The document discusses the evolution of marketing and highlights that despite advancements, many brands still fail to effectively integrate mobile into their strategies, with over 75% of large brands not doing so. It emphasizes that mobile marketing can unite various efforts and provides examples of successful mobile campaigns. The document encourages marketers to focus on creating mobile-friendly websites and to test emerging technologies to enhance their marketing effectiveness.

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4. Data has driven marketing decisions for decades…from the disconnected 1980s…
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5. To the early stages of data warehousing in the 1990s…
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6. To the rise of CRMs in the 2000s.
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7. But despite all of this grand technology, traditional efforts like advertising and direct
response were largely disconnect from interactive efforts…until the rise of mobile.
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8. Truth is that most marketing groups are still not there. In fact, Google estimates that
over 75 percent of the largest brands are still not effectively integrating mobile
effectively.
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9. And that has lasting impact.
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11. Most broadcast media fails to drive consumers to their web sites…and those few who
do don’t effectively tie in analytics to track their efforts.
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12. The same can be said of print media efforts.
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13. So why mobile? Mobile provides the G.L.U.E. to truly integrate all of your marketing
efforts.
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14. What are the trends driving this?
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15. Don’t believe me? Check out these four examples:
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16. I hear a lot of frustrated marketers saying “mobile doesn’t work.” That often means
“QR codes don’t work.” My response? Bullshit, most QR codes fail because the
payout doesn’t provide incentive. Taco Bell understood this and delivered unique
content…and their foresight was well rewarded.
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17. I also hear that “text messaging didn’t work for us.” Bullshit. Senator Cruz understood
that mobile can capture people at a high point of passion. He used it to build one of
the most valuable lists of conservative activists.
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18. There’s also a lot of resistance to testing “emerging” technologies. It’s time for
marketers to explore NFC and other mobile technologies across within traditional
media. Take a lesson from a small organization like Rock‐the‐Vote. A little trial and
error will generate significant results.
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19. And let’s be honest, most mobile apps are complete vanity‐driven crap. Brands need
to take a user, not management‐focused approach to drive value and conversions. A
fine example are those devious little cookie‐pushers, the Girl Scouts. You should not
download this app if you’ve 12‐stepped your Thin Mints addiction.
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20. And what’s possible when all of your efforts are truly integrated? How about this
example of mobile magic from a small shoe retailer based in Guatemala? (Smart
marketers should look to the developing world for great ideas.)
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21. So what if you’re part of that 75% that Google mentioned? What should you do next?
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22. Focus on the basics first, like making your web site mobile friendly.
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23. Thanks you for your time. You can download a complete version of this presentation
by texting INTEGR8 to the number 75309.
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