ad tech mobile mix: from “sorta” to portable
DESCRIPTION
Four Action StepsTowards portabilityTRANSCRIPT
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