1. Archer Webinar
“Landmines and Goldmines in Mobile
Marketing”
April 3, 2013

2. Welcome!
Presenting today’s webinar:
Michael Ahearn
VP Customer Development &
Marketing

3. • This is a listen-only webinar
• Enter any questions/feedback you have in the Questions
window

4. Mobile Marketing: Goldmine with Landmines
EUREKA!
Whoa! Wha’
happened?

5. Landmine 1: Putting Tactics Before Strategy
Don’t determine “what” before insight of “why and to whom”
• Why: Strategize for specific marketing objectives and specifically
how they will be measured
• Who Part 1: Establish target customer groups and demographics
• Who Part 2: Research mobile handset capabilities and use
penetration of target customers
• OK…now What: Pick appropriate mobile tactics/channels to reach
objectives & target customers—and how they’ll be integrated in
your other marketing channels

6. Landmine 2: Living in the Ghetto
There’s no such thing as mobile marketing. There’s only mobile enabled marketing.
• Mobile in a silo fails, almost all the time.
• Don’t “ghettoize” mobile—it requires a
line item in your budgets
• Mobile marketing success is directly
proportional to how well it’s integrated
into your other marketing channels
• Broken or non-compelling call to action—
the value prop is not because it’s mobile
• Avoid the “single legged stool” within
mobile itself—integrate all mobile
channels
• Mobile is dynamic and real time, so
instant gratification is a must, and no
“launch and forget” mobile orphans

7. Landmine 3: Compliance (or else…)
• Patents—what do they mean to you (Helferich anyone?)
• Opt-in regulations and messaging flow best practices—different for different
channels
• Common pothole: underestimating campaign certification complexity and time
to launch
• Tier one providers (like us) provide all the expertise and services to help
Brand X: First
message—Get a
coupon for 5% off
code
432xxe3wdfdfsww.

8. Landmine 4: Rude and Impersonal Messaging
• Over messaging—get frequency right per
campaign/service and per customer
• Vanilla offers, messaging, content duplicated
from other channels, or stale content. Mobile
is fresh. MetroMobile:
• Mobile is not email—it’s much more See the Hot Brazilian
Roller Bikini Boxers
“intimate” here!
http://m.girls.com
• One size fits all is less attractive and
sometimes just dead wrong—personalize!
Brand X: Get a
coupon for 5% off
code
432xxe3wdfdfsww.

9. Landmine 5: The Ad Hoc Rut and “Mobile Databases”
• Ad hoc, hit and run mobile campaigns are not
“nutritious” mobile marketing NYC
• They’re mostly good as first interaction, campaign/opt-
in awareness “candy”
• Don’t work towards a “mobile database”—your goal is
a mobile enabled database
• Customer profile/prefs should not be siloed, work
toward a master customer persona utilized by all
marketing channels
Hit and Run Single Interaction Database Capture for Ongoing Interacti

10. Landmine 6: The Big Fail—Bad Mobile Web
• What happens when someone Googles
your business on a phone? Where do
they land?
• Non-optimized mobile web experience
• Don’t “short arm” your mobile site as
“good enough” for mobile
• Watch out! Links to “mobile content” that
aren’t mobile assets or mobile viewable

11. Landmine 7: It’s More Than Just Marketing
• You mean I can do business operational messaging too?
• Why not incorporate mobile with customer service?
• How about mobile billing reminders or statements to cut operations
costs?
• Don’t think of mobile as only a promotional channel—marketing and
business operations work together in the mobile world for a total
customer experience
• Don’t miss the upsell/cross sell opportunities within business ops
messaging

12. Landmine 8: Techno-fetishism and Mobile Marketing Bling
• Is augmented reality or a flashy app really your first play in mobile? How do you
know?
• How about building a mobile messaging foundation first, then an effective
mobile site?
• One thing you should fetishize is MOBILE ANALYTICS
• AR use penetration is still in single digits amongst all users
• Only 2% of top 250 apps are newcomers
• Only 0.25% of revenue of top 250 apps goes to newcomers
• 2011 25% of apps are used once and abandoned
• 80-90% of apps are eventually deleted from phones
NFC payments
have 7% use
penetration in
US in 2012, up
from 3% in
2011
Techcrunch March 17, 2013; Business Insider/Statista Jan. 2013

13. Landmine 9: Mobile Marketing = Text Messaging (Not!)
• Millennials won’t stand for boring subscription messaging. Fact.
• Mobile push messaging can be much more than 160 characters (actually
really only 100)…explore other rich media options like app push, MMS and
mobile web
• You mean can I do unlimited copy for my mobile messages with MMS?
• A picture is worth a thousand words…dynamic media is worth millions of
words
NYC Girl

14. Landmine 10: Picking the Wrong Mobile Spouse
• Provider choice is critical, don’t be
penny wise, pound foolish—mobile
divorce is expensive
• The importance of expertise, experience
and breadth of services should never be
underestimated
• Plan your needs roadmap…can you
grow for scale, speed and territorial
reach?
• Need to think and speak APIs…more
often than not you’ll use them
• Your provider needs to speak multi-
channel within mobile, and outside, into
all traditional marketing, digital and
business op channels

15. Mobile Marketing: Making Goldmines
EUREKA!

16. Goldmine 1: Like the Economy, It’s Messaging Stupid…
• Is augmented reality or NFC really going to be your first steps in mobile? Is
an F1 race car the first car you buy?
• It’s the basics that really work, seamlessly and reliably
• Basic blocking and tackling with SMS yields great results
• The money and ROI are not in bleeding edge (but they’re great for getting
your name in Ad Age)
• Best channel for reach, used more than voice calls
• Most ubiquitous and familiar channel to users worldwide
• Perfect low cost gateway to mobile web
• It’s a good idea to offer mobile only offers/content…focuses customer on
mobile and avoids cross channel burnout

17. Goldmine 2: Evolve with CRM
• Keyword + short code is good for ad hoc, but segmentation and personalization
is mature mobile
• Leveraging segmentation and personalization is like turning the amplifier to 11
• Fully integrated, foundationally strong mobile initiated list/CRM generation is
possible, and can be leveraged for use by your other marketing channels
• Got Loyalty? Mobile enable your existing loyalty and retention programs, with
cross channel preference management

18. Goldmine 3: Go Beyond CRM with Contextual Messaging
• Data is good, but data + context is
even better
• More than who they are, it’s what they
do and acting on that data
• Business Paradigm Context: ex.
mobile response to abandoned cart or
sign up
• Event Context: ex. messaging when
receipt is handed at POS
• External Data Context: ex. using
Weather.com to provide the rule of
who gets what message/offer
• Behavior Context: ex. rather than
asking customers to self-define their
profile/pref (opt-in forms), use existing
CRM behavioral data for segmentation
and personalization

19. Goldmine 4: Rich Media Mobile Messaging ROCKS
• 50% of people are more
Carlos by Carlos engaged with a retailer
Santana after watching a video
Carlos by Carlos Macy’s Carlos Santana
Santana Collection Offer Collection Offer • 45% of people are more
likely to return to a retailer
if a video is integrated
• People are more engaged
Get 10% off any Carlos Get 10% off any Carlos
Santana designer shoes Santana designer shoes with a retail brand after
or accessories this or accessories at Macy’s watching a video
weekend only. Offer this weekend only. Offer
expires 7/24/13. In-store expires 7/24/13. In-store
purchase only show code purchase only show code • People are willing to spend
4433ffz or text CARLOS2 4433ffz or text CARLOS2
for a barcoded coupon for a barcoded coupon 2.79 minutes watching a
via MMS. See the shoes via MMS. See the shoes video that supports a brand
here http://m.carlos.com here http://m.macys.com
value
Source: Invodo e-tailing, March 2013

20. Goldmine 5: Relevant Engagement Along the Touch Points
• Mobile has meaning and opportunities at multiple
touch points along the customer journey
• Creating unique experiences and customer
satisfaction services along this journey pull the
customer close
• This creates high degrees of
Operations
awareness, loyalty, brand affinity, engagement
and ultimately traffic/revenue
eCommerce
Purchase
In Store
Awareness

21. Goldmine 5: The Name of the Game is Integration
The mobile channel’s power is in full, holistic integration with all
consumer touch points and user experience flows.
In-store
Web
2-Way
Social
Direct Mail

22. Goldmine 6: Capturing/Using Data Unique to Mobile
Mobile can capture unique customer data simply because it’s a mobile interaction
• Technographics on your customer’s mobile device
• Mobile behaviors
• In-store behavior data unique to mobile
• “Home” location without asking, no consumer action
required
• Dynamic location— the famous “geo fence” Store Alert: Annual
Clearance Sale today
between 2 and 5 PM
at Fashion Island
Location! Reply
STOP to
cancel, reply HELP
for help. Msg&Data
RatesMayApply.

25. Goldmine 8 (cont.): MMS Personalized Audio/Video
Knows customer by name Knows product purchase history Knows customer status/transactions
Product cross/up sell Personalized product info/awareness Personalized loyalty awareness
Personalized loyalty/reward offer Personalized by location driving store traffic

26. Goldmine 9: Mobile Marketing is a Conversation
• Mobile offers 2-way communication with the
customer—it’s not purely broadcast
• Make it easy for them to tell you what they need and
want
• Use this data for improved personalized interactions
• Leverage it across other marketing channels
• Engage customer in consumer generated brand
experiences
• Mobile is a great channel for basic surveys
• Go viral. Foster peer-to-peer content/info/offer sharing
and turn your customers into brand marketers

27. Goldmine 10: Mobile and Social are the Same Conversation
Because the social conversation is likely happening on a mobile device.
• Facebook and Twitter use is
becoming more and more a
mobile behavior
• Social integrates with mobile
well—post to social icons or
functionality a must
• “Social” can be as simple as
Share With a Friend
functionality
• BTW social environments
are prime real estate for
mobile opt-in call to action (if
relevant to the experience)

28. Questions?
Contact:
michael.ahearn@archermobile.com