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FIELD GUIDE TO MOBILE MESSAGINGINTrODUcTION

There’s no doubt that today’s consumers are mobile. They’re constantly on-the-go, sending and receiving communications of all types, and they’ve come to expect that information be (literally) in-hand at all times.

Want proof? In 2011, mobile device sales outnumbered PCs for the first time in history.* Consumers are no longer sitting at their computers searching for information—instead, they expect information to be available all around them. At the same time, they expect that information to be relevant to their lives. This shift in expectations makes it vital for brands of all sizes and industries to start meeting their consumers where they are. It also provides new and exciting opportunities for marketers to interact with their consumers.

WHY YOU NEED THIS GUIDEAre you currently searching for ways to:

• Defineandmonetizeastrategythatintegratesmobileintootherchannels?

• Determinewheretomakeinvestmentsinmobilemarketing?

• Buildeffectivemarketingcampaignsthroughmobile?

• Providebettercustomerserviceandconsumerengagement?

Or, are you just not sure where to start?

In this ExactTarget Field Guide to Mobile Messaging, you’ll get the tips and detailed instructions you need to build a mobile program that complements your cross-channel strategy and promotes consumer engagement. Each page of this guide is filled with detailed commentary on recognizing, implementing, and nurturing your mobile communications for cross-channel success. Planning even the smallest detail of a campaign is essential—and the success of your mobile campaign hinges on your ability to deliver a convenient, cohesive, contextually relevant experience. And remember—as critical and powerful as mobile marketing is, creating and maintaining mobile communications doesn’t have to be complex!

As you continue on your mobile messaging journey, take this guide with you to make success a reality in your organization.

FIELD FACT SYMBOL Research and statistics about today’s mobile landscape

Be on the lookout for icons like these to gather even more mobile marketing resources and facts:

EXPERT ADVICE SYMBOL Commentary and recommendations from industry experts

*AccordingtoresearchfirmBIIntelligence

CROSS-CHANNEL ENVIRONMENTAL SYMBOL Commentary on interactive tools that exemplify true cross-channel success

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eBusinessandchannelstrategyprofessionalsmustleveragecontexttodelivertherightinformationattheright time to the right place to increase conversions and overall engagement. Mobile:

• Opens up new engagement opportunities.ForeBusinessprofessionals,themobilephoneoffersadditional contact options that go beyond the traditional phone calls, mail or services that rely on a connected personal computer. Consumers need options based on where they are at the time they need access to a service or information, as well as on the urgency or privacy of the need.

• Enables continuous conversations—further embedding brands into customers’ lives. Mobile allowseBusinessprofessionalstoreachtheircustomersateverystepinthecustomerrelationshipjourney – from discovery, influence, sale, ownership, to retention/upsell.

• Connects all touch points.eBussinessprofessionalsmustlookbeyondthesinglechanneltograsp the overall benefit of mobile and that means embracing an agile commerce approach. Mobile enables organizations to drive customers across channels and within channels by its inherent flexibility and immediacy. Yet with this opportunity comes greater complexity and need for speed. Thusitputsamagnifyingglassontheorganization,people,andprocesschallengeseBusinesswillhave to address to become more agile in response.

-Boost Customer Relationships Through Mobile Services, by Julie A. Ask and Patti Freeman Evans, Forrester Research, Inc. May 1, 2012

FIELD GUIDE TO MOBILE MESSAGINGExpErT ADvIcE

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OvErvIEWUsing SMS to grow your email subscriber list allows you to gain permission from consumers at the most opportune times—while they’re passing your store front, waiting in line to make a purchase, or seeing your ad on the big screen. Take advantage of this opportunity to grow your list by giving your consumers an easy way to opt in while they’re already engaging with your brand.

HOW TO pUT IT INTO acTION:Step 1: Connect your email opt-in SMS program to a specific list.

Step 2: Promote the campaign with messaging such as, “Text JOIN plus youremail@email.com to 12345 to subscribe to our weekly email newsletter.”

Step 3: Add subscribers via SMS opt-in to your newsletter email list.

Step 4: Email your newly acquired subscribers!

Step 5: Want those subscribers to opt in to your text program? See page 6.

FIELD FAcT: According to BI Intelligence, 99% of all mobile devices sold today are capable of receiving SMS messages.

FIELD GUIDE TO MOBILE MESSAGINGGrOW YOUr EMAIL SUBScrIBEr LIST

This is a great way

to get started in mobile-especially if

you already have an established email program!

crOSS-cHANNEL cONSIDErATIONS: Just gain a new subscriber via mobile opt-in? Add Facebook and Twitter icons to your email to encourage subscribers to become a fan or follower of your brand.

Incorporate email, mobile, and social!

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FIELD GUIDE TO MOBILE MESSAGINGExpErT ADvIcE

ExpErT aDvIcE:

By2015,brandsthatdon’thaveamobile-firststrategywon’thavealoyalcustomerbase.

Enabled by smartphones and tablets, consumers are steadily transferring work, play, and home activities from in-store and online to mobile, leading to the ultimate convenience. Marketers who are slow to recognize this migration won’t understand how to communicate with customers and prospects in a mobile-first era, where the conversation begins on mobile and then moves to other channels.

What brands and retailers must do now in preparation for this behavior change is adopt a marketing and retail strategy that uses mobile as the entry point.

Mobile has made today’s consumer more demanding. She expects the mobile store to be open 24/7, the customer service to be always-on and flawless, and the shopping experience to be the same—if not better— than online or in-store. Mobile is her entry point for engaging with the world. Successful brands will be there at the mobile door, waiting to greet her.

- Mickey Alam Khan, Editor in Chief at Mobile Marketer, Mobile Commerce Daily and Luxury Daily

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FIELD GUIDE TO MOBILE MESSAGINGBUILD YOUr SMS SUBScrIBEr LIST

Similar to the previous use case, this solution provides a great opportunity to build your subscriber base. The difference is the channel in which you deliver your communications—instead of email, you send an SMS message.

OvErvIEWIf you’re looking to transform your mobile messaging program, launch an outbound (MT) SMS messaging program. This type of program is the first step in delivering targeted, timely, and contextually relevant marketing communications to a subscriber list via text message.

Companies or organizations looking to launch a mobile campaign that complements other commercial marketing communications will find an SMS opt-in campaign essential. It provides a quick and easy way for subscribers to sign up to receive text messages and facilitates long-term relationship growth.

FIELD FAcT: According to ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS report The 2012 Channel Preference Survey, 5% of consumers prefer to receive permission-based promotions via text. But, 7x that many prefer to receive personal communications via text. You have the data to segment and deliver targeted, personalized communications via email—why not apply your data principles to SMS?

Take a look at the Mobile glossary on page 22 for definitions of MT and more!

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HOW TO pUT IT INTO acTIONBeforeyoulaunchyourconsumeropt-incampaign,establishasolidplan.Thistypeofcampaigncontent should relate closely to what you’re promoting across other channels—but make sure there’s value in opting in via SMS. Subscribers aren’t interested in recycled content or batch and blast messages. Make the content targeted and personalized for maximum engagement.

Execution should look something like this:

Step 1: Create an SMS opt-in keyword on your short code (e.g., “JOIN” on 12345).

Step 2: Promote the keyword and short code in your store, on your website, and on traditional marketing materials: “Text JOIN to 12345 to learn about special sales and events at your local store.”

Step 3: A consumer texts in to the campaign.

Step 4: The consumer is then prompted to confirm their subscription (via a double opt-in) by replying with a response, such as “YES.”

Step 5: Communicate freely via outbound SMS messages, but stay true to permission granted based upon messaging frequency and content.

The SUBSCRIBERS,

FANS, & FOLLOWERS

research series has great tips

on creating content that’s

varied between channels.

Download the full series at:

www.ExactTarget.com/SFF

Target SMS campaigns through segmentation filters to drive relevant messaging based on relational data and attributes.

FIELD GUIDE TO MOBILE MESSAGINGBUILD YOUr SMS SUBScrIBEr LIST

Looking for full MMA guidelines and

mobile marketing best practices? See

www.MMAGlobal.com/BestPractice

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FIELD GUIDE TO MOBILE MESSAGINGTrIGGEr EMAIL SENDS

This solution is also similar to the first use case outlined in this guide, but is much more prescriptive. Rather than opting in to receive a newsletter, for example, the subscriber is requesting a specific, singular communication.

OvErvIEWYou’ve been there—sometimes you need to send a message to your mobile subscribers, but 160 characters just doesn’t cut it. Similar to the text response program outlined later in this guide, this program starts with an SMS request from the consumer who is already interacting with your brand. The difference is that it ends with an email in their inbox as opposed to a text message on their phone.

This approach to content delivery is fast, cost-effective, timely, and green, engaging consumers when they’re already interacting with your brand. Consumers won’t only benefit from having a digital copy of your communication to reference later, but they’ll also have the opportunity to forward the email to a friend, share it on Facebook, and beyond.

This type of program is perfect for sending product information, forms for event registration, rebate and warranty details, or any other educational/transactional materials you already use.

Create programs for SMS alerts, updates, voting/polling, and email list growth using predefined messaging templates.

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FIELD GUIDE TO MOBILE MESSAGINGTrIGGEr EMAIL SENDS

HOW TO pUT IT INTO acTIONTo build this type of campaign, follow these steps:

Step 1: Create your email.

Step 2: Create your SMS program, referencing the email created in step 1.

Step 3: Promote the “keyword + email address” call-to-action in stores, online, and at any other location where consumers interact with your brand: “Text INFO and youremail@email.com to 12345 to receive additional product information.”

Step 4: Execute the campaign and deliver requested materials instantly into subscriber inboxes.

FIELD FAcT: Gartner Research forecasts that the installed base of mobile devices will reach 5.6 billion by 2015.

Don’t forget: because email performance

is trackable, these messages help you see

which leads are most engaged so you can

target them appropriately.

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FIELD GUIDE TO MOBILE MESSAGINGLAUNcH AN AccOUNT ALErT prOGrAM

OvErvIEWAccount activity alerts allow organizations to send convenient updates to their customers’ mobile phones. Customers can then request specific message types like automatic payment, direct deposit confirmations, overdraft alerts, and more.

This type of alert has become a principle mode of communication for many financial organizations including banks, credit unions, and investment firms, but is also critical for retailers and other organizations that maintain loyalty memberships.

HOW TO pUT IT INTO acTIONAccount activity alerts are driven by subscriber data like account numbers, notification opt-ins, and individual preferences, and then integrated with the back-end payment or transaction systems that pull relevant, personalized content into your messages. To execute:

Step 1: Promote opportunities for mobile alerts on your websites, registration forms, payment envelopes, etc.

Step 2: Gain subscriber permission.

Step 3: Delivermeaningfulalertsthatupdateyouron-the-gocustomers:“YouraccountendinginXXXX- 9876 has been overdrawn by $39.10. Please transfer funds now to avoid penalty fees. Reply HELP for help, STOP to stop.”

ExactTarget MobileConnectTM makes this surprisingly easy to execute!

FIELD FAcT: According to the Mobile Marketing Association, mobile messaging is the most used means of consumer communication ever created—surpassing email traffic by 5x and postal traffic by 300x in 2011.

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FIELD GUIDE TO MOBILE MESSAGINGExpErT ADvIcE

Keep these points in mind when crafting a mobile messaging campaign:

Break down the mobile silo: Research shows the more places potential customers see your campaign—print, online, television, in venue, in-store displays—the more likely they are to participate. While phones are becoming the first screen for many, it’s not the only screen.

Measure, measure, measure: If you employ several types of media to promote your campaign, use a different keyword for each media type while keeping the message the same. You’ll be able to measure which is most successful by comparing the keyword results. For instance, you could use the keyword COOL for print, ICE for in-store displays, and FREEZE for in-venue.

Incentivize:Boostcampaignparticipationwith incentives.Allow televisionviewers tovoteonplot twistsor reward subscribers with coupons, rebates, or prizes. Offer incentives based on subscriber activity and preferences. If a subscriber shows interest in a particular team, artist, or product, offer them related promotions or content.

Segment and optimize: After subscribers participate in your campaign, ask them if they’d like to opt-in for future messages. Offer them incentives such as promotions or alerts. This will help you build an opt-in database of user profiles based on user-generated data and behavior to ensure the most contextually relevant relationship via SMS for future campaigns.

-Hussain Rahim, Solutions Marketing Manager at Velti

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FIELD GUIDE TO MOBILE MESSAGINGrEDUcE cUSTOMEr SErvIcE cOSTS

OvErvIEWProvidingsuperiorserviceforyourcustomersshouldbeyournumberonepriority.Butkeepingyourcustomerssatisfied can be challenging and requires ongoing maintenance. That’s why SMS can be an invaluable weapon in your marketing arsenal during those times when it’s necessary to get a quick communication out to your customers.

BylaunchinganSMSresponseprogram,youmakeyourcustomerservicerepresentativesavailabletoassistyour most critical customer interactions and provide a more convenient experience for those choosing to accept assistance via SMS. It’s a win-win for the customer!

Don’tforget,it’salsoverycosteffectivewhencomparedto traditional customer service call centers.

HOW TO pUT IT INTO acTIONThis type of program is typically initiated by a customer service request. Programs like this often utilize content management system (CMS) data and, in most cases, integrate efficiently with existing back-end systems to auto-generate the appropriate text response for a customer.

Step 1: Your customer has a question or request.

Step 2: Your CMS system has the answer.

Step 3: A mobile messaging platform queries the info from your CMS system.

Step 4: The platform sends the answer back to your customer.

Your CMO willlove this part!

Track cost-saving SMS customer service programs and view a summary of opt-ins, opt-outs, messages received, and messages delivered.

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FIELD GUIDE TO MOBILE MESSAGINGrEDUcE cUSTOMEr SErvIcE cOSTS

To generate adoption, make sure to:

• AssignacommoncustomerservicequestiontoanSMSkeyword.

• Promotetext-inopportunitiesatmeaningfullocationstoyourcustomerssuchaswaitingareasandstorefronts, or use marketing materials to educate consumers.

• Createup-to-date,informativealertsthatprovidevaluetoconsumers.

• Considercreatingaresponseprogramthatrelaysbusarrivaltimes,showtimes,expectedwaittimes,weatheralerts,trafficalerts,etc.Becreative—ifitimpactsacustomer’sexperiencewithyourbrand, explore how it could work as a text response program.

ExpErT aDvIcE:

A mobile strategy shouldn’t focus on demonstrating the means (mobile platforms), but on meeting the end needs of customers.

In the world of retail, organizations are seeking to either build brand affinity or drive transactions. Current business goals such as customer retention versus customer acquisition may dictate which path an organization takes. Either way, these two outcomes can both have dramatic impacts on a retailer’s bottom line.

-Chris Silva, Analyst at Altimeter

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OvErvIEWIn order to remain top-of-mind and drive overall campaign success, it’s essential that you engage consumers across multiple channels. To do this, let mobile complement your existing email and social strategies—by working together, your entire interactive marketing program will see results. And remember, channel consistency is essential for success and cohesiveness, but content within each channel must be relevant and provide value to the consumer. So, make sure to keep your overall campaign goals in mind.

HOW TO pUT IT INTO acTIONHow you integrate mobile into your cross-channel marketing campaigns is highly-dependent upon what you’re trying to achieve. Here are a couple of use cases to consider when planning:

Goal 1: Spread different campaign promotions across channels.

• Sendeventdetailsviaemail.

• Promotesign-upviaawebpage.

• Generateengagementviasocialnetworks.

• Sendremindersviamobile.

Goal 2: Use one channel to promote consumer engagement with another channel.

• Emailpromotesmobileandsocialopt-in.

• Socialchannelssupportemailstrategybypromotingsimilarcontentinafreshandengaging way.

• SMSservesasanactionable,on-the-goreminderforengagedconsumersandisa way to ensure that events or promotions (that they heard about via email or your website) aren’t forgotten.

FIELD GUIDE TO MOBILE MESSAGINGINTEGrATE MOBILE INTO A crOSS-cHANNEL cAMpAIGN

Finding the right marketing mix can be difficult. TEST until you find what works for your brand.

Hungry for more cross-

channel info? Check out

the Field Guide to Cross-

Channel Marketing at:

www.ExactTarget.com/

Cross-ChannelFieldGuide

15 www.ExactTarget.com

FIELD GUIDE TO MOBILE MESSAGINGINTEGrATE MOBILE INTO A crOSS-cHANNEL cAMpAIGN

ExpErT aDvIcE:

For marketers to use digital channels effectively, these channels can’t just be a port for traditional campaign methods. For example, blasting non-contextual mass advertising out over a mobile device is still yielding the same low response rate as blasting over a non-digital channel, such as direct mail.

Although traditional campaign management thinking involves executing campaigns directly to the customer, successful digital marketing must act more as a mutually beneficial journey aimed at satisfying customers’ wants and needs. Successful marketers will create marketing activities that add value to customers’ decision making processes and provide positive customer experiences.

-Adam Sarner, Research Director at Gartner

MobileConnect is fully integrated with the Interactive Marketing Hub®, allowing marketers to associate SMS programs across multiple channels such as email, social, and sites, and collect data in a single place to power data-driven messaging.

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OvErvIEWSocialandmobilegohand-in-hand—literally.AccordingtoABIResearch,73%ofmobiledeviceusersintheUnitedStates use their phones to visit social networking sites daily and, in some cases, more than once a day.

HOW TO pUT IT INTO acTIONFirst, it’s important to gain a thorough understanding of how to market on Facebook and Twitter. Once you establish your social strategy, you can start integrating mobile. Think cross-channel promotions, but also consider how your social messages are perceived by consumers accessing via a mobile device. There’s no magic formula for success with social, so test until you have a clear picture of what your fans and followers engage with most. Then, make it mobile-friendly.

FIELD GUIDE TO MOBILE MESSAGINGUSE FAcEBOOK AND TWITTEr AS MOBILE MESSAGING MEDIUMS

Don’t forget to check out our Field

Guide to Facebook Marketing for

great social marketing tips.

www.ExactTarget.com/FBFieldGuide

FIELD FAcT: According to BI Intelligence, smartphones are set to overtake feature phones in 2012.

crOSS-cHANNEL cONSIDErATIONS: Promote a branded lead form on Facebook that requests email addresses and mobile numbers along with basic demographic information.

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OvErvIEWRegardless of whether you decide to implement SMS into your cross-channel marketing mix, mobile adoption affects other elements of your campaigns—especially email. And, there’s a lot to consider when building mobile-friendly email campaigns:

• Knowing your audience.Sure,peopleareusingmobile.Butareyoursubscribers?

• Optimizing content and design for context. It’s best to think about the environment your email is being viewed in, not the device being used or email client sending the message.

• Creating usable and beautiful experiences in both mobile and desktop environments.

HOW TO pUT IT INTO acTIONCurrently,there’snosuchthingasmobileemailstandards.But,themoreyouknowaboutwhatlimitationsexist, the better off you’ll be. Here are some quick tips to get you headed in the right direction:

• Planforan“imagesoff”environmentonmostmobileoperatingsystems.

• Remember,there’snomouseonamobiledevice.Designfor“tapable”touch targets (such as buttons) rather than text links.

• Biggerfontsarebetter.It’sbesttosizebodycopytoatleast14pxandheadlines to 22px.

• Multiple-columnlayoutsdon’ttranslatewellonamobiledevice.Consider a single-column layout with simple copy, touch targets, and clear calls to action.

Bottomline:anemailthatismobile-friendlywillalsobeusableinadesktopenvironment.

FIELD GUIDE TO MOBILE MESSAGINGOpTIMIZE EMAIL FOr MOBILE

FIELD FAcT: 15% of all email opens occur on mobile devices.*

FIELD FAcT: According to Mobile Dependence Day, report #9 in ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS series, smartphone users are 47% more likely to check email “consistently throughout the day.” Download the full report at: www.ExactTarget.com/SFF

*http://Litmus.com/Blog/Email-Client-Market-Share-Infograph

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OvErvIEWMobile apps are one of the newest communication channels available to marketers. Since the launch of Apple’s App Store in July 2008, consumers have downloaded 25 billion mobile apps on their iPhones, iPads, and other Apple devices. Another 10 billion apps have been downloaded from the Android App store by owners of phones running Google’s Android operating system.

When a consumer downloads your branded application, it opens up new possibilities for engagement. Push notifications are alluring because they require the user to take immediate action by opening the application. The risk is that poorly-executed push messages have the potential to alienate users, which can lead consumers to delete the message, turn off push notifications, or even remove your app altogether.

HOW TO pUT IT INTO acTIONWhile push notifications have a great deal of potential, they’re still early in the adoption cycle. With time and the emergence of more intuitive mobile messaging analytics, we anticipate that both consumers and marketers will warm up to new uses of pushmessaging. But until then, our recommendation isto focus on those communications, which are critical to the functionality of your app and consistent with consumers’ expectations. Be selective, and remember that pushnotifications should follow the same principles as the rest of your marketing communications—be timely and relevant, and segment as much as possible.

It’s also a good idea to obtain customer email opt-ins during initial app registration. That way, you’ll have a channel to communicate with your app users, regardless of whether their push notifications are enabled.

Hungry for more info

like this? Check out

ExactTarget’s 2012

Channel Preference Survey at:www.ExactTarget.com/SFF

ExpErT aDvIcE:

Consumers who download apps and opt in for push messaging are highly engaged, and communication with them should be treated as a privilege—a concept we call “Good Push.” It’s about delivering what the customer wants, when they want it—not simply blasting out the message that fits the brand’s agenda. And the ability to reach them with personalized messages and relevant offers is unmatched. Advanced segmentation allows brands to target specific audiences, based on consumers’ preferences, in-app behaviors, and their context and location.

-Brent Hieggelke, CMO at Urban Airship

FIELD GUIDE TO MOBILE MESSAGINGINcOrpOrATE pUSH NOTIFIcATIONS

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FIELD GUIDE TO MOBILE MESSAGINGUSE QUIcK rESpONSE (Qr) cODES

OvErvIEWQR campaigns work best when the code leads to a mobile coupon, an eTicket, or anything else that makes a transaction process quicker for a consumer. This integrates well with mobile strategy because QR codes can be sent directly via SMS, and with a simple click, the QR code populates on the screen of your consumers’ mobile devices with whatever promotion you specify.

HOW TO pUT IT INTO acTIONStep 1: Create a new QR code.

Step 2: Create a URL link for the QR code.

Step 3: Create a new message (outbound or keyword response) and link to the QR code.

Step 4: Deliver mobile coupons, eTickets, etc. to make transactions easy for on-the-go customers.

Use a QR code generator,

such as: qrcode.kaywa.comCurious where this QR code leads? Use a QR scanner to see.

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OvErvIEWYou have a website, and you have customers. Naturally, those consumers, at one point or another, are going to attempt to access your website—and there’s a good chance they’ll do it from a mobile device. If the user experience is poor, rather than switching to their PC, they might just move along to your competitor’s site.

How do you ensure this scenario doesn’t happen? With HTML5. This new markup language helps marketers create mobile-optimized websites with richer content and improved usability. Some features include interactive content, location services, overlays, and expandable (or collapsible) boxes.

HOW TO pUT IT INTO acTIONImplementing this strategy is straight-forward:

Step 1: Create an HTML5 mobile-optimized website.

Step 2: Link mobile consumers to your mobile website.

FIELD FAcT: Browsers using HTML5 will be on 2.1 billion mobile devices by 2012, according to ABI Research.

This is a project your web

designers are craving.

FIELD GUIDE TO MOBILE MESSAGINGOpTIMIZE SITES FOr MOBILE USErS

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FIELD GUIDE TO MOBILE MESSAGINGcONcLUSION

rEmEmbEr, cONSUmErS arEN’T SIlOEDSuccessful communication strategies span across multiple channels—and mobile is just one piece of the puzzle. As you start down the path of implementing mobile messaging, make sure you have a single view of your customers across all digital mediums. Mobile, paired with email and social, provides a powerful means of reaching on-the-go consumers and delivering actionable, personalized information at a time when they need it most.

ExpErT aDvIcE:

Life is mobile. People are on the go and nearly everyone has a mobile device of some kind to help them get through the day. As a result, the mobile device has become the cornerstone of our mobilized society and indispensable to the practice of marketing. The world has changed and so must the practice of marketing.

Going mobile is a matter of long-term survival, but it’s easy to jump right into tactics. First, consider your:

Customers: Evaluate how they’re using mobile. Review your own web logs, analyze your percentage of mobile traffic, and survey your customers about their interests and needs. This will prepare you to go mobile.

Mobile Channels: You may eventually need to build all four major channels of mobile: messaging, apps, browsing, and voice. However, a full roll-out takes time. Start optimizing your web site design for mobile, then deploy messaging that’s integrated with your CRM efforts, and finally, work on your apps strategy.

Traditional Marketing: Mobile is a valuable standalone medium, but it’s best employed as an integrated solution.

Mobile Approach: There are four approaches to executing your mobile strategy: do-it-yourself, agency, licensed technology/platform,andhybrid.Determinewhatpiecesyouseeascritical toyourcompany’scompetitiveadvantage and core business offerings, and leave the rest to partners.

-Michael Becker, Managing Director at Mobile Marketing Association (MMA)

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aGGrEGaTOrAn organization that acts as a middleman, transferring messaging between content providers (e.g., ExactTarget) and mobile carriers.

carrIErA provider of wireless telecommunication services (e.g., AT&T, Sprint, Verizon, T-Mobile).

SHOrT cODE Or cOmmON SHOrT cODE (cSc)A five or six-digit number to which text messages can be sent from a mobile phone. Short codes work within the boundaries of a country.

HTml5A markup language for creating content on the web. HTML5 is designed to provide a development platform for web pages that eliminates the need to install third-party browser plug-ins such as Java and Flash.

lONG cODEAn eight or ten-digit number to which text messages can be sent from a mobile phone. Unlike short codes which must be used within a single country, long codes can be used to send text messages to multiple countries at once.

mObIlE OrIGINaTED Or “mO”A mobile message type that originates at the consumer’s phone.

mObIlE TErmINaTED Or “mT”A mobile message type that terminates at the consumer’s phone.

OS (OpEraTING SYSTEm)The set of software that manages mobile hardware resources and provides common services for mobile programs. Prominent operating systems within the mobile market include Android, iOS, RIM (Blackberry),andWindows.

pUSH NOTIfIcaTIONSAn application-based messaging channel that leverages constantly-open IP connections to deliver messages from content providers to consumer mobile devices.

FIELD GUIDE TO MOBILE MESSAGINGGLOSSArY OF MOBILE MArKETING TErMS

23 www.ExactTarget.comwww.ExactTarget.com

With an industry-leading interface, ExactTarget MobileConnect™ makes it easy to create, target, send, and track SMS campaigns. And, unlike other mobile marketing solutions, MobileConnect seamlessly integrates with the ExactTarget Interactive Marketing Hub®, so it’s easy to manage data across email, mobile, social, and the web—all from a single platform.

Ready to get your marketing communications moving?

Call us at (866) 558-9834 or visit www.ExactTarget.com/Mobile to learn how ExactTarget Mobile can help you.

pEOpLE DON’T SIT STILL.NEITHEr SHOULD YOUr MESSAGE.