Julie Lynn Try (Southard) of Xbox takes us through her 5 important lessons of mobile marketing for Seattle Mobile Mixers. For more information, please follow @MobileMixers on Twitter

1. 15 March 2012
The 5 things you need to know to
make 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
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2. 5. Search ≠ Browse.
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3. Search is the new utility
Sign In
Search
CAMPAIGN
XBOX LANDING PAGES
LIVE
SUPPORT
GAMES
GEAR
ENTERTAINMENT
MSCOM Study (April 2011)
Cloud Campaign (Oct 2011) 3 3

4. 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

5. 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

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

7. 4. It’s all about me.
7 7

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

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

10. Look for simple ways to integrate social elements…
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11. How to make the experience even more about ME?
How do your
customers
interact with
you?
11

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

13. Make it easier for your customers to interact
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14. 3. Research Buy.
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15. 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

16. 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
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17. 2. SMS ≠ email.
17 17

18. SMS Guiding Principles
If it’s hot Be Be
news, your Worthy Engaging
customers
may already
know…
Be Be
Relevant Now
18 18

19. 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

20. 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

21. 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

22. Partnerships and Cross-promotions are key.
Use your Rely on your
channels Agency support
Focus on Big Understand your
Bets Dependencies
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23. 1. Remember…
and never forget…
you are a brilliant marketeer!
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24. 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

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

26. Keep the customer at the focus and
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27. 15 March 2012
THANK YOU!!!
The 5 things you need to know to
make you a smarter mobile marketeer…
julie lynn (try) southard
julielynn.southard@microsoft.com
Linked IN: Julie Lynn Try
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28. xbox.com
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