1. Mary-Kate Willette Morgan Powell Malorie Donovan Marie Ledger May 10 th, 2012 Marketing Capstone

2. Agenda Introduction M ARY K ATE Growth of Mobile M ARY K ATE Methods of Mobile Marketing M ORGAN Usage of Mobile Marketing M ALORIE Conclusions M ARIE

3. Introduction “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” MMA 2011

4. Developments 1979 First handheld mobile phone made by Dr. Martin Cooper of Motorola 2000 132.2 million Americans have the internet 2006 3.2% of mobile subscribers owned a smartphone 2008 11 million Americans used mobile web

6. In 2011, 46% of U.S. mobile phone users owned a smartphone. Mobile device uses have evolved to include: Texting Applications Internet access Social media E-mail connectivity Music Camera Mobile Phones: Today

7. Mobile Phones: Commerce 1/3 rd of mobile users have looked up or compared prices online or on their phones in the past 30 days 38% of mobile users browse products on their phone while in the store 38% of mobile users compare prices online while in the store

8. METHODS & USAGE SMS Applications MMS QR Codes

9. Short Messaging Services 160 characters Created in late 1980’s First sent in 1992 King of communications and mobile marketing 6.9 trillion SMS sent in 2010 2011 expected to break 8 trillion $114.6 billion revenues in 2010 Expected $127 billion revenues in 2011 SMS

10. Airlines: American Airlines texts flight status information, delays, and cancellations. Banks: Bank of America texts overdraft alerts, balance notifications. Cafés: Starbucks invites My Starbucks members to Frappuccino Happy Hour via SMS SMS Usage

11. Applications A2P messaging 2016 overtake all other communications messages to or from an application to or from a large number of customers Available on smartphones Financial services, shopping, games, social media

12. Application Usage E-TradeGrouponPizza HutShopkick

13. Mobile-Optimized Sites Mobile web usage increased 148% last year Mobile-optimized sites are tailored to mobile phones Smaller screens Fewer buttons De-cluttered 79% of large online retailers do not have mobile-optimized sites.

14. Mobile-Optimized Site Usage

15. Banner Ads Used to drive traffic to mobile- optimized sites, applications, or social media accounts. Placed in relevant media spaces. Can be tailored to location, time of day, etc.

16. Banner Ad Usage

17. Conclusions Mobile is the next frontier for marketers New methods of mobile marketing are being continually developed Top retailers have begun to use mobile marketing, but the large majority have not Benefits of adapting to mobile marketing trends include: being in tune with consumers, recruiting new consumers, improving CRM and the value of existing consumers.