This document discusses mobile marketing and its current state. It defines mobile marketing as marketing and communications to customers on portable devices wherever they are. It provides statistics on mobile usage in the US, including that 285 million have cell phones, 150 billion texts are sent per month, and smartphone usage is over 25%. It also outlines some common mobile marketing tactics like texts for alerts, contests, or offers. It provides a local case study and the results of a mobile marketing campaign for Cleveland Cinemas that built a database of over 280 users. Finally, it discusses the future of mobile including faster networks, location-based ads, and consolidation of mobile platforms.

2. Scott Chapin Director of Consulting ServicesDigiKnow-Circle44 Mobile

3. WHAT IS MOBILE MARKETING?

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5. Mobile Marketing in the News Apple announces iAd mobile advertising network Can Windows Phone 7 keep Microsoft in the game? Haiti donations via SMS exceed $40 million iPhone reaches 150,000apps, Android hits 30,000 5

6. 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. 6

7. US Snapshot 285 million cell phone subscribers 150 billion text messages (SMS) per month Smartphone usage is over 25% 19% of Americans said they accessed the internet on their mobile phone yesterday CTIA eMarketer Pew Internet 7

8. What is Mobile Marketing? Mobile Web Mobile Applications Text Messaging / SMS 8

9. TODAY’S MOBILE MARKET

10. Mobile Internet % of all adults 10

11. Mobile Internet – By Race Have ever gone online with a handheld On a typical day go online with a handheld 11

12. Mobile Internet Projected Growth US 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%) 12

13. Smartphone vs. Feature Phone 13

14. Smartphone Market 14

15. Heather Kramer Director of Business Development Cellepathic

16. SMS: Definition and Process What is SMS? Definition: SMS stands for short message service. SMS is also often referred to as texting, sending text messages or text messaging. The service allows for short text messages to be sent from one cell phone to another cell phone or from the Web to another cell phone. Including spaces, text messages traditionally can’t exceed 160 characters. Process: Company advertises ‘Call to Action’ in traditional media, social media, in store, and with digital assets. The ‘Call to Action’ will include the offer, the keyword and also the short code. Short code: A common short code (CSC) is a short telephone number, usually consisting of five digits, that is used to address SMS and MMS messages from a cellular phone.

17. SMS Tactics Text for Alerts: user texts a keyword to a short code to get alerts and updates. Think Flu Outbreaks, School Closings, etc. Text to Win: user text a keyword to a short code to enter to win a contest or sweepstakes. Text for Info: user text a keyword to a short code to get more info on a product or service. Text for Offer/Coupon: user texts a keyword to a short code to receive a discount or offer from a retailer or manufacturer. Polling: user texts a keyword to a short code to vote on a topic. Text to Join: user texts a keyword to a short code to join a mobile database.

18. Local Case Study: Cellepathic Client: Cleveland Cinemas Objective: To build a mobile database of loyal customers, extending brand and giving the movie company another channel in which to communicate. Strategy: Build mobile database by conducting Call to Action: Customer texts: FILM to 30622. Customer receives 1st Message (this is the coupon): CLEVELAND CINEMAS: FREE 32oz Popcorn. Valid at all CLE Cinema locations. Now Showing http://bit.ly/6mmZZa Show cashier CODE: POPCORN Customer receives 2nd Message (double opt-in to database to rec’v further msgs): Rply YES 2 enter 2 win a $50 Gift Card & join CLE CINEMAS. Csite4rules & alt entry http://bit.ly/xxxxxx Data&MsgRatesAply. Customer texts: YES to 30622 Customer receives 3rd Message (confirming enrollment into your mobile club): UR entered 2 win a $50 CinemaGiftCard & 4 Xclusives from CLEVELAND CINEMAS & Cellepathic! 4 local deals Rply ZIP zipcode Msg&DataRatesAply. Rply STOP 2cxl.

20. Cleveland Cinemas Results: Duration of CTA: January 27 2010 – April 5, 2010 Traditional Advertising used: Email Database, Website, Movie Screens, and on site Mobile Database Status: 96 single opt ins (coupon) 282 double opt ins into mobile database 10 opt outs 75% Double Opt in rate!

22. Call to Action/Database generation can be layered into traditional (and less expensive!) forms of media: Social Media, Email Databases, On site, Packaging, Print, Radio, TV

23. SMS can drive traffic to mobile web site or applications

24. Universal acceptance on all Smart Phones

25. Highly trackable with mobile analytics

26. Non intrusive – users have to double opt into mobile database as determined by the MMA (Mobile Marketing Association)

28. Michael Schwabe Account Managerthunder::tech

29. The Future of Mobile The Basics You don’t need to know it all, but know it is changing… quickly Just like social media, there are no “experts” Move from generic to specific Custom content Web sites and apps / Platform apps / Texting Location-based technology and topic/location specific ads Foursquare Gowalla MyTown Coupons, offers, ads

30. The Future of Mobile The Nerdy Stuff More accessibility, faster data networks (3G / 4G) More “borderless” work Always on, heads down culture Consolidation of mobile platforms Apple iPhone Blackberry OS Google Android Microsoft Windows Phone 7 Palm WebOS Nokia S-Series and MeeGo Changes in standards HTML 5 CSS 3 W3C (Worldwide Web Consortium)

31. Steve Cencula Principal Form Group