Presentation to Business Marketing Association on B2B Marketing for Mobile. Preliminary view on Mobile.

1. Mobile Marketing Unleashed Review of MMA/BMA B2B Mobile Marketing Benchmarking Study BMA Unleashed, Chicago 2011 Greg Stuart Global CEO Mobile Marketing Association

2. Agenda Value of Change/Adoption Why Mobile Matters What Makes Mobile Unique MMA/BMA B2B Mobile Marketing Benchmarking Study Final Thoughts 2

5. $1 Billion Ad Spending Researched 1.1 Million EU & U.S. Consumers Surveyed

6. What We Found ANY additional channel adds value Added 10% to 1500% gains New media provide greatest ROI 75% of studies, most cost effective There are huge opportunities that are undiscovered / under-valued

7. Change is Constant 75% of U.S. Ad Pros expect to shiftmore than a quarterof their ad budgets away from traditionaloutlets in the next 5 years. KPMG January 2009

8. But Why Does Mobile Matter? 1. Because consumers are mobile and brands are following them

9. Mobile 3rd Most Used Media Channel Average number of hours per week spent with: Source: Microsoft Advertising Mobile Consumer Vertical Study - The Future of Mobile Advertising, Nov. 11, 2009

10. Mobile Internet Adoption Outpaces Computer Internet iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch 60 Mobile Internet iPhone + iTouch Launched 6/07 Desktop Internet Netscape* Launched 12/94 50 40 Mobile Internet NTT docomo i-mode Launched 6/99 30 Subscribers (MM) 20 Desktop Internet AOL* V2.0 Launched 9/94 10 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch Source: Morgan Stanley

11. 2. Marketers Have a Different View This Time Around “If your plans don’t include Mobile then your plans are not finished.” Wendy Clark SVP Integrated Marketing Coca Cola 11

12. “I skate to where the puck's going, not to where it has been.” Wayne Gretsky – Ice Hockey legend

13. Conan O’Brien’s View of the Future

14. But What is Mobile?

16. 235+ million unique users5+ Billion Other Devices Sources: - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php)) - TVs: Nationmaster Website at October 8, 2009. - PCs: Forrester Research, June, 2007.’ - Measuring the Information Society (2101). ITU. * CTIA 2011 and comScore 2010

17. 2. Mobile is a Collection of Channels Content Proximity

18. Text Messaging (i.e., SMS/MMS) MOST accessible mobile channel globally 5.7 Billion Daily in the United States (CTIA 2010) 6.1 Trillion texts sent worldwide in 2010

19. Mobile Web On the Rise Android OS Source: Sharma Consulting (2010) Apple OS 30% Smartphone Penetration today, 50% by end of year

20. The World of Apps KRAFT: 2010 MMA Overall Excellence Award Winner http://bit.ly/eamtLn http://bit.ly/eamtLn 11 Billion Apps downloaded 2010; Expect 80 billion by 2014 Apple OS Kraft iFood Assistant Source: Chetan Sharma

21. Engagement Purchase Relationship Acquisition Retention Brand Building + Transactions Awareness Consideration Consumption Advocacy

22. Across Every Measure – Mobile Performs

23. But What Makes Mobile Different?

24. Mobile’s USP Personal Pervasive Proximity 23

25. Personal .

26. Pervasive .

27. Proximity .

28. On Steroids Contextual Relevance Who? Where? When? What?

29. slide title That’s All Exciting, But Where is the Market

30. How Do Your Peers See Mobile?

31. Mobile MarketingB2B Benchmarking Study2011 MMA/BMA Conducted among 265 senior level members of the BMA

32. Introducing The MMA/BMA Benchmarking Study We looked at: The role of mobile in the marketing mix Current uses Most effective tactics Anticipated spend Industry needs/opportunities

33. Marketers Aim Mobile Tactics At The Top of The Purchase Funnel Total Mentions

34. Mobile Website and Apps Considered The Most Important Mobile Tools 62%

35. But Most Companies Don’t Have Their Own Mobile Website Or App Neither App Or Website

36. Little Differentiation In Use Of Mobile Tactics By Marketing Objectives Total Mentions

37. Marketers Have Found Two Mobile Marketing Tactics Most Effective Mobile Websites for: Branding Awareness Acquisition Transactions Mobile Email for: Loyalty/Retention Customer Care

38. Marketers Rank Mobile Websites Highest In Importance

39. Marketers Don’t Rank Their Company’s Ability To Execute Mobile Tactics Very Highly

40. Big Gap Between Importance Of Mobile Tactics And Marketers’ Ability To Execute -25%

41. Most Marketers Spending Less Than $100K On Mobile Marketing This Year

42. Majority Of Mobile Apps & Website Users Expect To Increase Spend This Year and Next Prospects Better Next Year For All Other Mobile Tactics

43. Biggest Hurdles For More Spending In Mobile Marketing -- Funding and ROI

44. In-Market Success With Mobile Essential For Increased Budgeting

45. Key Take-Aways Marketers’ attention is clearly focused on Mobile Websites, Apps and Email But half don’t have Mobile Website or App Mobile enjoys a range of applications with a surprising emphasis at the top of the purchase funnel Clear gap between importance of mobile in the marketing mix and the ability to execute mobile tactics Possibly due to low levels of spend/education Spending expected to increase resulting in greater experience with mobile tactics Funding is a clear barrier to understanding the medium and its ROI Marketers will look first to sales linked to mobile programs and then to other forms of in-market measurement to justify investment

46. A final thought… …How big an impact can rapid adoption make?

47. slide title Ford F-150 Case Study “Most Important Car Launch in Ford’s History.”Bill Ford

48. But Does It Impact Sales? Ford Media Mix * Cost of Portal Home Page Take-Over ad in study: $500,000 Cost of Portal Home Page Take-Over ad today: $2,500,000 Priceless! Traditional Media (TV, Magazines) $ $$$ Equal to +$1,350,000,000in U.S. Truck sales Equal to $750,000,000 inU.S. Truck sales * Approx. $200 Million Budget

49. Who do you want to be? “That’s it? B2B Marketer of the Month, August ‘97!”

51. Workshops

52. Roundtables

53. Over 100 speakersMMA Forum NY June 15, 16, 17 @Waldorf=Astoria 49 49

54. Or, Casa de Campo - Dominican RepublicJuly 24th-26th 50

55. greg@mmaglobal.com +1 631 702 0682 com www.gregstuart.com www.gregstuartspeaker.com Mansavesdog.wordpress.com www.twitter.com/gregstuart thank you! www.facebook.com/stuartnyc www.veoh.com/users/gregstuart www.linkedin.com/in/gregstuart