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Ad tech Mobile Mix: from “Sorta” to Portable

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Four Action Steps Towards portability

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Ad tech Mobile Mix: from “Sorta” to Portable

  1. 1. from “Sorta” to PortableFour Action StepsTowards portability <br />
  2. 2.
  3. 3. Step 1: KNOW yOUR MARKET<br />
  4. 4. MOBILE AND SOCIAL LEAD GROWTH<br />
  5. 5. MARKETERS ARE JUST GETTING STARTED<br /> 4 out of 5 online retailers have no mobile presence <br />eMarketer 4/2010<br />
  6. 6. 80% of respondents believe marketers should reimburse them for the cost of commercial text messages.<br />
  7. 7. Step 2: Define A STRATEGY<br />
  8. 8. Value: What’s in it for the subscriber? SUBSCRIBERS RULE!<br />Relevancy: What mobile content can you provide that’s “worth it?” <br /><ul><li>Urgency?
  9. 9. Portability?</li></ul>Frequency: How often do audiences want to interact?<br />ROI: How will the program be measured? <br /><ul><li>Value to subscriber, conversions, retention, additional bookings, incremental visits, cost savings, etc.</li></ul>STEP 2: DEFINE A PORTABILITY STRATEGY <br />
  10. 10. PORTABILITY BEYOND MOBILE <br />
  11. 11. Step 3: Take Action (Test!)!<br />
  12. 12. MOBILE POLLS & ALERTS<br />
  13. 13. MOBILE CUSTOMER SERVICE<br />CALLS<br />TEXTS<br />
  14. 14. MOBILE TO START THE CONVERSATION <br />
  15. 15. EMAIL IS PORTABLE <br /><ul><li>Inbound text program to receive follow-up from industry presentation
  16. 16. 62% audience participation in inbound text program (Text Capture)
  17. 17. Participants received one-time email that included coupon and additional resources (see right) </li></li></ul><li>
  18. 18. YES, SOCIAL IS PORTABLE TOO<br />
  19. 19. Step 4:put it all together<br />
  20. 20. EXACTTARGET INTERACTIVE MARKETING HUB<br />
  21. 21. EXACTTARGET INTERACTIVE MARKETING HUB<br />
  22. 22. POWER ALL TYPES OF INTERACTIVE MESSAGING<br />
  23. 23. <ul><li>MMA Global Best Practices
  24. 24. MMA Global Code of Conduct
  25. 25. Sign-up for Mobile Insider
  26. 26. Text is Next: Mobile Marketing Whitepaper
  27. 27. Field Guide to SMS
  28. 28. Forrester Research
  29. 29. eMarketer Research </li></ul>RECOMMENDED READING LIST<br />
  30. 30. Know Your Market <br />Define a Strategy <br />Take Action (Test!)<br />Put It All Together<br />FROM “SORTA” TO “PORTABLE” <br />
  31. 31. R. J. TalyorDirector, Product MarketingExactTargetrtalyor@exacttarget@rjtalyor<br />

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