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Preparing Your Business for Mobile * from the 7 Pillars of Digital Marketing framework May 4, 2011 Presented by: Arman Rousta Chief Executive Officer

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Agenda <ul><li>Intro to Blueliner </li></ul><ul><li>Mobile Usage </li></ul><ul><li>Marketing Landscape </li></ul><ul><li>What Users Want </li></ul><ul><li>How Mobile Applies to your Business </li></ul><ul><li>Questions & Answers </li></ul>

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Mobile Humor

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Company Overview Core Services <ul><li>Web Design , Development and eCommerce </li></ul><ul><li>Digital Marketing strategies (7 Pillars) </li></ul><ul><li>Global Outsourcing (worldwide strategy, setup, staffing, training & management) </li></ul><ul><li>Digital marketing and web development firm </li></ul><ul><li>HQ in NYC with offices in India, Bangladesh </li></ul><ul><li>Recognized for hybrid on/offshore model and ROI-driven , online marketing campaigns </li></ul>

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Interactive Marketing Clients California Closets (Lifestyle) Completely Bare (Beauty) IZOD Men ’s Fragrance (Beauty) Bogner (Fashion) Allied Home Mortgage (Real Estate) New York Video School (Education) 401kid (Finance) CMS Forex (Finance) Class of 1 (Education) Morningside Translations (Translations) Blueliner is a reputable digital marketing agency based in New York , with presence in Asia, Latin America and Europe . We have built successful social, mobile and search campaigns for hundreds of clients, including: Medical Hair Restoration (Medical) Manhattan Orthopaedic Care (Medical) Russia Today (Media) SogoTrade (Finance) Icebreaker (Fashion) Lufthansa (Travel) Chaa Creek Resort (Travel) Celect.org (Social Media) Bid on the City (Real Estate) Red Clay Media (Marketing)

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Pillar 1. Content (Copy, Video, Images) Pillar 2. Web Design UX (Branding, Development) Pillar 3. Organic Search (SEO) Pillar 4. Online Media (PPC, CPM, CPA) Pillar 5. CRM (Relationship, Email, Analytics) Pillar 6. Social Media Pillar 7. Mobile The 7 Pillars of Digital Marketing

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The Importance of Time Management <ul><li>Increasingly digital and fast-paced global economy requires effective stewarding of Time and Energy </li></ul>

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Poll # 1 <ul><ul><li>What feature do you use most on your mobile? </li></ul></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>Texting </li></ul></ul><ul><ul><li>Checking Email </li></ul></ul><ul><ul><li>Apps </li></ul></ul><ul><ul><li>Mobile Web </li></ul></ul>

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<ul><li>Nearly 10% of website traffic is now coming from mobile; we expect that to be over 20% within two years. </li></ul><ul><li>Over 5 billion cell phone subscriptions globally </li></ul><ul><li>Mobile is web interface for more than 50% of worldwide web users </li></ul>P7. Mobile is Global

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Mobile Usage (US) <ul><li>234 million (age 13+) mobile subscribers </li></ul><ul><li>77.4 million mobile web users </li></ul><ul><li>1.5 trillion text messages in 2009 (5 billion/day) </li></ul><ul><li>24.2 billion MMS messages in the last half of ‘09 (250% growth compared to last half of ‘08) </li></ul><ul><li>Hispanic and African American audiences lead in mobile data usage* </li></ul>*Recent Pew Internet & American Life Foundation study.

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Mobile Usage (US)

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Platforms and Devices <ul><li>19% of mobile phones sold in 2010 are smartphones </li></ul><ul><li>54.7 million smartphones shipped globally in the first quarter, up 56.7% from the year-ago quarter </li></ul><ul><li>Projected to grow to 25% by 2013* </li></ul><ul><li>*ABI Research </li></ul>

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Mobile Marketing Landscape Mobile advertising spending in the US is expected to grow 48% to $1.1 billion 2009: $416 million 2010: $743 million 2011: $1.1 billion *Emarketer

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Mobile Marketing Landscape <ul><li>SMS, Display, Search still dominate spending </li></ul>

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Poll # 2 <ul><ul><li>Is your business currently using mobile in your market mix? </li></ul></ul><ul><ul><li>Yes, heavily </li></ul></ul><ul><ul><li>Yes, testing </li></ul></ul><ul><ul><li>No, but planning to soon </li></ul></ul><ul><ul><li>No, with no plans of using it in the near future </li></ul></ul>

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Trends <ul><li>Growth of Smartphones </li></ul><ul><li>Checking in </li></ul><ul><li>Rewards/Coupons/Discounts </li></ul><ul><li>Experimentation with new technologies </li></ul><ul><ul><li>QR Codes </li></ul></ul><ul><ul><li>Augmented Reality </li></ul></ul><ul><ul><li>Location-based discounts, contests, sweepstakes </li></ul></ul>

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Mobile is the Connector <ul><li>Your mobile is always with you; you are always on </li></ul><ul><li>Mobile is how we connect the digital world with the real world </li></ul><ul><li>What do we really want from mobile? </li></ul>

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Utility <ul><li>Email </li></ul><ul><li>Search </li></ul><ul><li>Task-Oriented Apps </li></ul><ul><li>Maps </li></ul><ul><li>Communication </li></ul>

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Mobile Humor

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Coupons and Discounts <ul><li>Mobile Coupons will continue to grow rapidly </li></ul><ul><li>Can deliver to nearly all mobile phones </li></ul><ul><li>In demand from consumers </li></ul><ul><li>Trackable, measurable </li></ul>From PromotionalCodes.org.uk

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Coupons and Discounts From PromotionalCodes.org.uk

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Entertainment <ul><li>Your mobile is with you when you ’re bored </li></ul><ul><li>Games </li></ul><ul><li>Mobile Web </li></ul><ul><li>Music </li></ul><ul><li>Social </li></ul>

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Real-Time Decisions <ul><li>What are my friends doing? </li></ul><ul><li>Where should I eat? </li></ul><ul><li>Can I get a better price? </li></ul>

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How Does this Apply to Your Business?

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The Basics <ul><li>Functional Mobile Website </li></ul>This Not This

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The Basics <ul><li>Drive Traffic via Mobile </li></ul><ul><li>Just like your main site, users need to be able to easily find your mobile site. </li></ul><ul><li>But, they won ’t always find it on their own. You need to drive them there. </li></ul><ul><li>• Search </li></ul><ul><li>• Social Media </li></ul><ul><li>• Advertising (mobile, print, out-of-home, in-store) </li></ul><ul><li>• Apps </li></ul>

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<ul><li>Text HAITI to 90999 to donate $10 to relief </li></ul><ul><li>Simple, accessible program made donating quick and easy </li></ul><ul><li>Over $32 million was raised via mobile </li></ul>Hits – Donate to Haiti via SMS

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<ul><li>Provides an important utility to their customers </li></ul><ul><li>Keep skiers/snowboarders in the branded environment </li></ul><ul><li>Links to shop and find a store to drive sales </li></ul>Hits – North Face Snow Report app

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Miss – Calvin Klein QR Code Billboard <ul><li>Calvin Klein replaces NYC billboard with QR Code </li></ul><ul><li>Must take a picture of the code to unlock a :40 commercial </li></ul><ul><li>Asking too much, but giving too little </li></ul>

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QR Codes Marketing Codes that unlock discounts when scanned can be accessible via Facebook and Twitter tag-backs (between Brand/Company and followers) keeping people interested, and are easy and cost-effective contests to maintain

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Print QR Code in every Yellow Page that Company is Listed in QR codes are the best process to generate traffic for your site through print media, like the yellow pages and printed local business directory. Use a custom landing page other than homepage that provides, online purchase support, driving direction (map) or contact information. Yellow Page to Shop QR Code Strategy

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Codes displayed throughout the stores/shelves to create interest and encourages thorough browsing of the merchandise, ultimately buying <ul><li>Bookmark this product (to shop later) </li></ul><ul><li>Bookmark this shelf (to shop later) </li></ul><ul><li>Read more information about this product </li></ul><ul><li>See other product, we don’t have in stock </li></ul><ul><li>See the available sizes & other features </li></ul><ul><li>Contact US (Direction and/or Biz Card) </li></ul>Shop to Buyer QR Code Strategy These messages will be represented with respective QR codes

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Poll # 3 <ul><ul><li>What mobile marketing tactic interests you most? </li></ul></ul><ul><ul><li>• SMS </li></ul></ul><ul><ul><li>• Display </li></ul></ul><ul><ul><li>• Applications </li></ul></ul><ul><ul><li>• Location-Based </li></ul></ul>

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Questions & Answers

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Arman Rousta Chief Executive Officer [email_address] US – Asia – Europe – Latin America www.bluelinerny.com <ul><li>Twitter.com/blueliner </li></ul><ul><li>Facebook.com/bluelinerny </li></ul><ul><li>Youtube.com/bluelinerpodcasts </li></ul><ul><li>Linkedin.com/companies/blueliner-marketing </li></ul><ul><li>Flikr.com/blueliner-marketing </li></ul>212.904.1240 office 55 Broad Street, 17 th Floor New York, NY 10004