Mobile marketing is becoming increasingly important, with 50% of web traffic coming from mobile devices by 2013, and mobile commerce making up over 10% of purchases by 2015. The document outlines the opportunity for agencies in mobile marketing and provides statistics on mobile usage. It also discusses best practices for agencies in planning effective mobile marketing strategies, integrating mobile across channels, budgeting for mobile initiatives, and following an eight step planning process.

1. Michael Barber Back in the Black: April 28 – 29, 2011

2. What do account peeps need to know? Why it matters ? – The opportunity for agencies So you can sound smart . – The stats & trends So you understand how to integrate . – The landscape So you plan like a ninja . – Mobile planning process. So you can price for success . – Mobile costs

3. The opportunity for agencies

4. It affects all things digital Mobile ___________ {insert digital marketing tactic here} website optimization (SEO) pay-per-click websites email display advertising commerce

5. Smarty pants stats By 2013, 50% of web traffic will come through mobile devices (IDC) . Daily usage of mobile email increased 40% from Nov 09-10 (ComScore) 91% of mobile users consume social media on their device; 71% of desktop users (Ruder Finn) Mobile commerce will equate for well over 10% of purchases by 2015. (ABI Research)

6. Mobile is like an everything bagel.

7. Agency integration is tricky.

8. It costs WHAT? Budget, budget, budget. Think like a website. The more features, the most $$$. Front load your budget. Be creative with budget sources. Don’t forget to promote.

9. The 8 Steps of Highly Effective Mobile Plans

10. Q&A