Mobile Marketing whitepaper for Brands and Agencies: The Tipping Point is Now

A series of research and perspectives from TBA Global

MOBILE MARKETING:
THE TIPPING
POINT IS NOW
Curated by TBA Global Mobile Strategist Ty Braswell
Our world is quickly becoming a global mobile planet. can be accessible wherever they are via their mobile
device. They are moving from the desktop and migrating
It’s a world of 5 billion mobile phones that overshadows to their phones to harvest relevant information around
the 2 billion global internet users1. them throughout their day and create new opportunities
for meaningful interactions with friends.
The tipping point has arrived for brands to develop their
mobile marketing strategy. Brands that bridge digital and physical spaces through
mobile devices will be viewed as the trusted enabler
Engaging consumers on their mobile devices is essential of relevant experiences and transactions that make
to a real-time customer dialog in an on-demand world. people’s lives easier and better.
The new digital audience has an insatiable appetite for
immediate information and engaging social content that This is the brave new world of marketing alchemy.

“IF YOUR PLANS DON’T INCLUDE
MOBILE, THEN YOUR PLANS
ARE NOT FINISHED.”
Wendy Clark, SVP Integrated Marketing for Coca-Cola with 34 million fans on Facebook2
,

“GLOBAL SPENDING ON MOBILE
ADVERTISING WILL REACH $3.3 BILLION
IN 2011 – MORE THAN DOUBLING FROM
A YEAR EARLIER AND IS FORECAST TO
REACH $20.6 BILLION BY 2015”
– Gartner Research3

With a massive surge in smartphone and tablet use driven
by the iPhone, iPad, and Android devices, customers are
becoming untethered from their PCs. There is an explosion
of wifi hotspots worldwide and a growing list of 4G phones
now deliver broadband access equal to home and office
broadband speeds. Brands that want to build mindshare are
putting mobile at the center of their marketing strategies to go
beyond their online efforts.

To reach the emerging world of these new digital
natives, smart marketers are creating engaging mobile
marketing programs that blend the lines between service,
entertainment, and promotion. These mobile strategies
deliver real value to people on the go – offering useful
applications, transactional services, games and entertainment,
social networking, and personalized promotions that create
lasting engagement with consumers.

2 MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com

MOBILE IS A PERSONAL 24/7, 365 LIFELINE worldwide. Both Apple and Android with their app store
Consumers today are constantly on the go; mobile distribution reach over 100 countries to deliver promotion
marketing helps brands connect with consumers wherever apps that can upgrade to premium features to find new
they are around the clock, and all year long. A mobile device digital revenues from video and gaming.
belongs to one person and one person only; people use
their mobile phones as a lifeline to communicate, socialize, MOBILE ADOPTION IS GROWING QUICKLY
and connect with the world around them; marketers that People will continue to turn to their mobile phones for
add value to the personal mobile experience will develop information and entertainment. 468 million smartphones
a privileged relationship with the phone’s owner. will be sold worldwide in 2011, a 58% percent increase
from 20104. No one is sure how consumer adoption of
THE SHORTEST DISTANCE FROM PASSION TO mobile marketing will look like in five years, but those
PURCHASE marketers that are investing now to figure out the best way
The classic purchase funnel paradigm has been disrupted to engage consumers today will be the winners tomorrow.
by the new non-linear purchase behavior of the digital
consumer. Mobile is the new guiding light for marketers MOBILE ACCELERATES EARNED MEDIA
to lead these consumers to conversion with a marketing Earned media is no longer optional; it is the foundation for
channel that is always on whenever/wherever they are your marketing strategy5. It is the most trusted and credible
passionate about a product. Today our phones help content for your brand. A recommendation from a trusted
us research and compare our shopping options. Soon friend conveying a relevant message is up to 50 times
our phones will be mobile wallets with “tap and pay” more likely to activate a purchase compared to another
functions, storing all our loyalty cards, gracefully sending recommendation6. A growing 25% to 40% of all traffic and
us highly relevant offers based on previous transactions, lead generation comes from earned media7.
along with expanding our payment options with a wide
variety of virtual currency including loyalty points, airline Your mobile audience has their finger on the trigger for
miles and Facebook credits. your earned media wherever they go.

MOBILE IS GLOBAL Mobile enables your avid customers to be spontaneous
Until Apple released the iPhone, all mobile products during their highest passion point of interfacing with your
and marketing were tightly controlled by the carriers. brand, and share this excitement instantly on Facebook,
The mobile app economy has changed the rules to give YouTube, Twitter, blogs, and via online product reviews.
brands a direct relationship with the mobile consumer

BENEFITS OF
MOBILE MARKETING

THE NEW
MEDIA LANDSCAPE
TYPE WHO CONTROLS? EXAMPLES BENEFITS CHALLENGES

Brand website
Mobile site
Mobile app
Brand
Brand Blog site Control
OWNED Brand controls Brand’s Twitter feeds
communications
Cost efficiency are not trusted
MEDIA this channel Brand’s Facebook page
Longevity
Email newsletters Takes time to
Printed marketing collateral scale
Signage on Brand’s bldg,
vehicles, retail stores, etc.

TV Spots
Print Scale Clutter
Brand pays Radio
PAID publishers to Control Declining
OOH response rates
leverage their
MEDIA channel
Digital display ads Immediacy
Paid Search
Low credibility
Sponsorships

Most trusted
Word of Mouth
Credible
Online/digital buzz Very hard to
Your customers Viral exposure Most likely to control
control this trigger sales
EARNED channel
Customer feedback Negative
Customer Reviews Strong lead comments
MEDIA Twitter postings generator
Challenges in
Facebook postings
Transparent measurement
YouTube videos
PR Longevity

Forrester Research8


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THE APPLE FACTOR
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www.tbaglobal.com
continues to convert digital “hesitants” into voracious
Apple’s user-friendly integrated content and device play

DEFINE YOUR GOALS mobile marketing strategy cannot exist in a vacuum. To be
truly successful, your mobile marketing program should be
Learn how your mobile customers are using your product fully integrated with your entire brand marketing strategy
category with their mobile phones – compare and contrast across digital, print, TV, live events, in-store, out of home
their mobile behavior against what you know about their and more. By leveraging existing digital marketing, social
behavior with online, in-store, and across other media networks, branded content, and communication strategies
channels. it will deliver a unified brand message online and offline
across marketing channels.
Consider: Do you want to boost brand engagement, create
social dialogue and interaction, or drive conversion? What KEY BRAND MULTIPLIER: HARVEST DIGITALLY—
information will your customers need to access on the go ACTIVATE LOCALLY
about your products or services? Is your brand well covered
within existing mobile applications (Google Search, Yelp, Harvest your customer audience via digital channels to
etc?)What is your customer thinking about your brand engage them in your brand conversation. Then leverage
and what are your goals to address it with your brand & the GPS enabled smartphones to really activate your
products? key brand multipliers. Mobile phones can drive people
to retailers, sports and entertainment events or brand
Once you determine the desired change in customer events, and create personal and exclusive experiences
behavior, lay out which key performance indicators you will and promotions that people will want to seek out and share
want to track and measure. quickly with friends via their mobile phones.
FIND EXPERTS TO HELP YOU DEVELOP YOUR OBSERVE AND ADJUST
STRATEGY.
Analytics calibrate the points of your marketing compass. If
Focus on the emerging digital behaviors of your customers you don’t test your campaigns and measure engagement
and match it with a smart mobile strategy built by through both classic means (clicks, conversion) and new
experienced partners. If you want to be successful with methods (brand buzz, link-sharing, social traffic), you won’t
mobile marketing, hire an agency who understands know what’s working and what’s not. The real time nature
customer behavior and that has the digital experience and of mobile marketing enables instantaneous monitoring and
the creative insight to realize your goals. They will help you adjustment so that successful elements can be ramped up
avoid the “shiny object” distractions intrinsic with mobile, and less active elements can be redirected. The immediate
avoiding trendy apps or QR codes that don’t tie into your ability to recalibrate means marketing investments can be
overall program goals and larger marketing program. maximized from the start.

INTEGRATE: DISTRIBUTE AND PROMOTE MEASURE, MEASURE, MEASURE.
THROUGHOUT ALL LIVE AND DIGITAL CHANNELS
Measure the effectiveness of your mobile marketing
The beauty of mobile marketing is that your brand’s message initiatives against your entire program. Look at in-store or
becomes integrated into every aspect of a consumer’s daily event traffic, social buzz and sentiment, mobile purchases
life. Whether they are browsing the web while on the bus, or and behaviors. Mobile products provide new data to
playing a contest at a party with friends, the mobile device analyze activity to measure against your key performance
accompanies them wherever they go. That’s why your indicators.

A STEP-BY-STEP
GUIDE TO MOBILE
MARKETING

20 WAYS TO
INTEGRATE MOBILE
Mobile marketing can take on many forms; the sky’s the limit when it comes to campaign creativity. The main objective is to
communicate about your brand in a way that feels less like “selling” and more like “engagement”. Offering people a service
or entertainment they can access on the go – such as mobile apps, mobile search listings, short how-to video clips, a brand-
sponsored game, or mobile coupons – wins more hearts-and minds and can create immediate transaction opportunities.

Creative mobile marketing programs can include a variety of these elements:

1 Free or paid mobile apps offering a service, game, or promotion

2 Mobile-optimized, or WAP websites that conform to every handset
,

3 QR codes on billboards, magazines and consumer products that are scanned using the phone’s camera
to take the user directly to a mobile site, download an app, watch a video or play a game

4 Sophisticated Twitter campaigns in sync with the daily schedule of the mobile audience

5 Voice activated search to “Google” what you are looking for while you are driving or walking.

6 Integrated check-ins with contextually relevant brand associations via Foursquare, Facebook and LinkedIn

7 Instant coupons and deals when you check in via mobile to redeem while in the retail location

8 Mobile search advertising (paid keyword buys)

9 Location-based listings (Yelp,Urbanspoon, OpenTable, etc)

10 Display or video ads that run on mobile ad networks (paid mobile media buys)

11 SMS aka text coupons useable in-store or online

12 Google Goggles, utilizing image-recognition tech that responds to the user taking a picture of an object,
product, etc and generating relevant brand info instantly

13 Interactive ad units embedded in mobile games

14 Mobile savvy QR scavenger hunts with branded content

15 Branded entertainment such as short videos, custom games and music downloads

16 Brand-sponsored mobile social networks, blogs, and information services

17 Click-to-Call ad units that connect to your call center from a mobile banner ad

18 Click-to-map ad units that use your GPS to map your directions to a retail location

19 Television broadcast based call-to-action via mobile using text a keyword to a shortcode

20 Click-to-sync ad units that add reminders in your mobile phone calendar of sales events, grand openings,
sponsored sporting and music events

For a great POV on how to use iPads for event marketing, check out: “iPad for Event Marketers”
This whitepaper covers:
CLICK TO • Why the iPad is the go-to device for event marketers
DOWNLOAD • How iPad apps can extend engagement over time
• Tips and best practices for leveraging iPads to better
engage consumers, B2B audiences and employees
• A review of the top 5 tablets
• What you need to do to get started


MOBILE WALLETS
ARE COMING - IS
YOUR BRAND READY?
MOBILE WALLETS ARE THE NEXT BIG THING THE NEW FEATURES MOBILE WALLETS
• Google, Visa, Mastercard, AmEx, and Paypal along WILL DELIVER:
with Verizon, AT&T and T-Mobile are all launching • Store all your loyalty cards---grocery, hotel, airline,
mobile wallet products over the next few months. car rental, etc
• “Tap & Pay” features will be enabled via Near • Keep track of the digital coupons you collect
Field Communication chips (NFC) in new
• Receive digital coupons based on your buying
smartphones and retailer’s point of sale (POS)
behavior
credit card readers
• Via GPS & check-ins, it knows when you are in
• NFC technology is currently installed at over 200,000
your favorite store to send you instant Groupon-
retailers via Mastercard’s PayPass and Visa’s
style deals
PayWave systems that work with special chips in
plastic credit cards. Including NYC taxi cabs • Guide you to what you are looking for in specific
and QSR’s. grocery aisles from your shopping list using GPS &
detailed store maps
• But this is about more than banking. An entire
cultural shift is about to take place • Enable your virtual currency & reward points
for transactions via Facebook credits, AmEx
• Marketers can now have seamless integration
Rewards, etc
across live and digital experiences: identify
consumer needs, serve up relevant product/service • Instant points & cash for just walking in a store
promotions, and provide a clear and easy path for automatic check-in rewards
toward transactions. • Instant loyalty points for attending an event--
training sessions, school, church, AA meeting, etc

5 POPULAR WAYS CONSUMERS CURRENTLY • Digital tickets to events and boarding passes
USE SMARTPHONES TO SHOP:
• Compare prices of a product or service CLICK TO FIND A “TAP-TO-PAY” RETAILER IN
• Scan barcodes to get product info YOUR NEIGHBORHOOD:

• Locate a store
• Look for deals
• Read reviews

“MOBILE IS CLEARLY BECOMING A NEW WAY
PEOPLE SHOP EBAY NEARLY TRIPLED MOBILE GMV
.
(GROSS MERCHANDISE VALUE) YEAR-OVER-YEAR
TO NEARLY $2 BILLION, WITH STRONG HOLIDAY
SHOPPING MOMENTUM IN Q4. IN 2011, WE
EXPECT MOBILE GMV TO DOUBLE TO $4 BILLION.”
JOHN DONAHOE, PRESIDENT & CEO, EBAY21


MOBILE WALLETS WILL GROW TO 2.5 BILLION
MOBILE PAYMENT USERS17 AND $1 TRILLION
TRANSACTIONS18GLOBALLY BY 2015
Here’s an insightful report on
mobile wallets from ABC News

CLICK TO VIEW

MOBILE MARKETING QUICK TIPS
Be Succinct.
People will want to get information or experiences quickly and easily share with friends. Make
your mobile app the fastest way people can interact with your brand.

Obey The 3 Click Rule.
Remember that users will be using one hand and one thumb to interact with your mobile apps,
websites, and content. There is no mouse, so there will be limited clicking and browsing; the
screen is tiny; and download times can be long with weak 3G access. Optimize your content
for less than 3 clicks.

Plan for Platforms.
There are dozens of smartphone models and several different operating systems. Your mobile
marketing programs need to work on all smartphones, so make sure your developer and
agency partners know the difference between iOS, Android, Symbian, Blackberry, RIM – and
how to crunch code and tweak content to make your programs shine on each one.

CHALLENGES AND OPPORTUNITIES
What makes mobile marketing more challenging than traditional channels, such as print, the
web, TV, and radio, is twofold.

FIRST, mobile is fragmented yet evolving quickly–significantly faster than what we saw
develop for online for the desktop. Consumers are traveling with iPhones, iPads, various tablets
and multiple variations of Android phones. This creates a device fragmentation environment
that is complicated by lack of standardized ad formats and consolidated analytics for mobile
advertising and marketing. Marketers need to be sophisticated and nimble as they develop
mobile content in a way that ensures broad interoperability to reach scale.

SECONDLY, you’ll have to navigate a complex web of partners, such as competing carriers,
multiple app stores, and various startup based vendors, to make sure your campaigns reach
your targets. The best way to succeed with mobile marketing is to work with an expert agency
like TBA Global that already has extensive technical and operating experience in the mobile
marketing sector, as well as established relationships with the key players across the mobile
ecosystem. The right agency partner will ensure your mobile marketing program is planned,
launched, monetized, optimized, and measured effectively, to drive maximum brand value
and customer engagement from every initiative.

Despite the unique challenges of mobile marketing, you cannot afford to wait to launch a
mobile marketing strategy. First movers are already putting their stakes firmly in the ground,
establishing a lasting brand presence with mobile users.


2
INTEGRATED MOBILE
CAMPAIGNS

CHRISTINA THE POWER MOM
Christina is a working mom with 2 kids who is the At the event, she learns about a new iPhone app
mortgage analyst at her local bank. She sees a new created by the shoe company that is her own
pair of cool running shoes in the latest Self magazine. personal trainer with custom workouts, including
Embedded in the print ad is a QR code to scan to training tips from pro athletes, and special training
win the new shoes and a full workout wardrobe. regimens from Natasha Kufa-celebrity trainer for
She scans the code with her iPhone and enters the Fergie from the Black Eye Peas…one of her favorite
contest. bands. Natasha’s full training program is integrated
in the app with detailed videos and special reward
A few weeks later during work, she gets a text points for completing each level of training. The
message to invite her to a special fitness & health app tracks details of Christina’s workout progress
event at the local Sports Authority sponsored by and shares it with her training friends on Twitter and
the shoe company. She checks out the details of Facebook.
the event from her phone and notices a link to the
shoe company’s Facebook page. She clicks the Like Christina becomes a big fan of Natasha and starts to
button as a reminder. follow her on Twitter. A few days later after the event,
Natasha tweets about a new Amex “Link, Like, Love,”
Later that evening from her laptop, she visits the shoe promotion with Facebook. She checks out the Amex
company’s Facebook page and notices two of her Facebook page and signs up for a Sports Authority
friends also liked the Facebook page and confirmed “Spend $50 in store, Get $20 Back” coupon. The next
they were going to the fitness event. That’s the tipping day her boss tells her she needs to fly in a few days
point for Christina, and she also confirms she is going to a special out-of-town seminar. During the seminar
to the event and sends emails via Facebook to both that is turning out to be a snoozefest, she realizes she
of her friends to make plans to go together. forgot her workout clothes and shoes. She remembers
those running shoes she wanted and opens her
training app that has a store locator. To her surprise
a Sports Authority is just 3 blocks from the seminar.
Christina ducks out during a break, follows the map
& directions on her app to the Sports Authority, and
buys the running shoes and a new outfit. As she is
walking back to the seminar she gets an email
from Amex confirming the $20 credit via the Sports
Authority coupon has been credited to her account.

She is so thrilled with the experience she posts her
euphoria on both Facebook and Twitter. Her kids
acknowledge she is the family’s CTO. Now she
starts to scheme how she can get her husband off
the couch and working out.....and she remembers
that Natasha Kufa is also the celebrity trainer for
Matthew McConaughey…now if she could just get
her husband to follow Natasha’s tweets……

DISCLAIMER: This marketing scenario is based on a fictitious intergration of various brands to show the potential benefits of a highly intergrated mobile marketing campaign.


SAM THE COUNTRY MUSIC FAN

Sam is an avid smartphone user. He uses his Android phone not only for
calls, email, and web surfing, but has downloaded a variety of apps for
entertainment, work-related tasks, practical applications, and handy
location-based lookups. He also downloads videos, music, and podcasts
to his smartphone, so he can watch TV episodes and listen to his favorite
country music and radio programs on the go.

One of the apps Sam downloaded was a country music concert alert
service. He noticed, briefly, the first time he downloaded the app that it
was sponsored by a car rental company, but didn’t pay the brand much
attention. One day, he receives an alert that his favorite country music star
is coming to a city 50 miles away – in 2 weeks and also receives an SMS
coupon for 20% off a car rental that weekend. He shares his car with his
roommate who is using their shared car the evening of the show. Since he
needs a ride to the concert, he’s intrigued and clicks on the coupon, arriving
at a special promotional landing page on the car rental company’s WAP
site featuring not only the 20% off coupon, but also music downloads and
more information about the concert. Pretty cool, he thinks, but doesn’t book
a car rental, preferring to see if a friend could drive him.

A few days later, Sam receives an email, which he opens on his
smartphone, from the car rental company offering him again 20% off a
car rental, plus three free song downloads if he books today. He takes
the plunge and books the car rental directly from his smartphone, using a
special transactional system the car rental firm developed especially for
mobile users.

A week later, Sam and his girlfriend drive in his rental car to the live concert,
which is sponsored by the rental car company. Shortly after he arrives at
the venue, he gets a push notification via his concert app that invites him
to drop by the rental car booth for a special prize. Once at the booth, he
shows the rep his iPhone app and tells them he rented a car to make it to
the concert. They check their database and give Sam a great thank you---
ticket upgrades that gets him and his girlfriend 3 rows from the stage. Sam
during the show takes a photo and posts it to his Facebook page with a
big thank you to the rental car company for the ticket upgrade. With such a
favorable brand impression, from now on, Sam books all of his car rentals
from the same company – and continues to receive regular emails and
SMS messages inviting him to check out special rates.

DISCLAIMER: This marketing scenario is based on a fictitious intergration of various brands to show the potential benefits of a highly intergrated mobile marketing campaign.


TBA CASE STUDY:
VERISIGN
QR CODES ACTIVATE ENGAGEMENT
Our client, a trusted provider of Internet infrastructure services
worldwide, recently called us to help promote a mobile website
technology product. To build awareness, preference and sales
opportunities with its targeted customers, the company signed
on as the official mobile sponsor of its largest trade conference.

We helped them activate this sponsorship by making their brand
omnipresent throughout the conference and creating both live
and digital brand engagement. Our innovative scavenger hunt
game engaged the attendees’ and got their competitive spirit
going by marrying their love of gaming and new technology. In
our “Home Run Challenge,” attendees scanned QR codes with
mobile phones for the chance to make it to the top of the leader
board, prominently displayed throughout the conference.

To win the Home Run Challenge, attendees had to find and scan
as many of the QR codes as possible, and play by swinging the
bat. A quick tap let the attendees “swing” for a single, double,
triple or home run! Their brand was everywhere with 27 posters
containing QR Codes (representing the 27 outs in baseball)
creatively placed throughout the conference and at the many
partner booths forging a lasting brand connection between the
person at the event and the power of mobile content.


1
Source: United Nations ITU, Jan 2011
2
Source: IAB Annual Leadership Meeting 2011
3
Gartner Inc, June2011
4
Gartner Inc, April 2011
5
Source: AdAge 2011
6
Source: McKinsey April 2010
7
Source: Beyond Int’l April 2010
8
Source: Forrester Research Dec 2009
9
Source: PewResearch, July 2011
10
Source: Facebook, Sep 2011
11
Source: YouTube, Aug 2011
12
Source: Allot Research, July 2011
13
Source: TechCrunch, May 2011
14
Source: BusinessInsider, Oct 2010
15
Source: Morgan Stanley, Nov 2010
16
Source: United Nations ITU, Feb 2010
17
Source: Juniper, June 2011
18
Source: Yankee Group, June 2011
19
Source: Gizmodo, May 2011
20
Source: TechCrunch, July 2011
21
Source: eBay-CQ4-2010 Earnings Call

TBA Global is an award-winning engagement marketing and communications agency that connects brands and
people. TBA Global helps brands reach employees, business audiences, and consumers through a wide range of
effective digital and live experiences that drive engagement and revenue. TBA Global is ranked among the Top
Promotion and Event Marketing Agencies by Advertising Age magazine (April, 2011). The agency is headquartered
in New York City, NY with 9 offices in North America.

Join TBA Global online at www.tbaglobal.com,
www.facebook.com/tbaglobal or @tbaglobal.

TO GET YOUR MOBILE MARKETING STRATEGY MOVING FORWARD CONTACT:
Alison Jenks, Vice President, Marketing, TBA Global
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