1145 omma mobile rich lesperance

Mobile Marketing Is Not (Just) Marketing Mobile

Rich Lesperance

Director of Digital Marketing & Emerging Media

OMMA Mobile

October 25th 2011

Copyright 2010 Walgreen Co.

2 Sides of Mobile Marketing

2

Marketing new things

Rethinking everything else

Copyright 2010 Walgreen Co. 3


Ways we are using new mobile channels

Refill by ScanRx Text AlertsSMS

Marketing CheckinsRefill by Text &


Online Display

Search

Radio Endorsements

Demos of our app via YouTube, PR partners & blogging sites

Times Square

In-Store

Refill by Scan 360 campaign


Copyright 2010 Walgreen Co.Copyright 2011 Walgreen Co. 7

>25%

of Walgreens online prescriptions come from mobile

Source: Walgreens internal data

Impact


>2MM

Rx Text Alert signups


Impact


2 Webbys


Impact


That’s great for prescriptions, Rich.

What about shopping?

….OMMA BREAKING NEWS ALERT….


1 2 3Download Shop Save

Exclusive Coupons in the Walgreens App

….OMMA BREAKING NEWS ALERT….


Test it out at 135 Powell St. – 2 blocks away!

12

1

2

Text COUPON to 74713 and get an instant reply

Click the link to pull up the exclusive mobile coupon


2 Sides of Mobile Marketing

13

Marketing new things

Rethinking everything else


Rethink Email


• From CPM to PPC, behavioral & device targeting, and the return of simple banner ads that can be rapidly AB tested

Rethink Display


Rethink Search

Keyword: “vitamins”Mobile


Rethink Customer Behavior


1. Marketing Mobile 2. Mobile Marketing

Sign up for Rx Text Alerts or deals via

SMS

Download our Mobile App

Scan in-store QR codes for bonus

content

Check in and follow Walgreens

Walgreens video uploads: Health, Beauty & more

Store feed

Performance Display Ads on AdMob, iAd, etc

Optimizing Emails

Mobile SEM / SEOFuture: Digital

Wallet

Balancing all areas of mobile


Thank You

19

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1145 omma mobile rich lesperance

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