The Mobile Marketing

State of the Union Address

March 26, 2015

Get Social!

Handles:

• @FluentInc

• @DMA_USA

• @theeec

Hashtags

• #DMAWebinar

• #MobileMarketing

Your Host: Jordan Cohen

• CMO of Fluent

• 10+ years in email

marketing

• Mobile research

since 2007

• 2015 EEC Email

Thought Leader of

the Year finalist

[Blank] is the Year of Mobile!

[Blank] is the Year of Mobile!

[Blank] is the Year of Mobile!

[Blank] is the Year of Mobile!

[Blank] is the Year of Mobile!

[Blank] is the Year of Mobile!

2014 really was the Year of Mobile!

Source: Internet Retailer 2015 Mobile 500

The 500 leading retailers in mobile commerce will experience

sales via smartphones and tablets growing 80% in 2014 to $83.78

billion, 21% of total web sales for those merchants

80% growth in 2014 to

$83.78 billion

21% total web sales for

those merchants

Fluent’s Devices &

Demographics Research

Aggregate device usage data collected across Fluent’s customer-

base between October 1 and December 31, 2014.

Mobile Dominates Online Traffic

*Mobile refers to smartphones and tablets

The Mobile Gender Divide

The Mobile Age Gap

Mobile All Day and All Night

Android Dominates

Email Opens Don’t Align w/ Web - Litmus

Email Opens Don’t Align w/ Web –

Movable Ink

The Android-iOS Gender Gap

65+ is the only iOS dominant age group

iOS Users More Affluent

Key Takeaways

• We are (finally, actually, IRL) living in a mobile-first world.

• Higher mobile usage associated with females, and younger age

groups

• Higher iOS usage associated with males, older age groups, and

higher household incomes

• Android is far and away the dominant mobile platform

(consistent with mobile shipment reports) but lags in % of

email opens because of default image settings in email

Mobile Shopping Survey

Fluent survey of 5,269 American adults conducted between

January 16 – 18, 2015. Fluent’s ad serving technology includes

a real-time survey module that was used to facilitate data

collection for this study.

50%+ M-Commerce Participation in 2014

Email the Most Popular Mobile App

The Mobile App Gender Gap

People Say Mobile Shopping is Easy

M-Sites Have Caught Up with Apps When

it Comes to ECommerce

Security & Speed Will Promote Even

More Mobile Commerce

Key Takeaways

• Mobile commerce has finally turned the corner – consumers

are embracing it

• Mobile websites are getting more app-like and easier to use

• There may be half as many iOS users as Android users, but

they are more likely to make more purchases, so it evens out

• Continued improvement in mobile payment security and faster

network speeds will lead to even more mobile shopping

Strategic Imperatives

in 20154 things you must do to stay ahead of the curve this year

Action Items in 2015

• Fully mobile optimize the digital marketing experience from the

top of the funnel to the bottom

• Make email capture a priority in order to market both inside and

outside of the inbox (e.g., custom audiences in premium

display)

• Make mobile payment through m-sites as easy as in-app with

secure token services

• Facilitate offline purchasing and implement tracking (mobile

wallet and dynamic couponing).

A Little About Fluent

And how we help marketers thrive in the mobile era

What We Do

Fluent is pioneering people-based marketing. We use

proprietary content, real-time survey technology, and 1st

party consumer data to help marketers acquire their best

customers, with precision, at a massive scale.

We don’t have to guess who people are, or predict what

they will be interested in. We actually know.

Best of all, marketers only pay for performance – never for

wasted clicks or impressions. This is especially relevant

when it comes to advertising on mobile.

RegistrationContent

Grow Your Email List on Mobile

Grow Your Email List on Mobile

Home Page Registration Survey Full Page Ad

Drive App Downloads

Home Page Registration Survey Full Page Ad

Home Page Registration Survey Full Page Ad

Get People to Download Coupons

Home Page Registration Survey Full Page Ad

Drive People to Your M-Site

Thank You!

Jordan Cohen

jcohen@fluentco.com

www.fluentco.com

@fluentinc