Making IdeasMovePresented by Scott Chapin

2Pizza Hut iPhone app generates $1M in salesWill RIM's BlackBerry Storm2 be an iPhone killer?Motorola Droid is iPhone killer, or so Verizon hopesApple reaches 100,000 apps, 2 billion downloads

What is Mobile Marketing?‹#›

Mobile Marketing is…marketing and communications to customers or constituents on portable devices wherever they may be.Mobile marketing is not about what…it’s about where.4

US Snapshot270 million cell phone subscribers ∏110.4 billion text messages (SMS) per month∏Smartphone usage is over 25%Ω19% of Americans said they accessed the internet on their mobile yesterday§∏ - CTIAΩ - eMarketer§ - Pew Internet5

What is Mobile Marketing?Mobile WebText Messages / SMSMobile ApplicationsMobile Advertising6

Today’s Mobile Market

Mobile Internet% of all adultsJuly 20098

Mobile Internet – By RaceJuly 20099

Mobile Phone UsageJuly 200910

Mobile Phone Usage – by AgeJuly 200911

Mobile Internet Projected Growth12US Mobile Internet Users and Penetration, 2008–2013(millions and % of mobile phone subscribers)(22.0%)(26.3%)(30.6%)(35.6%)(40.2%)(43.5%)June 2009

Mobile Internet – by ManufacturerJune 200913

Smartphone requests – by OS (US)June 200914

iPhoneConsumer Market DominanceJune 200915

iPod Touch Consumer Market Dominance16June 2009

Mobile Websites

Keep It SimpleSuccessful mobile websites are simple and focusedLimit content to mobile-focused informationBe mindful of scrollingInclude non-Flash alternative contentConsider platform specific integration18

Limit content to mobile-focused information

Be mindful of scrolling

Include non-Flash alternative content

Consider platform specific integration

Start Small and GrowProvide alternatives to non-mobile contentCreate a mobile-friendly “view” for the siteSimplified NavigationOn-the-go contentPlatform Specific PresentationPages/Template DesignsVideo/multimedia19

Banking20

Sports‹#›

ESPN22Examples of multi-platform mobile websitesFeature PhoneApple iPhoneMost SmartphonesiPhone Only Content

Cedar Point23Examples of multi-platform mobile websitesStandard Mobile PhoneiPhone

Motorola Droid24iPhoneBlackberry StormPalm Pre

Mobile Applications

Many Platforms, Many Rules26

Games27

News & Information28

Branded Utility Apps29MasterCard Priceless Picks

Other Apps30McCormick RecipeFinder

Augmented Reality31(Click Image to view video)

Text Messaging

SMS OverviewShort Codes enable direct response and two-way communicationCodes can be shared or unique company ID’sShort code aggregators handle all phone carrier connectionsCampaign response rates have been seen up to 30%33

Codes can be shared or unique company ID’s

Short code aggregators handle all phone carrier connections

Campaign response rates have been seen up to 30%

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Other SMS Campaigns35IKEA Mobile member-only savings offers 4 August now available! Text MEMBER to 62345 for your discount code & preview the offers at www.IKEA-USA.com/SeattleRedbox free MONDAY rental. CHECK OUT WITH COUPON CODE 27HZ4KT. Expires at midnight CST, 11/3/09. Fwd to friends. Call 866.733.2693 for help.Arby's: Show this text and get a FREE Roast Chicken Club Sandwich with any fry + drink purchase! Limit 1. Expires 11-06-09. Particip8ing stores only

Mobile Advertising

Advertising FormatsBanner AdsPre-roll VideoApp SponsorshipMobile Search37

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Other Considerations

Podcasting40

Mobile EmailMobile email is not 100% HTML compatibleiPhone is best, Blackberry is improvingFrequent testing is a best practice41

Questions?42

For more information about mobile marketing, please contact:43Scott ChapinDirector of Consulting Services216-325-1981schapin@digiknow.com