Presentation given to the Cleveland State University marketing department on August 6th, 2009. Note: Annotations will hopefully be added at a future date.

1. Making Ideas Move Presented by Scott Chapin

2. What is Mobile Marketing? ‹#›

3. 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. 3

4. US Snapshot 270 million cell phone subscribers ∏ 110.4 billion text messages (SMS) per month∏ Smartphone usages is over 25%Ω 19% of Americans said they accessed the internet on their mobile yesterday§ ∏ - CTIA Ω - eMarketer § - Pew Internet 4

5. What is Mobile Marketing? Mobile Web Text Messages / SMS Mobile Applications Mobile Advertising 5

6. Today’s Mobile Market

7. Mobile Internet July 2009 7

8. Mobile Internet – By Race July 2009 8

9. Mobile Phone Usage July 2009 9

10. Mobile Phone Usage – by Age July 2009 10

11. Mobile Internet Projected Growth June 2009 11

12. Mobile Internet – by Manufacturer June 2009 12

13. Apple’s Consumer Market Dominance June 2009 13

14. Mobile Websites

15. Keep It Simple Successful mobile websites are simple and focused Limit content to mobile-focused information Be mindful of scrolling Include non-Flash alternative content Consider platform specific integration 15

16. Start Small and Grow Provide alternatives to non-mobile content Create a mobile-friendly “view” for the site Simplified Navigation On-the-go content Platform Specific Presentation Pages/Template Designs Video/multimedia 16

17. University 17 Examples of mobile-targeted websites University of Wisconsin University of Illinois

18. ESPN 18 Examples of multi-platform mobile websites Generic Smartphone Apple iPhone JavaScript-enabled Smartphone iPhone Only Content

19. Cedar Point 19 Examples of multi-platform mobile websites Standard Mobile Phone Apple iPhone

20. Cleveland State University 20 Standard Mobile Phone Apple iPhone Blackberry Storm

21. Mobile Applications

22. Many Platforms, Many Rules 22

23. Games 23

24. News & Information 24

25. University 25 Stanford University

26. Other Apps 26 MasterCard Priceless Picks McCormick RecipeFinder

27. Augmented Reality 27 (Click Image to view video)

28. Text Messaging

29. SMS Overview Short Codes enable direct response and two-way communication Codes can be shared or unique company ID’s Short code aggregators handle all phone carrier connections Campaign response rates have been seen up to 30% 29

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31. Other SMS Campaigns 31 IKEA Mobile member-only savings offers 4 August now available! Text MEMBER to 62345 for your discount code & preview the offers at www.IKEA-USA.com/Seattle Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE 27HZ4KT. Expires at midnight CST, 8/3/09. Fwd to friends. Call 866.733.2693 for help. Arby's: Show this text and get a FREE Roast Chicken Club Sandwich with any fry + drink purchase! Limit 1. Expires 08-06-09. Particip8ing stores only

32. Mobile Advertising

33. Advertising Formats Banner Ads Pre-roll Video App Sponsorship Mobile Search 33

34. 34

35. Other Considerations

36. Podcasting 36

37. Mobile Email Mobile email is not 100% HTML compatible iPhone is best, Blackberry is improving Frequent testing is a best practice 37

38. Questions? 38

39. For more information about mobile marketing, please contact: 39 Scott Chapin Director of Consulting Services 216-325-1981 schapin@digiknow.com