Bio

Joel Morrow – CEO of Mobile Fusion
•  Frequent industry speaker on mobile, social and digital
marketing for the Direct Marketing Association (DMA),
American Marketing Assoc. (AMA), National Restaurant
Association, the National Retail Federation and other groups.
•  Previously, Director of Product Development, Digital Ventures
at Western Union where he developed and executed the
company's mobile marketing strategy/roadmap and global
mobile money transfer product.
•  MBA from the University of Colorado at Boulder.

3
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com

Mobile Fusion is a leading
Agenda
digital marketing agency

•  The challenges/opportunities of a multichannel world
•  Success stories and industry best practices
•  Digital Marketing RoadmapTM
•  Top 3 free / low-cost ideas

4

Your customers are mobile,asocial & digital.
Mobile Fusion is leading
digital Are you? agency
marketing

6

Dumb Mistake to Avoid: QR Codes

7

Poll Question

•  How many Americans have a Facebook account?
1. 33%
2. 48%
3. 60%

12

Poll Question

•  How many Americans have a Facebook account?
1. 33%
2. 48%
3. 60%

Source: Facebook, May, 2011.

13

Phase 2 – Run: Vail’s EpicMix integrates on-mountain,
online, social & mobile to earn its price premium.

14

On your computer or mobile phone…

15

Connect with friends…

16

Results: Vail’s EpicMix First Year

•  100,000 guests activated = 15% adoption.
•  275,000 social posts on Facebook & Twitter
•  35 million social impressions*
•  2011/2012 season pass sales: +19%
increase with +27% revenue

Sources:
•  VailResorts.com, 8.31.2011 press release
•  VailResorts.com, Q3, 2011 quarterly financial results.
•  Based on Vail’s assumption of Facebook's estimate of 130 friends per person.
17

Integrate Across Channels
Mobile Website

Desktop Signage
Website

Email
Text Message

Facebook
Post

18

Increase responseis a leading
Mobile Fusion rates by adding
mobile to traditionalagency
digital marketing marketing

Campaign:
•  Mobile Fusion implemented a QR code on its
direct mail campaign to drive recipients to view
a YouTube video and request more
information through a mobile webpage form.

Results:
•  266 people viewed YouTube video
•  36 people requested more
information
13.5% conversion rate

19

Poll Question

•  Who owns the data on your Facebook Page?
1. You
2. Mark Zuckerberg

21

Poll Question

•  Who owns the data on your Facebook Page?
1. You
2. Mark Zuckerberg

•  Facebook owns your data, not you.
•  It can change its rules anytime, including
restricting your Facebook Fan Page.
•  Best practice: Seek to collect name, email and
mobile phone number from your fans so you can
re-engage outside of Facebook’s “wall garden.”

22

Lightly Engaging Conversations Are Key …

24

… obtain email and mobile phone #
for future direct marketing and…

25

….drive word of mouth advertising.

Published to fan’s Facebook network.

26

Phase 1 - Walk: Don’t replicate your website on the mobile
phone. Prioritize the top 3-5 things customers are seeking

28

Build Email and Mobile Databases

29

Mobile Fusion Case Study
Phase 2 – Run: Use mobile for slow times and at the last minute to drive
incremental sales on slow days/times and during seasonal promotions

EdibleArrangements.com
Father’s Day promo results =
365% ROI with 1.6% buy rate
(11x higher than email’s 0.15%)

30

B2B: Tell Your Story on Printed
Materials (biz card, trade show booth)

Best
Prac*ce

Add
Text
Call
to

Ac=on
for
2/3rd

of
Americans

without
a

Smartphone

©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Conﬁden=al
|
|
720.963.8000
|
800.431.8556
|

DigitalProposed Solution TM
Marketing Roadmap

33

Digital Marketing RoadmapTM

Phase 1-Walk Phase 2-Run Phase 3-Leap

Execute eCRM
Build Capabilities Campaigns Right msg @ right
Across Channels time via right channel

34

Digital Marketing Roadmap

Call or email for copy of our
Digital Marketing Roadmap with
multichannel marketing calendar

Joel Morrow
CEO
Mobile Fusion

mobile-fusion.com
jmorrow@mobile-fusion.com
303.980.4900 office


Top 3 Free / Low-Cost Ideas

1.  Fix website on mobile phone with single
mobile webpage with contact info.
2.  Add Like Us button to website home page
and move above fold.
3.  Create and share company-wide
multichannel marketing calendar.

36

Conclusion:
Why multichannel should be a priority
1.  Bad customer experience
2.  Stop working hard doing the wrong things
3.  Enhance career marketability inside and
outside your company

37

Questions

•  Email or provide card for copy of presentation

Joel Morrow
CEO
Mobile Fusion

mobile-fusion.com
joel.morrow@mobile-fusion.com
303.980.4900 office
303.949.2298 mobile

@Mobile_Fusion twitter
#DMA2011 twitter
LinkedIn.com/in/JoelMorrow
38

Proposed Solution
Appendix

39

Social Media Stats

•  150
/
309
million
or
48%
Americans
use
Facebook
(source
Facebook,
US

Census,
5.22.2011)

•  50%
of
its
ac=ve
users
access
Facebook
via
mobile
(Source:
Facebook).

•  Those
who
access
Facebook
via
their
mobile
device
are
proven
to
be
twice
as

ac6ve
as
those
who
don’t.

•  The
average
American
Internet
user
watches
30
minutes
of
video
online
per

day
[40
percent
increase
over
2009]
(comScore)
Compared
to
5
hours
of

television
per
day

40

Mobile Stats
Mobile Statistics

1)  More text messages / day than voice calls on mobile phone.1
2)  97% of text messages are opened with 83% opened within one hour.2
3)  In October, 2010: 7 of 10 Americans texted; 36% used the mobile web; 1 in 4 used
social media.3
4)  52% of shoppers use smartphones to compare prices, 37% locate retailers via
smartphone, 23% of shoppers make purchases via their mobile phone.4
5)  1/3rd of Facebook’s 600 million users access via mobile.5

Mobile Trends

Our mobile devices are the foundation of our digital lives

They are becoming our digital “Swiss army knife”

Mobile & Social Media are synonymous as consumers use mobile as their
frequent devices to check Facebook, get directions, view store hours, check
prices
Sources:
1 CTIA-The Wireless Association (trade association of U.S. wireless carriers). 4 Google, “Think Holiday,” August 2010.
2 New York Times, 9.23.2008-2010 article quoting U.S. wireless carrier research. 5 Facebook, 2010. 41
3 ComScore MobiLens study, October, 2010.

Integrating Digital Marketing Across Channels

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