This presentation discusses the 8 key elements of a mobile strategy: awareness, access, platform, content, enrollment, communication, amplification, and transaction. It provides examples of how to drive awareness through traditional, owned, and earned media on mobile. It also discusses methods for users to access content like SMS, URLs, QR codes, image recognition, and NFC. The presentation outlines considerations for mobile platforms, and how content strategies can evolve from basic integration to context-based experiences. It covers enrollment and communication approaches, and the role of mobile in amplification and driving transactions for both physical and digital goods.

1. Mobile March Presentation
March 16, 2012
© OLSON 2012

2. 8 Elements of a Mobile Strategy
Awareness • how will people know we are mobile?
CALL TO ACTION
Access • how will they respond to that message?
Platform • where will we direct them?
ENGAGEMENT
Content • what will they see when they get there?
• how will we get them to agree to ongoing
Enrollment communication?
RELATIONSHIP
MANAGEMENT
Communication • what will we say to them once they do?
Amplification • how can we make our message shareable?
VALUE
GENERATION
Transaction • how does all of this drive our business?
CONNECTION IS ALL THAT COUNTS® 2

3. Awareness Drivers
Traditional Mobile
Traditional Advertising Mobile Advertising
TV, Radio Mobile Display
Bought Media Print, OOH Mobile Web SEM
Online Mobile App Store SEM
Marketing Assets
On Product Mobile Properties
Owned Media Point of Sale Mobile Websites
Sponsorship Mobile Applications
Web Properties
CRM Mobile CRM
Earned Media Email Database Mobile SMS Alerts
Social Media App Push Notifications
CONNECTION IS ALL THAT COUNTS® 3

4. Access Methods
pros cons
SMS • simple • carrier compliance
Text KEYWORD to • widest handset penetration • real estate for call to action
12345…
• best user experience if
URL redirect and optimized site are • feature phone access
Visit example.com… in place • non-optimized sites
• visually engaging
QR CODE • ability to deep link or embed • relatively low adoption
Scan this bar code… data • requires application
IMAGE RECOGNITION • uses existing imagery (ie no • awareness
Scan this logo or image… additional packaging) • requires application
NEAR FIELD
COMMUNICATION • easy, intuitive • very low device penetration
Tap here…
CONNECTION IS ALL THAT COUNTS® 4

5. Platform Considerations
• Carrier Integration (Short Codes)
Mobile Messaging • Messaging Formats (SMS, MMS)
• CRM Integration
• Mobile vs Tablet
Mobile Web • Device Optimization
• CMS Integration
• Device Platform (Apple, Android, RIM, etc)
Mobile Apps • OS Versions
CONNECTION IS ALL THAT COUNTS® 5

6. Mobile Content Strategy Evolution
Mobile Integration Mobile Context
Creating user experiences that leverage
Making the actual messaging dynamic
other capabilities on the handset
based on time and place
(Phone
(eg location-based services, geo
Dialer, Maps, Contacts, Camera, Acceleromet
Mobile er, Push Notifications)
fencing, augmented reality, weather triggers)
Device
Mobile Optimization Mobile Relevance
Formatting existing content and Changing the content approach to suit the
communications for the mobile handset “user-on-the-go”
(shorter messages and smaller (more store finders and product
screens, simpler navigation, no flash) information, less brochures)
Mobile User
CONNECTION IS ALL THAT COUNTS® 6

7. Enrollment and Communication
Relevance
Enrollment Communication
Promotional SMS
Permission
Informational Management MMS
Push
Transactional
Notifications
Personalization
CONNECTION IS ALL THAT COUNTS® 7

8. Mobile Role in Amplification
Making Mobile Social Making Social Mobile
Generating sharable mobile content
(check ins, in venue experiences)
Mobile interfaces
(eg Facebook apps)
Offering sharing functionality
Dynamic location integration
(eg who is nearby)
Leveraging contacts as a social network
CONNECTION IS ALL THAT COUNTS® 8

9. Mobile Role in Transaction
Physical Goods Digital Goods
Mobile Shopping Assistant
Drive to retail
Service and information in store
POS Mitigating the “showroom” problem
Mobile Loyalty
Drive return visits
Payment Reward and incent
Mobile POS
Phone as payment processing device
(eg Square, Paypal)
Mobile Commerce
Mobile Content
Tickets
Payment Mobile Shopping Environment Apps
Advertising as storefront (eg Tesco) Donations
CONNECTION IS ALL THAT COUNTS® 9

10. Thank You!
Mike Brown
VP Business Development, Mobile
mbrown@olson.com
twitter @michaelkbrown
linkedin.com/in/anothermikebrown