Presentation given to the Ohio Travel Associtaion members on 4/26/10 and 5/7/10. Previous Presentations: Dec 2009 - http://www.slideshare.net/secret/E6KhMU996hVrml Nov 2009 - http://www.slideshare.net/secret/3x3vaLykd8tGdS Feb 2010 - http://www.slideshare.net/secret/hJIuruQ4qKTB6L

1. Making IdeasMove Presented by Scott Chapin

2. About Circle44 Mobile Mobile unit of Cleveland-based interactive agency DigiKnow Focus on: Mobile-friendly websites iPhone and Android apps Mobile promotion 2

3. Our Work 3

4. What is Mobile Marketing?

5. 2

6. Mobile Marketing in the News 6 Apple announces iAd mobile advertising network Can Windows Phone 7 keep Microsoft in the game? Haiti donations via SMS exceed $40 million iPhone reaches 185,000apps, Android hits 38,000

7. Mobile Marketing is… marketing and communications to customers or constituents on portable devices wherever they may be. Mobile marketing is not about what… it’s about where. 7

8. US Snapshot 285 million cell phone subscribers 150 billion text messages (SMS) per month Smartphone usage is over 25% 19% of Americans said they accessed the internet on their mobile phone yesterday CTIA eMarketer Pew Internet 8

9. What is Mobile Marketing? Mobile Web Mobile Applications Text Messaging / SMS Mobile Advertising 9

10. Today’s Mobile Market

11. Mobile Internet 11 % of all adults

12. Mobile Internet – By Race Have ever gone online with a handheld 12 On a typical day go online with a handheld

13. Mobile Internet Projected Growth 13 US Mobile Internet Users and Penetration, 2008–2013 (millions and % of mobile phone subscribers) (22.0%) (26.3%) (30.6%) (35.6%) (40.2%) (43.5%)

14. Smartphone vs. Feature Phone 14

15. US Smartphone Market 15

16. Mobile Websites

18. Be mindful of scrolling

19. Include non-Flash alternative content

20. Consider platform specific integration17

21. Start Small and Grow Provide alternatives to non-mobile content Create a mobile-friendly “view” for the site Simplified Navigation On-the-go content Platform Specific Presentation Pages/Template Designs Video/multimedia 18

22. Banking 19

23. Sports ‹#›

24. Travel ‹#›

25. Cedar Point 22 Example of multi-platform mobile websites Standard Mobile Phone iPhone

26. Case Study: DigiKnow 23

27. Mobile Survey 24 Top US Brand Websites National Travel Sites

28. Mobile Applications

29. Many Platforms, Many Rules 26

30. US Smartphone Breakdown 27

31. News & Information 28

32. Sports 29

33. Music 30

34. Social Networking 31

35. Social Check-in 32

36. Travel 33

37. Branded Utility Apps 34

38. Augmented Reality 35

39. Case Study: Nestlé 36

40. Text Messaging

42. Short code aggregators handle all phone carrier connections

43. Campaign response rates have been seen up to 30%38

44. My Coke Rewards 39 MyCokeRewards: Get ready for this. Drink Diet Coke & earn Bonus Pts when u enter ur codes 4/26 thru 5/2. Go to mcr.com on 4/26 for details. Reply HELP for help. MyCokeRewards: Try the new twin pack 50oz of Coke & enter 4 a chance 2 instantly win Coke 4 a yr @mcr.com. 3pt2enter No purnec. Ends 5/20. Reply HELP for help. (Sample Text Message)

45. Other SMS Campaigns 40 Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE XXXXXXXX. Expires at midnight CST, 5/1/09. Fwd to friends. Call 866.733.2693 for help. Arby's: More Mmm 4 ur money! Everyday Value Menu starting at jst $1. Jr RB, Jr Chkn, Jr Ham, Valu Fries, Valu Shake & more! Prtcp8ng stores, rply STOP to optout IKEA Mobile Members-don't miss your chance 2 win April's $500 gift card from IKEA Mobile. Reply WINNER to this msg to enter the drawing! Only @ IKEA Seattle.

46. Mobile Advertising

47. Advertising Formats Banner Ads Pre-roll Video App Sponsorship Interactive Video Mobile Search 42

48. Mobile Ad Networks 43 Acquired by Google Acquired by Apple

49. Banner Ads 44

50. Interactive Ads 45

51. Mobile Search 46

52. Other Considerations

53. Print to Mobile 48

54. Print to Mobile 49 Universal QR Code

55. Podcasting 50

56. Podcasting 51

57. Mobile Email Mobile email is not 100% HTML compatible iPhone is best, Blackberry is improving Frequent testing is a best practice 52

58. Mobile Email 53

59. Measurement 54

60. Questions? 55

61. For more information about mobile marketing, please contact: 56 Scott Chapin Mobile Strategist 216-325-1981 scott@circle44mobile.com