Mobile marketing involves communicating with customers through portable devices wherever they are. Projections estimate 6 billion iOS app downloads and 8 billion Android app downloads in 2012. Currently 52% of top US brands have mobile-friendly websites. When developing a mobile strategy, companies should consider where their users are located, what their users need, what devices their users have, and what existing content can be adapted. Apps have advantages like frequent use and access to device features, while mobile websites are better for search optimization and universal access. Measuring mobile marketing efforts includes tracking mobile interactions, conversions, and branding metrics.

1. Mobile Marketing in 2012 Mobile Marketing in 2012

2. Mobile Marketing is…marketing and communications to customers or constituents on portable devices wherever they may be. Mobile Marketing in 2012 2

3. Source: Morgan Stanley Mobile Marketing in 2012 3

4. Source: Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research (via Kleiner Perkins Caufield & Byers) Mobile Marketing in 2012 4

5. Projected number of iOS app downloads in 2012Source: Ovum6 billionMobile Marketing in 2012 5

6. Projected number of Android app downloads in 2012Source: Ovum8 billionMobile Marketing in 2012 6

7. The percentage of the US top 1000 brands that have a mobile-friendly websiteSource: Circle44 Mobile52%Mobile Marketing in 2012 7

8. Where to start? Mobile Marketing in 2012 8

9. Mobile Strategy ConsiderationsFour questions to consider:Where is your user? (travelling, at home, at work)What do they need? (location, information, entertainment)What devices do they have? (smartphone, tablet, laptop)What content do you have already? (white papers, PowerPoint, video) Mobile Marketing in 2012 9

10. App vs. Website? Mobile Marketing in 2012 10

11. App AdvantagesFrequent use

12. Rapid content switching

13. Access to phone hardware

14. Maps

15. Install/update events

16. Design consistency

17. Monetization Mobile Marketing in 2012 11