ad tech mobile mix: from “sorta” to portable

FROM “SORTA” TO PORTABLE

FOUR ACTION STEPSTOWARDS PORTABILITY

STEP 1: KNOW YOUR MARKET

MOBILE AND SOCIAL LEAD GROWTH

MARKETERS ARE JUST GETTING STARTED

4 out of 5 online retailers have no mobile presence

eMarketer 4/2010

80% of respondents believe marketers should reimburse them for the cost of commercial text messages.

STEP 2: DEFINE A STRATEGY

Value: What’s in it for the subscriber? SUBSCRIBERS RULE!

Relevancy: What mobile content can you provide that’s “worth it?”

• Urgency? • Portability?

Frequency: How often do audiences want to interact?

ROI: How will the program be measured? • Value to subscriber, conversions, retention, additional

bookings, incremental visits, cost savings, etc.

STEP 2: DEFINE A PORTABILITY STRATEGY

PORTABILITY BEYOND MOBILE

STEP 3: TAKE ACTION (TEST!)!

MOBILE POLLS & ALERTS

MOBILE CUSTOMER SERVICE

11/1-11/7

11/8-11/14

11/15-11/21

11/22-11/28

11/29-12/5

12/6-12/12

12/13-12/19

12/20-12/26

12/27-1/2

1/3-1/9

1/10-1/16

1/17-1/23

1/24-1/30

1/31-2/6

2/7-2/13

2/14-2/20

2/21-2/27

2/28-3/6

3/7-3/13

3/14-3/20

3/21-3/27

3/28-4/3

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Incoming Texts vs Calls

Texts Calls

Week

Nu

mb

er i

nn

com

ing

CALLS

TEXTS

MOBILE TO START THE CONVERSATION

• Inbound text program to receive follow-up from industry presentation

• 62% audience participation in inbound text program (Text Capture)

• Participants received one-time email that included coupon and additional resources (see right)

EMAIL IS PORTABLE

YES, SOCIAL IS PORTABLE TOO

STEP 4:PUT IT ALL TOGETHER

EXACTTARGET INTERACTIVE MARKETING HUB

EXACTTARGET INTERACTIVE MARKETING HUB

POWER ALL TYPES OF INTERACTIVE MESSAGING

• MMA Global Best Practices • MMA Global Code of Conduct • Sign-up for Mobile Insider • Text is Next: Mobile Marketing Whitepaper• Field Guide to SMS• Forrester Research • eMarketer Research

RECOMMENDED READING LIST

1. Know Your Market

2. Define a Strategy

3. Take Action (Test!)

4. Put It All Together

FROM “SORTA” TO “PORTABLE”

R. J. TALYORDIRECTOR, PRODUCT MARKETINGEXACTTARGETRTALYOR@EXACTTARGET@RJTALYOR