1. Punchkick Interactive is a mobile marketing agency headquartered in Chicago that helps brands use personalized communication through mobile to inspire trust. 2. The presentation discusses why integrating mobile marketing at the start of campaigns is important given there are over 4.6 billion mobile phones globally and mobile is a highly personal device. 3. The speaker will cover understanding the scope of mobile marketing, creating consumer engagement, using mobile analytics, identifying good partners, and basic steps to strengthen future mobile efforts.

1. Effectively Integrating
Mobile Marketing
Why You Should be Integrating Mobile at the Start
of a Marketing Campaign
Presented by Ryan Unger (@ryanunger) of
Punchkick Interactive (@punchkickmobile)

2. Punchkick Interactive Helps Brands Use
Personalized Communication to Inspire Trust
• Headquartered
in
Chicago,
IL • Founded
2006
• Our
work
is
featured
in: • Award-­‐winning
services:
• Mobile
Web
Design
by
Cameron
Moll • Text-­‐message
campaign
management
• Mobile
Marke0ng
Handbook
• Mobile
Web
site
design
by
Kim
Dushinski • Custom
App
development
• The
NEW
Launch
Plan
by
Joan
Schneider
and
• Mobile-­‐media
planning
Julie
Hall

3. Session Goals
1. Understand
the
importance
of
integrated
mobile
campaigns
2. Clarify
the
scope
of
mobile
markeOng
3. Learn
how
to
create
consumer
engagement,
and
re-­‐engagement
4. Understand
the
value
of
mobile
analyOcs
5. Discuss
what
not
to
do
in
mobile
markeOng
6. Learn
how
to
idenOfy
a
good
mobile
partner
7. IdenOfy
basic
steps
you
can
take
today
to
strengthen
a
future
mobile
effort

4. The Importance of Mobile Integration
6.60
• More
than
4.6
billion
phones
globally
(Feb
2010) 4.95
• More
than
62%
of
BlackBerry
owners
would
give
up
their
Billions
3.30 6.6 B
wallet
over
their
BlackBerry
4.6 B
• It’s
arguably
the
most
1.65
personal
gadget
on
the
planet 1.5 B
0.6 B
People Mobile Phones Credit Cards Motor Vehicles

5. How Important is
Mobile... Really?

7. A Broad Scope of Mobile Marketing Tactics
Tac$cs
to
Consider
for
your
Mobile
Strategy
• SMS
and
MMS
• Mobile-­‐opOmized
Web
Sites
(WAP
sites)
• Apps
(iPhone,
iPad,
Android,
BlackBerry,
etc.)
• Mobile
media
planning
and
promoOon
• Mobile
search
markeOng
and
social
integraOon
• Experimental
technologies
(A.R.,
I.R.,
Q.R.,
Bluetooth,
etc.)

11. How
to
Create
Consumer
Engagement
and
Re-­‐engagement
Gaining
Opt-­‐Ins Avoiding
Opt-­‐Outs
• IdenOfy
your
audience
profile
• Use
simple
messaging
that
and
opportunity: reinforces
facts
• Consumer
markeOng
• Focus
on
quality,
not
quanOty
• Recruitment
markeOng
(what
is
the
value
you're
• Internal
communicaOons
for
providing?)
employee
retenOon
• Expanding
commerce
channels
• Review
your
metrics
and
adjust
• Offer
content
of
true
value;
as
needed
Content
is
king
• Integrate
targeted
call-­‐to-­‐acOon
messaging
into
media

12. Mind Reading 101

14. The Value of Mobile Analytics
• Split
test
based
on
media
or
region
using
disOnct
keywords
• Paint
a
picture
to
learn
what
consumers
value
• Provides
measurable
ROI
• Engagements
• Time-­‐on-­‐task
• IdenOfy
brand
evangelists

15. How to Become a
Superhero

17. What Not to Do
Always
Avoid May
Want
to
Avoid
• Anything
non-­‐MMA
compliant • Technologies
with
higher
barriers
• Buying
lists
of
contacts to
entry
such
as
QR,
IR,
and
• Misleading
or
deceiving
Bluetooth
consumers
in
any
way • CPM
mobile
media,
in
favor
of
CPC
or
CPD
media
• One-­‐off,
last-­‐minute
campaigns
or
mobile
add-­‐ons,
in
favor
of
a
comprehensive
mobile
markeOng
strategy

18. How Many People
Here Want to Hot
Wire a Light Switch?

20. No Absolutely Not
7%
93%

21. Identifying a Good Mobile Partner
Good
Partners
Include Engage
a
Mobile
Agency
Who
• Mobile
markeOng
firms
that
offer
• Has
experience
working
well
with
a
full-­‐range
of
mobile
markeOng
large
digital
and
media
agencies
services • Illustrates
the
importance
of
• Agencies
that
provide
tacOc-­‐ understanding
the
audience
neutral
strategic
guidance
within
• Develops
MMA-­‐compliant
the
mobile
channel campaigns
• Mobile
teams
that
embrace
the
• Has
a
record
of
providing
ROI
to
unique
design
and
development
clients
consideraOons
inherent
to
targeOng
thousands
of
mobile
devices

22. How to Get Started Today
• IdenOfy
your
clients’
home
run
ROI
• Research
your
audience
and
build
its
“mobile
profile”
• Treat
the
mobile
channel
as
a
separate
item,
just
like
print,
broadcast,
and
digital
• Include
mobile
markeOng
as
an
integrated
component
of
your
clients’
overall
campaign
strategies
• Act
now
and
keep
the
first-­‐to-­‐market
PR
advantage

23. Wrap Up
What
You’ve
learned
• Who
you
should
be
targeOng
• What
makes
a
mobile
campaign
strong
or
weak
• How
to
build
opt-­‐in
consumer
groups
• Why
you
should
seek
a
qualified
mobile
partner

24. Again, Why Should You
Be Thinking About
Mobile... Really?