Is it finally theYear of Mobile Marketing?

Presented by:Jeff Hilimire, Chief Digital Officer

Blog: jeffhilimire.com - Twitter: @jeffhilimire - jhilimire@engauge.com

1to1toEveryone

Mobile: The facts

Apps, apps and more apps

The intersection of social and mobile

Bridging online and offline worlds

Case studies (this stuff works!)

Things to consider when getting started

Today’s Agenda

Jeff HilimireChief Digital OfficerEngaugewww.engauge.com

Blog: jeffhilimire.com@jeffhilimirejhilimire@engauge.com

Are you smarter than a 5-year old?

Introducing the marketing of the future:

1to1toEveryone

Embrace this concept: YOU are the least credible personto be talking about YOUR company

Your Company

YourCustomer

The MOST credible personto be talking about your company

Your goal is to reach your customers at the mostrelevant time and place...

...and then get them to become your best marketing channel.

What exactly is mobile marketing?

According to Wikipedia:

Mobile marketing…is meant to describe marketing on or with a mobile device.

So what's a "mobile device"?

A mobile device is a pocked-sized computing device, typically having a display screen with touch input or a miniature keyboard.

So then is the iPad a mobile device?

Mobile phones are used forso many things today...

Where’d I park?

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Question

If you had to leave the house with the bareminimum, what would you take?

TIME

What’s the big deal with mobile marketing?

+PLACE

RELEVANT MARKETING

Mobile:

The facts

Americans spend nearly 3 hours online via their mobile devices each day.

60% of U.S. mobile traffic is to social network sites, such as Facebook and Twitter.

About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile phones than PCs.

Worldwide over 350 billion text messages are exchanged every month.

28% of US mobile phone users access the mobile internet at least once a day.

Most popular activities

Yikes

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SMS is still king of mobile messaging with 5 trillion messages sent in 2009. Despite the popularity of mobile e-mail, IM and MMS - SMS is predicted to exceed 10 trillion in 2013.

How will consumers use their mobiles in the future? The key drivers for mobile usage are expected to be (in order of importance) 1. money transfer2. location-based services3. mobile search4. mobile browsing5. mobile health monitoring6. mobile payment7. near-field-communication services;8. mobile advertising 9. instant messaging10 mobile music

In terms of mobile marketing, SMS still rules...

Mobile Commerce

Mobile Commerce - Food Purchases

7% of consumers currently use their mobile phones while in the store to perform the following food-shopping activities:

• 53% compare prices.

• 44% get/redeem coupons/discounts.

• 28% get nutritional information.

• 22% read product reviews.

• 22% visit the food company’s website for information.

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What does the iPhone4 mean for mobile commerce?

iAd Network createsMore powerful ads (essentially apps)

Purchase directly from an adAds can be mini-networked games

Allows developers to monetize their apps

HD retina display will finally move luxury brandsinto the mobile space.

Improved HD video input, allowing advanced offlinerecognition services (scanning, etc.)

US is a little behind...

...but the futureis bright.

Hispanics lead all other groups in wireless-only households. And while Hispanics lag behind other ethnicities in having broadband Internet access at home, a full 78% of Hispanic mobile Internet users have some form of Internet access at home.

Mobile Usage by Hispanics

Healthcare Professionals & Mobile

73% of physicians consider electronic promotion—including e-details, online seminars, opinion leader events, web conferences and group discussions—to be equal or superior to face-to-face promotion. (SDI)

Apps, apps and more apps

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http://www.marketingcharts.com/direct/games-most-popular-mobile-app-13104/ June 4, 2010

- 14% of mobile phone users have downloaded an application in the past 30 days.

Games were the most frequently downloaded apps by all users, downloaded by 65% of past-30-day smartphone downloaders and 59% of past-30-day feature phone downloaders.

Among smartphone users, the next four most frequently downloaded apps were:

- news/weather (56%)- maps/navigation/search (55%)- social networking (54%) - music (46%)

Top recent iPhone apps Take advantage of popular events

Mobile Medical Apps

Medical apps are the 3rd-fastest growing category for Apple, which saw a 133% jump in downloads.

66% of physicians use mobile devices to look up medical info between patient visits, and 33% during consultations.

92% use the Internet to gather medical info in a clinical setting. (Google)

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Top Medical iPhone Apps

Social + Mobile = real “socialability”

"Social networking is by far the fastest-growing mobile activity right now," said Mark Donovan, comScore's senior vice president of mobile.

"With 20% of mobile users now accessing social networking sites via their phone, we expect to see both application and browser usage continuing to drive future consumption of social media."

~500+ Million Users

Over 100 Million Mobile Users

Mobile is forcing peopleto change the way

they communicate with each other

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BridgingOnline &Offline

Ever since we’ve hadphones with maps

we’ve been trying to bridge offline & online

Checking-in

Shopkick has signed up Best Buy Co. and Macy's Inc. as launch partners for a new kind of app for iPhone and Android handsets that detects when

shoppers are in or near stores and offers rewards targeted to them. Shopkick exploits the phones'

location-sensing abilities—and cameras that customers can use to scan bar codes on items—to

offer product information, coupons or other marketing offers when shoppers are in a convenient

position to buy.

Case studies (this stuff works!)

Over 100,000 downloads

Over 90,000 toilets reviewed

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Belle Tire SMS Campaign

55% Opt-in rate for their mobile advantage club20% coupon redemption

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Target Launches First-Ever Scannable Mobile Coupon Program

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Target Launches First-Ever Scannable Mobile Coupon Program

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JCPenny’s Lets Shoppers Redeem Mobile Coupons at POS

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JCPenny’s Lets Shoppers Redeem Mobile Coupons at POS

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Red Cross Raises $5,000,000+ for Haiti Through Text Message Campaign

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25% response rate - with more than 1.5 million participants in 5 weeks

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Jiffy Lube Launches Geo-targeted Mobile Coupon Campaign

Mobile Coupons Bring 50% New Households

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- 21% increase in store traffic and redemption of mobile coupon- 17% forwarded coupon to friend- 35% more likely to buy product

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Things to consider when getting startedin mobile

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DON’T pretend its not happening...

FAIL FAST(then get right back up)

And the question you have to ask yourself is....

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Do you really want tobe an “immobile” brand?