The January Rocky Mountain Direct Marketing Association Panel - 30 Mobile Ideas In 60 Minutes

1. RMDMA
30 Ideas
60 Minutes

2. Aaron Batte
Angela Brohman
Jeff Pearson
Marketing
Technology
Architect
Juan Sanchez
Greg Hickman

3. 30 Ideas
60 minutes
Loyalty Reinvented

4. !"#$%&'(
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The Next Big Trend in Social Media
Is Social Rewards
The convergence of these two huge trends has already begun, especially in the form
of location-based social applications such as Foursquare and Facebook Places.
But, we are at the very beginning of a new trend we’re calling social rewards—or the
intersection where social media will meet traditional affinity and rewards programs.
58
Customer Expectations
when they engage a % expect gain access
to exclusive content,
brand in social media events or sales
58
*eMarketer, June 2011
receive discounts
% or promotions
through social sites
38 % share specialwith
offers
and content
friends and family

5. 30 Ideas
60 minutes
User Experience

6. !"#$%&'(
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Cross-Channel Involvement
It's not about one touchpoint anymore. It's cross-channel.
Understand your customers
What are experiences like across channels?
In-store, online, email, apps, text, etc.
Does it reflect your brand?
Test ideas early and often
Brand doesn't matter if the experience is poor

7. 30 Ideas
60 minutes
Personality Plus
3

8. !"#$%&'(
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Get [pur-suh-nl]
Marketing content that speaks with a “human” voice
Targeted, personally relevant messaging based on
consumer preferences, demographics and behavior
Dude, lose the corporate speak

9. !"#$%&'(
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Let Customers Do the Selling
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10. 30 Ideas
60 minutes
Cloud Applications
Are Easier
to Change

11. !"#$%&'( Marketing
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Technology
Architect
Cloud Applications are Easier to Change
2000 2012
what business asks from IT what IT delivers

12. !"#$%&'( Marketing
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Technology
Architect
Cloud Applications are Easier to Change
2000 2012
what marketing asks from IT what IT delivers

13. !"#$%&'( Marketing
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Technology
Architect
Cloud Applications are Easier to Change
For simple changes you can do it yourself
Add a field to track a new attribute
Create a report for a segmentation
Make marketing content available to sales
Bigger changes are easier
It’s easier to find developers when you’re using a common platform
It costs less when you can have something done as a discreet project

14. 30 Ideas
60 minutes
The Little
Secret to
Mobile Marketing

15. !"#$%&'(
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Mobile is About Your Customer -
Not Technology
It’s no longer “A to B” - It’s “A through B”
Be helpful and entertaining
It's about 24/7 connectivity and continuity
91
There is a sale every second
% of mobile usersfeet, 24/7,
keep their
phone within 3 on eBay via a mobile device.
EVEN while sleeping!
6.8 billion people on the planet
70 % of all mobile searches
result in action
within 1 hour.
5.2
4.2
billion of them own a mobile phone
billion toothbrushes in the world
(MMA Asia, The Mobile Revolution, Mobile Marketer)

16. 30 Ideas
60 minutes
Your Whole .world is
About to Change

17. !"#$%&'(
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Expansion of Generic Top-Level Domains
New generic Top Level Domains,
gTLDs are about to dramatically alter the
landscape of the Internet globally.
The new gTLDs will affect every business, market, brand, community culture and internet
user on the planet.
Currently 22 gTLDs, now there will be thousands
$185,000 application fee
Impacts on search and social?
ICANN says this will create opportunity for growth of the Internet globally
AAAA and ANA called the endeavor a “reckless experiment” and “fundamentally
flawed, a certain disaster for brands.”

18. 30 Ideas
60 minutes
Mobile First

19. !"#$%&'(
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Focus In
Usage is going to flip from desktop to mobile
Forces you to prioritize
Emphasis on content
It’s easier to design for mobile and move up from there
Can inform desktop experiences

20. 30 Ideas
60 minutes
Screensizeapalooza
8

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The New Design Challenge
OLD MOUSE NEW MOUSE

22. !"#$%&'(
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Do Your Emails Have the Touch?
!"#$%&'(!)*+&,-./-0123%".4(50).#6(

23. 30 Ideas
60 minutes
9
Use the Cloud to
Consolidate
Systems

24. !"#$%&'( Marketing
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Technology
Architect
Cloud Applications Can Let You
Consolidate Systems
Pearson’s Postulate:
When you have two systems and you need to connect
them, you just bought another system.
You can leverage the flexibility of cloud based apps to consolidate
functionality into fewer systems
Examples
Get a plug-in instead of a separate system
Add one or more tables instead of having a separate system
Develop workflow within an app instead of a separate system

25. 30 Ideas
60 minutes
Asset Activation
10

26. !"#$%&'(
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Mobile Relies On and Gives Legs to
Your Other Marketing Channels
Add a text call to action to your print, OOH or DM to better track success
Take offline engagement online
Promote your mobile website, SMS Loyalty program via in-store signage,
and receipts
Announce your mobile programs with your email newsletter, your website,
your store voicemail,
If you use QR codes, do something cool - Read don't just take them to a
mobile website.

27. 30 Ideas
60 minutes
Its Not Just
Fun and Games

28. !"#$%&'(
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Mobile and Tablet Apps for B2B
B2B marketers are recognizing smartphone and tablet based apps as a relevant tactic for
brand awareness and engagement as well as personal productivity and connectivity.
Tools and Utilities
Branded Experiences
Entertainment
26
of all mobile app
% users are using apps for
“productivity” purposes. (Nielsen Pew)
59
MORE of B2B purchase decision-makers
THAN and influencers had used a smart %
HALF device to gather information

29. 30 Ideas
60 minutes
Mobile Web

30. !"#$%&'(
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Making it Work
There is one web, but now it needs to adapt to different devices
Responsive Websites - Foundation, Skeleton, Google, Mobilize
Client vs. Server side
SEO - Googlebot-Mobile
Desktop vs. Mobile Content
A great goal for 2012
80 % of companies
don't have mobile websites

31. 30 Ideas
60 minutes
Actions Speak
13
Loudest

32. !"#$%&'(
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Behavioral Segmentation
Traditional Segmentation! Segmentation 2.0!
•! Geographic! Adding real-time behavior elements
–! Region! including…!
–! Population Density!
•! Purchase Behavior!
•! Demographic! –! Last purchase date!
–! Age!
–! Number of purchases!
–! Gender!
–! Income! –! Purchase value!
•! Psychosocial! •! Web Behavior!
–! Social Class! –! Visited your website!
–! Lifestyle! –! Viewed a product page!
•! RFM Analysis! –! Submitted a web form!
–! Recency! –! Accessed your online resources!
–! Frequency!
–! Monetary!
•! Social Behavior!
•! Shared your message with others!
•! Email Behavior!
–! Clicked an email link!

33. 30 Ideas
60 minutes
14
Use Internal Data
for Marketing

34. !"#$%&'( Marketing
)"#*+,-.&(
Technology
Architect
Consider Using Internal Data for
Marketing Purposes
Vail Resorts and their RFID data
Put RFID on their passes and RFID readers on their lifts
Basic usage is authentication, which results in data
Could use that data internally for planning
External usage has enabled marketing
Personal tracking: days skied, vertical
Contests: most vertical, most resorts
Badges: all the lifts in one day, all the mtns in one season

35. 30 Ideas
60 minutes
Mobile Strategy is
15
NOT Having
an App

36. !"#$%&'(
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There is More to Mobile Than Apps-
You Need a Game Plan
Mobile Websites (A Must for 2012)
QR Codes
SMS campaigns and loyalty programs
Location Services (Foursquare, Near Me Now, etc)
Smartphone Apps (not for everyone)
Voice (ahhh you forgot your mobile phone makes calls)
Email (your customers are most likely reading your email from their phone...is it friendly)
Have a strategy that meets your customers and satisfies THEIR needs. It may include one or
all of these "channels" of mobile. Which combination is right for your customer?

37. 30 Ideas
60 minutes
Social Media
Grows Up

38. !"#$%&'(
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Marketers are Getting Serious About Social,
Time for Social to Get Serious About Results
“What's the ROS?” may be the question of 2012. Measurement firms have begun applying
analytics to social media like they do in other channels, so they can be compared apples
to apples and you can see your Return On Social.
Companies are increasingly finding positive ROI from Social Media initiatives and they are
moving to make them core aspects of their marketing plans.
63 57 % ofcommitmentare hiring
companies making
% of companies plan to integrate
social media into their a to
overall marketing plans full-time employees
47 % are developing
analytics for key
performance indicators 56 % have building plans
for consumer
insight generation
In 2012, marketers will have the confidence to scale social to more accurately
represent the sales, revenue, and profit it is generating for the business.

39. !"#$%&'(
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Social Campaigns Give
Long-term Life to Brands

40. 30 Ideas
60 minutes
Alternative
Methods of Input

41. !"#$%&'(
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The Basics Remain the Same
Touch was the first mainstream evolution of interaction
Voice - Siri doubled traffic and bypasses search engines
NFC - Quicker transactions and ability to capture more refined data
Advanced imaging technology - Kinect, face recognition,
eye-tracking, object recognition

42. 30 Ideas
60 minutes
Re-engagement &
18
Remarketing
Comes of Age

43. !"#$%&'(
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“How much money are YOU leaving on the table?”

44. !"#$%&'(
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Cart Abandonment Email Results
Abandoned All
Cart Emails Promotional Comparison
Emails
Open Rate 37% 8% 4.6x
Click-to-open 41% 14% 2.9x
Conversion rate 20% 5% 4.0x
Sales/email $7.46 $.08 97x

45. 30 Ideas
60 minutes
19
BIG Data

46. !"#$%&'( Marketing
)"#*+,-.&(
Technology
Architect
Marketers Can Exploit Big Data
“Big data” is relative but everyone’s data is increasing
Social media posts versus replies to emails
Page views
Transactions
200 million tweets per
day on Twitter
DoubleClick captures terabytes
per day
1 million transactions per
hour at Wal-Mart

47. !"#$%&'( Marketing
)"#*+,-.&(
Technology
Architect
Marketers Can Exploit Big Data
Big data can answer different questions
Who clicked on the X page / Who mentioned X in a tweet
Who bought Y / Who bought something like Y

48. 30 Ideas
60 minutes
Immerse
20
Yourself

49. !"#$%&'(
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You Won’t Get It Until You Do It!
Check-in using Foursquare at the next place you go. Look for specials around you.
Scan a QR code
Join an SMS/Text alert program. (Gap, Victoria's Secret, Target, JC Penny)
Use Google Voice Search or ask Siri for something you need to buy soon.
Buy something from Zappos on your phone.
Create a Facebook/Twitter account and get social while on the go
Join the big leagues and download the Starbucks Mobile Card app and buy your next
coffee using your phone.
The best way to understand & enhance your customer’s experience is to
understand the experience yourself.

50. 30 Ideas
30 Ideas
60 minutes
60 Minutes
Content (Curation)
is King

51. !"#$%&'(
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Premium Content and Rich Experiences are
Key to Deeper Engagement
We’ve all heard the Content is king, but with social media's
maturation comes increased demands for content. It's not
enough to have a Facebook page or Twitter feed—now you
have to provide reasons for consumers to visit you there, such
as video, whitepapers and webinars.
Content curation will be a hot digital-marketing trend for
optimizing social-media pages and adding engagement in
2012. Gone are the days of getting fans and expecting a
return, now brands will have to provide relevant, compelling
and current content to motivate their audiences to action.

52. 30 Ideas
30 Ideas
60 minutes
60 Minutes
From Small Screen
22
to TV Screen

53. !"#$%&'(
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TV is the Next Major Consumer Component
to be Recreated
Networks are splintering
Netflix creating content
Apple TV, Boxee, Plex
Consumers are ready
How does advertising fit in?
Second-screen experiences
Google’s “Designing for TV” guidelines

54. 30 Ideas
60 minutes
Be Everywhere
23
Your Customers &
Prospects Are

55. !"#$%&'(
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Add Email Opt-in to Facebook Page

56. !"#$%&'(
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Add Social Sign-In
!"#$%&'%'()*$+(#*+,-%.*"($&/%'(01(234536(

57. !"#$%&'(
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Capture Opt-ins via Tablets/Kiosks

58. 30 Ideas
60 minutes
Commission
an App

59. !"#$%&'( Marketing
)"#*+,-.&(
Technology
Architect
You Can Commission a Mobile App
250
million iOS devices sold
(iPhone, iPad & iPod)
as of October 2011
4 million activations on
December 25, 2011
224-253 million Android devices
activated as of November 2011
700 thousand activations
per day

60. !"#$%&'( Marketing
)"#*+,-.&(
Technology
Architect
You Can Commission a Mobile App
You can do things in an app that you can’t do in an email or a website
Store users’ data
Reminders
Push data to the app
Colorado is a hotbed of iOS and Android development

61. 30 Ideas
30 Ideas
60 minutes
60 Minutes
2012 is the Year
of Your List
(mobile & email)

62. !"#$%&'(
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Grow Your Opt-in List
Opt-ins provide brands a huge benefit: privileged access to consumers.
With mobile, consumers opt in by texting, scanning or submitting information to a mobile
website or app; brands send direct communication to consumers via mobile messaging.
Incentives are how Every opportunity to like, follow or sign up in exchange for
discounts, points or rewards demonstrates a key emphasis
brands give back for an opt-in strategy.
QR code call to action offering a 25% off digital coupon
code that sends a consumer to a like-gated Facebook
Century 21 page. Once liked, consumers enter their mobile phone
number via a sign-up widget in order to receive the digital
code. Marketer gets both opt-ins and engagement across
both channels and consumers spend less money.

63. 30 Ideas
30 Ideas
60 minutes
60 Minutes
How Low?
SoLoMo...

64. !"#$%&'(
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Social-Location-Mobile is the Future
of Mobile Technology
Location is no longer about maps or navigation but is increasingly an enabler of new
product experiences.
Location and maps are increasingly becoming features of new mobile
products and services.
Location will happen automatically, behind the scenes.
Relevancy of local data will improve quickly.
Advancing technology and new algorithms will bridge the physical and digital worlds.
Marketing strategists should think beyond location alone but should couple this feature —
which will be increasingly accurate, particularly indoors — with other data sources,
such as user context and past behaviors.

65. 30 Ideas
30 Ideas
60 minutes
60 Minutes
The Digital
Wallet

66. !"#$%&'(
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An Evolution in Payments
Apple Store App
Square and Card Chase
NFC
Digital IDs?
Something to keep an eye on as a retailer

67. 30 Ideas
30 Ideas
60 minutes
60 Minutes
Dynamic
28
Dynamo

68. !"#$%&'(
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Tactics for Personalization Success
Build dynamic content into your messages
Populate messages with peer reviews, customer testimonials and comments
from social communities
Create “if-then” message tracks sending contacts down different paths based
0 on behaviors

69. !"#$%&'(
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Air New Zealand
“Personality Allowed” campaign yields impressive
results for Air New Zealand!
Business Challenges!
Increase customer loyalty by extending the on-board
experience in a personal “kiwi” way!
Create brand champions!
Overview of Solution/Benefits!
“Personality Allowed” campaign yields impressive results!
Pre-flight emails – 69% open rate/38% click rate!
Post-arrival emails – 62% open rate/40% click rate!
Thousands of social media posts!
Incredibly positive feedback from customers and crew !
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70. 30 Ideas
60 minutes
Sometimes,
Step Back
from the
Technology

71. !"#$%&'( Marketing
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Technology
Architect
Sometimes, Step Back from the Technology
Don’t become so caught up in the systems that you forget about the marketing
Instead, ask yourself:
If there were no limitations from the technology, what would you do?

72. !"#$%&'( Marketing
)"#*+,-.&(
Technology
Architect
Sometimes, Step Back from the Technology
The basics remain the same
Good marketing can’t make up for bad products or services
Targeting the right customers and prospects is key to good results
Engaging creative and design are needed to rise above the noise
The best way to predict the future is to create it.
Peter Drucker

73. 30 Ideas
30 Ideas
60 minutes
60 Minutes
Get Started Now!
30

74. !"#$%&'(
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The Biggest Mistake You Can Make
in 2012 is Doing Nothing
Start with the essentials - A mobile friendly website and SMS loyalty program
Give yourself small goals. Reaching for the stars in phase = you not doing anything.
Be open to learning and trying new things
(thankfully many started experimenting last year so learn from others that acted before you)

75. RMDMA
30 Ideas
60 Minutes