Tactics

Opt-In

Cross-Channel

Location

Choice

A/B Testing

Dynamic Field Insertion

Integrate

Agenda For Today’s Webinar

1. The State of Mobile in 2013

2. Tactics vs. Strategy

3. 7 Killer Tactics

4. Additional Examples

5. Key Takeaways

Taco Bell:iPad Sweepstakes

Implemented• Integrate

Enhancement• Opt-in

Noah’s Bagels:2D Code Sign-Up

Implemented• Opt-In

Enhancement• A/B Testing

Straight Talk:Location Targeting

Implemented• Location

Enhancement• Dynamic Field Insertion

Frontier Airlines:Preference Manager

Implemented• Choice

Enhancement• Integrate

Pizza Hut:Send Me Deals

Do• Engage target audience

strategically

Don’t• Promote technology for

technology’s sake

Obama:Text To Call

Implemented• Cross-channel

Enhancement• A/B Testing

San Francisco 49ers:Twitter CTA

Implemented• Cross-channel

Enhancement• Location

Agenda For Today’s Webinar

1. The State of Mobile in 2013

2. Tactics vs. Strategy

3. 7 Killer Tactics

4. Additional Examples

5. Key Takeaways

Art Of The Call To Action

Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI.

http://artofthecta.com/

Mobile Opportunity

Source: eConsultancy, 2013

57%43%Percentage of companies that deliver a

personalized desktop experience.

87%13% Percentage of companies that deliver a personalized mobile experience.

54% of companies plan to adopt personalization for mobile in the next 12 months.

© 2013 Waterfall, Inc.

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