AIMS 2012- Tyson Higginbotham COG, Inc VP Marketing/Business Development “Best practices of marketing to mobile”

1. MOBILE MARKETING
Tyson Higginbotham
V.P. Marketing / Bus. Dev.

2. The train has left the station
& it is picking
up steam!

3. 2011 Paradigm Shift
Consumers prefer mobile
Adoption rate twice
that of the WWW.

4. What You Need To Know About Mobile For 2012

5. Complete Mobile Ecosystem Today
SMS / MMS
QR CODES
APPLICATIONS
SOCIAL
EMAIL
MOBILE CRM

6. Early Trends Don’t Show Any Signs Of
Slowing Down!

7. 50% OF THE
POPULATION BY
2015

8. 2015:
80% OF POPULATION USING MOBILE PHONE
30% OF POPULATION ON TABLETS

9. Consumers Are Using
Mobile For Everything

11. 87% of smartphone owners
access the internet
and email on their handheld*
13% of organizations
integrate mobile with email
21% of organizations
report integrating email
with mobile is effective
Changing the game for how
we think of email

13. SMART Trends Are Staggering
PHONE
44% Growth TABLETS / E‐
READERS
23.5% GROWTH

15. MOBILE
MOBILE DEVISES
DEVICES RULE
RULE THE
MORNING AND
THE
EVENING
MORNING
AND EVENING

16. Mobile Is Effecting
Every Aspect
Of Our Lives!

17. Brands are taking notice
60% INCREASE IN MOBILE SPEND

18. Marketing To The Pocket/ Purse Is Very
Different Than Any Other Direct Marketing
STRATEGY IS ESSENTIAL TO END USER EXPERIENCE AND
END USER ENGAGMENT
SMS / MMS
MOBILE OPTIMIZED WEB SITES
APPLICATIONS
SOCIAL
SHARE
MOBILE CRM FOR TABLET

19. What You Need To Know About SMS
What is the size of the mobile market?
Everyone Uses Text
Transactional Push
Of the world’s
4 billion
mobile phones in use, 27%
27% 25%
1.08 billion
are smartphones
and a whopping
3.05 billion 75%
are SMS enabled
(950 million are not SMS enabled)
Over 8 Trillion Text Messages where sent in 2011

20. Macy’s is Mobile
SEND
TEXT ENTER ONLINE
CALL TO TO RECEIVE
ACTION RECEIVE OFFERS
OFFER &
LINK

21. Macy’s is Mobile

22. REDBOX TEXT DEALS MAKE IT
SOCIAL
MAKE IT
FUN

23. REDBOX TEXT DEALS
Generated 1.5 million text messages
Included 400,000 unique customers
Created 200,000 new SMS subscribers

24. What You Need To Know About Mobile Optimize Web Sites
PEOPLE ARE ACCESSING THE WEB FROM MOBILE AND TABLETS
UP TO DATE INFORMATION CONNECTED AT ALL TIME RESEARCH / SHARE
Global Mobile vs. Desktop Internet User Projection, 2007‐2015E

26. THE ANDERSONS IS MOBILE!
SHOP
CONNECT
ENGAGE
ALL ON YOUR MOBILE DEVICE
UTILIZE MOBILE TO DRIVE CUNSUMER ENGAGMENT TO YOUR CRM

27. Engage Consumers on Your Website
Engagement Begins with
Registration at The
Andersons Store web site.

28. CONNECT
TRADITIONAL
CONNECT IN
BRICK AND
MORTAR

29. DELIVER VALUE
CREATE VALUE

30. THE ANDERSONS
INVITES
CONSUMERS TO
OPT – IN
FOR TEXT ALERTS
DELIVER RELEVANT TEXT
ALERTS

31. WHAT YOU NEED TO KNOW ABOUT APPLICATIONS
PEOPLE ARE DOWNLOADING APPS!
QUICK TO GET TO MARKET UPDATES AND ACTIONS
10.6 Billion apps have been
downloaded
300,000 Mobile apps have
been developed with the last 3
years
1 in 4 apps are never used
once downloaded
Mobile Applications are
expected to peak in 2013

32. •Lengthen park visits through
enhanced park engagement
•Increase in-park revenue with
in-app ticket purchase capabilities
•Promote and up-sell park features
using mobile messaging and a custom
CMS

33. Mobile CRM
Rep Plan of Action
Customer needs
are identi ed
Sales Stages
Plan of actionUSING SMART PHONE AND TABLET
Medtronic CRM salesforce deployment visiting
Rep reports
PDA-
checks Sales Stages
Closed Loop Marketin
g and Sales
System
Marketing & Sales
Cycle
Database
Management
HQ functions prepare
messages
Customer receives
multi-channel
Sales & Marketing message and Tailored Multi-channel
de ne strategy takes Marketing campaigns
for Sales Cycle action
Tailored Marketing
messages

34. USING SMART PHONE AND TABLET
Mobile CRM CRM salesforce deployment
REAL TIME
DATA PROCESS
DIRECT
PRESENTATION
SHORTENED
SALES CYCLE

35. Mobile CRM

36. What to look for in the future

37. Near Field Communication [NFC]
What is it?
Frictionless Transactions
Short Range wireless RFID technology
Close Proximity / Physical Touch is Required
NFC is the technology
behind Google Wallet

38. Mobile Ping
Video demo

39. Augmented Reality
Moosejaw / marxent
•37% increase in same period sales.
•33% increase in catalog response rate.
•75K+ downloads in a 5 week period.
Video Demo

40. What to look forward to in 2012
FOCUS ON SMART PHONES / FADING OF FEATURE PHONES
• Mobile web sites
• Development of apps
• Rich media mobile advertising
• Driver of CRM based loyalty programs
• Experience driven QR codes
• Social Strategy will be more tightly woven
into the fabric of mobile
• Location based Advertising
• Augmented Reality
MOBILE PAYMENTS
IS THE NEW FOCUS
GOOGLE WALLET/PAYPAL

41. Key Points to Take Away From today’s
Briefing
Strategy is key
End User Experience is Paramount
Give to Get
Provide highly relevant content

42. Strategy that stitches together traditional and non-
traditional that
Is focused on “the experience”
Delivers relevant content
Closing the marketing loop
Remarket to end users that are taking action NOW!

43. Tyson Higginbotham
V.P. Marketing / Business Development
800-285-0808
614-203-1851
thigginbotham@westcamp.com
Text keyword “TYSON” 614-385-0421