In a survey of client-side marketers worldwide it was found that only 17% of marketers reporting that mobile was “very integrated” into overall marketing strategy. With 84% of consumers expecting a consistent experience across all channels, including mobile, marketers need to make sure that they are delivering consistent and relevant communication across all consumer touch-points. Customers expect seamless interactions with a brand cross channel and for that brand to evolve with their digital usage. Delivering a well-rounded campaign doesn't start with tactics, it needs a strategy. During this webinar we will discuss tips on how to create a strategy and share case studies. Considerations for helping you clearly define your objectives & goals Identify channels that will work to satisfy them – research who your customers are and their marketing touch-points And then how to tie it all together in order to craft a cross channel mobile strategy Moderator: Leo Scullin, Global Industry Initiatives, Mobile Marketing Association Presenters: Sara Kowal VP, Product Innovation HelloWorld Aaron Clark VP of Mobile Sales and Operations HelloWorld Live Webinar Date: February 11, 2014

1. M! A!
M!
Webinar Series!
Integrated Cross Channel Mobile!
Strategies: 3 Tips for Coming Up With Yours!
February 11, 2014!
Sponsored by:!

2. About the MMA !
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large!
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/benefits !
!
INSIGHTS:
!
Access a world of insights through our white papers, articles and case
studies. Support your mobile agenda and ensure mobile readiness!
!
CONNECTIONS: !
Interact with passionate leaders and stay on the cutting edge. Boost your
business and career by connecting with the people that matter!
!
IMPACT: !
Influence industry frameworks, standards, guidelines and best practices.
Join the industry initiatives that shape the future of mobile!

3. Today’s Agenda!
Cross-Channel Marketing!
!
3 Steps to Designing an Integrated
Marketing Campaign!
!
Case Studies!

4. Key Insights to be Shared!
Meaningful objective and goal setting is a
far more important place to start than tactic
considerations.!
!
Your consumer will dictate on what
channels they prefer to interact.!
!
How it all ties together to create a
compelling cross-channel mobile strategy.!
4

5. Presenters!
Sara Kowal!
VP, Product Innovation!
HelloWorld!
Aaron Clark!
VP, Mobile Sales and Operations!
HelloWorld!
!
Moderator!
Leo Scullin!
Head of Global Industry Initiatives!
Mobile Marketing Association!
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6. Managing Your Questions!
Share the Insights!
#MMAWeb!
!
@HW_inc!
!
@sekowal!
!
@aclark16!
!
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8. Integrated Cross Channel Mobile Strategies
February 2014
Sara Kowal, VP, Product Innovation
Aaron Clark, VP, Mobile Sales and Operations
©2014, HelloWorld® – Confidential

9. AGENDA
Cross-Channel Marketing
3 Steps to Designing an Integrated
Marketing Campaign
Case Studies
©2014, HelloWorld® – Confidential

11. Our Street Cred
50%
4x
of the
44
countries
Experts
Strategy
Technology
Legal
Fortune 500
more promotions
800+
clients
than the next
company

12. Poll Question #1
How does your company handle digital
marketing?
1. All one team but we divide up work by project.
2. Team is separated by channel – mobile team handles
all things mobile, social team handles all things social,
etc.
3. Separated by tactics: Promotions team, loyalty,
media team. Those teams decide which channels to
use.

13. Cross-Channel Marketing

14. There are so many different names…
Multi-channel
VS.
Cross-channel

15. Frequency of Consumer
Visits to Retail Sites On
Their Path to Purchase
8.7
Mobile
PC
6.2
4.5
4.2
2.9
1.5
Online Only
Multi-Channel
Total

16. Percentage of Consumers
Using Different Touch points
on the Path to Purchase
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Smartphone
Tablet
PC

17. 17% of marketers
report that mobile was
“very integrated” into
overall marketing
strategy
84%
of consumers
expect a consistent
experience across
all channels,
including mobile
17

18. Another way to look at it…

19. MarketerFASHION TRIVIA
View
Twitter
Website
Facebook
Banner Ads
Pinterest
Email
In-Store
eCommerce
Site
Loyalty Program
Mobile Messaging
Mobile Apps
POS
Mobile Sites

20. Consumer View
YOUR
BRAND

21. A Successful Cross-Channel Experience
Recognizes consumers
across channels
Delivers a consistent
experience tailored to the
strengths of the channel
Considers the natural
interactions consumers
have within the channel

22. Designing an Integrated Campaign

23. 3 EASY STEPS
1
Clearly define your
objectives & goals
2
Identify the right channels
3
Develop a concept that pulls
together the right tactics

24. Poll Question #2
Does your organization have a clearly
defined digital marketing strategy?
1. Yes – it’s integrated into our marketing strategy.
2. Yes – it’s defined in a separate document.
3. No – we are doing digital marketing, but no strategy.

25. Define Objectives and Goals
Acquisition
• Grow email optin
list by 20%
• Increase mobile club
registrations to 25,000
• Drive 30% more traffic
to brand sites
Engagement
& Advocacy
• Increase top of
mind awareness
(unaided/aided recall)
• Collect consumer %
profile data to develop
5 more targeted
segments
Drive to
Purchase
• Increase sales 15%
• Generate 10,000
product trials of
a new offering
• Drive 25% of sales
through web channel
25

26. Determine the Right Channels
Whether you’re targeting new customers or looking to reconnect with existing
ones, identifying channels that are relevant to those you want to reach is
imperative.
26

27. Final Design of an Integrated Campaign
ü Objectives Set
ü Channel Identification
Now it’s time to think tactics
• What is a compelling concept that ties the emotion and
excitement of your brand to the consumer?
• Considering objectives and channels, which combination
of tactics make the most sense to meet your objectives?
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28. Example Marketing Program Plan
BUSINESS
OBJECTIVES
KEY INITIATIVES
(TACTICS)
KEY PERFORMANCE
INDICATORS
Acquisition
• Facebook Promotion (‘Like’
is required)
• Consumer is opted into
receive SMS and email
notifications
• Email and SMS Opt-ins
• Number of Facebook
Likes and Shares
• Impressions
Engagement
• Survey after sweepstakes
entry for consumer insight
• Consumer texts a code to
play an in-restaurant game
• Completed surveys
• Game plays
Purchase
• Consumer is sent a timesensitive LBS coupon that
motivates them to come into
the restaurant
• Pays for meal in-app
• Coupons redeemed
• Increased ticket size

29. Integrated Campaign Checklist
Do all the pieces of the program map to brand
objectives and goals?
Are we leveraging all owned assets across channels
to drive the success of the program (digital, in-store,
print, packaging, etc.)?
Are all required cross-functional team members
on board with the purpose and execution of the program?
Is the consumer experience seamless – and
appropriate – across channels?
Are we ready to gather and use the data we are
collecting to build meaningful consumer profiles to
optimize marketing spend & consumer relationships?

31. Bonus Step: Always Keep Improving!
• Integrated programs come with lots and lots of
data – be sure to use it!
› Personalization
› Segmentation
› Offer testing
• How consumers interact with various devices and
channels is constantly changing – make sure to
re-evaluate your integrated strategy to keep it fresh.
› Prioritize channels/experiences
› Decide if you need to be on the leading edge, a close follower
or if you can wait until the majority of consumers are in a
channel before investing

32. Case Studies

33. FRED MEYER
Holiday “Daily Deal”
Brand Awareness
33

34. 3M POST-IT
& SCOTCH
“Color Your World”
Social Loyalty

35. TODAY ONLY! Text MYSTERY to 55X55
for your surprise offer!
BIG BOX RETAILER
“SMS Mystery Offer”
Brand Engagement

36. HASBRO
“Hasbro Rewards”
Rebate Management

37. Sara Kowal
sara.kowal@helloworld.com
Aaron Clark
aaron.clark@helloworld.com
©2014, HelloWorld® – Confidential

38. Closing: Key Takeaways!
• Customer expectations have risen. Cross-Channel
marketing programs are now required.!
!
• Always start with your objectives and goals, never with
tactics.!
• Channel considerations are critical, you must consider a
consistent experience not only cross-channel but also
tailored to the strength of the channel. !
!
• Have a plan! Every element of the plan, and every
tactic within the plan should support the likelihood of
meeting your objectives and goals.!
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39. MMA Webinar Series!
Upcoming MMA Events!
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40. Additional Resources!
#Smartbrief click here!
#Mobile Smart Fundamentals click here!
#LinkedIn Group click here!
#Twitter click here!
#MMA Online: Committees at Work click here!
#MMA Online: Webinar Archive click here!
#MMA Online: White Papers click here!
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41. MMA Members Include!
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# # # # # # #!
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42. MMA Members Include!
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# # # # # #!
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