Your Target is Mobile…Are You?

Copyright 2011 Augme Technologies Inc.2

Who is Augme Technologies?

Welcome

Founded in 1999Publically tradedFortune 500 Consumer and Healthcare Clients

Chief Marketing Officer – David Apple

Copyright 2011 Augme Technologies Inc.3

• Overview

• Mobile Roadmap

• Bringing it all Together

• Rules of Mobile Marketing

• Q&A

Agenda

Copyright 2011 Augme Technologies Inc.4

“In 10 years we have seen the internet go from a slow, stationary, information vending machine to a fast, mobile, communications appliance that fits in your pocket…If your organization’s information is not available on a small screen, it’s not available at all to people who rely on their mobile phones for access. ”

“The Power of Mobile” Pew Internet and the American Life Project

Mobile is Now a Necessity

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Who’s coming to the Party?Constellation Wines(Robert Mondavi, Simi, Clos du Bois, Blackstone)

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You’ve Got 20 Minutes to Live…

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Is this doing mobile?

Proprietary Tag

iPhone-only App CalloutOnly available mobile experience is an app for iPhone users • Website not mobilized for

any device• Limits dialogue to iPhone

users who take the time to download app

Consumer must download proprietary reader before engaging with the brand

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What’s probably happening…

Lack of knowledge around breadth of mobile marketing solutions

Paying someone for a tactical, off-the-shelf solution for one audience segment

Pressure to do something in mobile – internal, consumer, press

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A lot more strategically planned mobile executions

What’s needed?...

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Mobile is the vehicle, not the message

• Brand should be the message - the communication vehicle is the mobile device

• Mobile Marketing can most effectively connect brands with consumers when consumers don’t have to make technology decisions

• Mobile campaigns should be about a conversation with the brand, not alienating consumers that don’t own a specific device or technology

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Engage the consumer in the way they choose

Case Study: Constellation Wines(Robert Mondavi, Simi, Clos du Bois, Blackstone)

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The Mobile Roadmap

1. Strategic planning2. Mobilize

3. Connect

4. Collect

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• Align Mobile marketing to brand’s business objectives

1. Strategic Planning

• Understand your brand’s target and how this target’s specific mobile behavior can be used to develop the most effective brand communication

• Now is the time to dip toe into mobile marketing to develop learnings from mobile campaigns

• Mobile executions should engage your target in the way they want to be engaged

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The Customer Journey

1. Strategic Planning

The strategic integration of mobile marketing into all brand

touchpoints

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The Goal of Mobile

1. Strategic Planning

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2. Mobilize

Non Mobilized

Site

Mobilized Site

For all device types

Non Mobilized Flash Site

Mobilized Site

For all device types

Over 50% of web activity occurs on a mobile device, yet less than 10% of digital assets are

currently mobile ready.

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Apps as UtilitiesPlanning required for introduction to marketplace

What about Apps?

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Marketers are enamored with the shiny object:

3. Connect

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3. Connect

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Connect (or not)

Response times between 2 and 72 hours

Multiple technology issues

QR code on traditionalmedia in subway withno service

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Right now mobile marketing is more about gathering data than analytics. That will soon change.

4. Collect

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1. Strategic planning

Bringing it all together

2. MobilizeTargeted Content to your Target Audience

3. Connect

4. Collect

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Your plan must be comprehensive and fully thought-out. Not just a one-off deal, such as slapping a QR code on a single display or package.

Rules of Mobile Marketing

Strategic Planning is crucial. Mobile can’t be afterthought that gets tacked on at the end of the planning stage.

Don’t expect it to differentiate your brand. Mobile needs to provide value.

Focus on the audience, not the tool.Identify the consumer first, then determine the tools and methods for reaching them.

Copyright 2011 Augme Technologies Inc.24

Assess your brand’s role realistically.Ask yourself this: Does my brand actually need a mobile marketing component, such as an app?  The answer won’t always be “yes.”

Rules of Mobile Marketing (con’t)

Keep it simple. Forcing customers to download an app or upload a photo keeps the mobile experience from being what it should be: fast and easy.

Pull smartly, push gently.Just because mobile users are always “available” doesn’t mean they should be contacted relentlessly.  Be thoughtful: let the consumer decide when and how to use your mobile assets.

Promote your effortsLaunching a QR campaign or a new shopping app into the market itself requires promotion – something that is often overlooked when it comes to mobile advertising. 

Copyright 2011 Augme Technologies Inc.25

Thank You!

Copyright 2011 Augme Technologies Inc.26

David Apple, Chief Marketing OfficerAnthony Iacovone, Founder & Chief Innovation

Officer

Q&A