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MOBILE MARKETING:LEGALLY REACHING NEW AUDIENCES
SpeakersMichael BeckerVP, Mobile StrategyiLoop Mobile, [email protected]
Gabe KarpExecutive Vice President and General CounselePrize, LLCiLoop Mobile, [email protected]
Alan ChapellPresidentChapell & [email protected]
Helen Mac MurrayAttorneyMac Murray, Petersen & [email protected]
Jodie Sangster SVP, Education & Global Development Direct Marketing [email protected]
Saturday/SundayEMBRACING MOBILE MARKETING TO ENGAGE YOUR
CUSTOMERPart I: Introduction To Mobile Marketing 10:00 a.m. – 12:30 p.m.
Part II: Leading Strategies And Tactics Of Mobile Marketing, 2:00 p.m. – 4:30 p.m2:00~2:45 Joel Morrow2:50:~3:35 Michael Ricci3:40~4;25 Jeannette Kocsis
Part III – Mastering The Data And Measurement: Mobile Marketing ROI 9:00 a.m. – 11:15 a.m9:00 Intro9:05~9:50 Lynn Tornabene10:00~10:45 Steve Gray 11:-50~1:15 Michael Becke
Part IV: Staying Ahead Of The Curve: Legal, Best Practices, Resources, And Future In Mobile Marketing 1:00 p.m. – 2:25 p.m.
MondayOutlook 2010 and Beyond: What to Expect In Direct ... Mon, 10/19/09 8:45 AM - 9:45 AM 6C A
M09-0091: Who? What? Why? Social Media and Your M... Leveraging New Media Mon, 10/19/09 11:15 AM - 12:15 PM 8
Mobile Marketing: Legally Reaching Important Ne... Mon, 10/19/09 11:15 AM - 12:15 PM 7 iLoop Mobile's Michael Becker is moderating this back by popular demand panel for the second year, hear form leaders in the mobile marketing, legal and privacy space.
A Energize Direct Marketing Programs With Mobile Adv... Leveraging New Media Mon, 10/19/09 12:30 PM - 1:30 PM B2
Leveraging Mobile and Online To Drive Acquisition ... Mon, 10/19/09 12:30 PM - 1:30 PM B2
Email in a Web 2.0 World Mon, 10/19/09 12:30 PM - 1:30 PM B2
Enhancing your Traditional Marketing with Mobile Mon, 10/19/09 12:30 PM - 1:30 PM B2
AM09-0377: The Path to Database-Driven Interactive... Multichannel Strategies Mon, 10/19/09 3:00 PM - 4:15 PM 6D
Internet Law & Privacy: Global Impact on Marke... Creative and Production Strategies Mon, 10/19/09 3:00 PM - 4:15 PM 7A
Internet Law & Privacy: Global Impact on Marke... Mon, 10/19/09 3:00 PM - 4:15 PM 7A
Mobile Marketing Council Meeting, 3:00
TuesdayIntegrating Direct Mail with Electronic Marketing Creative and Production Strategies Tue, 10/20/09 11:15 AM - 12:15 PM 2
AM09-0412: Social CRM: Hyundai Integrates Social i... Multichannel Strategies Tue, 10/20/09 11:15 AM - 12:15 PM 26AB
AM09-0236: Direct To Youth: Direct Marketing to Ex... Leveraging New Media Tue, 10/20/09 2:00 PM - 3:00 PM 9
What It Takes to Win An ECHO and Merchandising You... Tue, 10/20/09 3:00 PM - 4:15 PM 24A
App Mania: Direct to the Consumer Tue, 10/20/09 4:15 PM - 5:00 PM 6A
WednesdayThe Decade for Mobile: How Mobile Is Changing the ... Leveraging New Media Wed, 10/21/09 8:45
AM - 9:45 AM 2
AM09-0413: The IRS Goes Mobile: Engagement in a Ne... Leveraging New Media Wed, 10/21/09 8:45 AM - 9:45 AM 5A Presented by Jeannette Kocsis from Harte-Hanks, this panel will provide an over view of the IRS case study as powered by iLoop Mobile.
KEYNOTE: The iDirect Marketing RevolutionStan Rapp
Stan RappChairman, EngaugeEditor, What Business Needs Now Wednesday, October 2111:15 A.M. – 12:15 P.M.
The Show is MobileCheck out the DMA event mobile web site at http://dma09mobile.org, you can manage your schedule, see the show agenda and more.
Text to ScreenTo ask a question
Text LAW YOUR QUESTION , e.g. "LAW What is double opt-in?,"to 44264.
PollWhat is your experience level with mobile marketing?
Text:
BEG for BeginnerINT for IntermediateEXPT for Expert
To 47201
A Common Perception
Starbucks
Get 20% off a Venti drip coffee….
Defining Mobile Marketing
Mobile Marketing is the set of practices that enable organizations to engage, communicate and mutually exchange value with their audience in an interactive contextually relevant manner through any mobile device or wireless network.
The Paths Used in Mobile Marketing
Content
Accelerometer/TiltTemperature
CameraTouch Screen
NFC/RFIDHeight
Background processing
Accelerometer/TiltTemperature
CameraTouch Screen
NFC/RFIDHeight
Background processing
Measuring the Accessible Mobile Market
• Approximately 76% of US population has at least one mobile device (233M subscribers June 2009*)
• 53% of mobile subscribers use text regularly
• Today 21% of mobile subscribers use their Internet browsers to access any news or info*, with 27% accessing the Internet ever in a month.**
• 34% (20% + 14.5%) have cut and/or do not use their landline
Sources:*Comscore/m:metrics June 2009** Comscore January 2009US Census 2008 EstimateNielsen Mobile Media- December 2008; iLoop Mobile, Inc.; Centers for Disease Control
It is not just about phones
Three Applications to Mobile Marketing
Indirect Mobile Marketing (pull marketing)– Mobile enhancement of traditional media & retail environments requiring
consumer initiated interaction with the marketing initiative (print, TV, radio, outdoor media, direct mail, email, point-of-sale, Internet, mobile Internet, etc.)
Direct Mobile Marketing (push/pull marketing)– Marketer Initiated (push)
• Requires consumer opt-in & consent– Consumer Initiated (pull)
Mobile as a product and/or service– Mobile capabilities may also be integrated in with the marketers product,
customer services or related offers, where mobile can be an enabling value added capability or the primary services channel.
16
Multichannel Marketing
Source: Jeannette Kocsis, Harte-Hanks
Mitsubishi of Orange mobile coupon. Take 20% off any bedliner or XM radio purchase. Show to cashier, coupon ID# de342. For local dealer address reply FIND.
Indirect Marketing
Direct Marketing
Your Mobile Programs
Industry Self-regulation
Vs.
Governmental Law & Regulations
What Law & Regulations Apply
DMA Ethical GuidelinesMMA Consumer Best PracticesMMA Mobile Advertising GuidelinesMMA Global Code of Conduct/Privacy Statement
TCPA (Telephone Consumer Protection Act)TSR (Telephone Sales Rule)CAN-SPAM (e-mail)COPPA (Children’s Online Privacy Protection Act)
Specific DetailsExpressed Consent (Permission)Marketer Initiated CommunicationBuying lists/Appending listsExisting legal actionNotice and considerationUsing the word “free”SweepstakesSelling to kidsSubscriptionsOpt-outBilling issuesDo Not Call RegistryRecent FCC Inquiry
Express Consent
What is legally sufficient consent?Clear and conspicuousPrior to sending messageTerms to includeOpt-out abilityOther issues
Marketer Originated Messaging
Telephone/VoIP
Text message
Bluetooth
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