Why Mobile Marketing Matters

It’s about an ever increasing connected & mobile consumer.

A Global Perspective
Globally there are more
mobile phones than PCs
2008: 4.1 Billion
mobile subscribers
2008: 1 Billion
Internet users
IT World Telecom Mar 2009
ComScore 2008

Mobile Use Trends:

Mobile Overview:
• Why Now? Device capabili9es + 3G plus networks + flat rate data plans = mass market adop9on
• Value to Consumers: Extension of connec9vity to broader life (offline and online)
• Value to Clients: Direct connec9on between physical and digital consumer experience
• VML’s POV on Mobile: Relevant & fric9onless ability to connect offline experience to digital engagement
=

Mobile Audience Reach:
233 million mobile subscribers in the US
• 61% sent text messages
• 24% received an SMS ad
• 20% use the mobile web
• 11% use mobile applica9ons
• Search:
• 11% mobile web
• 6% text messaging
• 2% mobile apps

Connecting Mediums
Physical Digital

VML Mobile Capabilities

VML Mobile Process
Connect & Ac9vate
Consumer Behavior
Value Proposi9on
Mobile Offering
Evaluate target Iden9fy the need Determine best Assess most
consumers’ use of state opportunity means of effec9ve method
the mobile relevant to the delivering the to create
channel. client and the offering via the awareness and
consumer. mobile channel. drive engagement.
• Device Types
• Mobile Use Profile • Audit Consumer Needs • Text Message • Keyword / Short code
• Mobile Effec9veness • Audit Client Assets • Mobile Web / WAP • Mobile Number
• Content Idea9on • Mobile Applica9on • Camera Phone

Consumer Insights:

Target Insights Example:
Female Adults, 35+, Professionals, College Educated:
• All US Mobile Subscribers: 31.5m (14% of all US subscribers)
• Text Messaging: 52% ‐ compared to 52% general market
• Mobile Photos: 37% ‐ compared to 40% general market
• Download Apps: 20% ‐ compared to 10% general market
• Internet Access: 20% ‐ compared to 17% general market
• Games: 17% ‐ compared to 21% general market
• Email: 16% ‐ compared to 16% general market
• Music: 6% ‐ compared to 9% general market

Conversion:
Mobile Websites: Mobile ApplicaPons: SMS Program:
Congrats, you entered the
Jager sweepstakes. Rply
EMAIL for email updates.
Stnd rates apply. Txt STOP
2 end, HELPJAGER or
RULESJAGER.

Mobile Media:
SMS Text Mobile Web Display ApplicaPon Search:
Ads: Ads: Display Ads:
Who played the Cowardly
Lion in the Wizard of Oz?
From ChaCha:
Hey! We’re working
on your answer.
*We’ve got a way
you can go to the
movies for FREE!
Interested? Reply
AMC now!

VML Mobile Program Examples

VML Program Examples
A personal shopper for Sam’s Club
members as a companion for the
holidays. Allows customers to find
relevant gij recommenda9ons for
family and friends directly from
their iPhone.
Sam’s Club Mobile Gift Finder

VML Program Examples
In conjunc9on with Cellit, VML lead
the design of Sam’s Club mobile site
to allow club members view
products while they are on the go.
This allows for easy comparison
shopping, thus reinforcing the value
of being a member of Sam’s Club.
Sam’s Club Mobile Web Site

VML Program Examples
Working with ShopText, VML
developed a program to allow
consumers to purchase gij cards
directly from their mobile phone.
Burger King Mobile Purchase

VML Program Examples
The What’s In mobile program
allows customers to share and be
alerted to great product finds in
local stores, thus driving sales.
T.J. Maxx Mobile Community

VML Program Examples
A mobile sweepstakes as part of
the Virgin / Entourage campaign.
The campaign far exceeded
expecta9ons of user engagement
and demonstrated the value of a
mul9 channel approach
HBO Mobile Sweepstakes

VML Program Examples
As part of the 2009 Calle Ocho
event, Chevron promoted a
mobile call to ac9on for a chance
to win Chevron prizes. All users
were also asked if they wanted to
opt in to receive future SMS
messages from Chevron.
Chevron Event Sweepstakes

VML Program Examples
Allowing users at Jäger sponsored
Supercross events to enter to win
a motor bike from their mobile
phone.
Jäger Supercross Sweepstakes
Congrats, you entered the
Jager sweepstakes. Rply
EMAIL for email updates.
Stnd rates apply. Txt STOP
2 end, HELPJAGER or
RULESJAGER.

VML Program Examples
Leveraging the exis9ng sampling
program to expose our target to the
MSS QR code program. Par9cipants in
the program receive his own
personalized QR code that points to
his mobile Facebook or other social
media profile page.
Speed Stick QR Code Program

VML Program Examples
The Colgate Max White Photo
Recharger applica9on will allow
users to upload photos. They can
then modify the images,
including whitening the smile,
adding text, adding clip art and
adding a frame.
Colgate Max White iPhone App

VML Program Examples
Working with mGive, provided
the ability for users to donate $5
directly to the Salva9on Army
Central Territory by tex9ng
“ARMY” to 90999.
Salvation Army Mobile Giving

Emerging Mobile Tech

Mobile Image Recognition
The ability to use the camera to
recognize an image or code to deliver
addi9onal informa9on to you mobile
phone.
Example: SnapTell Book App:
htp://9ny.cc/S75gZ

Mobile Augmented Reality
The ability to use the mobile video
camera to allow addi9onal informa9on
to overlay the image to provide the user
with addi9onal informa9on.
Example: Allowing users to find the best
subway connec9ons.
htp://9ny.cc/oViZE

Near Field Communications / RFID
The ability for users’ mobile phones to
interact with other objects by just being
near them. Includes mobile transac9ons
and content transfer.
Example: Microsoj Surface Mobile
Connect:
htp://9ny.cc/sQlpy

Mobile Commerce / Wallet
The ability for users to make transac9ons
through the use of their mobile phone.
Can include payments, coupon
redemp9ons, gij cards, loyalty programs
and points.
Example: Cellfire Mobile Coupon App:
htp://9ny.cc/jiRU4

Mobile to Display Interactions
The ability for users to use their mobile
phone as a remote control to interact
with digital displays in the physical
world.
Example: Play MegaPhone MTV
Campaign:
htp://9ny.cc/P5qEe