Mobile: Shaping the Future of Marketing Innovation Stephanie Bauer Marshall Director, Precision Market Insights from Verizon

3 Most Overused Headline of the Decade

4 That’s SO Last Year Source(s): eMarketer, April 2012, confirmed and republished, Aug 2012 Powerful Devices & Powerful Networks Mobile phones are now indispensable, with usage becoming more and more sophisticated. The US will pass 200 million mobile Internet users by 2016, nearly tripling the number from In 2013 alone, 75 million Tablets will ship worldwide.

5 Phones are an integral aspect of a consumer’s life of mobile phone users use Smart Phones; 43.1% of US population 55.5% of mobile phone users use mobile internet 58.1% 46% researched on smartphone, went to store to purchase 41% researched on smartphone, purchased on smartphone 8% visited store, then purchased on smartphone Of particular note are the facts that 79% of smartphone owners use their mobile devices to shop and that 59% of the people who do a local search end up visiting that business after conducting the search. Cross-channel 2011 holiday shopping behavior, US smartphone users: mobile phones are owned by US Consumers in M Source: eMarketer & MAGNAGLOBAL as cited in YuMe and IPG media Lab, “Are all screens created equal?” Sep 17, 2012 Source: eMarketer, April 2012; confirmed and republished, Aug 2012 Source: eMarketer & Google and Ipsos OTX, “Post Holiday Shopping Intentions Study”, Jan 2012 Source: Jamie Turner, the 60 Second Marketer,

6 Bar graphs do not do justice to the scale at which the world now operates Source(s): Creative Commons Attribution-ShareAlike 3.0 New Zealand License We have now reached the Zettabyte Age Mobile represents a larger data share than ever

7 7 Mobile marketing is about catching consumers on the go and driving them to take action

8 Effective mobile marketing requires a closed loop approach 1 Understand (Measurement) Understand which audience segments to target 2 Engage (Targeted Marketing) Deliver relevant Mobile Ads to target segments 3 Transact (Adoption) Drive response through easy mobile payment Requirements for Closed Loop Mobile Marketing

9 Common Challenges to “Understand” Consumers in Mobile Understand (Measurement) Understand which audience segments to target Limited insights & measurement capabilities available Difficult to prove ROI from mobile Lack of clarity on how to make mobile an integral part of the marketing mix

10 Carriers are developing solutions to help marketers “understand”

11 Common Challenges to “Engage” Consumers through Mobile Engage (Targeted Marketing) Deliver relevant Mobile Experiences to target segments Need behavioral insights Must have relevant and engaging content Must deliver the right message, to the right audience, thru the right channels Lack of ‘cookie’ technology for mobile

12 Creating a Compelling Mobile Experience Consumers demand the latest content Making it RELEVANT LOCAL ENGAGING

13 Case Studies: NFL

14 Add Mobile Engagement Triggers to Your Traditional Media Print Radio Outdoor Television StarStar Codes 1. See the ad 2. Dial the **CODE3. Engage the consumer

15 QR Codes Results: 150,000+ mobile scans over 3 months = The most successful QR Code campaign in North America at the time. Add Mobile Engagement Triggers to Your Traditional Media

16 Follow the Mobile Consumer… on the device

17 Common Challenges to Enable Consumers to “Transact” through Mobile Transact (Adoption) Drive response through easy mobile payment Consumer experience must be easy Consumers may be reluctant, unaware, or unable to transact on mobile

18 Carriers are developing solutions to help marketers “transact” This is the next step in the Customer/Carrier relationship and is why the headline “2013 is the Year of Mobile” may be the last one you see. The mobile device now enables the platform for transactions

19 …and the external momentum is not slowing

20 Privacy = Transparency, Choice, & Control For Verizon, privacy is very important and as we are developing these solutions – Privacy by design: transparency, choice and control are critical for us.

21 Understand your consumer Engage with your consumer Transact with your consumer Rinse. Repeat. Key Takeaways

22 QUESTIONS? Thank you!