Preparing Your Business for Mobile

* from the 7 Pillars of Digital Marketing framework

May 4, 2011

Presented by:Arman RoustaChief Executive Officer

AgendaAgenda

Intro to Blueliner

Mobile Usage

Marketing Landscape

What Users Want

How Mobile Applies to your Business

Questions & Answers

Mobile HumorMobile Humor

Company Overview Company Overview

Core ServicesCore Services• Web Design, Development and eCommerce

• Digital Marketing strategies (7 Pillars)

• Global Outsourcing (worldwide strategy, setup, staffing, training & management)

• Digital marketing and web development firm

• HQ in NYC with offices in India, Bangladesh

• Recognized for hybrid on/offshore model and ROI-driven, online marketing campaigns

Interactive Marketing ClientsInteractive Marketing Clients

California Closets (Lifestyle)California Closets (Lifestyle)

Completely Bare (Beauty)Completely Bare (Beauty)

IZOD MenIZOD Men’’s Fragrance (Beauty)s Fragrance (Beauty)

Bogner (Fashion) Bogner (Fashion)

Allied Home Mortgage (Real Estate)Allied Home Mortgage (Real Estate)

New York Video School (Education)New York Video School (Education)

401kid (Finance)401kid (Finance)

CMS Forex (Finance)CMS Forex (Finance)

Class of 1 (Education)Class of 1 (Education)

Morningside Translations (Translations)Morningside Translations (Translations)

Blueliner is a reputable digital marketing agency based in New York, with presence in Asia, Latin America and Europe. We have built successful social, mobile and search campaigns for hundreds of clients, including:

Medical Hair Restoration (Medical)Medical Hair Restoration (Medical)

Manhattan Orthopaedic Care (Medical)Manhattan Orthopaedic Care (Medical)

Russia Today (Media)Russia Today (Media)

SogoTrade (Finance)SogoTrade (Finance)

Icebreaker (Fashion)Icebreaker (Fashion)

Lufthansa (Travel)Lufthansa (Travel)

Chaa Creek Resort (Travel)Chaa Creek Resort (Travel)

Celect.org (Social Media)Celect.org (Social Media)

Bid on the City (Real Estate)Bid on the City (Real Estate)

Red Clay Media (Marketing)Red Clay Media (Marketing)

Pillar 1. Content (Copy, Video, Images)

Pillar 2. Web Design UX (Branding, Development)

Pillar 3. Organic Search (SEO)

Pillar 4. Online Media (PPC, CPM, CPA)

Pillar 5. CRM (Relationship, Email, Analytics)

Pillar 6. Social Media

Pillar 7. Mobile

The 7 Pillars of Digital MarketingThe 7 Pillars of Digital Marketing

The Importance of Time ManagementThe Importance of Time Management• Increasingly digital and fast-paced global economy requires effective stewarding of Time and Energy

Poll # 1Poll # 1

What feature do you use most on your mobile?

• Phone• Texting• Checking Email• Apps• Mobile Web

P7. Mobile is GlobalP7. Mobile is Global

• Nearly 10% of website traffic is now coming from mobile; we expect that to be over 20% within two years.

• Over 5 billion cell phone subscriptions globally• Mobile is web interface for more than 50% of worldwide

web users

MobileMobile Usage (US) Usage (US)

• 234 million (age 13+) mobile subscribers

• 77.4 million mobile web users

• 1.5 trillion text messages in 2009 (5 billion/day)

• 24.2 billion MMS messages in the last half of ‘09 (250% growth compared to last half of ‘08)

• Hispanic and African American audiences lead in mobile data usage*

*Recent Pew Internet & American Life Foundation study.

Mobile Usage (US)Mobile Usage (US)

Platforms and DevicesPlatforms and Devices

• 19% of mobile phones sold in 2010 are smartphones • 54.7 million smartphones shipped globally in the first quarter, up 56.7% from the year-ago

quarter• Projected to grow to 25% by 2013*

*ABI Research

Mobile Marketing LandscapeMobile Marketing Landscape

Mobile advertising spending in the US is expected to grow 48% to $1.1 billion

2009: $416 million

2010: $743 million

2011: $1.1 billion

*Emarketer

Mobile Marketing LandscapeMobile Marketing Landscape

SMS, Display, Search still dominate spending

Poll # 2Poll # 2

Is your business currently using mobile in your market mix?

• Yes, heavily• Yes, testing• No, but planning to soon• No, with no plans of using it in the near

future

TrendsTrends

• Growth of Smartphones

• Checking in

• Rewards/Coupons/Discounts• Experimentation with new technologies

• QR Codes

• Augmented Reality

• Location-based discounts, contests, sweepstakes

Mobile is the ConnectorMobile is the Connector

• Your mobile is always with you; you are always on

• Mobile is how we connect the digital world with the real world

• What do we really want from mobile?

UtilityUtility

• Email

• Search

• Task-Oriented Apps

• Maps

• Communication

Mobile HumorMobile Humor

Coupons and DiscountsCoupons and Discounts

Mobile Coupons will continue to grow rapidly• Can deliver to nearly all mobile phones

• In demand from consumers

• Trackable, measurable

From PromotionalCodes.org.uk

Coupons and DiscountsCoupons and Discounts

From PromotionalCodes.org.uk

EntertainmentEntertainment

Your mobile is with you when you’re bored• Games

• Mobile Web

• Music

• Social

Real-Time DecisionsReal-Time Decisions

• What are my friends doing?

• Where should I eat?

• Can I get a better price?

How Does this Apply How Does this Apply to Your Business?to Your Business?

The BasicsThe BasicsFunctional Mobile Website

This Not This

The BasicsThe BasicsDrive Traffic via Mobile

Just like your main site, users need to be able to easily find your mobile site.

But, they won’t always find it on their own. You need to drive them there.

• Search

• Social Media

• Advertising (mobile, print, out-of-home, in-store)

• Apps

• Text HAITI to 90999 to donate $10 to relief

• Simple, accessible program made donating quick and easy

• Over $32 million was raised via mobile

Hits – Donate to Haiti via SMSHits – Donate to Haiti via SMS

• Provides an important utility to their customers

• Keep skiers/snowboarders in the branded environment

• Links to shop and find a store to drive sales

Hits – North Face Snow Report appHits – North Face Snow Report app

Miss – Calvin Klein QR Code BillboardMiss – Calvin Klein QR Code Billboard

• Calvin Klein replaces NYC billboard with QR Code• Must take a picture of the code to unlock a :40 commercial• Asking too much, but giving too little

QR Codes MarketingQR Codes Marketing

Codes that unlock discounts when scanned can be accessible

via FacebookFacebook and TwitterTwitter tag-backs (between Brand/Company Brand/Company

and followers) keeping people interested, and are easy and

cost-effective contests to maintain

Print QR Code in every Yellow Page that Company is Listed in

QR codes are the best process to generate traffic for your site through print media, like the yellow pages and printed local business directory. Use a custom landing page other than homepage that provides, online purchase support, driving direction (map) or contact information.

Yellow Page to Shop QR Code StrategyYellow Page to Shop QR Code Strategy

Codes displayed throughout the stores/shelves to create interest and encourages thorough browsing

of the merchandise, ultimately buying

• Bookmark this product (to shop later)• Bookmark this shelf (to shop later)• Read more information about this product• See other product, we don’t have in stock• See the available sizes & other features• Contact US (Direction and/or Biz Card)

Shop to Buyer QR Code StrategyShop to Buyer QR Code Strategy

These messages will be represented with respective QR codes

Poll # 3Poll # 3

What mobile marketing tactic interests you most?

• SMS

• Display

• Applications

• Location-Based

Questions & Answers

Arman RoustaChief Executive Officerarman@bluelinerny.com

US – Asia – Europe – Latin Americawww.bluelinerny.com

• Twitter.com/blueliner• Facebook.com/bluelinerny• Youtube.com/bluelinerpodcasts• Linkedin.com/companies/blueliner-marketing• Flikr.com/blueliner-marketing

212.904.1240 office55 Broad Street, 17th FloorNew York, NY 10004