Content Marketing World 2011 “Taking Your Content Mobile: Content Tips for Smartphones, iPads, Tablets and the Next New Thing” Morgan Stewart, CEO, Trendline Interactive The proliferation of smartphones, iPads, and tablets are driving increased expectations among consumers—now they expect great content while they are on the go. But before you run off and develop a new app, join Morgan Stewart as he shares insights from recent research conducted for ExactTarget on how consumers consume marketing content on mobile devices, what they do as a result, and how approaching mobile as a platform instead of a channel is helping marketers improve their marketing results across the board

1. Taking Your Content Mobile:Content Tips for Smartphones, iPads, Tablets and the Next New Thing Morgan Stewart (@mostew) Trendline Interactive

2. THE MOBILE MARKET Mobile market is growing rapidly 89% of online consumers (15+) own a cell phone 41% own a smartphone 48% own a feature phone Feature phones are still the majority, however… Smartphones will soon eclipse feature phones

3. What is “mobile marketing”? Have you ever heard of “PC Marketing” or “Laptop Marketing” ? “Mobile Marketing?”

4. SMARTPHONES: THE BIG 5 87% use daily 78% use daily 66% use daily 58% use daily 50% use daily

5. Source: Seven.co.uk, N=1,007 UK iPad owners, published March 2011

6. “I have apps for Facebook, Twitter, and email on my phone, and I check them throughout the day. I check Facebook every two hours. I check Twitter every half hour for news and sports updates, and my email every two hours or so.” – Gordon (27, M)

7. EMERGING ACTIVITIES

8. IMPACT ON PURCHASING BEHAVIORS 16% of US consumers have completed a purchase as a direct result of a marketing message received on their smartphone

9. HOW CONSUMERS COMPLETE THEIR PURCHASES VIA SMARTPHONE 55% have completed at least one purchase on the smartphone itself using a browser, directly through an app, or through the app store. ON A COMPUTER 43% have completed their purchase on a desktop, laptop, or tablet computer. IN PERSON 35% have completed at least one purchase in person after receiving a message on their smartphone.

10. WHERE MOBILE DRIVE PURCHASES On smartphones, different channels drive different purchase behavior Tracking purchases cross-channel can be very difficult Marketers need to tie the call to action to the channel through which messages will be delivered, for example: Asking people to complete online purchases via text won’t maximize conversion Apps are self-contained – only good at driving in app purchases

11. APPTROPHY ExactTarget’ssurvey asked about currently installed apps, which yielded an average of 24 for iPhone users and 21 for Android users. By contrast, Nielsen’s September 2010 report asked about the number of apps downloaded—which yielded an average of 40 for iPhone users and 25 for Android users. The difference suggests that consumers download far more apps than they ultimately keep. In-app communications reach only active app users. Email, text, and smartphone “push” notifications reach both active and inactive users.

12. Content / Entertainment

13. Location / Convenience

14. Habit 1: Be ProactiveHabit 2: Begin with the End in MindHabit 3: Put First Things First

16. Your Website is Priority #1

17. Text Capture

18. Design Email for Mobile

19. Recognize Limitations (At Least)

20. QR Codes – Execute on the Promise! Dedicated landing page – clear process to redeem offer. Generic landing page –doesn’t deliver on CTA.

21. KEY TAKEAWAYS Mobile is not a channel. It’s a platform! When developing your mobile strategy, remember that multiple channels play an important role. Including Email, Text, Facebook, Twitter, Web, and Apps. Email, Facebook, and Twitter are more important than ever. Smartphones are driving increased utilization of all three of these channels… including emerging technologies like location based services & QR codes. Comprehensive planning is critical. Don’t cut corners in the rush to “mobile marketing” – take first things first, ensure UX is well executed, and test across platforms! Fight apptrophy! Smartphone users love apps—but your strategy should include push messages as well as ongoing email and text communications to keep users engaged. We’re in a period of transition—albeit rapid transition. Just because YOU have a smartphone doesn’t mean everyone has one. Provide alternatives.

22. Get the research: www.exacttarget.com/sff Get more of the inside scoop: Morgan Stewart Web: www.trendlineinteractive.com Twitter: @trendlinei or @mostew Phone: (512) 879-1761 Email: morgan@trendlineinteractive