5 things you need to know to make you a smarter mobile marketeer - Seattle Mobile Mixers - Julie Lynn Try (Southard) - Xbox

15 March 2012 The 5 things you need to know tomake you a smarter mobile marketeer This deck has been modified. For an original or more info, contact: julie lynn try (southard) julielynn.southard@microsoft.com Linked IN: Julie Lynn Try 1

5. Search ≠ Browse. 2 2

Search is the new utility Sign In Search CAMPAIGN XBOX LANDING PAGES LIVE SUPPORT GAMES GEAR ENTERTAINMENTMSCOM Study (April 2011)Cloud Campaign (Oct 2011) 3 3

Paid search drives stronger results than banners???• Banner/Display: • 2x expected clicks• Search/Text: • 2x expected clicks… But a fraction of the cost! 4 4

I just want to say one word to you… Mr. McGuire: I just want to say one word to you. Just one word. Benjamin: Yes, sir. Mr. McGuire: Are you listening? Benjamin: Yes, I am. Mr. McGuire: ___________! 5 5

I just have one word to say to you… SEARCH 6 6

4. It’s all about me. 7 7

SHOUT OUT TO WIN! ____X more Social Engagement on mobile? 8

SHOUT OUT TO WIN! 10X more Social Engagement on mobile 9

Look for simple ways to integrate social elements… 10 10

How to make the experience even more about ME? How do your customers interact with you? 11

Did you know? 15% of WORLDWIDE consumers open their email on their phone Our consumers are far ahead of the worldwide average. 12

Make it easier for your customers to interact 13 13

3. Research Buy. 14 14

Did you know? 79% of consumers use a smartphone to help with shopping.** Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000 15

Be where your customers are – shopping & searching Help customers find your reasons to believe • Provide Mobile, Search Optimized Landing Pages 34% • Place Tags/Barcodes/QR codes on product boxes that link to mobile optimized content: Prepare for Image triggered Search Speak to the “Zero Moment Of Truth” • Include user reviews on mCLEs • Research key customer questions and revise campaign content to answer them 16 16

2. SMS ≠ email. 17 17

SMS Guiding PrinciplesIf it’s hot Be Benews, your Worthy Engagingcustomersmay alreadyknow… Be Be Relevant Now 18 18

Cross-Channel Marketing Plans are Best Practice SMS: Xbox mobile exclusive: GOW3 fans, get a free d/l plus enter to win: http://xbx.lv/luFUj8 legal. 19 19

We’ve tested variations in acquisition Win it Save it Get it Try it Buy it • Enter to • Sign up • Sign up • Tell me • Who has win one for deals and get when I it at what of four of the free can price tshirts week digital demo it exclusivel art for in my y for your area YOU phone 20 20

Our winning campaign to date combines offers. Win it Save it Get it Try it Buy it • Enter to • Sign up • Sign up • Tell me • Who has win one for deals and get when I it at what of four of the free can price tshirts week digital demo it exclusivel art for in my y for your area YOU phone 21 21

Partnerships and Cross-promotions are key. Use your Rely on your channels Agency support Focus on Big Understand your Bets Dependencies 22 22

1. Remember… and never forget…you are a brilliant marketeer! 23 23

Direct marketing principles. Why are we so quick to forget? What are the Audience Offer four basic variables of our direct marketing campaigns? Timing Creative 24

Direct marketing principles. What are the Win a Save four best widget bucks performing CTAs? Try/get Buy it it free now 25

Keep the customer at the focus and 26 26

15 March 2012THANK YOU!!! The 5 things you need to know tomake you a smarter mobile marketeer… julie lynn (try) southard julielynn.southard@microsoft.com Linked IN: Julie Lynn Try 27

xbox.com 28 28

5 things you need to know to make you a smarter mobile marketeer - Seattle Mobile Mixers - Julie Lynn Try (Southard) - Xbox

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