A series of research and perspectives from TBA Global

MOBILE MARKETING:

THE TIPPING POINT IS NOW
Curated by TBA Global Mobile Strategist Ty Braswell
Our world is quickly becoming a global mobile planet. It’s a world of 5 billion mobile phones that overshadows the 2 billion global internet users1. The tipping point has arrived for brands to develop their mobile marketing strategy. Engaging consumers on their mobile devices is essential to a real-time customer dialog in an on-demand world. The new digital audience has an insatiable appetite for immediate information and engaging social content that

can be accessible wherever they are via their mobile device. They are moving from the desktop and migrating to their phones to harvest relevant information around them throughout their day and create new opportunities for meaningful interactions with friends. Brands that bridge digital and physical spaces through mobile devices will be viewed as the trusted enabler of relevant experiences and transactions that make people’s lives easier and better. This is the brave new world of marketing alchemy.

“IF YOUR PLANS DON’T INCLUDE MOBILE, THEN YOUR PLANS ARE NOT FINISHED.”

Wendy Clark, SVP Integrated Marketing for Coca-Cola with 34 million fans on Facebook2 ,

“GLOBAL SPENDING ON MOBILE ADVERTISING WILL REACH $3.3 BILLION IN 2011 – MORE THAN DOUBLING FROM A YEAR EARLIER AND IS FORECAST TO REACH $20.6 BILLION BY 2015”
– Gartner Research3
With a massive surge in smartphone and tablet use driven by the iPhone, iPad, and Android devices, customers are becoming untethered from their PCs. There is an explosion of wifi hotspots worldwide and a growing list of 4G phones now deliver broadband access equal to home and office broadband speeds. Brands that want to build mindshare are putting mobile at the center of their marketing strategies to go beyond their online efforts. To reach the emerging world of these new digital natives, smart marketers are creating engaging mobile marketing programs that blend the lines between service, entertainment, and promotion. These mobile strategies deliver real value to people on the go – offering useful applications, transactional services, games and entertainment, social networking, and personalized promotions that create lasting engagement with consumers.

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MOBILE IS A PERSONAL 24/7, 365 LIFELINE

Consumers today are constantly on the go; mobile marketing helps brands connect with consumers wherever they are around the clock, and all year long. A mobile device belongs to one person and one person only; people use their mobile phones as a lifeline to communicate, socialize, and connect with the world around them; marketers that add value to the personal mobile experience will develop a privileged relationship with the phone’s owner.

worldwide. Both Apple and Android with their app store distribution reach over 100 countries to deliver promotion apps that can upgrade to premium features to find new digital revenues from video and gaming.

MOBILE ADOPTION IS GROWING QUICKLY

THE SHORTEST DISTANCE FROM PASSION TO PURCHASE

The classic purchase funnel paradigm has been disrupted by the new non-linear purchase behavior of the digital consumer. Mobile is the new guiding light for marketers to lead these consumers to conversion with a marketing channel that is always on whenever/wherever they are passionate about a product. Today our phones help us research and compare our shopping options. Soon our phones will be mobile wallets with “tap and pay” functions, storing all our loyalty cards, gracefully sending us highly relevant offers based on previous transactions, along with expanding our payment options with a wide variety of virtual currency including loyalty points, airline miles and Facebook credits.

People will continue to turn to their mobile phones for information and entertainment. 468 million smartphones will be sold worldwide in 2011, a 58% percent increase from 20104. No one is sure how consumer adoption of mobile marketing will look like in five years, but those marketers that are investing now to figure out the best way to engage consumers today will be the winners tomorrow.

MOBILE ACCELERATES EARNED MEDIA

Earned media is no longer optional; it is the foundation for your marketing strategy5. It is the most trusted and credible content for your brand. A recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to activate a purchase compared to another recommendation6. A growing 25% to 40% of all traffic and lead generation comes from earned media7. Your mobile audience has their finger on the trigger for your earned media wherever they go. Mobile enables your avid customers to be spontaneous during their highest passion point of interfacing with your brand, and share this excitement instantly on Facebook, YouTube, Twitter, blogs, and via online product reviews.

MOBILE IS GLOBAL

Until Apple released the iPhone, all mobile products and marketing were tightly controlled by the carriers. The mobile app economy has changed the rules to give brands a direct relationship with the mobile consumer

BENEFITS OF MOBILE MARKETING
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THE NEW MEDIA LANDSCAPE
TYPE WHO CONTROLS? EXAMPLES
Brand website Mobile site Mobile app

BENEFITS

CHALLENGES

OWNED MEDIA

Brand Blog site

Control Cost efficiency Longevity

Brand controls this channel

Brand’s Twitter feeds Brand’s Facebook page Email newsletters Printed marketing collateral Signage on Brand’s bldg, vehicles, retail stores, etc.

Brand communications are not trusted Takes time to scale

TV Spots

PAID MEDIA

Brand pays publishers to leverage their channel

Print Radio OOH Digital display ads Paid Search Sponsorships

Scale Control Immediacy

Clutter Declining response rates Low credibility

Most trusted
Word of Mouth

EARNED MEDIA

Your customers control this channel

Online/digital buzz Viral exposure Customer feedback Customer Reviews Twitter postings Facebook postings YouTube videos PR

Credible Most likely to trigger sales Strong lead generator Transparent Longevity

Very hard to control Negative comments Challenges in measurement

Forrester Research8

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Smartphones now enable us to go beyond making phone calls, to send and receive email, check in on Foursquare, watch videos, browse the web and Facebook, play games, and compare pricing while shopping. The GPS in our phones help us find our way home, get that custom latte at Starbucks, satiate our food cravings and even a find a clean bathroom with a diaper changing table. Marketers can reach this massive, growing mobile audience by offering innovative services, mobile advertising, and interactive experiences that enhance their brands.

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DEFINE YOUR GOALS
Learn how your mobile customers are using your product category with their mobile phones – compare and contrast their mobile behavior against what you know about their behavior with online, in-store, and across other media channels. Consider: Do you want to boost brand engagement, create social dialogue and interaction, or drive conversion? What information will your customers need to access on the go about your products or services? Is your brand well covered within existing mobile applications (Google Search, Yelp, etc?)What is your customer thinking about your brand and what are your goals to address it with your brand & products? Once you determine the desired change in customer behavior, lay out which key performance indicators you will want to track and measure.

mobile marketing strategy cannot exist in a vacuum. To be truly successful, your mobile marketing program should be fully integrated with your entire brand marketing strategy across digital, print, TV, live events, in-store, out of home and more. By leveraging existing digital marketing, social networks, branded content, and communication strategies it will deliver a unified brand message online and offline across marketing channels.

KEY BRAND MULTIPLIER: HARVEST DIGITALLY— ACTIVATE LOCALLY
Harvest your customer audience via digital channels to engage them in your brand conversation. Then leverage the GPS enabled smartphones to really activate your key brand multipliers. Mobile phones can drive people to retailers, sports and entertainment events or brand events, and create personal and exclusive experiences and promotions that people will want to seek out and share quickly with friends via their mobile phones.

FIND EXPERTS TO HELP YOU DEVELOP YOUR STRATEGY.
Focus on the emerging digital behaviors of your customers and match it with a smart mobile strategy built by experienced partners. If you want to be successful with mobile marketing, hire an agency who understands customer behavior and that has the digital experience and the creative insight to realize your goals. They will help you avoid the “shiny object” distractions intrinsic with mobile, avoiding trendy apps or QR codes that don’t tie into your overall program goals and larger marketing program.

OBSERVE AND ADJUST
Analytics calibrate the points of your marketing compass. If you don’t test your campaigns and measure engagement through both classic means (clicks, conversion) and new methods (brand buzz, link-sharing, social traffic), you won’t know what’s working and what’s not. The real time nature of mobile marketing enables instantaneous monitoring and adjustment so that successful elements can be ramped up and less active elements can be redirected. The immediate ability to recalibrate means marketing investments can be maximized from the start.

INTEGRATE: DISTRIBUTE AND PROMOTE THROUGHOUT ALL LIVE AND DIGITAL CHANNELS
The beauty of mobile marketing is that your brand’s message becomes integrated into every aspect of a consumer’s daily life. Whether they are browsing the web while on the bus, or playing a contest at a party with friends, the mobile device accompanies them wherever they go. That’s why your

MEASURE, MEASURE, MEASURE.
Measure the effectiveness of your mobile marketing initiatives against your entire program. Look at in-store or event traffic, social buzz and sentiment, mobile purchases and behaviors. Mobile products provide new data to analyze activity to measure against your key performance indicators.

A STEP-BY-STEP GUIDE TO MOBILE MARKETING
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Mobile marketing can take on many forms; the sky’s the limit when it comes to campaign creativity. The main objective is to communicate about your brand in a way that feels less like “selling” and more like “engagement”. Offering people a service or entertainment they can access on the go – such as mobile apps, mobile search listings, short how-to video clips, a brandsponsored game, or mobile coupons – wins more hearts-and minds and can create immediate transaction opportunities. Creative mobile marketing programs can include a variety of these elements:

20 WAYS TO INTEGRATE MOBILE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Free or paid mobile apps offering a service, game, or promotion Mobile-optimized, or WAP websites that conform to every handset , QR codes on billboards, magazines and consumer products that are scanned using the phone’s camera to take the user directly to a mobile site, download an app, watch a video or play a game Sophisticated Twitter campaigns in sync with the daily schedule of the mobile audience Voice activated search to “Google” what you are looking for while you are driving or walking. Integrated check-ins with contextually relevant brand associations via Foursquare, Facebook and LinkedIn Instant coupons and deals when you check in via mobile to redeem while in the retail location Mobile search advertising (paid keyword buys) Location-based listings (Yelp,Urbanspoon, OpenTable, etc) Display or video ads that run on mobile ad networks (paid mobile media buys) SMS aka text coupons useable in-store or online Google Goggles, utilizing image-recognition tech that responds to the user taking a picture of an object, product, etc and generating relevant brand info instantly Interactive ad units embedded in mobile games Mobile savvy QR scavenger hunts with branded content Branded entertainment such as short videos, custom games and music downloads Brand-sponsored mobile social networks, blogs, and information services Click-to-Call ad units that connect to your call center from a mobile banner ad Click-to-map ad units that use your GPS to map your directions to a retail location Television broadcast based call-to-action via mobile using text a keyword to a shortcode Click-to-sync ad units that add reminders in your mobile phone calendar of sales events, grand openings, sponsored sporting and music events

For a great POV on how to use iPads for event marketing, check out: “iPad for Event Marketers”
CLICK TO DOWNLOAD

This whitepaper covers: • Why the iPad is the go-to device for event marketers • How iPad apps can extend engagement over time • Tips and best practices for leveraging iPads to better engage consumers, B2B audiences and employees • A review of the top 5 tablets • What you need to do to get started

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MOBILE WALLETS ARE COMING - IS YOUR BRAND READY?
MOBILE WALLETS ARE THE NEXT BIG THING
• Google, Visa, Mastercard, AmEx, and Paypal along with Verizon, AT&T and T-Mobile are all launching mobile wallet products over the next few months. • “Tap & Pay” features will be enabled via Near Field Communication chips (NFC) in new smartphones and retailer’s point of sale (POS) credit card readers • NFC technology is currently installed at over 200,000 retailers via Mastercard’s PayPass and Visa’s PayWave systems that work with special chips in plastic credit cards. Including NYC taxi cabs and QSR’s. • But this is about more than banking. An entire cultural shift is about to take place • Marketers can now have seamless integration across live and digital experiences: identify consumer needs, serve up relevant product/service promotions, and provide a clear and easy path toward transactions.

THE NEW FEATURES MOBILE WALLETS WILL DELIVER:
• Store all your loyalty cards---grocery, hotel, airline, car rental, etc • Keep track of the digital coupons you collect • Receive digital coupons based on your buying behavior • Via GPS & check-ins, it knows when you are in your favorite store to send you instant Grouponstyle deals • Guide you to what you are looking for in specific grocery aisles from your shopping list using GPS & detailed store maps • Enable your virtual currency & reward points for transactions via Facebook credits, AmEx Rewards, etc • Instant points & cash for just walking in a store for automatic check-in rewards • Instant loyalty points for attending an event-training sessions, school, church, AA meeting, etc • Digital tickets to events and boarding passes CLICK TO FIND A “TAP-TO-PAY” RETAILER IN YOUR NEIGHBORHOOD:

5 POPULAR WAYS CONSUMERS CURRENTLY USE SMARTPHONES TO SHOP:
• Compare prices of a product or service • Scan barcodes to get product info • Locate a store • Look for deals • Read reviews

“MOBILE IS CLEARLY BECOMING A NEW WAY PEOPLE SHOP EBAY NEARLY TRIPLED MOBILE GMV . (GROSS MERCHANDISE VALUE) YEAR-OVER-YEAR TO NEARLY $2 BILLION, WITH STRONG HOLIDAY SHOPPING MOMENTUM IN Q4. IN 2011, WE EXPECT MOBILE GMV TO DOUBLE TO $4 BILLION.”
JOHN DONAHOE, PRESIDENT & CEO, EBAY21

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MOBILE WALLETS WILL GROW TO 2.5 BILLION MOBILE PAYMENT USERS17 AND $1 TRILLION TRANSACTIONS18GLOBALLY BY 2015
Here’s an insightful report on mobile wallets from ABC News

CLICK TO VIEW

MOBILE MARKETING QUICK TIPS
Be Succinct.
People will want to get information or experiences quickly and easily share with friends. Make your mobile app the fastest way people can interact with your brand.

Obey The 3 Click Rule.

Remember that users will be using one hand and one thumb to interact with your mobile apps, websites, and content. There is no mouse, so there will be limited clicking and browsing; the screen is tiny; and download times can be long with weak 3G access. Optimize your content for less than 3 clicks.

Plan for Platforms.

There are dozens of smartphone models and several different operating systems. Your mobile marketing programs need to work on all smartphones, so make sure your developer and agency partners know the difference between iOS, Android, Symbian, Blackberry, RIM – and how to crunch code and tweak content to make your programs shine on each one.

CHALLENGES AND OPPORTUNITIES
What makes mobile marketing more challenging than traditional channels, such as print, the web, TV, and radio, is twofold. FIRST, mobile is fragmented yet evolving quickly–significantly faster than what we saw develop for online for the desktop. Consumers are traveling with iPhones, iPads, various tablets and multiple variations of Android phones. This creates a device fragmentation environment that is complicated by lack of standardized ad formats and consolidated analytics for mobile advertising and marketing. Marketers need to be sophisticated and nimble as they develop mobile content in a way that ensures broad interoperability to reach scale. SECONDLY, you’ll have to navigate a complex web of partners, such as competing carriers, multiple app stores, and various startup based vendors, to make sure your campaigns reach your targets. The best way to succeed with mobile marketing is to work with an expert agency like TBA Global that already has extensive technical and operating experience in the mobile marketing sector, as well as established relationships with the key players across the mobile ecosystem. The right agency partner will ensure your mobile marketing program is planned, launched, monetized, optimized, and measured effectively, to drive maximum brand value and customer engagement from every initiative. Despite the unique challenges of mobile marketing, you cannot afford to wait to launch a mobile marketing strategy. First movers are already putting their stakes firmly in the ground, establishing a lasting brand presence with mobile users.

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INTEGRATED MOBILE CAMPAIGNS
CHRISTINA THE POWER MOM

Christina is a working mom with 2 kids who is the mortgage analyst at her local bank. She sees a new pair of cool running shoes in the latest Self magazine. Embedded in the print ad is a QR code to scan to win the new shoes and a full workout wardrobe. She scans the code with her iPhone and enters the contest. A few weeks later during work, she gets a text message to invite her to a special fitness & health event at the local Sports Authority sponsored by the shoe company. She checks out the details of the event from her phone and notices a link to the shoe company’s Facebook page. She clicks the Like button as a reminder. Later that evening from her laptop, she visits the shoe company’s Facebook page and notices two of her friends also liked the Facebook page and confirmed they were going to the fitness event. That’s the tipping point for Christina, and she also confirms she is going to the event and sends emails via Facebook to both of her friends to make plans to go together.

At the event, she learns about a new iPhone app created by the shoe company that is her own personal trainer with custom workouts, including training tips from pro athletes, and special training regimens from Natasha Kufa-celebrity trainer for Fergie from the Black Eye Peas…one of her favorite bands. Natasha’s full training program is integrated in the app with detailed videos and special reward points for completing each level of training. The app tracks details of Christina’s workout progress and shares it with her training friends on Twitter and Facebook. Christina becomes a big fan of Natasha and starts to follow her on Twitter. A few days later after the event, Natasha tweets about a new Amex “Link, Like, Love,” promotion with Facebook. She checks out the Amex Facebook page and signs up for a Sports Authority “Spend $50 in store, Get $20 Back” coupon. The next day her boss tells her she needs to fly in a few days to a special out-of-town seminar. During the seminar that is turning out to be a snoozefest, she realizes she forgot her workout clothes and shoes. She remembers those running shoes she wanted and opens her training app that has a store locator. To her surprise a Sports Authority is just 3 blocks from the seminar. Christina ducks out during a break, follows the map & directions on her app to the Sports Authority, and buys the running shoes and a new outfit. As she is walking back to the seminar she gets an email from Amex confirming the $20 credit via the Sports Authority coupon has been credited to her account. She is so thrilled with the experience she posts her euphoria on both Facebook and Twitter. Her kids acknowledge she is the family’s CTO. Now she starts to scheme how she can get her husband off the couch and working out.....and she remembers that Natasha Kufa is also the celebrity trainer for Matthew McConaughey…now if she could just get her husband to follow Natasha’s tweets……

DISCLAIMER: This marketing scenario is based on a fictitious intergration of various brands to show the potential benefits of a highly intergrated mobile marketing campaign.

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SAM THE COUNTRY MUSIC FAN

Sam is an avid smartphone user. He uses his Android phone not only for calls, email, and web surfing, but has downloaded a variety of apps for entertainment, work-related tasks, practical applications, and handy location-based lookups. He also downloads videos, music, and podcasts to his smartphone, so he can watch TV episodes and listen to his favorite country music and radio programs on the go. One of the apps Sam downloaded was a country music concert alert service. He noticed, briefly, the first time he downloaded the app that it was sponsored by a car rental company, but didn’t pay the brand much attention. One day, he receives an alert that his favorite country music star is coming to a city 50 miles away – in 2 weeks and also receives an SMS coupon for 20% off a car rental that weekend. He shares his car with his roommate who is using their shared car the evening of the show. Since he needs a ride to the concert, he’s intrigued and clicks on the coupon, arriving at a special promotional landing page on the car rental company’s WAP site featuring not only the 20% off coupon, but also music downloads and more information about the concert. Pretty cool, he thinks, but doesn’t book a car rental, preferring to see if a friend could drive him. A few days later, Sam receives an email, which he opens on his smartphone, from the car rental company offering him again 20% off a car rental, plus three free song downloads if he books today. He takes the plunge and books the car rental directly from his smartphone, using a special transactional system the car rental firm developed especially for mobile users. A week later, Sam and his girlfriend drive in his rental car to the live concert, which is sponsored by the rental car company. Shortly after he arrives at the venue, he gets a push notification via his concert app that invites him to drop by the rental car booth for a special prize. Once at the booth, he shows the rep his iPhone app and tells them he rented a car to make it to the concert. They check their database and give Sam a great thank you--ticket upgrades that gets him and his girlfriend 3 rows from the stage. Sam during the show takes a photo and posts it to his Facebook page with a big thank you to the rental car company for the ticket upgrade. With such a favorable brand impression, from now on, Sam books all of his car rentals from the same company – and continues to receive regular emails and SMS messages inviting him to check out special rates.

DISCLAIMER: This marketing scenario is based on a fictitious intergration of various brands to show the potential benefits of a highly intergrated mobile marketing campaign.

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TBA CASE STUDY: VERISIGN

QR CODES ACTIVATE ENGAGEMENT
Our client, a trusted provider of Internet infrastructure services worldwide, recently called us to help promote a mobile website technology product. To build awareness, preference and sales opportunities with its targeted customers, the company signed on as the official mobile sponsor of its largest trade conference. We helped them activate this sponsorship by making their brand omnipresent throughout the conference and creating both live and digital brand engagement. Our innovative scavenger hunt game engaged the attendees’ and got their competitive spirit going by marrying their love of gaming and new technology. In our “Home Run Challenge,” attendees scanned QR codes with mobile phones for the chance to make it to the top of the leader board, prominently displayed throughout the conference. To win the Home Run Challenge, attendees had to find and scan as many of the QR codes as possible, and play by swinging the bat. A quick tap let the attendees “swing” for a single, double, triple or home run! Their brand was everywhere with 27 posters containing QR Codes (representing the 27 outs in baseball) creatively placed throughout the conference and at the many partner booths forging a lasting brand connection between the person at the event and the power of mobile content.

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2

1 Source: United Nations ITU, Jan 2011 Source: IAB Annual Leadership Meeting 2011 3 Gartner Inc, June2011 4 Gartner Inc, April 2011 5 Source: AdAge 2011 6 Source: McKinsey April 2010 7 Source: Beyond Int’l April 2010 8 Source: Forrester Research Dec 2009 9 Source: PewResearch, July 2011 10 Source: Facebook, Sep 2011 11 Source: YouTube, Aug 2011 12 Source: Allot Research, July 2011 13 Source: TechCrunch, May 2011 14 Source: BusinessInsider, Oct 2010 15 Source: Morgan Stanley, Nov 2010 16 Source: United Nations ITU, Feb 2010 17 Source: Juniper, June 2011 18 Source: Yankee Group, June 2011 19 Source: Gizmodo, May 2011 20 Source: TechCrunch, July 2011 21 Source: eBay-CQ4-2010 Earnings Call

TBA Global is an award-winning engagement marketing and communications agency that connects brands and people. TBA Global helps brands reach employees, business audiences, and consumers through a wide range of effective digital and live experiences that drive engagement and revenue. TBA Global is ranked among the Top Promotion and Event Marketing Agencies by Advertising Age magazine (April, 2011). The agency is headquartered in New York City, NY with 9 offices in North America. Join TBA Global online at www.tbaglobal.com, www.facebook.com/tbaglobal or @tbaglobal. TO GET YOUR MOBILE MARKETING STRATEGY MOVING FORWARD CONTACT: Alison Jenks, Vice President, Marketing, TBA Global Tel: 858-461-6500 Email: aljenks@tbaglobal.com © 2011 -TBA Global Sign up to receive research and news at www.tbaglobal.com/contact. Banff | Chicago | Detroit | Los Angeles | Nashville | New York | San Diego | San Francisco | Vancouver TBA Global | 646.445.7000 | clients@tbaglobal.com | www.tbaglobal.com

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