Michael Barber

Back in the Black:

April 28 – 29, 2011

What do account peeps need to know?

• Why it matters? – The opportunity for agencies

• So you can sound smart. – The stats & trends

• So you understand how to integrate. – The landscape

• So you plan like a ninja. – Mobile planning process.

• So you can price for success. – Mobile costs

The opportunity for agencies

It affects all things digital

Mobile ___________{insert digital marketing tactic here}website optimization (SEO)pay-per-clickwebsitesemaildisplay advertisingcommerce

Smarty pants stats

By 2013, 50% of web traffic will come through mobile devices (IDC).

Daily usage of mobile email increased 40% from Nov 09-10 (ComScore)

91% of mobile users consume social media on their device; 71% of desktop users (Ruder Finn)

Mobile commerce will equate for well over 10% of purchases by 2015. (ABI Research)

Mobile is like an everything bagel.

Agency integration is tricky.

It costs WHAT?

• Budget, budget, budget.

• Think like a website. The more features, the most $$$.

• Front load your budget.

• Be creative with budget sources.

• Don’t forget to promote.

The 8 Steps of Highly Effective Mobile Plans

Q&A