For years we've heard that next year is "the year of mobile." For marketers, the time for mobile is now. By 2013, the U.S. smartphone application market is projected to reach $4.2 billion and the number of smartphone users is expected to quadruple. Yet only a small percentage of companies are currently engaging their customers through mobile apps. Marketers must seize this opportunity and meet their target audiences where they want to be met - on their mobile devices. Larry Weber of Racepoint Group, Bob Walczak of Ringleader Digital and Emily Green of Yankee Group discuss: - Which brands are doing mobile "right" - Getting started with mobile marketing, apps and ads - How to successfully integrate mobile into existing marketing programs - Engaging customers in a more targeted, personalized way - Connecting with customers any place, anywhere for more hours of the day

1. Time to Mobilize April 30, 2010 #Mobilize

2. 2 Today’s Speakers Moderator Emily Green CEO Yankee Group @emilynaglegreen Larry Weber Chairman Digital Influence Group and Racepoint Group @thelarryweber Bob Walczak CEO Ringleader Digital @RLDCEO

3. 3 About Us Full service digital agency that is social media at its core A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business

4. 4 Introducing Larry Weber Chairman @thelarryweber

5. 5 Mobile = Web Anywhere, Anytime

6. 6 100 million iPhone Apps

7. 7 Mobile Social Networking

8. 8 Location-Based Services

9. 9 Mobile Couponing

10. 10 Mobile Banking and Trading Bank of America E*TRADE

11. 11 Introducing Emily Green Emily Green CEO

13. Games, search, and social apps the most popular

14. Banking, shopping, and location-based apps make a strong showing12

16. Yankee Group’s scoring methodology finds Google and MLB at top of the table… while mobile carriers are among the weakest

17. Best sites follow these precepts:

18. Detect device types

19. Fold in mobile user context

20. Prioritize mobile info

21. Follow mobile standards

23. To maintain mindshare, novelty factor must be replaced by thoughtful lasting value14

25. Mobile platform is not just a screen & keys

26. It’s a way to embody that integration

27. GPS

28. accelerometer

29. camera

30. voice15

31. 16 Introducing Bob Walczak Bob Walczak CEO

33. Fragmented market standards make it very hard to buy, track, target mobile advertising effectively and efficiently.

34. Fragmented device capabilities and standards (older versions of phones do not support the same functionality)

35. Buy side creative optimization, targeting and tracking is limited

36. No campaign frequency control…i.e. Ad Networks rep the same inventory leading to ad fatigue on uniques

37. Non-standardized rich media delivery

38. Java enabled devices vs. non-enabled 17

39. Major digital market verticals – how does mobile fit in? Publisher Buy Side Analytics Rich Media DSP Ad Networks Exchange 18

40. Measurement, Targeting, Data Enrichment… Enablement 19

41. 20 Questions from the Audience Feel free to type in your questions for Larry, Emily and Bob

42. 21 Additional Resources 1. To share the recording of this webinar www.racepointgroup.com/digital/resources.cfm www.digitalinfluencegroup.com Other questions, contact: Jackie Lustig at jlustig@w2groupinc.com