New channels such as mobile deliver new opportunities, so long as you understand how to package your communications to encourage response. But marketers must bridge the gap between emerging mobile and traditional channels to most effectively interact with and engage each customer. Learn how you can successfully integrate mobile into the traditional marketing mix.

1. New Generation Email Marketing:
Integrating the Mobile Device
Kristin Hambelton
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2. Aligning Channels with Customers…and Maturity
Put your money where your customers are:
 What channels do your customers use most frequently? How
have they evolved?
 Align your marketing strategies and spend with customer
behavior
Multi-channel strategies depend a lot on your
organization’s marketing maturity and customer base
 Early technology adopters?  emerging channels, online
video
 Industry average?  email, search, some mobile
 Laggards  only making their case for email marketing
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3. Multi-Channel Marketing Improves the Customer
Experience
Integrated multi-channel marketing technology is an
enabler for the ultimate customer experience
Source: Forrester Research – Marketing Technology Adoption 2009, Jan 2009
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4. Mobile Technology will Help Marketers Improve the
Multi-Channel Customer Experience
Source: Forrester Research – Marketing Technology Adoption 2009, Jan 2009
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5. Why Mobile Makes Sense
Some points
 Mobile phones are highly personal objects - offer major
opportunities for one-to-one, brand-to-consumer
communication
 Different available technologies (SMS, MMS, WAP, i-
mode™…) enable interactive and real-time dialogue
 An interactive channel par excellence, mobile phones are
powerful communication channels and can funnel traffic to
physical and electronic points of contact
 Their main usage is for interpersonal communications -
mobile marketing benefits from this viral nature of
communications within communities
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6. Evolution of the Mobile Channel
U.S. consumers are ready for mobile marketing
New flat-rate unlimited usage plans from U.S. carriers will foster growth
Marketers are using mobile to foster cross-promotion between other
media (ads, billboards, DM…  like URLs)
Source: Forrester Research, Benchmark 2008: Mobile is Everywhere, July 2008
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7. Multi-Channel vs. Cross-Channel
Multi-Channel Marketing
Hits the Wall…
Cross-Channel Marketing
is the Future…
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8. About Neolane
The only enterprise marketing software for B2B
and B2C marketers that helps optimize programs
across traditional and emerging channels
Manage campaigns, resources, customer
data and analytics from a single platform
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9. Contact Information
Kristin Hambelton
Senior Director of Marketing
Neolane, Inc.
kristin-hambelton@neolane.com
617-467-6760
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