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 ChapinDirector of Consulting ServicesDigiKnow-Circle44 Mobile

3. WHAT IS MOBILE MARKETING?

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5. Mobile Marketing in the NewsApple announces iAd mobile advertising networkCan Windows Phone 7 keep Microsoft in the game?Haiti donations via SMS exceed $40 millioniPhone reaches 150,000apps, Android hits 30,0005

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 Snapshot285 million cell phone subscribers150 billion text messages (SMS) per monthSmartphone usage is over 25%19% of Americans said they accessed the internet on their mobile phone yesterdayCTIAeMarketerPew Internet7

8. What is Mobile Marketing?Mobile WebMobile ApplicationsText Messaging / SMS8

9. TODAY’S MOBILE MARKET

10. Mobile Internet% of all adults10

11. Mobile Internet – By RaceHave ever gone online with a handheldOn a typical day go online with a handheld11

12. Mobile Internet Projected GrowthUS 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 Phone13

14. Smartphone Market14

15. Heather KramerDirector of Business DevelopmentCellepathic

16. SMS: Definition and ProcessWhat 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 TacticsText 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: CellepathicClient: Cleveland CinemasObjective: 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: POPCORNCustomer 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 30622Customer 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, 2010Traditional Advertising used: Email Database, Website, Movie Screens, and on siteMobile Database Status:96 single opt ins (coupon)282 double opt ins into mobile database10 opt outs75% Double Opt in rate!

21. Benefits of SMSLow cost compared to traditional media

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)

27. Real Time Direct CommunicationTEXT AAF to {REMOVED}to enter for a chance to win a free ticket to the AAF-Cleveland May Luncheon featuring Mad Men and opt in to the AAF-Cleveland Mobile Portfolio Club.(Standard Message Rates Apply.)

28. Michael SchwabeAccount Managerthunder::tech

29. The Future of MobileThe BasicsYou don’t need to know it all, but know it is changing… quicklyJust like social media, there are no “experts”Move from generic to specificCustom contentWeb sites and apps / Platform apps / TextingLocation-based technology and topic/location specific adsFoursquareGowallaMyTownCoupons, offers, ads