This presentation looks at the growing popularity of mobile phones and their impact on marketing. It looks at the increased emergence of applications across platforms, the merging of social and mobile, the bridging of offline and online worlds via mobile devices, mobile marketing case studies and some tips on getting started with mobile marketing.

1. Is it finally the
Year of Mobile Marketing?
Presented by:
Jeff Hilimire, Chief Digital Officer
Blog: jeffhilimire.com - Twitter: @jeffhilimire - jhilimire@engauge.com

2. Today’s Agenda
1to1toEveryone
Mobile: The facts
Apps, apps and more apps
The intersection of social and mobile
Bridging online and offline worlds
Case studies (this stuff works!)
Things to consider when getting started

3. Jeff Hilimire
Blog: jeffhilimire.com
Chief Digital Officer
@jeffhilimire
Engauge
jhilimire@engauge.com
www.engauge.com

5. Are you smarter than a 5-year old?

6. Introducing the marketing of the future:
1to1toEveryone

7. Embrace this concept:
YOU are the least credible person
to be talking about YOUR company

8. The MOST credible person
to be talking about your company
Your Your
Company Customer

10. Your goal is to reach your customers at the most
relevant time and place...
...and then get them to become
your best marketing channel.

11. What exactly is mobile marketing?
According to Wikipedia:
Mobile marketing…is meant to describe marketing on or
with a mobile device.
So what's a "mobile device"?
A mobile device is a pocked-sized computing device,
typically having a display screen with touch input or a
miniature keyboard.
So then is the iPad a mobile device?

12. Mobile phones are used for
so many things today...

13. Where’d I park?

14. Question
If you had to leave the house with the bare
minimum, what would you take?
14

15. What’s the big deal with mobile marketing?
TIME
+
PLACE
RELEVANT MARKETING

16. il e:
ob ts
M f ac
T he

17. About 2.4 billion mobile phones have been sold around the world last year,
and globally there are more mobile phones than PCs.
28% of US mobile phone users access the mobile internet
at least once a day.
Americans spend nearly 3 hours online via their
mobile devices each day.
Worldwide over 350 billion text messages are
exchanged every month.
60% of U.S. mobile traffic is to social network sites, such as
Facebook and Twitter.

18. Most popular activities
Yikes

19. In terms of mobile marketing, SMS still rules...
SMS is still king of mobile messaging with 5 trillion messages sent in 2009. Despite the popularity of
mobile e-mail, IM and MMS - SMS is predicted to exceed 10 trillion in 2013.
How will consumers use their mobiles in the future? The key drivers for mobile usage are expected to
be (in order of importance)
1. money transfer
2. location-based services
3. mobile search
4. mobile browsing
5. mobile health monitoring
6. mobile payment
7. near-field-communication services;
8. mobile advertising
9. instant messaging
10 mobile music
19

20. Mobile Commerce

21. Mobile Commerce - Food Purchases
7% of consumers currently use their mobile phones while in the store
to perform the following food-shopping activities:
• 53% compare prices.
• 44% get/redeem coupons/discounts.
• 28% get nutritional information.
• 22% read product reviews.
• 22% visit the food company’s website for information.

22. 22

23. What does the iPhone4 mean for mobile commerce?
HD retina display will finally move luxury brands
into the mobile space.
iAd Network creates
More powerful ads (essentially apps)
Purchase directly from an ad
Ads can be mini-networked games
Allows developers to monetize their apps
Improved HD video input, allowing advanced offline
recognition services (scanning, etc.)
23

24. US is a little behind...

25. ...but the future
is bright.

26. Mobile Usage by Hispanics
Hispanics lead all other groups in wireless-only households. And while Hispanics lag
behind other ethnicities in having broadband Internet access at home, a full 78% of
Hispanic mobile Internet users have some form of Internet access at home.

28. Healthcare Professionals & Mobile
73% of physicians consider
electronic promotion—
including e-details, online
seminars, opinion leader
events, web conferences
and group discussions—to
be equal or superior to
face-to-face promotion.
(SDI)

29. Apps, apps and more apps

31. 31

32. 32

33. 33

34. - 14% of mobile phone users have
downloaded an application in the past 30
days.
Games were the most frequently
downloaded apps by all users,
downloaded by 65% of past-30-day
smartphone downloaders and 59% of
past-30-day feature phone downloaders.
Among smartphone users, the next
four most frequently downloaded
apps were:
- news/weather (56%)
- maps/navigation/search (55%)
- social networking (54%)
- music (46%)
http://www.marketingcharts.com/direct/games-most-popular-mobile-app-13104/ June 4, 2010

37. Top recent iPhone apps Take advantage of popular events

38. Mobile Medical Apps
Medical apps are the 3rd-fastest growing
category for Apple, which saw a 133%
jump in downloads.
66% of physicians use mobile devices to look
up medical info between patient visits, and
33% during consultations.
92% use the Internet to gather medical info in
a clinical setting. (Google)

39. Top Medical iPhone Apps
39

40. Social + Mobile = real “socialability”

41. "Social networking is by far the
fastest-growing mobile activity
right now," said Mark Donovan,
comScore's senior vice president of
mobile.
"With 20% of mobile users now
accessing social networking
sites via their phone, we expect to
see both application and browser
usage continuing to drive future
consumption of social media."

43. ~500+ Million Users

44. Over 100 Million Mobile Users

45. Mobile is forcing people
to change the way
they communicate with each other

48. 48

52. Bridging
Online &
Offline

53. Ever since we’ve had
phones with maps
we’ve been trying to
bridge offline & online

54. Checking-in

67. Shopkick has signed up Best Buy Co. and Macy's
Inc. as launch partners for a new kind of app for
iPhone and Android handsets that detects when
shoppers are in or near stores and offers rewards
targeted to them. Shopkick exploits the phones'
location-sensing abilities—and cameras that
customers can use to scan bar codes on items—to
offer product information, coupons or other
marketing offers when shoppers are in a convenient
position to buy.

69. Case studies (this stuff works!)

76. Over 100,000 downloads
Over 90,000 toilets reviewed

79. Belle Tire SMS Campaign
55% Opt-in rate for their mobile advantage club
20% coupon redemption
79

82. Target Launches First-Ever Scannable Mobile Coupon Program
82

83. Target Launches First-Ever Scannable Mobile Coupon Program
83

84. JCPenny’s Lets Shoppers Redeem Mobile Coupons at POS
84

85. JCPenny’s Lets Shoppers Redeem Mobile Coupons at POS
85

86. Red Cross Raises $5,000,000+ for Haiti Through Text Message Campaign
86

87. 25% response rate - with more than 1.5 million participants in 5 weeks
87

88. Jiffy Lube Launches Geo-targeted Mobile Coupon Campaign
Mobile Coupons Bring 50% New Households
88

89. 89

90. - 21% increase in store traffic and
redemption of mobile coupon
- 17% forwarded coupon to friend
- 35% more likely to buy product
1to1toEveryone
90

91. Things to consider when getting started
in mobile

92. DON’T pretend its not happening...
92

95. FAIL FAST
(then get right back up)

96. And the question you have to ask yourself is....

97. Do you really want to
97
be an “immobile” brand?