MOBILE MARKETING: RULES OF THE GAME & HOW TO STAY AHEAD

FEBRUARY 23, 2012

Mobile is Changing Everything

Travel Mobi™

Giving Mobi™

The way we search, eat, shop, travel, learn, communicate, pay, entertain ourselves and donate is evolving rapidly

Club Mobi™

Sports Mobi™

Education Mobi™

Successful Mobile Strategies • Latest developments in the fast growing mobile marketing segment• What forward looking companies are doing to

amplify their marketing campaigns• Building and integrating mobile, social media

and marketing and online communities• Use of rich banners and multi-media mobile

marketing • Value in hyper-local mobile advertising and

targeting• Apps vs. mobile sites (Mobi’s), which or both? • Aligning mobile with your acquisition and

loyalty marketing initiatives• Customization and testing • Obstacles and opportunities• Key strategies to takeaway

Skyrocketing Mobile Growth

• Growth is driven by Smartphones & Computer Tablets:• 130M at end of 2011 • Expected to be200M or 65% of Americans

will have one or both by 2015 (In-Stat Research 2011)

• Mobile internet search will exceed PC’s/laptops by 2013

(Gartner Research 2011)

• 50% of mobile devices will be Smartphones by 2013

• 1 in 5 U.S. households will be using mobile banking by

2015 (Juniper Research 2011)

• PayPal expects $7B in mobile payment volume in 2012,

doubling last year

Big 4 are Focused on Post-PC Era Corporate strategies and products focused on

mobile

Travel: Mobile Evolution

• Of top 28 air, car, hotel companies in U.S., only one

company (Wyndham) and two car companies (Alamo/National) were not mobile optimized with either Mobile Website and/or Mobile App.• Two thirds had both Mobile Website and App,

often tailored for different needs• Targeting mobile travelers (eMarketer Study 2011) :

• 71% have a Smartphone, and spend more than an average consumer, $3K a year, 3 trips/year

• 38% used mobile device to plan a trip, this number is expected to grow to 44% in 2012, and 47% will use the device at the destination

• 60% have downloaded travel Apps• In 2012, the number of travelers who will

book through a mobile device to 15.1M in 2012 up 74% Y/Y

Building Local Mobile and Online Social Communities Around Brands

MobiTree Ecosystem

The Mobi: all-in-one Mobile App & Website for anyone, any device.

We create Mobile Apps and Websites for Affinity Groups

MobiTree Ecosystem

Mobi platform monetizes group’s ecosystem with advertising

Mobility: Anywhere, anytime, any device Acquisition: Acquire new fans, engage them and grow participationCommunication: Calendar, events, geo-mapping, schedules, push, text, emailRevenue Creation: Sell advertising, products, tickets, donations, fundraisersMulti-media: Video, photos, streaming, news feeds, social media eCommerce: Stores, donations and payment processing

MobiTree Solves Common Affinity Group Challenges

RegistrationMulti-Media eCommerceAdvertisingAll-in-One

Amplify Your Marketing Campaigns with Mobile

Event Mobi™

Texas State Fair and Auto Show: DriveMychevy.mobi

Global Airline and Travel Conference: megaevent.mobi

Travel Mobi™

Chevrolet: Mobilizing the Texas State Fair and Auto Show

Event Mobi™

Texas State Fair and Auto Show: DriveMychevy.mobi

Acquisition:44K test drives to grow participation and leads to dealers

Social Media:Interactive photos/videos, FB,Twitter

Product:Auto-show had QR codes and mobile electronic brochure

Mobility: Anywhere, anytime, any device

• See Mommy Run is an organization with over 57K women nationwide with 20 regional chapters & hundreds of local groups

• They focus on helping moms get in shape by running, interacting with each other & sharing health and fitness content

Affinity Client: See Mommy Run

SeeMommyRun.Mobi

See Mommy Run Mobi provides members with real-time

news, interactive and video content

SeeMommyRun.Mobi/Events

See Mommy Run Members at Boston Marathon April 2011

Social Community: Mom’s sharing with other like-minded Mom’s

Smartphone Ads are Having an Impact in Purchase Decisions

71 percent of smartphone users search after being exposed to ads online and offline

A whopping 82% notice mobile ads

74% make a purchase as a result of using their phone during the shopping process

Source: Google’s “The Mobile Movement: Understanding Smartphone Users”

See Mommy Run

Mobi can connect

with Health.com and

other relevant

Time Inc. content

Digital publications

promoted in Mobi’s

Linking Content with Health.com

Use of Rich Banner Ads & Video Rich banner ads, which are expandable, with useful

content, links and video, are driving qualified leads and conversion

Intel: Rich Banner & Mobile Sites Ads, Better Than App’s Intel is seeing rich banner ad interactive rates 5 times greater

than in Apps Predicting rich media ads to be 50% of all display ads by 2015

(Hubspot 2012)

Behavioral Targeting: Since users identified

themselves by their interests, more likely to respond

After users expand the ads, they see

three different icons that can be dragged and dropped to the bottom of the screen

Ads lead the user to the Intel mobile site

providing more information for what they are looking for

Hyper-Local Advertising

Example: See Mommy Run/Health.com Mobi Connecting relevant content with the power

of geo-targeted local advertising Identify the customer, device and location

of the mobile search and optimize 1 in 3 mobile searches are local

(Google 2011)

Hyper-Local Advertising Connect with mom by providing

relevant content and geo-targeted local advertising

Drives users to Cooking Light food and recipe information sponsored by Whole Foods Provides the nearest Whole Foods

location information - great for moms on the go

Display relevant local offers and distance to the store in See Mommy Run’s Mobi

Hyper-Local Advertising

After looking up a local business on their Smartphone, 61% of users called the business and 59%visited

74% of Smartphone users who searched for products shopping resulted with a purchase

79% of Smartphone users, use their devices to help while shopping

(Google 2011)

Align the mobile experience to the channel and customer’s situation, and why they are using mobile device

Expedia & Priceline’s mobile strategies are focused on last minute, local bookings 58% of Smartphone users who booked

through the phone, are shopping for local hotels within 20 miles of their location

82% of Smartphone bookers did so wtihin 24 hours of arrival vs. Desktop at 45% (Google 2011)

Geo-targeting by default with localized content based on where you are Expedia has Groupon & Urban Spoon

Travel Firms Are Tailoring for Those on the Go, Local

Mobi’s Generate High Repeat Usage & Utilization

69%

31%

Re-turn-ing ...

New vs. Returning Mobi Visitor

1 2 3 4 5 6 7 8 9 10 - 14

15 - 19

20+0%

5%

10%

15%

20%

25%

30%

Pageviews Per Unique Visitor

1 tim

es

2 tim

es

3 tim

es

4 tim

es

5 tim

es

6 tim

es

7 tim

es

8 tim

es

9-14

tim

es

15-2

5 tim

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26-5

0 tim

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51-1

00 ti

mes

101-

200

times

0%

5%

10%

15%

20%

25%

30%

35%

Percent Visits per Unique Visi-tor

Nearly 30% 9+ visits

Nearly 20% visitors have 9 or more pageviews

Mobi Avg. Time per Site Visit: 10 minutes

Native App, Mobile Site or Both? Large brands?

Small to mid-size brands? App Mobile Website

Expense/Maintenance ✔

Scalability ✔

Visibility ✔

Acquisition/leads ✔

SEO/SEM ✔

Personalization ✔ ✔

Loyal customers ✔ ✔

BothMobi (Mobile Website and Desktop)

Native App, Mobile Site or Both? Case Study: Intercontinental Hotels (IHG) is

Leveraging Both IHG boasts their mobile website

is a more valuable marketing tool

than an App More flexible across platforms Boosts mobile search Customer acquisition tool

Launched an App for loyalty, Priority

Club members Click-to-call Adwords account for

40% of mobile web revenue

Optimizing Mobile: Track & Test

Steps to Optimize Mobile:

1. Track mobile behavior and analytics

separate from desktop website

2. Establish goals which augment overall

marketing plans

3. Test and learn, set out your objectives that

you are trying to achieve and conduct A/B

split testing

Example: Vegas.com reduced their mobile website

bounce rate by 22%, 16% more pageviews and 4% higher

conversion rates following these steps (Marketing Sherpa 2011)

Interconnecting Mobile & Digital Content & Advertisers 24HourFitness.Mobi

• Corporations• Starting to allow iPads and tablets, and replace

Blackberry’s• Travel departments and agencies are slow to

adapt• Payments

• Retailers are slow to adapt mobile options, once entities like PayPal and Google Wallet integrate with retail point of sale processors, and information is stored in Smartphone, purchase volume will increase dramatically

• Integration with retail loyalty systems and stored value cards will further fuel growth

Top Limitations in Mobile, Once Solved will Fuel Further Growth

Leverage mobile to amplify your marketing plans, campaigns and media, make everything more successful Use mobile to develop and amplify your brands

social community Use rich media banner ads and commercials Media plans and mobile sites should perform across

all device types, operating systems/platforms Focus on the mobile site for SEO/SEM, acquisition

and scalability, use App’s for loyal customers, specialized functionality Hyper-localized advertising is critical, leverage the

data and the customer’s profile to drive results and provide relevant content and promotions Test and learn, and customize mobile experiences

and target leveraging the customer’s profile data, location and needs

Key Takeaways