The document discusses the integration of mobile devices into email marketing and highlights the evolution of multi-channel marketing strategies. It emphasizes the readiness of U.S. consumers for mobile marketing, supported by unlimited usage plans, and outlines various SMS marketing campaigns and their effectiveness. It also showcases the significant impact of mobile on revenue growth and customer relationship building in marketing efforts.

1. New Generation Email Marketing: Integrating the Mobile Device www.neolane.com One Gateway Center Newton, MA

2. The Multi-Channel Toolkit The relationship marketing toolkit has evolved Channels Tactics Budgeting Planning Batch&Blast Coupons Promo codes Direct Mail Call-center In/Outbound Stores New Tactics Profiling/Scoring Closed-loop Event-triggered Dialogue Personalization Optimization Conversion/ROI New Channels Website Email Mobile: SMS, WAPpush, MMS RSS POS Blogs Social Media Today At the age of Web 2.0

3. Mobile Technology will Help Marketers Improve the Multi-Channel Customer Experience Source: Forrester Research – Marketing Technology Adoption 2009, Jan 2009

4. 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

5. Mobility today 2 types of SMS Push SMS : SMS messages broadcast from the operator to the subscriber (Mobile Terminated) Pull SMS : SMS sent from the subscriber via the network (Mobile Originated) Operator network SMS center Pull Pull Push Push Mobile Mobile

6. Three Types of Mobile Marketing Campaigns SMS-Mailing Campaigns Information messaging, marketing messaging, customer data capture, and multi-cannel processes Examples: Password reminds, funnel traffic to online stores, update customer data, mobile+ another channel SMS-Interactive Campaigns Marketing and entertainment, viral marketing, and services; requires short # or alias Example: Games, quizzes, micro payments, ring tones, music downloads SMS-Content Campaigns Virtual ‘galleries’ of a brand for customers; fully mobile relationship Example: music, logos, tones, images, videos, games

7. About EMI Music Mission is to connect artists with fans / consumers Represent thousands of artists such as :

8. Mobile is Totally Integrated in the Marketing Mix – Example Push concert ticketing and merchandising Push audio content Push video content Push album sales and links to online stores Push mobile goodies

9. Web-to-Mobile Actions Become Real Result: developing a new revenue channel

10. Mobile Up-Sell Campaigns RESULTS > 25% click rate < 3% mobile opt-out 20% of the target downloaded a logo or a ringtone Mobile opt-in Purchase basket, category… Maximize online sales: combine email and WAP push on mobile phones Listen Download Listen Download Listen Download

11. Mobile MMS Campaign - Example Co-branded MMS promotions real time, in-store, including POS coupon

12. Results Exceeded Expectation Strengthened brand through creation of personalized customer relationships Mobile is totally integrated in the cross-channel mix…and it is only the beginning Centralized customer database provides deep customer knowledge across channels Reversed sales decline – in 18 months, digital and additional revenues increased substantially