MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The Game

1. MOBILE MARKETING:
RULES OF THE GAME &
HOW TO STAY AHEAD
FEBRUARY 23, 2012

2. Mobile is Changing Everything
 The way we search, eat, shop, travel, learn, communicate, pay,
entertain ourselves and donate is evolving rapidly
Giving Mobi™ Sports Mobi™
Club Mobi™ Travel Mobi™ Education Mobi™

3. 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

4. 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

5. Big 4 are Focused on Post-PC Era
 Corporate strategies and products focused on mobile

6. 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

7. Building Local Mobile and Online
Social Communities Around Brands
 We create Mobile Apps and Websites for Affinity Groups
MobiTree Ecosystem  Mobi platform monetizes group’s ecosystem with advertising
The Mobi: all-in-one Mobile App &
Website for anyone, any device.
MobiTree Ecosystem

8. MobiTree Solves Common Affinity
Group Challenges
All-in-One Multi-Media Registration Advertising eCommerce
Mobility: Anywhere, anytime, any device
Acquisition: Acquire new fans, engage them and grow participation
Communication: Calendar, events, geo-mapping, schedules, push, text, email
Revenue Creation: Sell advertising, products, tickets, donations, fundraisers
Multi-media: Video, photos, streaming, news feeds, social media
eCommerce: Stores, donations and payment processing

9. Amplify Your Marketing Campaigns
with Mobile
Texas State Fair and Auto Show:
DriveMychevy.mobi
Event Mobi™
Travel Mobi™
Global Airline and Travel Conference:
megaevent.mobi

10. Chevrolet: Mobilizing the Texas
State Fair and Auto Show Acquisition:
44K test drives
Texas State Fair and Auto Show:
DriveMychevy.mobi 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
Event Mobi™

11. Affinity Client: See Mommy Run
• 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

12. SeeMommyRun.Mobi
 See Mommy Run Mobi provides members with real-time
news, interactive and video content

13. SeeMommyRun.Mobi/Events
 Social Community: Mom’s sharing with other like-minded Mom’s
 See Mommy Run Members at Boston Marathon April 2011

14. 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”

15. Linking Content with Health.com
 See Mommy Run
Mobi can connect
with Health.com and
other relevant
Time Inc. content
 Digital publications
promoted in Mobi’s

16. Use of Rich Banner Ads & Video
 Rich banner ads, which are expandable, with useful content,
links and video, are driving qualified leads and conversion

17. 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

18. 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)

19. 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

20. 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)

21. Travel Firms Are Tailoring for
Those on the Go, Local
 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

22. Mobi’s Generate High Repeat Usage &
Utilization
New vs. Returning Mobi Visitor
Returning Percent Visits per Unique Visitor
Visitor
35%
New Visitor 30%
31% 25%
20% Nearly 30% 9+ visits
15%
10%
69% 5%
0%
Pageviews Per Unique Visitor Mobi Avg. Time per Site Visit: 10 minutes
30%
25%
20%
15%
Nearly 20% visitors have 9 or
10% more pageviews
5%
0%
1 2 3 4 5 6 7 8 9 10 - 1415 - 19 20+

23. Native App, Mobile Site or Both?
 Large brands? Both
 Small to mid-size brands? Mobi (Mobile Website and Desktop)
App Mobile Website
Expense/Maintenance ✔
Scalability ✔
Visibility ✔
Acquisition/leads ✔
SEO/SEM ✔
Personalization ✔ ✔
Loyal customers ✔ ✔

24. 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

25. 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)

26. Interconnecting Mobile & Digital
Content & Advertisers
24HourFitness.Mobi

27. Top Limitations in Mobile, Once
Solved will Fuel Further Growth
• 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

28. Key Takeaways
 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