Mobile 101 - Marketing to the Connected Consumer. October 2010.

1. 1 Mobile 101 Molly Garris, Arc Worldwide October 26, 2010

2. Today’s Agenda Mobile usage and growth trends Most viable mobile marketing channels and successful examples of each Mobile Marketing Brand Leader Mobile Trends to Watch 2

3. THE MOBILE LANDSCAPE 3

4. Mobile is Truly a Global Phenomenon 4 80% 12% 92% 77% 32% 59% 53% 7% 91% 38% Sources: WikiPedia Internet World Stats

5. What’s Fueling Growth 5 Growth in Unlimited DataPlans 35% Source: ComScore: M:Metrics Smartphones Data Plans Faster Connections

7. 3x as likely to use a mobile app

8. 2x as likely to send photos or videos

9. ComscoreAs a result, Smartphone users are an ideal target for mobile marketing efforts. 6 The Effect of Smartphones

11. Much more than a phone91% of mobile phone owners who keep their phone within one meter of themselves 24 / 7/ 365 – Morgan Stanley 2007 Tool for email, listening to music, playing games, taking pictures and surfing the web

13. High penetration70% of people respond to text messages vs. 30% of people respond to email – Direct Marketing Association Cell phone ownership is strong and still growing

14. 9 How to Think about Mobile

15. 10 Not-so-great Example

16. 11

17. 12 POST a Mobile Strategy

18. 13 Like with all work, we’ve got to start with people. It’s what we call Humankind.

19. VIABLE MOBILE TACtICS AND EXAMPLES OF EACH 14

20. Most Viable Mobile Tactics Applications Messaging Mobile Web (Apple/ Blackberry / Android, etc.) (SMS/MMS) (Accessing the Internet) 15

21. 16 Messaging Did you know.. The average American sends more text messages than calls. While Americans place an average of 204 calls per month, they average 357 text messages. Source: Nielsen : Flying Fingers, September 2008

22. 17 Messaging SMS (Short Messaging Service) = ‘text messaging’ How SMS is being used: Enter to win Text to Screen Voting Trivia Text for information Coupons Location-Based Services (LBS)

24. The SHORTCODE is a five or six digit number that acts as the address for the SMS Program.

25. The KEYWORD identifies the type of request. It is used to determine the proper message stream that should be sent in response to the text message.18

26. 19 Keys to Success Clear call to action: How to opt-in Why What Less is more - too many messages can be invasive. Ask your participants how often they would like to receive messages or Assume no more than 1-2 / month. To ensure a high response rate, offer valuable content in each message. Chance to win Chance to engage Special offer or event invitation

27. Cottonelle Roll Poll using SMS on billboards and bus stops 20 Messaging Case Study: Cottonelle

28. 21 Messaging Case Study: Baskin Robbins To drive participation to 31¢ Scoop Night, Baskin Robbins offered Text Message Reminders on their website and across stores nationwide

29. 22 Mobile Web By 2013, the mobile phone will overtake PC’s as the most common Web access device worldwide. Source: “Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance”

30. 23 Mobile Web With mobile web browsing on the rise, users can engage with .com right from their mobile phone. Mobile web experiences include: Slim brand website Mobile Banner Campaign Destinations Coupons Location-Based Services (LBS) Web-to-Mobile Experience Commerce

32. Browser

33. Graphics

34. Navigation

35. Screen size

36. Forms

37. ContentSite is delivered

39. a narrower body

40. fewer images

41. searchable25

42. Cars.com makes car shopping easy with on-the-go tools like a Payment Calculator and Kelley Blue Book Used Car Values. 26 Mobile Web Case Study: Cars.com

43. 27 Mobile Web Case Study: Burger King

44. 28 Apps From the looks of it, about 100 apps are being downloaded every second. That's 6,000 every minute 360,000 every hour and 8.6 million a day. Source: MocoNews.net

45. 29 Apps Mobile Apps, or applications, are pieces of software that run on a mobile device. Initially, mobile phones came with apps pre-installed such as a calculator, instant messenger, mobile web browser, etc. Types of Apps include: Novelties Games Re-packaged website experience Location-Based Services (LBS) Utility Apps CommerceMultimedia Entertainment

47. Taps Into Native Phone Features

50. Shows Value Menu options based on your budget

52. You take a picture and Nike places those colors on your shoe

53. Custom and then buy the shoe, all from the app33 App Case Study: Nike ID

54. 34 SamplingCase Study: Huggies . f Huggies’ Pull Ups offers customers a sample of their new Potty Prints as well as a free callback from their favorite Disney character, encouraging children who are potty training. This campaign is promoted on their packaging and integrates SMS, Mobile Web and IVR to communicate the message.

55. Participation Drivers 35

56. 36 Provide mobile .com access to the small but growing number of consumers looking for info on the go

57. 37 To capture the attention of on the go shoppers or price comparers, a local or national mobile search media buy can be done.

59. Snap Tag

60. Jag Tag

61. etc.

62. SMS

63. Store Circular

65. MOBILE BRAND LEADER: TARGET 41

66. 42 Case Study:How Target Delivers Value

67. 43 Case Study:How Target Delivers Value

68. 44 Case Study:How Target Delivers Value Mobile Web Site

69. 45 Case Study: How Target Delivers Value iPhone Application

70. 46 Case Study: How Target Delivers Value Register Gift Cards into iPhone App

71. MOBILE TRENDS 47

72. 48 Augmented Reality

73. 49 Location Based Services

74. 50 The ‘Splinternet’

75. Thank you.Molly GarrisManager, Digital Strategymolly.garris@arcww.com