1. How CMOs Can Succeed With Mobile Marketing
February 12, 2013
MMA Webinar Series
Sponsored by:

2. Why should CMOs care about
mobile?
Simply put, it’s huge.
Smartphones and tablets now make up
roughly 10%-20% of visits to the average
.com website.
The pressure is on for CMOs to
understand mobile and make wise
investments.

3. What should they do about it?
The key to success lies in understanding
your customers and how they use mobile
across every phase of the customer
journey.
Today, we’ll discuss the benefits of a
strategic approach to mobile and key
tactics to bring your strategy to fruition.

4. Agenda
• The 2013 Mobile Landscape
• What CMOs need to know about
mobile strategy
• What CMOs need to know about
mobile tactics

5. Today’s Speakers
Noah Elkin
Principal Analyst
eMarketer
nelkin@emarketer.com
@noahelkin
Moderator
Rachel Pasqua Michael Becker
VP, Mobile Managing Director, North America
iCrossing, a Hearst Company Mobile Marketing Association
rachel.pasqua@icrossing.com michael.becker@mmaglobal.com
@rachelpasqua @mobiledirect
Buy online at
http://amzn.to/Tx5jVg

6. Q&A
Don’t forget to Tweet about this session
using hashtags: #MMAWeb and
#CMOMobile

7. The 2013 Mobile Landscape:
Consumers Take Control

8. What’s at stake here: Your audience
Mobile is the latest stage in the evolution of media.
Smart devices have revolutionized not only how we communicate,
socialize, stay informed and entertain ourselves, but also how much
and how often.
50s 60s 70s 80s 90s 00s 10s

9. Smart device adoption is driving
audience shift
2012 115.8M users 79.1M users
2013 137.5M users 108.6M users
2014 157.7M users 129.0M users
2015 176.3M users 143.2M users
2016 192.4M users 154.5M users
Source: eMarketer, Aug 2012 Source: eMarketer, Dec 2012

10. • Smart devices are
at the center of
audience
multitasking
• Multitasking raises
the question:
What is the first
screen today?

11. Say goodbye to the traditional couch
potato

12. Mobile occupies more of our time
than ever
• Time spent with
mobile is growing at
14 times the rate of
the desktop web
• Mobile and desktop
could potentially
achieve parity within
a few years at the
current trajectory

13. Time spent is not the only way to
measure the shift toward mobile
• In markets with
high smart
device
penetration such
as North America,
mobile’s share of
web traffic is
approaching 30%

14. Internet access is increasingly
mobile–everywhere in the world
Mobile Internet as a % of Internet Users
100%
80%
60%
40%
20%
0%
Middle East North Latin
APAC E. Europe W. Europe Worldwide
& Africa America America
2012 90% 75% 50% 45% 41% 39% 63%
2013 93% 82% 58% 57% 53% 49% 71%
2014 95% 87% 64% 70% 65% 59% 78%
2015 95% 90% 70% 79% 78% 69% 84%
2016 96% 93% 75% 86% 88% 77% 88%
Source: eMarketer, April 2012

15. Net result:
Mobile is becoming the new desktop

16. Digital commerce is undergoing a
similar shift
• By 2016, tablets will account for 70% of mcommerce sales

17. The smartphone-equipped, socially-
connected shopper is here to stay
• Showrooming gained momentum in 2012; don’t
expect the tide to turn in 2013.

18. But it’s not just about shopping…
Mobile plays a role
throughout every step of
the customer journey.

19. There’s a mobile aspect to everything
customers do—so there’s a mobile
aspect to everything you do as a
brand
Searches Google
on her iPhone for a
Awareness
store location.
Views the store’s mobile
website to get info on the Engagement
product she is considering.
Looks for a better
deal using the Consideration
Amazon and eBay
apps.
Reads a mobile-
optimized email
alerting her to an
insider-only sale and Scans a QR code on
heads back to the the product package Conversion
store for an instant rebate
Loyalty & Advocacy

20. A few examples…
So what does a
mobile strategy
look like in
action?

21. Mobile strategy uses tactics to
improve the human experience.
People first, technology last.

22. …it focuses on solving consumer
needs AND brand goals…
Accessible and relevant at key decision-making moments.

23. …and it connects the dots between
the digital and physical worlds.
E-commerce becomes ―everywhere commerce‖

24. Question #1
What are your goals for using
mobile in 2013?
(Choose all that apply)
a) Brand awareness
b) Product or service marketing/advertising
c) CRM
d) Loyalty & advocacy
e) Sales

25. What CMOs Need to Know
about Mobile Strategy

26. Mobile is a complex, constantly
evolving landscape

27. But it’s not about mobile devices…
…it’s about connecting with people.
In the right place. At the right time. With the right
content. Through the right interface…
…whether it be a smartphone, a tablet, a kiosk, or a
multitude of connected devices, objects, and locations.
About user experiences that connect the dots across all
the touch points in your customer’s unique journey.
Multiple channels. Multiple devices. Multiple locations.
One connected conversation.

28. Strategy should always come before
tactics—especially when exploring
unfamiliar territory.
strat·e·gy /ˈstratəjē/
Noun
1.) A plan of action or policy designed to achieve a major or overall aim.
2.) The art of planning and directing military operations and movements in a war or battle.
Tactic Strategy
e.g. a multimedia, cross-platform set of user
e.g. an iPad application experiences designed to enhance key CRM
activities like account management, loyalty
programs and support

29. The challenge is to strategize the right
tactics for the context at hand.
AWARENESS
• Mobile web
• Mobile search and advertising
• SoLoMo
ENGAGEMENT
• Mobile web
• Mobile search and advertising
• QR, Augmented Reality, SMS
CONSIDERATION
• Mobile web
• Mobile apps
• QR & SMS
• Mobile coupons
CONVERSION
• Mobile web
• Mobile apps
• M-commerce and m-payments
LOYALTY
• Mobile apps (Earned and Owned)
• Mobile email and SMS

30. Mobile success lies in a harmonious balance
between three interdependent spheres
The Marketplace The Audience
• Competitor activities • Current customers
• Available tactics • Aspirational customers
• Market trends • Mobile behaviors
Marketplace Audience
The Brand
• Brand goals for mobile
• Individual stakeholder The strategic
wants and needs Brand imperative for
• Assets that can be mobile
leveraged

31. Mobile strategy stems from asking
the right questions for each sphere
Audience Analysis Market Analysis Brand Analysis
• How do your • What are your • What do you hope to
customers use competitors doing? achieve with mobile?
mobile? • What tactics are • What types of user
• How can mobile help available to you? experiences and
them progress • What are the mobile content do you need to
through each phase trends in your create?
of their journey? particular vertical? • How do they integrate
• How can mobile with your overall online
cement a closer and offline marketing
relationship mix?

32. Audience analysis: mobile
technographics & customer
journeys
Examining the mobile behaviors of your customers
through:
• Primary research, such as focus groups and customer interviews
• Secondary research sourced from 3rd-party providers
…enables you to build Mobile Technographics and Customer
Journeys that illustrate how and where you can best engage
with them.

33. Brand analysis: goals and assets
Assessing your internal mobile-readiness and goals via:
• Stakeholder insights
• A thorough assessment of your .com environment and content assets
…determine how quickly you can move forward and what
your KPIs should be for each tactic.

34. Market analysis: goals and
assets
Gauging the marketplace through:
• Competitive analysis
• Trend analysis (1st-hand and 3rd-party research)
• A review of the mobile tactics at your disposal
…determines the table stakes for your mobile strategy
and the opportunities to create first-mover advantage.

35. All brands benefit from a
comprehensive strategic approach
to mobile
Examining the Audience, the Brand, and the Marketplace will yield a set of desirable
tactics. Following a standard framework gathering the data and analyzing it will enable
you to assign the proper priority each tactic and help them work together harmoniously.
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
Marketing Ecosystem
Stakeholder
analysis
Interviews Competitive analysis
Tactical Strategic Strategic
Customer Mobile wish list Prioritizatio Roadmap
Research Technographic n
s
Technical and Customer
content audits Journeys
Project Plan Key Findings Strategy & Roadmap

36. Question #2
How urgent is your need for
mobile strategy? Do you:
(Choose all that apply)
a) Have significant .com traffic from mobile devices
b) Conduct any form of digital advertising
c) Have a brick and mortar location
d) Struggle with the performance of existing mobile
websites, applications, or campaigns
e) Want to forge a positive, real-time connection with
your customers

37. What CMOs Need to Know
about Mobile Tactics

38. Think strategically about tactics
Moving forward with any mobile tactic necessitates a
certain amount of custom strategy.
However, there are strategic insights that hold true for
individual tactics no matter what vertical you’re in or
what kind of consumer you’re trying to connect with.
Understanding the strategic fundamentals of mobile
tactics will speed your path to success.

39. SMS: what CMOs need to
remember
On Christmas Day 2012 in the United States, more smartphones and
tablets were activated than on any other day in history—mobile is
now a tool of the everyday consumer.
Yet plain and simple SMS remains the most
popular form of digital communication
worldwide.
For CMOs, SMS is a formidable tool for:
• Activating offline media in the Awareness
phase – e.g. billboards, print, TV, Radio
• Building and strengthening CRM in the Loyalty
Phase with offers, alerts, status
updates, location based alerts and other forms
of real-time communications.

40. Mobile web: what CMOs need
to remember
The mobile web is the primary and most widely and consistently
accessible touch point in the customer journey– to support it, CMOs
need to focus on:
• Action-oriented, info-rich smartphone content to support wayfinding and
information gathering in the Awareness, Engagement, and Consideration phases
• Adjusting .com sites for optimal usability on tablets to support information
gathering, content consumption, and purchasing throughout the entire journey

41. Mobile apps: What CMOs need
to remember
If the mobile web is about getting to know your brand, mobile apps
are about having a relationship with it. CMOs are wise to focus on
apps to support:
• Enhanced shopping and purchasing behaviors in the
Conversion phase
• Content consumption in the Consideration phase
• CRM activities in the Loyalty phase

42. Mobile advertising
While mobile advertising plays many roles throughout the customer journey, it
functions most effectively in the upper funnel when customers are getting to
know your brand. CMOs are wise to segment out their efforts by focusing on:
• Mobile SEM: for direct response, intent-driven purposes such as
sales, acquisition, and information capture in the
Awareness, Engagement, and Consideration phases
• Mobile display, rich media and video: for brand awareness, and
experiential campaigns throughout all stages of the customer journey.

43. SoLoMo: What CMOs need to
remember
Socially oriented, location-based marketing technologies provide brands with
the opportunity to create the most contextually relevant experience possible.
CMOs can leverage this opportunity most effectively throughout the customer
journey by:
• Ensuring optimal smartphone and tablet usability of .com content to
support traffic from social spaces
• Providing locally-optimized web and app content whenever possible
• Cultivating a presence on key SoLoMo web and app platforms
SO LO MO
+ +

44. M-commerce and payments
The majority of m-commerce and m-shopping activities take place within the
browser. To maximize conversions, CMOs should focus their efforts on:
• Streamlining the smartphone .com experience to facilitate information gathering
and product/brand assessment in the Consideration and Conversion phases.
• Eradicating usability barriers that prevent tablet users from shopping and
completing purchases successfully in the Consideration and Conversion
phases.

45. QR codes
QR and other types of image codes are powerful tools for injecting interactivity
into traditionally static media. When considering QR, CMOs should focus on
• Using QR to add a digital layer to offline
media such as print, product
packaging and out of home to provide
users with a real-time conduit for
information gathering in the Awareness
and Engagement phases.
• Ensuring a high quality of content—the
post-snap experience should be mobile
optimized and contextually relevant to
the action oriented state of smartphone
users.

46. Remember: Mobile strategy is an
ongoing, iterative process
Mobile strategy will change over time to reflect Brand goals, Audience needs
and the ever-evolving Marketplace. You will revisit the process regularly to
refine individual tactics and your overall mobile strategy as a whole.
Mobile Strategy Process Tactical Execution
Audience Mobile Web
Marketplace Brand
• How do your • What are your • What do you hope to
customers use competitors achieve with mobile? Mobile SEO
mobile? doing? • What types of user
• How can mobile • What tactics are experiences and
help them SMS/MMS
available to you? content do you need
progress through • What are the to create?
each phase of mobile trends in • How do they Mobile Apps
their journey? your particular integrate with your
• How can mobile vertical? overall online and Mobile Ads & SEM
cement a closer offline marketing
relationship with mix?
your brand? Augmented Reality
Geo-targeted
Marketing
Ongoing Iterative Refinement
QR Codes
Refactoring tactics based on market changes
and campaign insights. App Marketing
Illustrative Examples

47. Question #3
What current mobile tactics has
your brand put in to action?
(Choose all that apply)
a) Mobile website
b) Mobile applications
c) Mobile advertising
d) SMS
e) Other (please explain)

48. Q&A
Noah Elkin
Principal Analyst
eMarketer
nelkin@emarketer.com
@noahelkin
Moderator
Rachel Pasqua Michael Becker
VP, Mobile Managing Director, North America
iCrossing, a Hearst Company Mobile Marketing Association
rachel.pasqua@icrossing.com michael.becker@mmaglobal.com
@rachelpasqua @mobiledirect
Buy online at
http://amzn.to/Tx5jVg

49. Q&A
Full Name
Title
Company
Email
Twitter Handle
Full Name
Title
Company
Email Moderator
Twitter Handle
Michael Becker
Managing Director, North America
Mobile Marketing Association
Full Name michael.becker@mmaglobal.com
Title @mobiledirect
Company
Email
Twitter Handle

50. Upcoming Events & Programs
• MMA Forum – San Francisco (January 29-30)
• MMA Forum – New York (May 8-10)
Visit www.mmaglobal.com/events for more details on future events and webinars
Planning for 2013, contact Michael Becker at northamerica@mmagobal.com to get
involved

51. The Book
"Nothing gets you closer to your consumer than
mobile. And nothing gets to closer to mobile
marketing perfection than Mobile Marketing: An
Hour a Day.‖
— Greg Stuart, CEO, Mobile Marketing Association and
Co-Author of What Sticks
"Elkin and Pasqua expertly detail the mobile
landscape, tactics, and tools available to today's
mobile marketer. This is a must-read." — Sara
Holoubek, CEO, Luminary Labs
"This book is filled with clear, well thought-out
strategic guidance on all things mobile, with expert
perspectives to help customize the strategy on an
individual business (and budget) level.‖ — Joy
Liuzzo, President, Wave Collapse
More information:
"This is now my go-to book for mobile. Not only www.mobileanhouraday.co
does it have the brain trust going for it, but it also m
has the data to back it up.‖ — Rob Garner, author of Buy online:
Search and Social: The Definitive Guide to Real-Time
Content Marketing http://amzn.to/Tx5jVg

52. Thank you!
ADDITIONAL RESOURCES
• www.icrossing.com
• www.mobileanhouraday.co
m
• www.rachelpasqua.com
Sign up for the MMA Search for partners or get listed at the
SmartBrief: Mobile Marketing Industry Directory:
www.smartbrief.com/m www.mobilemarketingindustrydirectory.co
ma m

53. Thank you!
ADDITIONAL RESOURCES
Find out more at www.icrossing.com
Stay connected at greatfinds.icrossing.com
Join the conversation at thecontentlab.icrossing.com
Follow us at Twitter.com/icrossing
Become a fan at Facebook.com/icrossing
Download our decks at Slideshare.net/icrossing