ITA Mobile Visionary Roundtable:
Incorporating mobile strategy into your company
Sept. 16, 2009
Jeff Judge
Co-founder, Interactive Mediums
jeff@interactivemediums.com
twitter.com/jjudge
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Agenda
• Welcome
• About Interactive Mediums
• Why Mobile?
• Examples
• Success Stories
• Defining and Executing your Mobile Strategy
• Best Practices
• Questions?
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Welcome
• Mobile Visionary Roundtable Series
• About the ITA
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About Interactive Mediums
Big Idea • Power the mobile experience. Help marketers harness the power
of mobile marke7ng to engage their customers in high value
dialogues designed around the customer lifecycle
• Engage => Acquire => Retain the Mobile Customer Data Asset
Corporate • Founded in 2006
Data • Privately held
• Profitable and growing
Products and • Mobile Marke7ng SaaS PlaLorm
Services • Mobile Applica7on Development
• Mobile Website Development
Clients and Hundreds of top brands, retailers, agencies and others across the
Markets U.S.
Office Founded in and today based in Chicago.
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Why Mobile?
• Access to Consumers
• Q4 2008 = 270.3M handsets in the US (87% of the US population)
• 240M+ SMS enabled handsets
• 65M web enabled phones
• 22.1% of new phones are smartphones, 5.7% iPhone
• 13.7M iPhones sold in 2008, 6.4M in April 2009; 28.1M total; 13% of
worldwide mobile OS
• Consumer Acceptance
• A typical U.S. mobile subscriber sends or receives 357 text messages per
month, compared to 204 phone calls
• Effectiveness
• 40% of major brands have deployed text messaging (SMS) campaigns
• 22% of online advertisers are currently engaged in mobile marketing
• Total spend on mobile marketing from $391M in 2009M to $1.2B in 2011
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Success Story #1: My Coke Rewards
• Basics
• Goal of customer acquisition
• Text (SMS) a unique code found in a
bottle cap; register via mobile
website and wired website
• Accumulate points to redeem a
reward
• Results
• 3 years
• Opt-in growth rate of 5-10% per
month
• 5.2% click through with offers
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Success Story #2: Apartments.com
• Basics
• Goal of brand extension
• Tap into the iPhone, enabling
location awareness, rich multimedia
and lead generation
• Results
• Launched July 2009
• 30k installs in first month
• Top 50 lifestyle app first month
(currently 40-60)
• 1k+ email/call leads per week
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Example Programs
Actions/Goals/Objectives Interaction Channels
• Loyalty • SMS
• Brand Extension • Mobile optimized web, WAP
• Customer Acquisition • Apps (iPhone, BlackBerry,
• Promotions Android, Nokia, more...)
• Market Research • MMS
• Direct Response • LBS/Presence
• Search • 2D matrix / bar codes
• Commerce • Advertising
• Coupons • Video
• Audience Response/ • Augmented Reality
Interaction
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Define and Execute Your Mobile Strategy
• Assign ownership
• Define business objectives, how you will measure results and
success metrics
• Conduct research and assess options
• Decide on technical approach
• Find the right partner and/or identify internal resources needed
to execute your strategy
• Iterate
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Best Practices
• Mobile is not a one-off channel
• Mobile should be thought about in the beginning (if possible)
• Data is key
• Customer relationship is lifelong - add value
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Questions
• Text ITA + your question to 50101
• Search for “Jeff Judge” on LinkedIn
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