The document discusses the evolution of mobile technology and its impact on digital marketing, highlighting the significant growth of mobile users in the U.S. It presents several case studies illustrating successful mobile marketing campaigns across various brands, emphasizing the importance of integrating mobile strategies into broader marketing efforts. The document concludes with a call to action for businesses to build and maintain a mobile database to improve customer engagement and campaign effectiveness.

1. By Matt Silk SVP, Waterfall Mobile Extending your CRM to Mobile

2. Growth of Digital Marketing in the US Source: Forrester, July 2009

3. The Reign of Traditional Media Is Over

4. World’s Most Ubiquitous Device: Mobile Phone Industry Timeline: 1990 – 2G/GSMA (era of the hand phone) 2001 – 2.5/3G introduced 2004 – mobile tops 1 billion 2006 – mobile tops 2 billion 2007 – mobile tops 3 billion 2008 – mobile tops 4 billion 2009 – mobile tops 4.6 billion (4G introduced) 2010 – mobile tops 5 billion Sources: Population: US Census Bureau, March 2010; TVs: Nationmaster Website, October 2009; PCs: Forrester Research, June 2007; Measuring the Information Society (2011)

5. Mobile Activities of US Mobile Users by Generation Source: Deloitte “State of the Media Democracy Fourth Edition: Select U.S. Highlights

6. Number of Calls vs. SMS per Month (Q1 2010) Source: Nielsen Messaging Report Q1 2010 # of SMS Sent / Received # of Calls Made / Received

7. Standard Rate SMS Growing Steadily Source: Nielsen Messaging Report Q1 2010

8. Mobile Messaging is a Very Complex Ecosystem Launching a Mobile Messaging Campaign Learn the rules, regulations and the ecosystem Get your short code Get your connectivity Build or partner/license the required software Launch a campaign Interact with your subscribers

9. Features & Solutions

10. Case Study: The Cove (Oscar for Best Documentary) Engage viewers in theater and DVD Turn passive viewers in activists to stop the slaughter of 20K dolphins each year Drove subscribers to sign petition via mobile which was sent to Obama and Japanese ambassador 9% opt-in rate for movie-goers and 22% signed the petition Producers held up a call-to-action sign during Oscar acceptance speech Hundreds of thousands have joined campaign which is still live and growing

11. Case Study: Bud Light On-Pack Instant Win March Madness campaign with grand prize trip to championship weekend in Las Vegas Specially-marked packages of Bud Light tagged with “Text HOOPS to 23377 (BEERS)” Users enter the six-digit unique game code found on the package to see if they won Since codes not always entered correctly, opt-in after the age-gate explained entry Integrated opt-in to Bud Light’s mobile list into the message flows Marketed contest to existing Bud Light list

12. Case Study: McDonald’s - McChicken Sandwich Drive users into McDonald’s to try new McDonald’s chicken sandwiches Regional campaign in 2 major cities: San Diego and Tucson Available to English and Spanish Users received a free coupon for the new McChicken sandwich 10k coupons in 4 weeks delivered 25% opt-in rate after users received coupons

13. Case Study: NASA - Lunar Eclipse National campaign to connect users viewing the December 20 th lunar eclipse Once users join the campaign, they receive reminders to watch the eclipse and instructions on how to share their location and comments with others Map of users viewing locations is populated based on user-entered zip codes Users may also interact with reply-enabled messaging to share their comments

14. Achieving Success with Mobile CRM Implement – Mobile is where your customers are - start building a mobile database now Integrate – Place mobile calls to actions across all of your marketing messaging Interact – Mobile presents an opportunity to send and receive - take advantage Iterate – Constantly update your subscriber base with new data and information and track each campaign’s success for maximum results - the key is that mobile is a long term play

15. Thanks & Q&A Thanks for your time today! Any questions? Want to learn more? Contact your Bronto account manager today!