For consumers, mobile is at the center of modern life. It’s the engine that powers how we shop, how we socialize, how we navigate the world around us. And, for modern marketers, mobile is the beating heart pumping vitality into every consumer touch point. This Webinar provides a strategic framework for seeing the highest return possible from your mobile audience. Hosted by: Michael Becker | Co-founder and Managing Partner of mCordis, prior board member Mobile Marketing Association Adam Lavine | Founder and CEO of FunMobility, founding chair of the Mobile Coupon Standards Committee, MMA

1. TM
A Master Class in Mobile First Strategy
A Master Class in
Mobile First Strategy
Webinar will
begin shortly
11B2A Mobile Engagement Putting mobile at the heart of your marketing
TMTM

2. TM
A Master Class in Mobile First Strategy
Hosted by:
Adam Lavine
Founder and CEO of FunMobility,
founding chair of the Mobile Coupon
Standards Committee, MMA
Michael Becker
Co-founder and Managing Partner of
mCordis, founding board member of
the Mobile Marketing Association
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3. TM
A Master Class in Mobile First Strategy
Overview
1. Why adopt a mobile first strategy?
2. Building a strategic mobile framework
3. Mobile Content Creation
4. Creating engagement at every touch point
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A Master Class in Mobile First Strategy
1. Why adopt a mobile first strategy?
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A Master Class in Mobile First Strategy
What is
“mobile first?”
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A Master Class in Mobile First Strategy
Why put
mobile first?
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TM
A Master Class in Mobile First Strategy
Modern consumers are
always connected
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A Master Class in Mobile First Strategy
2 hours
48 min
Even television, the great
American pastime, now trails
mobile in terms of daily average
consumer attention
Average daily consumer attention, Q4 2014:
TV
MOBILE
Why put
mobile first?
Mobile share of consumer media consumption:
51%75%84%66%
Email* In-store Shopping** Social Media*** YouTube****
2 hours
57 min
*Venturebeat
**Google Shopper
Marketing Council
***Wallstreet Journal
****Recode.net
*****24/7 Wall St
*****
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A Master Class in Mobile First Strategy
Why put
mobile first?
June 12th, 2015 - The New York Times now sees so much
mobile traffic, editors bar all employees from accessing their
desktop homepage while at the office.
“There’s a disconnect between the creation of our
journalism, and the consumption of it,” – Clifford Levy, The
New York Times*
*digiday.com
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A Master Class in Mobile First Strategy
Pop-Quiz:
Does your marketing team put
mobile first or mobile last?
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A Master Class in Mobile First Strategy
2. Building a strategic framework around mobile
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A Master Class in Mobile First Strategy
B2A Mobile Engagement
Re-think your
relationship with
media channels
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A Master Class in Mobile First Strategy 10
Paid Media
Owned Media
Earned Media

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A Master Class in Mobile First Strategy
B2A Mobile Engagement
Break your media down
into four categories
1. Paid
2. In-Store
3. Owned
4. Social
1 2
3 4
1
2
3
4
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A Master Class in Mobile First Strategy
Consumer
Touchpoints
Within each media
category, assign specific
consumer touch points.
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A Master Class in Mobile First Strategy
Build a solid
foundation of HTML5
mobile web content
• Flexibility
• Reach
• SEO
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A Master Class in Mobile First Strategy
3. Mobile Content Creation
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A Master Class in Mobile First Strategy
Introducing…
The Elemental Table of
Mobile Engagement
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18. The Elemental Table of Mobile Engagement
Offers & Coupons
Games, Prizes & Fun
Data Capture & CRM
Branded Content
TM

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A Master Class in Mobile First Strategy
Pop-Quiz:
How many ways are you currently
engaging your mobile audience?
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A Master Class in Mobile First Strategy
4. Creating engagement at every touch point
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A Master Class in Mobile First Strategy
Let’s look at best practices for publishing mobile content to
individual touch points in each media category.
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A Master Class in Mobile First Strategy
TV & Radio,
Video Ads
Desktop Display Ads
Mobile Display Ads
Search
Integrate an SMS call to
action into the narrative,
incentivizing your audience
to text a keyword to opt-into
a mobile database
Don’t stop at the click. Create responsive
cross-screen landing pages built around
an interactive post-click experience
Publish mobile-optimized
landing pages designed for
keywords relevant to your mobile
audience
Paid Media
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A Master Class in Mobile First Strategy
On-Pack
End Caps
Print Ads
Demos & Events
Capture mobile numbers &
emails at demo stations via
SMS opt-in & incentivized
lead generation
Replace that QR code with
a clearly-incentivized SMS
call to action, creating an
experience that fits the
consumer’s natural mobile
behavior
Drive foot traffic to the shelf
with the promise of engaging
digital content like product
selectors, games, & multimedia
Generate leads and drive
your print audience to
engaging digital content &
promotions with a printed
SMS call to action
In-Store Media
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A Master Class in Mobile First Strategy
Brand Website
Mobile App
Email
SMS
Employ a responsive, mobile-
friendly design. Embedding
iframes into the page offers an
easy tactic to ensure mobile
first content renders correctly
on desktop devices
Integrate rich media HTML5
web content with push
notifications to create a
seamless brand story across
the mobile consumer
experience
Enhance emails with
mobile-optimized layout &
engaging post-click content
that collects actionable data
Build, segment, & regularly
engage an SMS opt-in list
with personalized post-
click content to see 98%
open rates
Owned Media
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A Master Class in Mobile First Strategy
Facebook
Twitter
Instagram
Pinterest
Create Facebook-specific
mobile landing pages with
calls to action designed to
drive social share
Make sure your campaign
story and mobile-call-to action
are streamlined enough to be
delivered in 140 characters
Collect followers and promote earned reach
with mobile campaigns that encourage user
generated content & social participation
Social Media
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A Master Class in Mobile First Strategy
The next step is
analyzing your audience
and tracking
performance across
marketing channels.
Google Analytics uses
UTM (Urchin Tracking
Module) strings with
custom URLs to
accomplish this.
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Campaign Medium
Refers to the context in
which the consumer
interacts with the content
(e.g. Paid Media, Earned,
Owned, or In-Store).
Campaign Term
Identifies CTAs, offers (e.g.
Shoes, Pants, 15% off, etc.)
& Paid Search Terms.
Campaign Source
The point of interaction.
(e.g if Social Media is your
Campaign Medium, the
Campaign Source would
be Facebook, Twitter, etc.)
Campaign Name
Encompasses the entire
campaign (e.g. Spring Sale,
December Product Release,
etc.)
Campaign Content
Define the different creative
units promoting the
campaign (e.g. ad size,
color, messaging, etc.)
Creating a Custom URL – UTM Parameters

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A Master Class in Mobile First Strategy
Takeaways
• Your product is now a collection of experiences – not just a good
or a service
• The modern consumer is always connected
• Put mobile at the center of your marketing operations
• Integrate and measure HTML5 content at every touch point
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A Master Class in Mobile First Strategy
Questions?
Contact us:
Adam Lavine
adam@funmobility.com
Michael Becker
michael.becker@mcordis.com
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A Master Class in Mobile First Strategy