The document discusses the rise of mobile marketing and how mobile devices have become ubiquitous. It covers key trends like the growth of mobile internet and app usage, the dominance of smartphones, and how mobile is changing consumer behaviors. Examples are provided of how various companies are leveraging mobile marketing strategies like mobile search, display ads, apps, barcodes/QR codes, and location-based services to engage customers.

1. Mobile
Marketing

2. The Mobile Phone is a Ubiquitous Device
• How many of you own a mobile? A smartphone?
• What consumers take with them when they are out:
Keys, Wallet and Mobile Phone
• Technology has also turned the mobile phone into a convergence
of devices
- From Music player, Wallet, Camera, Keys, GPS, Game
Console to Search Engine, Video, Social Networking, Instant
Messaging
2

3. Smartphone: Convergence of Multiple Devices and Platforms
“Always with you”
3

4. Mobile has changed the way we live our lives
• Listening to music “My mobile is more important than my wallet”
• Capture the very moment
• Organizing our routine
• Searching for information
• Watching news
• Reading emails
Indispensable Friend
• Finding locations Guardian Angel Social Enabler
• Socializing Essential
Life Organizer
Key to my world
Connector

5. What is the Size of the Global Mobile Market?
Microsoft Tag, 2011 Mobile Statistics
5

6. Mobile Internet Usage is Growing:
60 billion + monthly impressions, 1/3 from Asia
Traffic Growth and Distribution by Region Feb ‘09 to Dec ‘10
6 Think Mobile with Google Report

7. By 2014, mobile Internet will take over desktop usage
Microsoft Tag, 2011 Mobile Statistics
7

8. Asia Pacific Leads the World in Mobile Subscriptions and
Usage
• Over half of the world’s mobile subscribers are in
Asia Pacific. Across the region mobile penetration is
68 percent. Mobile phones in the region outnumber
landlines 5:1
• China is the world’s largest mobile market, India is
the world’s fastest growing and Japan and South
Korea are the most sophisticated. Hong Kong and
Singapore have more mobile handsets than people.
• Singapore (62%), Australia (37%) , Hong Kong
(35%) and urban China (35%) has a higher
smartphone penetration rate than the U.S (31%)
• Most consumers in Asia-Pacific find their
smartphone more interesting than TV than those in
the U.S
Google/Ipsos study, 2011

9. Global Smartphone Penetration: Lead by Asia
Google/Ipsos study, 2011
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10. We’re Willing to Give Up Quite A Lot To Keep Our
Smartphones
% people willing to give up the following to keep their mobile phones
The Mobile Movement Study, Google/Ipsos, April 2011

11. Smartphones aren’t just being used for those on the move,
it’s a consumers always on companion
The Mobile Movement Study, Google/Ipsos, April 2011

12. What do people do on their smartphones?
Source: AppFire Jan 2011

13. Mobile Penetration: A Platform Fight
Source: Gartner (April 2011)

14. iPhone and Android are leading the way…
Source:
Canalys
es/mates,
@Canalys
2011

15. App Usage is the highest for iPhone and Android platforms

16. The Mobile is Social
• More than 250 million Facebook and 100 million
Twitter users on mobile.
• 200 Million+ YouTube videos occur on mobile
devices daily
• Mobile devices serve as part of identity
• Accessibility to social circles at all times
• Perpetually connected, constant companion
• Tool for information, entertainment, music & photos
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17. Mobile banking usage globally lead by Asia
2011 regional forecast to exceed 150M
• 70% of Asian mobile users are aware of
mobile-based banking
• 62% of Asian people have tried mobile
banking, compared to 45% globally.
• 44% use their phone for banking at
least once a month.
• More consumers will be using mobile
banking than online banking by 2015.
Source: KPMG, The Rise of the Mobile Converged Consumer, 2010
17 Chart: Juniper Research – Mobile Banking: Transactional Users 2011 Regional Forecast (%)

18. Mobile Marketing in Banking
• Critical to consumer engagement in banking:
Increase customer “stickness”
• Costing savings and automation
• Convenience & personalization:
24/7 always on access to any information
• Everything must have intrinsic value to the
customer:
– Less marketing fluff
– Utility will be a core component with other
opportunities to engage
– Opportunity to discover content or
information that is value to customers and
then delivering it quickly and conveniently
to their mobile device
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19. What’s Leading the Mobile Phenomenon?
• Ubiquitous Computing - Real time connectivity, 24x7, in the palm of your hand
• Lower costs - Device and data plan pricing has been falling
• Speed - Faster networks and devices
• Personal based on location, preferences and behavior
• Access to nearly everything, anywhere - “Stuff” in the cloud
• Explosion of apps that enhance the mobile user experience
• Measurable real-world activation - Driving foot traffic to physical stores
• Rewards / influence behavior in real time - At the right place, right time for the
right people

20. Evolution of Mobile Marketing
• Text based SMS to the Mobile Web, Apps, Location based coupons
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21. What Mobile Marketing Entails
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22. Mobile Marketing Platforms
Mobile Search SMS Marketing Mobile Advertising
Mobile Social Marketing Mobile Applications Mobile Commerce
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23. Mobile Search
• A starting point for consumers on the go (60% of all
Key Fact:
activities on mobile devices are search-related)
Google Mobile Search
• Targeted local queries with immediate needs (usually Volume is up 500% in past
location driven) which can be called out in creatives 2 years
• Shorter queries mean greater demand for relevancy Goals:
• Give a straightforward answer with streamlined Sales, Drive to Venues,
navigation and content for reduced browsing/loading Content Download,
time Purchase Consideration
• Mobile website should be as optimized as web
versions with dedicated landing pages Integration Points:
• Auto-detect browsers and devices can improve UX Applications, Mobile
Shopping, Mobile Display
and site ranking
• Balance between mobile paid search and SEO

24. Mobile Friendly or a Mobile Site?
Traditional Website
Mobile Site
(viewed on a mobile)
Navigation and content prove difficult to Mobile version will load automatically in
use in a mobile browser if the mobile most mobile browser with streamlined
browser defaults to the original website navigation and optimized content
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25. SMS Marketing
• Universal functionality; Available on every mobile Key Fact:
phone and is the number one mobile activity
Texting is twice as
popular as mobile
• Low entry barrier (only copywriting); Content value to
browsing or app usage
be aligned to mobile behaviors: e.g. coupons code at
POS or link to exclusive content Goals:
• Consumers can text a shortcode (e.g. 72346) to opt Deal alerts, event
in for updates (alerts, deals) or engage (e.g. enter a reminders, CRM
programs
contest, request a call back)
• SMS contest entries are a cost effective way to build Integration Points:
opt-in database
In Store, OOH, TV, Radio
• Permission based only and choose the right time to
blast, especially relevant for time sensitive offers/
content

26. Mobile Advertising: Display
• Any type of banner advertising taking place on Key Fact:
mobile websites or within applications
U.S mobile display ad
• Creative options range from classic display, rich- spending will top $1.2
billion by 2015 (ABI
media, video, in-game, in-app Research)
• Post click experience on a smartphone is crucial Goals:
• Targeting options via Branding,
Engagement, Content
– Geolocation, Carrier, Handset/OS, Download, Mobile
Demographic, Contextual, Behavioral, Web Traffic
Publisher-Created
Integration Points:
• Buying mobile display
Online Display, Apps,
– Guaranteed impressions (CPM), Clicks (CPC),
Video
Engagement (CPE), Downloads (CPD)
– Through Publishers or Ad networks

27. Mobile Advertising: Display with Click to Call

28. Mobile Social Marketing
• Mobile Extension of Online Social Networks Key Fact:
– Facebook, Twitter, Linkedin
More than 250 million
people access Facebook
• Location Based Check-in Services via mobile each month
– Foursquare, Facebook Places, SCVNGR,
Goals:
Sonar, Loopt, Brightkite, Foodspotting
Branding,
• Social Gaming Engagement, Drive to
Store
– Words with Friends, We Doodle
• Mobile Web Based Sharing Integration Points:
– Mobile optimized webpages with social Online social media, digital
plugins to share content word of mouth, email,
loyalty programs
• App Based Sharing
– Via Social API (e.g. Facebook connect)

29. Facebook Places: AMEX and DBS
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30. Mobile Applications
• 3 ways to market via mobile apps Key Fact:
– Advertise through ad networks: e.g. AdMob,
More than 5 billion apps
inMobi, downloaded from iTunes
– Integrate by working with select app publishers Store
and developers
Goals:
– Build branded apps that incorporate utility,
gaming, entertainment and content Engagement, Branding,
Customer Retention
• Branded mobile apps require sufficient budget to
build and promote (drive visibility) and an ongoing Integration Points:
commitment to changes and updates
Search, display, in-store,
• How marketers use branded apps digital word of mouth
– Kraft’s iFood Assistant, Tiffany & Co, Paypal
Bump, Chase Remote Deposit Capture, Amex
Social Currency

31. Apps on Demand: Shift towards a push button, on-demand
culture with everything residing in the cloud
There’s an app for everything and I can get it anytime, anywhere

32. Leveraging on existing mobile apps: Location provides
context, relevancy and engagement

33. Mobile App or Mobile Website?
• Build an app if you requires
– Rich, interactive graphics and user interface
– Usability without an Internet connection
– Use of native device capabilities (GPS,
camera, address book or calendar)
– E.g. Games, utilities and barcode scanners
• Build a mobile website if you require:
– More frequent updates
– Shorter development times with no external
approvals required
– Lower barrier to entry (no installation)
– Costs
– E.g. Show product information, comparison
shopping, store or venue location

34. Mobile Applications: Building a Mobile App
• Define value proposition and determine target
audience
• App or mobile website?
– If an app, what platform? iOS, Andriod,
Symbian, Java, Blackberry?,
• Tracking and Price Point
• Integrating Advertising and plug in social
networks
• Refine over time
• Consider Flash vs HTML5

35. Best Practices for Mobile Apps and Websites
Best Practice Mobile Website or Mobile App
Mobile devices have different screen sizes and resolutions; Both
create an interface that scales to fit
Quick startup or load time Both
Sideload content as needed instead of all at once Both
For forms, use vertical scrolling instead of multi-page steps Both
Keep copy and marketing messages succinct Both
Convert large graphics, charts and graphs to list-based data for Both
easy viewing
Refrain from using Flash as even platforms that support it do so Mobile Website
poorly
Use fewer images for faster loading Mobile Website
Use a subdomain rather than a .mobi top-level domain (such as Mobile Website
m.yourbrand.com instead of yourbrand.mobi)
Allow time for app store approval process Mobile app
Include support for native device features where appropriate Mobile app
(such as GPS or camera)

36. ATM Finder with Augmented Reality
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37. AMEX x Foursquare: Social Currency App
• Built on the Foursquare platform and
tightly integrated with a web experience,
getcurrency.com, which offers tips on
saving and spending via a community
experience
• “Losophomo” allows users to share their
shopping experiences
• All checkins, along with associated
purchases and wants are pushed directly
to your foursquare account
• Exclusive Social Currency Foursquare
badges
• Shows friends’ nearby purchases and
wants in addition to tips and to-dos

38. The CommBank 3D Reader
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39. Using Mobile to Change Consumer Behavior:
The Westpac Impulse Saver
• http://www.youtube.com/watch?v=M9v9HpR4qTU
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40. Mobile Commerce & Shopping
• Consumers increasing shopping via mobile Key Fact:
handsets although only a small number buy
directly from mobile devices 44% of smartphone users
have downloaded
shopping apps
• Accelerated intersection of mobile, local, social and
commerce is converging the online/offline retail
Goals:
world
Sales (online, mobile
• Three ways consumers use their mobile devices to and offline), Purchase
shop: consideration
– Research before making purchase (44% checked the
price online, 53% looked for store location /opening Integration Points:
hours )
– In-store when they are ready to make a purchase Search, display, in-store,
out-of-home, online
(62% call, text or picture message someone to get an
opinion, 35% read product reviews)
– Completing transactions directly from the handset
(35%)

41. Mobile is revolutionizing the way people shop and buy
• Location based services
– Enable real-time physical
retail/service opportunities
• Transparent Pricing
– Instant local + online price
comparison could disrupt
Location-Based Services
retailers Shopkick App helps you
Transparent Pricing
ShopSavvy App offers
finds deals and offers in
• Discounted Offers your area
comparison shopping among
online + local stores
– Deep discounts drive foot
traffic to local retailers
• Immediate Gratification:
– Over-the-air instant product
and content delivery
Discounted Offers Immediate Gratification
Groupon App gives you local iTunes Store delivers music,
services up to 90% off video , apps wirelessly

42. Mobile Commerce: Coupons
• Effective for customer retention, helping drive in-store
traffic and reaching out to consumers while they are in-
store.
• Can be redeem by showing or scanning the mobile
coupon (barcode)
• Social media coupons – Foursquare mayors, check ins,
tips.
• Loyalty programs
– Tasti D-lite allows consumers to earn additional points
for broadcasting their check-ins and orders on social
networks
– Cardstar mobile app allows consumers to manage
their rewards cards for a range of businesses offering
coupons and deals

43. AMEX x Foursquare
• Enroll to link Foursquare account to Amex card
• Enjoy Amex specials at check-in locations, load to card and swipe to
purchase
• Rebates credited back to account
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44. Mobile Commerce: Barcodes
• Requires applications to read and much more
accessible via smartphones
• QR (2D barcodes) are popular, easy to create
and can bring up a range of content (Mobile
websites, multimedia)
• Efficient vehicle for linking the physical world
with mobile media – e.g. QR code link to
product info or multimedia content
• Popular barcode scanners – RedLaser,
Microsoft tag, Stickybits

45. FirstBank QR Code Giveaway
• In-line with the bank’s “helpfulness”
campaign to help consumers save
• Backlit posters inside the airport allows
consumers to download free items via
their QR enabled smartphones
• Users with no smartphones can do the
same via their computer
• Giveaways consists of free eBooks,
Crosswords and Sodoku puzzles
• More than 750 downloads over a few
weeks
• 9% of downloads via QR codes and
downloads take under 30 seconds
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46. OB Credit Union Capture The Tag
• Participants embark on a treasure hunt to
find and scan 30 Microsoft tags at local
businesses
• Prizes included $15,000 cash and 5 iPads
• Tag triggers a promotional video on the
participant’s phone. Clues to the next tag
will be given at the end of the video
• Objective: To educate people about
personal finances while promoting local
businesses
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47. Mobile Commerce: Tesco Homeplus Virtual Store
• http://www.youtube.com/watch?v=fGaVFRzTTP4

48. Mobile Commerce: Payment Options
• Credit Cards: Enter details into mobile
• Stored Registration
– By site/application: e.g. Amazon
– By handset: e.g. App store, Google Checkout
• Credit Card / Loyalty card applications – e.g. Visa
In2Pay (RFID), Starbucks Card Mobile App
(Barcode)
• Pay via phone bill – E.g. Boku, vending machine
• Peer to peer payments – e.g. Paypal Bump
• Scan credit cards with mobile devices – e.g. Square
• Near Field Communications

49. Mobile Marketing and the Consumer Purchase Funnel
Display Advertising, SMS Marketing,
Awareness Location Based Offers
Search, Shopping Apps and Mobile
Consideration Experiences (QR codes, AR)
Coupons, Micropayments (App store, Cinema
Conversion tickets), NFC, Barcodes, Check store inventory,
Citi Mobile
Mobile loyalty programs (Loyalty card, Foursquare
Loyalty Mayor offer), Utility apps (Remote Check Deposit),
gamified mobile experiences
Advocacy Mobile Social Marketing
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50. The Building Blocks of Mobile Marketing
Roles Understanding the medium and context
Marketing
Agencies Features What it means
Strategy GPS Location-Aware
Creative Touch Intimate &
Interactive
Physical
Execution Sensors (A/V)
Intelligence
Mobile Analytics & Contacts Personal &
Measurement Social
Mobile Enablement Relevant at Point
Platform Portability of Consideration
Technology
Providers
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51. Mobile presents the ability for marketers to contextualize
communications
It’s about presence, location and communities
Psychological
environment
Emotional State
Availability Status
Mood
Coming What can I do
Hello World!
where?
from?
What is/was/will be here? Peers
Physical environment
Social environment
Who
Location is
Communities
where?
Where am I going?
Friends
Where
am
I?
Family

52. What you will need to find out before you start
• Data sources
– Syndicated research: comScore, Niesen/Netratings, the
Mobile Marketing Association, Forrester Research
• The size and composition of your mobile audience
– How many consumers can you reach within your target
demographic?
– What are trends for how your target audience indexes with
mobile usage?
• Operating system and handset usage:
– Does your target use iPhone, Blackberry or Android
devices?
– How are adoption rates trending for each?
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53. What you will need to find out before you start
• Usage Insights
– Which mixture of SMS, e-mail, mobile web, applications and
other mobile channels?
– When are consumers engaging with consumers? Which days
and day parts?
– How much time do consumers spend on their mobile devices
– What are their go-to mobile sites and applications
– How prevalent is search usage?
– How likely are they to use geolocation services?
– How likely are they to play games?
– Do they complete transactions via mobile? How do they
shop?
– Do they extend multimedia consumption (music, video) to
mobile?
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54. Developing a Mobile Strategy
• Define your goals:
– What would you like to achieve, sales leads, newsletter signups.
Remember to think SMART (Specific. Measurable. Achievable.
Realistic. Timely.)
• Research your market:
– Gain as much market understanding as possible to ensure that
your approach is correct.
• Plot your presence:
– Decide what mediums to use (MMS, mobile website, Social
Media), and how to cross-pollinate between them.
• Define your message:
– What tone and angle are you going to take to inspire your target
audience to get involved?
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55. Developing a Mobile Strategy
• Create sharing opportunities:
– Create share points, and invite users to share your content or
information between handsets or platforms easily.
• Feed your campaign:
– Fan the flames by releasing updates and encouraging renewed
interest.
• Track, analyse and optimise:
– Mobile Marketing is great in that it allows for precision analysis
and tracking, making campaign optimisation an ongoing
process.
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56. Mobile Marketing: Key Performance Indicators
Mobile Campaigns Mobile Applications
Are people finding and using your
application?
Branding Direct Response Measures:
Total Downloads, App users, Active user
rate, New users
Measures Measures How engaged and loyal are you
Brand Awareness & Lift Clicks users?
Impressions Conversions Measures:
Frequency of visit, Depth of visit, Duration,
Engagement Calls Received Bounce Rate
Coupons Redeemed Are they engaging in high value
activities and becoming customers?
Measures:
Audience Characteristics, User Activities
How do we retain customers and
encourage usage?
56 Measures:
Stickiness, Leverage, Feedback

57. Best Practices for Mobile Marketing
• Think Objective, Strategy then Tactics
– Don’t get distracted by sexy technology and make sure tactics have a
measurable objective
– Adapt your tactics to the ever changing channel preferences of your
customers
– Understand the regional adoption of handsets and their feature
adoption with your target customers
• Work with a mobile solutions platform that already takes care of
regional compliance and privacy regulations
• Integrate mobile with existing CRM data
• Integrate mobile campaigns with other digital and traditional
media.
• Leverage the power of customer mobile opt-in via the Internet to
capture preference and profile for future segmented messaging
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58. Going Forward: Top Mobile Trends
• Smartphone ubiquity, Cellular Broadband
(Lowering costs for Mobile & Video)
• Apps and Virtual Goods on demand
• Mobile Social Networking
• Augmented Reality and QR codes
• mCommerce
• The Touch Web (New Interfaces)
• The Internet of Things (RFID, Near Field Communications)
• Enhanced Location Awareness
– “LoSoPhoMo” - Location, Social, Photo, Mobile
– Recommendation Technology that delivers context and relevancy
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60. Thank You!
Vincent Teo
intersphere@gmail.com
@intersphere
www.linkedin.com/in/vincentteo
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