NEWS FLASH !! Mobile Marketing is taking over the world of Marketing. This interactive, case-driven session is an attempt to understand what factors make mobile marketing so special and whether / how it is different from traditional marketing. Considering that everyone is now a mobile marketer, what does it really mean to have a successful "Mobile Marketing Campaign" ? What are the hidden challenges and naked opportunities? And how can one drive additional business or improve profitability using the right Mobile Marketing techniques. This session is to help determine whether this mad, muddled world of Mobile Marketing is indeed the solution to effective marketing or just Silicon Snake Oil.

1. @SupraMBA #PCATX
C.K. Kumar
of Mobile Marketing !
Making Sense & Profiting From The Chaos

2. It’s a ( Mad )3 World of Mobile Marketing
C.K. Kumar

3. It’s a ( Mad )3 World of Mobile Marketing
Types of Marketing
$295B 47% Dir.
Response
Marketing Indirect
Web-Based
Direct
Dir. Mail
$168B
VM Mktg
E-Mail Fax
Inserts Tele -
Marketing ~$2.4B
Mobile
Couponing
C.K. Kumar Source: Direct Marketing Association, Wikipedia

4. It’s a ( Mad )3 World of Mobile Marketing
Types of Mobile Marketing
~$2.4B SMS
Mobile MMS
Mobile
Web
Location- QR Codes
Based
Proximity Bluetooth Push
Notifications
Infrared
C.K. Kumar Source: Mobile Marketing Association, Wikipedia

5. It’s a ( Mad )3 World of Mobile Marketing
What makes Mobile Different
rd
The 3rd
3 Screen
 Multi-functional Device
 Omni-Channel Opportunities
 Relationship Dynamics
 It’s all in the Cloud
 Behavioral Metrics
C.K. Kumar

6. It’s a ( Mad )3 World of Mobile Marketing
Mobile Marketing Value Chain
Aggre-
Advertiser Agencies Enablers Telco
gators
C.K. Kumar Source: IAB, MMA, Radar Research

7. It’s a ( Mad )3 World of Mobile Marketing
Mobile Marketing: Challenges
 Poor Experience
 Complex Ecosystem
 Multiple Platforms
 Evolving Metrics
 Monetization Paths
Revenue Split
C.K. Kumar Source: Mary Meeker, ZestAdz

8. It’s a ( Mad )3 World of Mobile Marketing
Mobile Marketing KSF
Target Marketing
Customer Objective
Metrics
Results Optimize
C.K. Kumar

9. It’s a ( Mad )3 World of Mobile Marketing
How do we know it Works
Personal
Convenient
Local
Intent  Conversion
Loyalty Programs
C.K. Kumar

10. It’s a ( Mad )3 World of Mobile Marketing
Latest Buzz
$$
Mobile
SoLoMo
C.K. Kumar Source: The Marketing Pilgrim, MomentFeed

11. It’s a ( Mad )3 World of Mobile Marketing
The Takeaway
 Mobile Marketing works (for now)
 All Marketing rules still apply to Mobile
 Technology enables detailed metrics
 Active and passive data collection
 XMOS (Cross-Media Optimization Study)
 Mobile marketplace still evolving
 Monetization Challenges
C.K. Kumar