Adding Mobile to Your Advertising/Marketing Mix

1. Adding Mobile to Your Advertising/Marketing Mix by: Elaina Farnsworth, CEO

2. Mobile Monday Lansing, MI WHO IS MOBILE IN THIS ROOM?

3. WHO IS MOBILE TODAY?

4. Who is Mobile Today? ABI Research, July 2010 According to the CTIA, the U.S. now tops 100% per capita penetration of mobile phone use (103.9%); we have 315M population vs. 327M mobile subscribers 84% of mobile phone users keep their mobile device within 10 feet of them at all times; therefore they are easily accessible by businesses Consumer use of the Internet via mobile phone has increased over 1200% in the last few years Average response rate to a mobile offer is between 12 – 15%; though many firms are seeing response rates exceeding 60%

5. What is Mobile Marketing? According to the Mobile Marketing Association, Mobile Marketing is defined as a set of practices that enables organizations to communicate and engage with their audience in an INTERACTIVEand RELEVANTmanner through any mobile device or network. In simpler terms, Mobile marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.

6. Types of Mobile Marketing SMS #1 Mobile Websites Applications Powerful Simple 31% use 55% use 77% use

7. Additional Types of Mobile Marketing 1 • MMS • QR Codes • Bluetooth (short-range - 33 feet - wireless technology) • Location-based Marketing • Voice / IVR (interactive voice response) • Mobile SEO • Mobile Commerce (Mcommerce) • Mobile Ads (with video or audio)

8. SMS MOBILE OFFER mobile to (810)-407-5431 TEXT THE WORD

9. Why is Mobile an Important Channel? Studies Show: 97% of consumers read text messages within 15 minutes of receipt, and respond to them within 1 hour 38% said they had taken action based on mobile ads 30% said mobile ads had led them to share information 22% said mobile ads had influenced a purchase decision 1/3 of mobile searches are tied to local 27% of U.S. mobile web users have clicked on a mobile ad 53% of mobile users would share their location to receive relevant ads Mobile coupon redemption is 10X that of traditional coupons By 2015, more than 50% of mobile users will participate in mobile banking

10. How Do You Get Started? Define the goals of what you are trying to accomplish Decide to “DIY” or get help Set budget Stay TRUE to your brand Create your mobile website Establish your Mobile Social Media - “MOSO” Claim your business on location based services Immerse yourself in mobile marketing Run a mobile campaign

11. What Should You Know? ALWAYS GET EXPLICIT PERMISSION Opt customers in Tell them specifically what they are ‘opting-in’ to Give customers the option to ‘opt-out’ in every message No false advertising Never use a third party list – PERIOD Never hold a contest or sweepstakes without legal advice Never collect data on anyone under 13 years of age Never use the word FREE unless everything is 100% free in the campaign Follow MMA’s Best Practices Guidelines

12. Mobile Monday Lansing, MI THE WORLD IS MOBILE. ARE YOU? YES!

13. MTAM Elaina Farnsworth www.elainafarnsworth.com www.mobilecomply.com Twitter: @elainafarnsworth.com Facebook: /mobilecomply efarnsworth@mobilecomply.com Website Business Card

14. THE WORLD IS MOBILE. ARE YOU? Elaina Farnsworth www.elainafarnsworth.com www.mobilecomply.com Twitter: @elainafarnsworth.com Facebook: /mobilecomply efarnsworth@mobilecomply.com Website Business Card