1.Getting It Right* In MobileKane Russell, VP of MarketingWaterfall Mobile* 7 Killer Tactics To Catapult Your MobileMarketing Strategy1

2. Waterfall MobileCorporate Founded August 2005 Offices in SFO (HQ), Austin & NYC Backed by Vista Equity Partners Cross-channel mobile & social CRM via SMS,IVR, Passbook, QR Codes, Coupons & Social Access @ waterfallmobile.com Personalized engagement for mobile Intuitive user interface Full-service compliance support, includingprovisioning, certification & audit managementPlatform2 3. Agenda For Todays Webinar1. The State of Mobile in 20132. Tactics vs. Strategy3. 7 Killer Tactics4. Additional Examples5. Key Takeaways3 4. Mobile Device Sales By TypeSource: IHS Global Insight, 2013040801201602002005 2007 2009 2011 2013 2015MillionsofUnitsEntry Phones Feature Phones Smartphones Tablets4 5. Smartphone OS: 2006 - 2012Source: comScore, 20120%20%40%60%80%100%2006 2007 2008 2009 2010 2011 2012Symbian Palm Microsoft RIM iOS Android5 6. Smartphone DemographicsSource: MarketingProfs, 201249%51%MaleFemale15%16%21%26%17%6%13-17 18-24 25-3435-44 45-54 55+6 7. Share of U.S. Adult Population ReachedSource: mLightenment, 20132010 2012 ChgTelevision 89.5% 88.3% -1%Desktop PC 62.5% 58.1% -4%Radio 60.6% 58.8% -2%Newspapers 38.6% 36.1% -3%Magazines 28.6% 24.8% -4%Mobile Device 84.2% 89.0% +5%7 8. Replacement Rates By Mobile PhonesSource: mLightenment, 2013Smartphone TabletClock 65% 22%Organizer 55% 45%Music Player 52% 34%Landline Phone 35% 6%Newspaper 33% 62%Books 14% 51%PC Computer 5% 20%8 9. Digital Channel StatsSource: Mashable, Mass Mailer, 2012Tweets Viewed29%FB News FeedStories Viewed16%Logged in morethan 1/day58%12%Emails Viewed50%Viewed within6 hours43%Checked > than 4 times/day98%SMS Viewed98%Viewed within 3minutesAvg. times phonechecked/day1509 10. Mobile Marketing Spending In The U.S.2010 2011 2012 2013 2014 2015$7,686$5,910$4,273$2,964$1,878$1,248$9,207$7,078$4,871$3,060$1,743$991$2,912$2,174$1,312$669$336$166Mobile Direct Response Enhanced AdvertisingMobile Media AdvertisingMobile CRM$2,405$3,957$6,693$10,456$15,162$19,806 52%44%77%56%CAGRSource: mLightenment, 2013Millions of Dollars10 11. Mobile Marketing Spending By Industry2010 2011 2012 2013 2014 2015ResourcesManufacturing CPGManufacturing, OtherWholesale TradeRetail Trade, CPGTransportationInformationFinanceBusiness ServicesEducational ServicesHealth CareArts & RecreationAccomodation & FoodOther ServicesGovernment$2,405$3,957$6,693$10,456$15,162$19,806Source: mLightenment, 2013Millions of Dollars11 12. Current Growth Of Mobile BudgetsPlan to increase budget next yearPlan to increase budget by more than 50%Budget has increased over past 2 yearsBudget has increased more than 50% past two yearsConsider mobile an integral element of overall strategy 51%29%63%35%72%Source: Interactive Advertising Bureau, 201212 13. Agenda For Todays Webinar1. The State of Mobile in 20132. Tactics vs. Strategy3. 7 Killer Tactics4. Case Studies5. Key Takeaways13 14. StrategyTactics14 15. Tactics vs. StrategyStrategy TacticsGeneralMobileSpecificExampleA plan of attack designed toreach or obtain a goalSpecific tasks, operations ormethods to carry out a strategyHow to use mobile to increasevalue for a businessInteracting with customersthrough their mobile devicesAcquire new customersPlace a coupon mobile call toaction outside of a store15 16. 16 17. Agenda For Todays Webinar1. The State of Mobile in 20132. Tactics vs. Strategy3. 7 Killer Tactics4. Additional Examples5. Key Takeaways17 18. The 7 Killer TacticsOpt-InCross-ChannelLocationChoiceA/B TestingDynamic Field InsertionIntegrate18 19. Opt-InDefinition?Why important?Best practice?Actively secure mobile customer sign-ups.Expands the capacity for collecting meaningful data.Opt-ins are a two-way street. Be sure to give upsomething to get something in return.19 20. 20 21. Stuart Weitzman:Website TakeoverDo Actively recruit customersDont Make sure to segmentaudience to avoid off-putting aggressiveness21 22. Cross-ChannelDefinition?Why important?Best practice?Pass customers between mobile channels.Enriches campaign functionality while providing ideal 360-degree customer insight.Make sure to centralize the customer database in order toavoid errors like double-contacting.22 23. 23 24. San Francisco Giants:Stadium SleepoverDo Promote campaignseverywhereDont Lose steam by under-communicating Fail to collect an opt-in24 25. LocationDefinition?Why important?Best practice?Deliver content according to customer activity.Increases customer response and engagement.Do not feel constrained by traditional location models likegeo-fencing.25 26. 26 27. Subway:Window CTADo Attempt to segmentaudience whenappropriateDont Clutter the sign-upprocess27 28. ChoiceDefinition?Why important?Best practice?Provide customers with ownership opportunities duringthe brand/customer relationship building process.Establishes trust with customer base.Think about choice from a utility perspective, notnecessarily from a shiny object perspective.28 29. 29 30. Pizza Hut:Send Me DealsDo Offer customers multiplechannels to receivecontentDont Distribute the samecontent across eachchannel; each requires aspecific voice30 31. A/B TestingDefinition?Why important?Best practice?Test and iterate variations of content in order to maximizeengagement rates.Constant innovation.Do not limit yourself to A/B testing. Commit to iterativetesting over the long term.31 32. 32 33. Lane Bryant:LB Msg MeDo Interact with customersusing relevant, engagingcontentDont Overlook the importanceof integrating at the pointof sale33 34. Dynamic Field InsertionDefinition?Why important?Best practice?Use metadata collected about customers to maximizecontent targeting.Personalizes the customer experience.Do not try to collect all the data simultaneously.34 35. 35 36. Strongmail:Email InviteDo Apply relevant email bestpractices to mobileDont Forget to include entriesfor defaults36 37. IntegrateDefinition?Why important?Best practice?Plug mobile into the overall marketing picture.Provides most relevant reporting and analytics possible.Bite off this project in easy-to-chew pieces.37 38. 38 39. Starbucks:Mobile Card RegistryDo Compare mobile vs. non-mobile customersDont Adopt a multichannelperspective39 40. The 7 Killer TacticsOpt-InCross-ChannelLocationChoiceA/B TestingDynamic Field InsertionIntegrate40 41. Agenda For Todays Webinar1. The State of Mobile in 20132. Tactics vs. Strategy3. 7 Killer Tactics4. Additional Examples5. Key Takeaways41 42. 42 43. Taco Bell:iPad SweepstakesImplemented IntegrateEnhancement Opt-in43 44. 44 45. Noahs Bagels:2D Code Sign-UpImplemented Opt-InEnhancement A/B Testing45 46. 46 47. Straight Talk:Location TargetingImplemented LocationEnhancement Dynamic Field Insertion47 48. 48 49. Frontier Airlines:Preference ManagerImplemented ChoiceEnhancement Integrate49 50. Pizza Hut:Send Me DealsDo Engage target audiencestrategicallyDont Promote technology fortechnologys sake50 51. Obama:Text To CallImplemented Cross-channelEnhancement A/B Testing51 52. 52 53. San Francisco 49ers:Twitter CTAImplemented Cross-channelEnhancement Location53 54. Agenda For Todays Webinar1. The State of Mobile in 20132. Tactics vs. Strategy3. 7 Killer Tactics4. Additional Examples5. Key Takeaways54 55. Art Of The Call To ActionComprehensive gallery of mobile calls toaction with commentary in order tounderstand best practices and ROI.http://artofthecta.com/55 56. Mobile OpportunitySource: eConsultancy, 201357%43%Percentage of companies that deliver apersonalized desktop experience.87%13%Percentage of companies that deliver apersonalized mobile experience.54% of companies plan to adopt personalization for mobile in the next 12 months.56 57. 2013 Waterfall Mobile, Inc. Proprietary and Confidential.Dont just message. Have a conversation.For more information visit www.waterfallmobile.com57