In this webcast Chi Modu of Diverse Insights and DiDigital.net gives practical advice on… · The most effective mobile tools · How to move consumers from the mobile channel to action · Mobile Web vs. Mobile applications · How to effectively engage the consumer in conversation · User acquisition, retention and monetization · Consumer concerns and overview of privacy considerations

1. Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value In this webcast Chi Modu of Diverse Insights and DiDigital.net gives practical advice on… · The most effective mobile tools · How to move consumers from the mobile channel to action · Mobile Web vs. Mobile applications · How to effectively engage the consumer in conversation · User acquisition, retention and monetization · Consumer concerns and overview of privacy considerations

2. Keep it Short and Useful:Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value MODERATOR:Alli LibbAmerican Marketing AssociationSPONSOR:Aquent: aquent.com SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net

3. Mobilemo•bile - Being able to move or be moved freely or easily diverse insights

4. Brands Must Align With Current Information Access Points diverse insights

6. The parts of the mobile equation

7. The surprisingly most effective of all the mobile tools

8. How to effectively engage the consumer in conversation

9. How to move consumers to action

10. Consumer concerns and privacy overview

11. Case studiesdiverse insights

13. Reduced targeting errors

14. Improved data management

15. Always on and always aware

16. Location awareness

17. Intimate platform diverse insights

19. 75% of US population or 232 million users of mobile phones

20. Mobile banking to double to 400 million people by 2013Source: International Telecommunications Union, an agency of the United Nations Source: Pew Internet Research Source: Juniper Research diverse insights

21. Consolidation of Devices Address bookAudio recorderCalendarCameraGame DeviceGPSLaptop Music player Note padRemote controlTelephone Television Wallet = Mobile Device diverse insights

22. Five Parts of the Mobile Equation • Applications for smart phones (phones with internet access) • Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability • SMS (short message service) Short code marketing and texting • Kindle, iPad, etc. Content access devices with added functionality • Location based services Foursquare, Gowalla, and more diverse insights

23. What Does All of This Mean? diverse insights

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26. Control of when/where and how to consume

27. Increase of tasks in shorter time frame: e.g. 31 to 24 hours

28. User-generated content more the norm• • • Source: OTX - US Think Tank diverse insights

29. What is the Most Effective of All Mobile Tools? diverse insights

30. diverse insights The Most Effective Tool is the One That Your Customer is Most Familiar With diverse insights

32. Create a mobile plan and implementation course that is informed by your brand strategy and position

33. Research and study your customers’ mobile behavior and information consumption preferences

34. Understand what your customers (and prospects) expect from your brand• • • diverse insights

35. Moving the Customer from One Channel to Next: Seamlessly integrate mobile CTAs (calls-to-action) with your non-mobile marketing diverse insights

36. Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-Mobile Marketing Efforts • Applications • Mobile web • SMS (Texting/Short Message Service) • Kindle, iPad… • Dynamic/location-based engagement diverse insights

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41. How do you best engage yourcustomer in conversation? diverse insights

42. Five Parts of the Mobile Equation • Applications for smart phones (phones with internet access) • Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability • SMS (short message service) Short code marketing and texting • Kindle, iPad, etc. Content access devices with added functionality • Location based services Foursquare, Gowalla, and more diverse insights

43. Taste Tests Still Work VS. diverse insights

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45. Thin Line Between “Spooky,” “Creepy” and Annoying diverse insights

46. Case Studies… diverse insights

47. Bowery Mission of NYC Goal:To be the most effective provider of compassionate care and life transformation for hurting people in New York City.Established in 1879 diverse insights

48. Bowery Mission of NYC - Pro Bono Project Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase donations Strategy:Approach the age-old problem of hunger and homelessness with a 21st century solution.Creative use of SMS that included facts, trivia, words of inspiration along with Bowery’s services for users of the services, donors and prospects. Result:Increased awareness of the Bowery’s MissionBonus:Selected Best of Non-Profit, 2009, by Mobile Marketer diverse insights

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50. General Mills: Wheaties Fuel diverse insights

51. General Mills: Wheaties Fuel Challenge: Create a mobile campaign to support the new Wheaties Fuel to help reinvigorate and modernize the Wheaties brand Strategy/ResultCreated next generation SMS campaign integrated with offline, television, and print promotions in partnership with Men’s Health Magazine. Bonus:Selected among top 10 campaigns of, 2009, by Mobile Marketer diverse insights

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53. Thank You! Get in touch: chi@diverseinsights.com Keep it Short and Useful:Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value MODERATOR:Alli LibbAmerican Marketing AssociationSPONSOR:Aquent: aquent.com SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net