how can wells fargo win in mobile?...review of go-to-market plans (3-4 weeks after team meetings) 2...

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How Can Wells Fargo Win in Mobile?

Phase One Deliverables

February 25, 2010

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Questions We’ll Answer Today

What does the mobile marketing environment look like today?

How are competitors approaching mobile marketing?

What are opportunities for Wells Fargo mobile marketing based oncustomer needs?

What are our high-level mobile marketing recommendations for Wells Fargo?

Looking AheadReview mobile opportunities and deliver the final strategy and implementation roadmap for each OSM product marketing team

OSM product marketing team meetings to define goals, budgets, etc. (ASAP)Review of go-to-market plans (3-4 weeks after team meetings)

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Project Overview

Wells Fargo would like to develop a Mobile Strategy to guide itsapproach to mobile marketing in 2010

This strategy will:

Capture and define best practices both within and beyond the financial services category

Draw implications from those best practices& apply them to key Wells Fargo LOBs

Deliver actionable go-to-market plans across the most relevant mobile ‘channels’

Provide a roadmap for future mobile efforts,driving engagement, leads, and sales within the mobile channel

Today: Phase One Upcoming: Phase Two

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Mobile Marketing and Mobile Banking Landscape

1 Morgan Stanley, “Mobile Internet Report.” December 20, 20092 NielsenWire, “In US, SMS Text Messaging Tops Mobile Phone Calling.” September 22, 20083 Comscore and MMA, as cited by eMarketer, “Mobile Advertising and Marketing.” September 20094 Mintel, “Mobile Banking.” October 10, 20095 Comscore, “Mobile Financial Services: The Market Today and Opportunities for Tomorrow.” July 9, 20096 ibid.

Young Adults (18-34)are most open to mobile marketing initiatives3 $

80% of mobile banking customers view balances on their phones.

About 40% usetheir phone for other services. 4

53% of 3G users & 44% of smartphone owners bank via the mobile web.5

Where Users Access Their

Accounts

% of Mobile Users Primarily Accessing from this Location6

At home 31%

Running errands 25%

Commuting 15%

At work 11%

Away on vacation 9%

Away on business travel

8%

The Hispanic market uses the iPhone more than any other device1

The typical United States mobile phone user now texts more than they make phone calls, as of Q2 2008.2

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Mobile Banking is at a Tipping Point

Only 8% of customers currently use mobile banking

Another 8% expect to start doing so in the next year1

1 Raddon Financial Group. “Are Social Media, Mobile Banking, and Online Delivery Revolutionizing the Financial Services Industry?” 2009.

End of 2009

End of 2010

Where mobile banking goes, we believe the rest of mobile

financial services will follow

COMPETITIVE AUDITHow Are Competitors Approaching Mobile Marketing?

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Competitive Audit Methodology

Scope limited to retail banking

Upon initial scan, most EFS and Home Mortgage groups did not have significant mobile offerings

Rankings based on five dimensions:

How well does the competitor integrate mobile marketing with other efforts, both push and pull?

Marketing Integration

How well does the competitor educate the customer about mobile offerings and how to partake in them?

Education

How well does the competitor adhere to standard best practices for mobile?

Best Practices Use

To what degree does the competitor offer different products and services via mobile marketing?

Depth of Offering

How well does the competitor use each aspect of the mobile channel?

Breadth of Offering

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Competitive Mobile Offerings Audit

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Bank of America

Clearly sees mobile as a key marketing investment area based on robust efforts in past year

Claiming leadership stake in mobile banking with assertions of more than 3MM mobile banking customers as of Oct. 2009

Reaching out to a younger audience via entertainment placements and special integrated programs like “Morris on Campus” campaign targeted to college students

Multichannel mobile product offering complemented by non-mobile acquisition creative

Approaches targeting by device type to extend reach across customer base

Expect to see B of A increase mobile investments based on their successes in mobile to date

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Bank of America – Creative HighlightsTarget: Targets by device type to extend reach across customer base; Special focus on college students

Products: Mobile banking

Mobile Channels: SMS, Mobile Web, Apps, Banners, Video/Mobisodes

Other Media Support: Integrated TV, Online, POS, Web

iPhone App

Banners

Web Demo

WAP Site

WAP Landing Page

Mobisode

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B of A is targeting college students with educational branded content

Promoted through online banner ads, in-store marketing materials and collateral on ATMs

Partnered with Farnoosh Torabi, a senior correspondent for TheStreet.comand author of You're So Money, to search for the "Be Money on Campus" student who can provide the best financial tips when it comes to college life, with the winner receiving $25,000

“The Morris Code” also offers a new experience that engaged parents and prepares them to start a conversation about banking with their high-school-aged child, and guides users to opening an account. All of the content was repurposed in mobile

Over 56% of those who launched a video or game watched the entire clip

The Morris Code video pop-up book has achieved a .4% application rate

Between 5/14 and 7/1, The Morris Code experienced 81,632 visits, including 78,266 unique visitors. The site experienced 61,334 new visitors, including 10,000 new visitors per week

Content included:CheckingOnline & Mobile BankingBudgeting Basics SavingsFunding CollegeSmart SpendingCredit QuestIdentity TheftFinancial PlanningThe Financial Voyage

Content based on mobile site experience

(not apps)

Content was well integrated with products

Content loaded quickly and was easy to use on mobile devices

Morris on Campus Mini-Case Study

Situation

Impact

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Chase

Increasingly focused on mobile for its relationship-building qualities

Offerings are varied and include both promotional efforts like textingto win U.S. Open tickets as well as highly functional banking apps, but seem to lack a cohesive strategy

Leverages timeliness of mobile channel to create seasonal offerings like a “gift planner” app for the holiday season that helps customer set gift budgets

Drive-to efforts in OOH support SMS campaigns

Strong emphasis on security & ID verification results in suboptimal mobile user experience

Attempting to innovate and challenge B of A as mobile banking leader, but so far falling short

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Chase – Creative Highlights

Target: Broad-reach targeting.Objective is to build customer relationships

Products: Mobile banking, gift planner

Mobile Channels: SMS, Mobile Web, Apps

Other Media Support: IntegratedOnline, POS, Web

iPhoneBanking App

Web Support

Web Demo

Gift Planner App

WAP Site

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Citi

Taking a broad reach approach by targeting across all customer groups

Recently launched a Spanish-Language WAP site

Focusing on Citi.com and branch locations to promote mobile offerings as part of an integrated awareness strategy

Not a leader in the mobile space, but certainly focused on building competitive offerings

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Citi – Creative Highlights

iPhone App

Web Support

WAP Site

Web Demo

Spanish Language WAP Site

Target: All users with a focus on smartphone owners

Products: Mobile banking, Spanish-language mobile banking


Other Media Support: IntegratedOnline, POS, Web

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Fidelity

Seems to recognize the need for a mobile presence based on branded “Fidelity Anywhere” offering

Taking a slow approach to rollout of mobile marketing – began with stock alerts and portfolio management, but now entering account access; more incremental steps are likely

Fidelity recognizes the value of mobile marketing but doesn’t feel it fits with their older target

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Fidelity– Creative Highlights

Web Support

Feature Phone WAP Site

SmartphoneWAP Site Web Demo

Target: Non-iPhone users, likely skews older (Baby Boomers)

Products: Mobile account management, market information

Mobile Channels: SMS, Mobile Web

Other Media Support: Web

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USAA

Pioneered mobile check deposit via iPhone app

Low hanging fruit approach to mobile targeting – focus on existing online banking customers

Uniquely positioned to expand mobile banking to other LOBslike insurance and loans

Worth monitoring this small upstart as they lead the financial services category in mobile innovation

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USAA – Creative Highlights

Target: Internet- and mobile-savvy customers

Products: Mobile banking, Loans, Auto insurance claims


Other Media Support: Web

Web SupportWAP Site

iPhone App

Web Demo

Mobile Check Deposit

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Other Relevant Apps

Since large banks did not have much to offer for EFS or Home Mortgage, expanded competitive audit to other players

Evaluated top 100 Paid & Free Finance Apps in the AppStore

LendingTree was the only familiar brand among these non-mobile-banking apps

Demonstrate functionality that could be valuable to WF customers for home purchase & EFS

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Other Relevant Apps – Creative Highlights

Loan Calculator

Property Evaluator Pay Off Debt

LendingTree

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Competitive Takeaways

Investing significant dollars versus other competitors and has found value in targeting younger audiences

Have attempted to monetize functionality that could be valuable to Wells Fargo customers for home purchase and EFS

Pioneer in the mobile space and likely to have more innovative product offerings from them in the future

Seems to understand the importance of mobile as indicated by their branded “Fidelity Anywhere” offering but taking baby steps

Efforts to date are fragmented and lacking cohesive strategyIncreased marketing integration is likely going forward

Lags behind Wells Fargo, Bank of America, and Chase in mobile offerings, but does make attempts at innovationCiti

Fidelity

USAA

Other Apps

Chase

Bank of America

CUSTOMER JOURNEYS:DEPOSITS, EFS AND HOME PURCHASE

What Are Opportunities For Wells Fargo Mobile Marketing Based On Customer Needs?

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Putting the Customer First:The Customer Journey

More relevant communications = more effective marketing = better ROMI

Helps identify barriers, accelerators, and opportunities for thebrand in light of the customer context

Maps customer needs to marketing funnel stages

Not the only answer – best created for one target group and one LOB at a time

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The Customer Journey Approach

Internal and external insights combined to arrive at understanding customer perspectives

Worksheets completed to ground the insights in how customers can navigate the brand offering

Plotted the path the customer takes in interacting with the brand

Identified opportunities for Wells Fargo to reach the customer with relevant mobile tactics

AwarenessWhat are customers…

Doing

Consideration Purchase/Ongoing Use

True Believer,Frequent User

Aspiring to

Thinking

Feeling

InformationNeeds

Sources of Influence

Doing?

Thinking?

Feeling?

Aspiring to?

Information Needs?

Sources of Influence?

Considering a purchase

Do I have enough money in my account?

Curious about my current financial

situation

Be more aware of my current and immediate

financial situation

Am I going to bounce a check?

Friends and family, in-store banker

Hesitating to make purchase

I can’t afford to overdraw my account

Concerned about not having enough money

in my account

Be able to check my balances whenever I

need to

How do I figure out how much is in my account right now?

Wellsfargo.com, WAP site

Finding out my balance

Phew! Glad I can get this info right now

when I need it.

Anxious that it will be hard to check my

balance on my phone

Understand how easy it is to use the WF mobile

app

What else can I do with this mobile banking

thing?


Buying what I need without worry

Where has this been all my life?

Excited about how easy this is

To be in control of my accounts

Are there any updates/improvements

that I need to know about?

Email, Online Banking Messaging

LOB Interviews

Wells Fargo Documents

Market Research+ +

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Target Audiences and Objectives

Determined our objectives and targets with input from product specific ISG team members

Products Target Mobile Objective

Deposits Current Customers Adoption of Mobile Banking

School Loans New CustomersPosition WF as THEsource for financing college

Mortgage New Customers Keep WF top of mind for mortgage

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Customer Journey forDeposits

Awareness Consideration Purchase/Ongoing Use

True Believer, Frequent User

+

-

+/-

It’s time to go shopping

A ha! I found exactly what I was looking for, and it’s a great price

But wait, can I afford it? I don’t know if that last check cleared yet…

I wish I knew how much money was in my account

I wonder if Wells Fargo has a mobile site... (Mobile Search)

They do! This is great!

Wait. How does this mobile banking thing work?

Is it safe? Is it secure? How do I know?

Ok, I trust it because it’s from Wells Fargo. I’ll give it a try

This is cool.I didn’t realize I

could so easily check my balances on the go

I like that I can transfer money, too

This might be even better than banking online…

This is so easy and useful. I use it all the time. I should tell my friends about this

And pay bills anytime

Mobile Opportunity

Mobile Opportunity

Mobile Opportunity

Mobile Opportunity

Mobile Opportunity

Generate awareness for mobile banking offering

Provide customer education in snack-sized bites for easy understanding and retention

Build trust by using the same level of security measures as online

Link and Lock:Opportunity to feature cross-sell via multiple channels

Joy

Pain

Mobile Opportunity

Drive engagement by driving deeper usage

Customer: Current Deposits CustomerMobile Objective: Adoption of mobile banking

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Considerations for Deposits

Big opportunity for Deposits is to acquire existing customers tomobile banking

Critical to generate awareness of mobile banking among existing customer base

Need to educate consumers on functionality and focus on easiest behaviors to adopt (demo)

Security is as essential as it is online, if not more so

Consider developing marketing and product opportunities/content for the Hispanic market/language

Customer: Current Deposits CustomerMobile Objective: Adoption of mobile banking

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Customer Journey forEFS

Awareness Consideration Purchase/Ongoing Use True Believer

+

-

+/-

Mobile Opportunity

Link Wells Fargo with the elation of school acceptance

Message key dates and deadlines to help keep students on track

Content sponsoring opportunities are limitless to further the relationship

It’s time to go to college

I applied. I got in!

HOW am I going to pay for this??

I still need more money

All the scholarships have been awarded already

Maybe I can get a scholarship

Maybe I can get a grant

How do I know which type of loan to get? There are so many…

How do I know which lender to pick? There are so many…

I’m starting the app proces

All my paperwork is in

I got my financial aid package. This is a relief

More paperwork to sign

I won’t get the student loan money until the first day of school? Uh oh….

Hooray! Loan disbursements have started on time!

Mobile Opportunity

Mobile Opportunity

Mobile Opportunity

Mobile Opportunity

Mobile Opportunity

Educating about both government and private options can help educate students

Mobile Opportunity

Mobile Opportunity

Cross-sell bank accounts, credit cards, etc. to begin long-term relationship with student

Joy

Pain

Customer: College StudentMobile Objective: Position WF as THE resource for financing college

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Considerations for EFS

Use mobile’s immediacy to link Wells Fargo with recently accepted students

Engender loyalty by providing or sponsoring relevant content to fuel brand interactions and provide value to students once they are in school

Consider viral marketing ideas that feature original content

Huge opportunity via cross selling to build a relationship for life with someone without an existing financial history

Next stage, we need to develop mobile strategies appropriate messages for both parents and students

Need to use mobile marketing as a messaging platform throughout the whole process

Customer: College StudentMobile Objective: Position WF as THE resource for financing college

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Customer Journey for Home Purchase

Awareness Consideration Purchase True Believer+

-

+/-

It’s time to buy a home

Mobile Opportunity

Help customers get the content they need to select homes and understand the total costs involved

Rate alerts could be helpful in keeping Wells Fargo top of mind

Position WF as a home buying resource

I’ve finally saved enough…I think

Let’s go house shopping!

Wait, what’s this about preapproval?

How do I pick a lender? What makes them good or bad?

I know I want the lowest rates I can get from a lender I trust

But good customer service would be nice

I’m preapproved.

Let’s go house shopping!

What can I afford?

I found a house!

I hope my offer is accepted

I hope all of the paperwork is in and filed correctly

It was!

Phew. My loan got funded. Now we’re ready to close

I’m a homeowner

Mobile Opportunity

Mobile Opportunity

Mobile Opportunity

How do I find movers? What improvements should I make? When should we re-finance?

Mobile Opportunity

Mobile Opportunity

Potential and new homeowners have huge information needs

Mobile Opportunity

Mobile Opportunity

Beginning the loan process.It’s so tricky

Mobile Opportunity

Big cross-sell opportunities, HELOC, re-financing, credit cards

Joy

Pain

Mobile Opportunity

Customer: First-Time HomebuyerMobile Objective: Keep WF top of mind for mortgage

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Considerations for Home Purchase

Mobile can be applied across all phases of homebuying

Need to explore ways to use Mobile to overcome the ‘rates game’ situation

Realtors have a huge influence on what lender a potential home buyer chooses – strategy should address that

How can we use mobile to facilitate face-to-face opportunities since stellar customer service is critical

Engender loyalty by creating relevant content to fuel brand interactions and provide value to homeowners pre- and post- move

Reputation matters and should be leveraged appropriately

Cross-sell opportunities are big – HELOC, refinancing, credit cards, etc.

Customer: First-Time HomebuyerMobile Objective: Keep WF top of mind for mortgage

MOBILE MARKETINGRECOMMENDATIONS


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Mobile Marketing RecommendationsTopic Overview

Inputs

Level-Setting on Terminology

Marketing Recommendations

Mobile Advertising

Content

Services/Functionality

Mobile Web

Current State of Measurement

Key Takeaways

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Inputs to Crafting a Mobile Strategy

SohoMobileExperts

Wells Fargo Documents &

People

3rd Party Market Research

Other Mobile Industry Experts

Mobile Strategy

Maria MandelAngel Evan

Digital Innovation Team

ForresterMintel

eMarketercomScore

Gartner

MMAMobile MarketerMediaPostMobility

Deposits TeamHome Mortgage TeamEFS Team

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Purchased inventory within a 3rd-party mobile Web site, SMS service or downloadable app

Sponsor-driven messages

Fulfills needs uniquely through mobile device

Viewed less as “marketing” because it’s functional

Browser-based access to the Web using a mobile device

Any type of media viewed or used on mobile phones

Free vs. paid

Time saving vs. time wasting

Level-setting on Terminology

MobileAdvertising

MobileContent

MobileServices &Functionality

MobileWeb

Mobile Marketing

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Level-setting on Categorization

MobileAdvertising

MobileContent


MobileWeb

Mobile search adsSMS/MMS promotions & coupons«Mobile display bannersPre-roll audio & videoInterstitialsIn-game ads & in-app

Mobile applicationsQR codes«SMS/text alertsAugmented realityGPS functionalityAccelerometersClick-to-call/IVR

Mobile (WAP) siteMobile (WAP) campaign

landing pages»Mobile applications

RingtonesGraphics

Discounts/offersGamesMusic

Video/mobisodes»

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Use SMS more

Rule out nascent technologies

Use mobile display banners

Use only product messages

Invest more in landing pages

Repurpose original content

Target ALL Handsets

Invest more in iPhone Apps

Recommendations Roadmap

MobileAdvertising

MobileContent


MobileWeb

Mobile Marketing

YES

NO

YES

NO

YES

NO

YES

NO

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Mobile Advertising Marketing Recommendations

Wells Fargo should employ mobile display banners

Great response rates

Do not have to fight for share of eyeballs against other mobile ads because of handset screen format

Wells Fargo should not rely solely on product messages in mobile

Promoting content such as an original game or app is a good way to have an incentive-based offer in your advertising

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ContentMarketing Recommendations

Wells Fargo should repurpose mobile content for the Web as long as it’s relevant and original

Use existing social media channels e.g., Twitter to promote this content

Wells Fargo should not target all mobile handsets when deploying content

Target smartphones which are better capable of handling data

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Additional Thoughts on Mobile Handsets

There are ~1000 mobile handsets on the market1

Recommendation: Focus on 4-5 main operating systems

An Android Opportunity

The Android market is currently underserved by Financial AppsAndroid handset usage is growing rapidly in North America with the introduction of new devices featuring this OSCompetitive whitespace + incredible growth = Opportunity for Wells Fargo to be a first-mover

1 Forrester. “Mobile Internet: Where is Your Audience?” May 6, 2009.

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Services/FunctionalityMarketing Recommendations

Wells Fargo should use SMS more

SMS is inexpensive and reaches 90% of the target market

Use existing short code in SMS campaign deployment

For original content, use MMS messaging.

Wells Fargo should not rule out nascent technologies to reach specialized audiences

Consider Augmented Reality and QR codes

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Services/Functionality Examples

Augmented Reality

Advertiser: Penguin Publishing

Campaign: Free audio preview of Nick Hornby’s latest novel

Rationale: MMS allows for richer consumer experience

Relevance to Wells Fargo: Consider for higher value products like mortgage where impression of quality is more important

Advertiser: Yelp

Campaign: N/A

Rationale: Technology enables better consumer experience

Relevance to Wells Fargo: Consider for campaigns where driving in-store interactions is important

Advertiser: Google

Campaign: Place Pages project

Rationale: Technology enables couponing

Relevance to Wells Fargo: Consider for promotional campaigns

Advertiser: Tully’s Coffee

Campaign: Tully’s Text Club

Rationale: SMS is effective for driving traffic

Relevance to Wells Fargo: Consider for traffic driving and information that require immediacy

QR Code

MMS SMS

In-store signage

Scan code with phone to get coupon

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Mobile Web & Landing PagesMarketing Recommendations

Wells Fargo should invest in landing pages in order to reach the largest audience possible

Ubiquitous and cost effective

Wells Fargo should not invest in additional iPhone application development

App development typically cost and time prohibitive

Possible exception: a specialized Spanish-Language iPhone app

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START:Mobile

Advertising

Landing Page Functionalities to Consider

Drive to persistent set of functions that the customer uses

Drive to campaign content landing page

You are here (now)

You can go here (next)

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Mobile Marketing Integration

Educational program components are the foundation of driving mobile usage

Integration needs to work both ways to be successful

B of A provides an excellent example of successful push and pullmarketing integration

Chase provides more of a cautionary tale of less integrated efforts

Wells Fargo Mobile

Marketing

All OtherWells Fargo Marketing Programs

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Current Measurement Approaches

Using analytics specific to mobile is critical to measuring true success

Appropriate success measures for mobile campaigns can vary greatly due to differences in objectives, audiences and creative content

Lack of measurement standards means third-party data can be unreliable

Google’s 2009 acquisition of AdMob and Apple’s purchase of Quattro Wireless should help this situation going forward

Need to manage expectations around measurement

Soho will recommend metrics for each Go-to-Market Plan in Phase 2

Branding Measures

Impressions

CTR

Response Rate(SMS/MMS)

SMS/Email Opt-In

Data Capture

App Downloads

App Usage

WAP Site Traffic

WAP Page Views

Mobile VideoViews/Downloads

@Event Participation Rates

Common Mobile Marketing Metrics

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A Glance Into the Mobile Crystal Ball

Expect to see mobile marketing extending more tentacles into non-phone devices

E-Readers (Amazon Kindle, Sony Reader, Barnes & Noble Nook)

Smartbooks & Tablet PCs (Apple iPad)

Portable Entertainment Players (iPod Touch, Nintendo DS, Sony PSP

GPS Devices & In-Vehicle Communications Systems (Garmin, OnStar, TomTom)

Expect to see better regulation of mobile advertising and more measurement standards as mobile grows in share

CONCLUSIONS

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What We’ve Reviewed Today

What does the mobile marketing environment look like today?Mobile is at a tipping point and can expect to undergo tremendous growth in the next few years

How are competitors approaching mobile marketing?

Bank of America is by far the leader in mobile among competitors; USAA takes an innovative approach and is also worth watching

What are opportunities for Wells Fargo mobile marketing based on customer needs?

Depending on the specific target and objective, each scenario shown in the customer journey indicates that Wells Fargo can use mobile to relieve customer pain points and improve the relationship with Wells Fargo


Mobile advertising, SMS and mobile landing pages should be where most of the initial focus is for Wells Fargo; WF.com and apps need less attention and investment right now

Education is a critical foundation of driving mobile usage and should be an area of focus

Marketing integration will have significant impact on the success of a mobile program, as well as on mobile’s ability to support other marketing efforts

Develop a rigorous test and learn strategy to define success in the murky land of mobile analytics

NEXT STEPS

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The Next Stages of the Mobile Strategy

Identify primary mobile strategies for each selected product line

Map to relevant products, offers and messages

Define which mobile channel is best suited for deployment

Develop communications and implementation plans for each selected product line

Deliver a scorecard and measurement plan for each product line

Establish a point of view on how each campaign’s mobile creative should interact with other Marketing activities

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Next Steps

Agency to set up follow-up working sessions by product team to determine the following:

Goals

Budgets

Targets

Timing

One the above has been established, Agency to develop Go-to-Market Mobile Plans to include:

Creative Strategy

Measurement Plans

APPENDIX

Best Practices Primer

Customer Journey Worksheets

Competitive Audit

APPENDIXBest Practices Primer

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Best Practices Topic Overview

Mobile Advertising

Content


WAP Pages

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Mobile Advertising

Apply the “6 words” rule of outdoor advertisingSmall spaces demand succinct copy, ideally 6 words or fewer

Mobile advertising must be communicated in headlines (not even subheads)

Using the slangy vernacular of mobile can be ok – but this should also depending on how it fits with your brand

Don’t create mobile marketing by shrinking down a “normal” Web banner

Successful mobile ads have high contrast design which is more easily viewed on small screens than subtle hairline rules and gradients

Your mobile ads don’t need button CTAs because the entire mobile banner acts as a button

Test creative on actual devices and try it on as many different devices as you can

Of course, stay on the right side of the law

Ensure that their advertising and promotions are clear and conspicuous regarding all terms and conditions associated with offers

Offers should always adhere to all state and federal regulations

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Nokia 2600, 3120 SE

W660LG KU380 SE W760i, C902

Nokia N95, N5000, 6500C, E66Samsung U800 iPhone

Design for a minimum screen size 128x128

Design for small font sizes (8px font, 11px leading)

300 MAX character count, 290 if scroll bar

Characters scale up on larger screens, including CTAs

Mobile AdvertisingBanner Dimensions and Sizes

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Mobile AdvertisingMMA Compliance in Mobile Advertising

Do not use language that minimizes the price of a product or service (such as “only” or “just”)

Do not use language that exhorts children to buy or obtain a product or service

Do not use language that conveys a sense of urgency about an offer or service

Do use clear disclaimers in the audio and visual explaining, the cost of premium or other fees

Do use “Free” when there are no fees or charges (other than standard messaging and data charges) associated with the service in accordance with the Advertising and Promotion Section above

Do use a super stating that “standard carrier fees may apply” at the lower third of the commercial or advertisement when “Free” appears in the audio or visual.

Do make verbiage around the placement of “standard carrier fees may apply” clear and conspicuous on the CTA and do not be deceptive nor lead to an indirect subscription of services

Do not obscure the disclaimer “standard carrier fees may apply”

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Content

Content does not have to be relegated to an app store – content distribution can occur via other venues

Content should be designed to be downloaded quickly in a mobile environment as traditional Web download times are not applicable to this space

Be aware that legal and disclaimer guidelines change depending on whether content is monetized or not

Avoid over-messaging customers as the negativity of this user experience ismagnified in the mobile space because the phone feels so personal

Content works well for all parts of the marketing funnel

Which channels & portals are you using to distribute content?Which content aggregators should you use?

Have you digitally secured the rights to your content?Have you addressed all adaptation and development concerns?

4 Questions to Consider When Developing Content:

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Content – Mobile Handsets

Focus on 4 key screen sizes and 5 operating systems when developing mobile campaigns

iPhone, Android (320x480 screen)

Blackberry 8310 (320x240 screen)

LG Neon (240x320 screen)

Nokia 2330 (120x160 screen)

iPhoneBlackberryAndroid

NokiaLGetc

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Comscore Jan (2009)

Hispanic Market Mobile Device Adoption

High level of Smart Phone adoption

Both new and old iPhonesare most popular

Not big Blackberry users

Wide range of price points

Older, feature phones round out the top 15

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All device functionality is not equal. Smartphones, which typically have more functionality are still the minority in the handset universe

SMS is the still the most accessible technology. Over 88% of all new handsets being shipped come equipped with texting capabilities

Do not rely on application downloads in order to fulfill a message

Applications are meant to provide quick access to content, not quick access to marketing messages

Customers must maintain the ability to stop participating and receiving messages from a shortcode program whenever desired

The most common mobile banking services in large US Banks are:

Branch or ATM location informationBill pay (i.e., electric bill), deliver online payments by secure agents and mobile client applicationsAccount alerts, security alerts and reminders

Account balances, updates and historyCustomer service via mobileFunds transfersTransaction verificationMortgage alerts

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Services/Functionality – SMS

The best medium for alerts, notifications, and customer-focused transactions

Offers the greatest reach as 88% of mobile phones are equipped with SMS

SMS or MMS?SMS is less expensive but limited to 160 text charactersMMS is more expensive but can include thousands of characters plus images, audio, and video slides for a richer content experience

SMS experiences should use double opt-inThis requirement should apply to the first time a customer signs up for a specific program on a specific shortcode.Typically this is messaged as: To confirm reply “YES”. To discontinue reply “No”

Easy-to-use Common messaging tool among consumers Works across all wireless operators Affordable for consumers Requires no software installation Allows banks and financial institutions to provide real-time information to customers and employees Stored messages can be accessed without a network connection

Advantages of SMS Disadvantages of SMS

Text-only and limited to 140-160 characters per message Does not offer a secure environment

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Services/Functionality Double Opt-In SMS Campaign Example

Step 1:Start with a driver, in this case, P.O.P. signage inside the coffee shop whereby a user sends the word “Tullys” to a designated short code.

Step 2:The first part of the two-part opt-in process requesting that you be sent an SMS message in order to participate in the promotion.

Step 3: The confirmation message with the second part of the opt-in process. At this point, the user must confirm they want to participate in the promotion. In this case, by replying “yes.”

Step 4:Completion. User will receive whichever promotions they’ve signed up for on a periodic basis.

Step 5:Getting the actual SMS offer, which doesn’t always show up instantly. In this case, it came a week later.

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WAP Pages

Prioritize the mobile Website over other program components – it is the foundation of successful mobile marketing

Design with the mobile in mind instead of just taking your internet site and shrinking it to make it mobile

Distill information in order to improve “snackability,” i.e., bite size pieces of content served up in small quantities which helps improve function and load times

A spirit of experimentation and a solid measurement plan are critical as these are still early days for the mobile Web

Try, test, learn, and repeat

Like mobile advertising, test creative on actual devicesMake sure that WAP sites are able to detect different devices

Use mobileOK from W3C to determine whether or not your mobile content is mobile web-friendly

The line between mobile Web and native mobile applications continues to blur. The proliferation of 4G networks starting at the end of 2010

may mean the beginning of the end for native mobile apps.

Looking into the mobile Web future:

66

WAP Pages

Usability and Design

Do feature the logo on the top left and do link it back to the homepage

Do make the “Contact us” link visible from all pages

Do make Search function visible

Do Use drop-down menus whenever possible

Do keep category navigation simple and visible, subcategories are encouraged

Do feature no more than three to four scrolls on any page

Do optimize all imagery specifically for a mobile environment

Do ensure that site pages are built to fit across the broad spectrum of all size phones

67

WAP Pages

Trust and Security

Do keep the URL or Web address the same as your main site for ease of use and peace of mind

Do use exiting security measures from the company’s main site for the mobile site

Do use “layered notices” that make terms, conditions and privacy laws a short line with a link directing the user to the main site for more details

68

WAP Pages – Logos Images/Banners

Avoid use of logos which contains small texts – they will look blurry on medium to small sized phones

If using a single image logo which fills the entire width of a page, create a separate logo image for each of the standard widths, maintaining the same aspect ratio if possible

Maximum widths of each image should be 460, 300, 220, 166, 108

Include device width detection logic to decide which image file to use

69

WAP Pages – Logos Images/Banners

Left justify or center justify the main logo. Use background color to fill in the rest

Border around the logo image should be a simple color instead ofcomplex pattern

Logo images can be used on a transparent background so that the logo will be placed on top of the background color

If using a single image logo which fills the entire width of a page, logo image needs to be at least 20 pixels less than the stated device width

If not, the sheer width of the image itself could either cause the horizontal bar to appear or resize the image, and produce unwanted pixelization, depending on the device

70

WAP Pages – Menu Images

Menu Images

Having shaded horizontal bar with color gradient as background produces a visually appealing 3D effect, and is used quite frequently. Here are some do’s and don’ts:

Image

Do NOT use a single image bar which spans the entire width of a device, say 320 pixels

Do use stylesheet to create the menu bar element with repeating “slice” of image to fill the entire width

WidthDo NOT assume the exact device width

Do use stylesheet and style elements to FILL the entire device width

71

WAP Pages – Other

  Text

  Do NOT embed text in a graphic image

  Do use regular text and stylesheet to create the desired effect. Make sure the line-height of the text is smaller than the height of the menu bar

  Column

  Do NOT use multi-column/tabulated menu items (unless the site is designed specifically for a particular phone only)

  Do use single column list if possible

72

WAP Pages – Other

  Body

  Use stylesheet to define margins (margin-left) to keep text indented

  When using margin-left, set width to 99% (instead of 100%) – some Blackberry browsers seem to create a blank vertical band on the RHS of the entire page

 Particularly noticeable and problematic if you are using a colored background

  Stylesheets

  Create one default stylesheet that is always included. Make sure of the stylesheet=styles.css entry in messages properties file

  Create one or more additional stylesheets specifically tailored to work with each device width as necessary

  Include the appropriate stylesheet in the header, together with device detection logic

73

Phone Considerations

Feature phones vs. Smartphones

Feature phone

No HTML table support

Single column

Make them light – Restrict to 20kb/page

Smartphones – iPhone and BlackBerry Phone

Support for HTML Tables, multi-column

Generous use of graphic images (without restricting to 20 kb/page)

Portrait and landscape mode

iPhone – optimized site

Separate instance of site, taking advantage of dynamic html and javascript

iPhone app look and feel

74

Phone Considerations

Architecture to support multiple dimensions

Page layout “Gracefully” adjusting to different device dimensions

Avoid horizontal scroll bar – architect the site so that the elements on each page do not exceed maximum display width

Use of device detection/dimension detection and stylesheets

Standard device widths of 480, 320, 240, 176, 128

Not so standard

Vertical scroll bar takes up 10 – 20 pixels, depending on the device

320 may mean 300 useable space, 240 may mean 220 useable space

APPENDIXCustomer Journey Worksheets

76

Customer Journey Worksheet – Deposits

Considering a purchase

Do I have enough money in my

account?

Curious about my current financial

situation

Be more aware of my current and

immediate financial situation

Am I going to bounce a check?

Friends and family, in-store banker

Hesitating to make purchase

I can’t afford to overdraw my account

Concerned about not having enough money

in my account

Be able to check my balances whenever I

need to

How do I figure out how much is in my account right now?


Finding out my balance

Phew! Glad I can get this info right now

when I need it.

Anxious that it will be hard to check my

balance on my phone

Understand how easy it is to use the WF

mobile app

What else can I do with this mobile banking thing?


Buying what I need without worry

Where has this been all my life?

Excited about how easy this is

To be in control of my accounts

Are there any updates/improvements that I need to know

about?

Email, Online Banking Messaging

Core Customer: Current Deposits Customers

What are customers…

Doing

Aspiring to

Thinking

Feeling

Information

Needs


Doing?

Thinking?

Feeling?

Aspiring to?

Information Needs?



77

Customer Journey Worksheet – EFS


Doing

Aspiring to

Thinking

Feeling

Information

Needs


Doing?

Thinking?

Feeling?

Aspiring to?

Information Needs?



Getting bombarded by information from

their new school

I got in!

Excited for the future

Go to College

What do I do now that I got in?

Parents,University FAO,

HS College Counselor

Trying to sift through all the information

How am I going to pay for this?

Scared and overwhelmed

Understand the best, cheapest payment

options

How can my choices help me minimize student loan debt?

Parents,University FAO

Making decisions that will impact the next 10 years – at least

I hope I made the right decision.

Nervous about getting money needed

Get money in the bank for school

What do I have to do to get the money I

need?

Parents,University FAO

Comparing notes with friends

I am really happy with Wells Fargo as

my lender.

Relieved that education is financed,

but worried about payoff

Not worry about financing education

What do I have to do so I don’t worry about this every semester?

Self

Core Customer: College Student

78

Customer Journey Worksheet – Home Purchase


Doing

Aspiring to

Thinking

Feeling

Information

Needs


Doing?

Thinking?

Feeling?

Aspiring to?

Information Needs?


Awareness Consideration Purchase True Believer

Saving for a down payment

I am thinking about buying a home in

the future

Excited at the prospect of owning

a home

Buy a nice home!

How do I start?How do I know what I

can afford?

Bankrate, Yahoo! Finance, Real Estate

Agents, Family, Friends

Determining what lender and where to live

I am thinking about buying a home soon and want to look at

what’s out there

Concerned about being able to trust others,

Anxious about process

Buy a home I can afford

How do I pick the right home? And the right lender?

Bankrate, Yahoo! Finance, Real Estate

Agents, Family, FriendsMortgage Brokers

Crossing fingers!Waiting for offer

acceptance, inspections, etc.

I have identified a home I want to buy

Concerned about loan approval and the deal

going through

Buy a home now

What do I have to do to make sure I get the home I want?

Bankrate, Real Estate Agents, Family,

FriendsMortgage Brokers

Moving into their new home

I have purchased a home

Relieved

Be happy in my home…and be able to

stay in my home

How can I manage my finances to make my mortgage work

for me?

Family, Friends

Core Customer: First Time Homebuyer

APPENDIXCompetitive – Bank of America

80

Bank of America – WAP Sitewww.bofa.mobi

WAP site is simple, with expected online banking functionality

Generally adheres to accepted best

practices

81

Bank of America – App

Apps are supported by Website content

Covers basic expected banking functionality:

Account balances, Transfers, ATM Locations

Additional functionality features Bill Pay and

e-Bill

Currently the #1 Free Finance App

in the App Store

82

Not everything is great. Here’s an example of a landing page site that’s not mobile friendly.

Note: 43% of BofA's mobile customers access via iPhone or iPod Touch. The bank does not yet support text-banking, so it's user base is skewed towards smartphone users.

Source: Netbanker.com

Bank of America – Other

83

Bank of America – Mobile Banners

Source: AdMetrix 2009

Banners drive to app download and WAP site

Messaging is relatively brief and to the point

84

Bank of America Mobile Placements

ABC News Mobile, ABC.com Mobile,411.com Mobile, Accuweather.com Wireless, Asbury Park Press Mobile, Ask Mobile, AZ Central Mobile, baltimoresun.com Mobile, Boston.com Mobile, CBS Mobile News, Chicago Tribune Mobile, Florida Today Mobile, Fox Business Mobile, Fox News Mobi, Indystar.com Mobile, LA Times Mobile, Mapquest Mobile, Sun-Sentinel Mobile, Tennessean.comMobile, The Honolulu Advertiser Mobile, The New York Times Mobile, The Washington Times Mobile, The Weather Channel Mobile, courier-journal.com Mobile, Democrat and Chronicle Mobile, DesMoinesRegister.com Mobile, Detnews.com Mobile, Newsday Mobile, OrlandoSentinel.com Mobile, planet green Mobile, Reference.com Mobile, Reuters Mobile, USA Today Mobile, Verizon VZW Today, MSN Mobile, Weather Bug Mobile, Weather Underground Mobile, WhitePages Mobile, Yahoo! Mobile

Source: AdMetrix 2009

General News & Information

Entertainment

Sports

Health

Animal Planet Mobile, AOL Mobile, buzzd Mobile, Buzzwire, Cellufun, freep.com Mobile, go2 Mobile, Chow Mobile, CMT Mobile, CNET Mobile, courant.com Mobile, Fandango Mobile, Fox Reality Mobile, Smartphone & Pocket PC Mobile, The CW Mobile, The Envelope Mobile, Thumbplay Mobile, TLC Mobile, TravelChannel.com Mobile, MTV Mobile, Petfinder.comMobile, photobucket Mobile, VH1 Mobile

CBS Sports Mobile, Fox Sports Mobile, MLB.com Mobile

Discovery Channel Mobile, Discovery Health Mobile, Discovery Mobile

Buy is focused strongly on the General News and Information Category, but also has reach into other quickly expiring topics like Entertainment and Sports

85

Bank of America – Web Support

Targeting a wide variety of Deposits

customers

Focus on both Feature and

Smart Phones

Interactive Demo feels modern and

fresh

Clear next steps for educating

prospective mobile bank customers

Core mobile banking tasks outlined in

navigation

Flash microsite experience bolstered by detailed content

in regular site navigation

APPENDIXCompetitive – Chase

87

Chase – WAP Site

Chase heavily encourages log in by returning to this screen whenever the user tries to navigate “back”

Wealth of information on WAP site mirrors content available on

regular Web site

Covers basic functionality: accounts, store location, bill

pay, transfers

First log in requires device verification

www.chase.mobi

88

Chase – App

Enables same functionality as WAP site, only with more

graphic design

The #2 Free Finance App in the AppStore

89

 Good job of being 100% Chase branded

 Not well promoted on Chase’s Website and filed under “productivity” instead of “financial” in the app store

 So far, iPhone users seem unimpressed. Average user ranking 2.5 stars

Chase – Gift Planner App

90

Chase – Web Support

Web support pages have promotional non-secure

look and feel

Interactive demos help educate users on banking

via SMS functionality

Chase support content is fairly limited in scope and intended to drive mobile banking acquisition first, provide education second

APPENDIXCompetitive – Citi

92

Citi – Apps

Mobile Banking App features typical banking

functionality

Citi also offers a foreign exchange app, though this is not integrated with the mobile banking offering

93

Citi – WAP Site

Newly added WAP site targets smartphone users

Includes expected mobile banking functionality

Spanish language WAP site expands reach of mobile banking

94

Citi – Web Support

Based on images, CitiMobile is targeting younger

audiences

Emphasis on Smart Phones

Clear next steps for educating prospective mobile

bank customers

Core mobile banking tasks outlined in navigation

Flash microsite experience bolstered by detailed content

in regular site navigation

APPENDIXCompetitive – Fidelity

96

Fidelity– WAP Sites

wireless.fidelity.comFunctional for both feature phones and

smart phones

Portfolio management-

focused

97

Fidelity – Web Support

Interactive demos help educate users on transacting via SMS

and WAP Site

Supporting content provides limited

information beyond functionality basics

APPENDIXCompetitive – USAA

99

USAA – WAP Sitemobile.usaa.com

Enables customers to view account history, pay bills, transfer funds,

view transfer activity, check account balances, request insurance documentation, check stock prices

and place trades

Supported by robust Web content

100

USAA – SMS

View Account Balances

View Transaction History

Most popular SMS actions featured in

video demo

101

USAA – App

Deposit checks via mobile phone

Loan Calculator and Insurance Claims

functions unusual for category

102

USAA – Web Support

Video demo educates customers about SMS

functionality

Mobile programs clearly messaged

on site

APPENDIXCompetitive – Other Relevant Apps

104

Other Relevant Apps – LendingTree

Enables unlimited anonymous loan searches

Free App

Provides a way to keep in touch with customer throughout lender shopping process

105

Other Relevant Apps – Loan Calculator

Shows amortization schedules

Potential for cross-sell:Can handle multiple loan types

106

Other Relevant Apps – Property Evaluator

Save multiple properties and what-if scenarios

Allows for first and multi year expense projections

107

Other Relevant Apps – Pay Off Debt

View graphs of your progress

Choose the best payoff method

Opportunity for Student Loan Consolidation

CASE STUDIES

DHL Gaming

IBM US Open

iShares Mobile Program

109

Create awareness and demonstrate innovation

Drive trial of DHL in a field dominated by FedEx and UPS

Develop a digital Out of Home initiative to build awareness for the brand while also inviting people to interact and transform “wait time” into “play time”

Part of DHL’s “Customer Service is Back in Shipping“Outdoor creative was made interactive with the use of mobile Short Message Service (SMS) Ads placed on bus shelters and taxi-cab flip seats

Stack It, a Tetris-like mobile game, challenged users to turn falling DHL-labeled boxes in all directions to fill empty spaces

The best players saw their scores posted on a WAP-based global leaderboard

Generated excitement – Campaign received press attention in a variety of publications

Game received viral distribution – 10% of users sent the game to others

DHL GamingChallenge

Solution

Impact

110

IBM wanted to demonstrate how they power the US OPEN across digital platforms

Power SMS mobile alerts and official WAP site for US OPEN

Allow people to access latest scores, stats and tournament information

Encourage executives to download the annual IBM CEO Study

Extend the reach of the event – and build the business of the Open

Over 50K total visits

~ 180K total pages viewed

~ 33K sign-ups for SMS alerts

~ 100 requests for IBM CEO Study

IBM US OpenChallenge

Solution

Impact

111

Reaching an increasingly elusive on-the-go business executive

Engaging customers with exciting content that demonstrated cutting-edge innovation

Development of WAP site (which Ogilvy helped to architect) to reach busy Financial Advisors and Individual Investors

Mobile Banner Campaigns to promote iShares site on a variety of mobile sites: Bloomberg, WSJ etc and even iShares.mobi

Exposure to the Mobile Internet Banners and subsequent click-thruto the iShares mobile destination site reflected a lift in Ad Awareness

For “Build a Better Investment World” campaign:Response was 6x its online counterpart

Overall increase in traffic to .com

iShares Mobile PlatformChallenge

Solution

Impact