1. A NEW WAY OF THINKINGMobile isnt just a new customer channel CAMPAIGN MANAGER LEADERSHIP SERIES

2. MOBILE MOVES FAST BRANDS ARE JUST ALONG FOR THE RIDE The changes in mobile technology and how we use them over the last couple of years have been nothing short of amazing. Today, technology goes with customers everywhere they go and so does your brand. This creates both great opportunity and great responsibility. Because customers have increased voice through social media and other outlets, they have more power over how your brand is perceived. They are eectively in control, and this requires new ways of thinking. Youre with them everywhere, but just along for the ride. 3. A CONNECTED WORLDConsider this as of January 2014: 90 percent of American adults have a cell phone. 58 percent of those have a smartphone (the number soars to nearly 80 percent for those between 18 and 49). 42 percent have a tablet.1 Its a truly dierent, more informed and more connected world. SOURCE: 1 - http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ 4. HOW MOBILE GETS USED While customers are adjusting to the new power in their mobile devices, its changing the way they receive information and make decisions. A recent study showed that more than 50 percent of all emails sent today are opened on mobile devices. Less than three years ago that number was just 10 percent.2 Another study showed that 63 percent of adult cell owners use their phones to go online and fully 1/3 of them prefer to go online via their phone rather than a desktop or laptop computer.3 SOURCE: 2 - Mobile Opens Hit 51%; Android Claims #3 Spot BY JUSTINE JORDAN https://litmus.com/blog/ mobile-opens-hit-51-percent-android-claims- number-3-spot 3 - Cell Internet Use 2013 4 - Just-in-time Information through Mobile Connections http://www.pewinternet.org/ 2012/05/07/just-in-time-information-through-mobile- connections/ Often when customers are online, they are using their phones to nd just-in-time information and to make decisions on the spot. Consider this: A recent survey revealed that in a previous 30-day period, approximately 1 in 3 adults had used their cell phones to: Coordinate a meeting or get-together. Solve an unexpected problem. Decide whether to visit a business.4 And theyre using them more and more to make decisions about purchases. 5. POINT OF SALE IS EVERYWHERE The IDC projects that growth from smartphones will represent $1 trillion in mobile commerce by 2017.5 Those purchases could be made from literally anywhere: in a store, in a car, from their couch, or anywhere else. Its a great opportunity. In a recent study, 64 percent of people have used their mobile device to research products while in a bricks-and-mortar store. The ability to extend a relevant oer during that interaction is extremely valuable.6 To top it o, customers want and expect you to use the information they provide to enhance their experience. They trust you thats why they provided the data in the rst place. SOURCE: 5 - IDC, November 2012 Worldwide Purchase Volume Over Mobile Devices will Exceed $1 Trillion by 2017, According to IDC Financial Insights:14 Nov 2012 http://www.idc.com/ getdoc.jsp?containerId=prUS23787412 6 - Bricks and Mortar and Mobile: How to Take Advantage of an Unrealized Opportunity, MarketingProfs, Catherine Dickinson : http://www.marketingprofs.com/articles/ 2014/25099/bricks-and-mortar-and-mobile-how-to-take-advantage-of-an-unrealized- opportunity#ixzz31oEC4i2u 6. THERE ARENT LIMITS BUT THERE ARE LINES Just because you can, doesnt mean you should. There might not be boxes, but there are lines you shouldnt cross. You need to know and understand your audience to know where they are. Mobile provides unlimited opportunities and methods to connect with anyone, anywhere through audio, video, and text as well as a variety of other channels. For instance, marketers can use mobile campaigns to: Engage customers in personalized, two-way conversations. Integrate brand messaging online and oine. Provide compelling location-based oers, incentives and services. Deliver content that is easily consumable and readily re-transmissible throughout users social networks including pictures and video. The options available for marketers in mobile are truly limited only by the imagination. 7. THE RIGHT TIME People are willing to connect but not everybody wants to connect in the same way. We mentioned earlier that 73 percent of customers actually prefer that retailers use personal information. But in addition to that, 88 percent still want to have control over that information. Thats why its critical that marketers understand and recognize the dierence between CONTEXT and RELEVANCY when considering their communications. From messaging to timing to channel, the distinction between the two plays a critical role in how your communication will be received and how the customer experience will be aected. CONTEXT = interrelated conditions RELEVANCY = MEANINGFUL interrelated conditions 8. TEXT 90999 SOURCE: 7 - Red Cross Raises $5,000,000+ for Haiti Through Text Message Campaign http://mashable.com/ 2010/01/13/haiti-red-cross-donations/ Probably one of the most heartwarming uses of mobile technology was the Red Cross eorts following the earthquake in Haiti. The international non-prot organization created a simple program that both instantly engaged a large core audience and enabled them to share with others. When donors texted REDCROSS to 90999 from their mobile device, a one-time donation of $10 was made and added to the users monthly phone bill. Through its simplicity, timeliness and shareability, the Red Cross was able to raise more than $5,000,000 in just a few days.7 9. DONT BE A CREEP In our always-on, 24/7 society it doesnt take much imagination to think of ways in which mobile marketing could become intrusive or even creepy. Out of respect for your customers alone, you should carefully consider your messages to ensure that they are relevant. You cross that line at your own peril 89 percent of customers who have a bad experience with your brand will buy from your competition.11 Disrespecting your customers by sending them irrelevant messages is not the experience they want. Always follow these golden rules: Ask permission before you collect data. Be clear and up-front about how youre going to use that data. SOURCE: 11 - RightNow Customer Experience Impact Report 2011, http://www.slideshare.net/ jperezpgi/2011-rightnow-customer-experience-impact-report 10. MOBILIZE YOUR BRAND Moving forward, mobile isnt going anywhere but up for the foreseeable future. It provides unlimited opportunities and methods for marketers to connect with anyone, anywhere, anytime. But remember this: the same power that brings you to customers can be used to broadcast their message about your brand to the world. You should be extra careful and take the time to understand your customers to ensure that their communications are relevant. Take the lessons learned from email and spam and apply them forward in the mobile space. After all, its one thing to annoy a customer at their computer. It takes on a whole new level of irritation when you invade other spaces. 11. Teradata is a global leader in analytic data platforms, marketing and analytic applications, and consulting services. Teradata helps organizations collect, integrate, and analyze all of their data so they can know more about their customers and business and do more of whats really important. Visit Teradata.com for details. 10000 Innovation Drive, Dayton, OH 45342 U.S. and Canada 1-866-548-8348, For International Callers: (937) 242-4030 Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its aliates in the U.S. and worldwide. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Teradata.com for more information. EB-8207> 0514 Copyright 2014 by Teradata Corporation. All rights reserved. Produced in USA. LEARN HOW YOU CAN ACCURATELY PREDICT CUSTOMER RESPONSE AND RESPOND IN REAL-TIME WITH YOUR CAMPAIGNS Visit Us: teradata.com/datadrivenmarketing | Follow on Twitter: @Teradata_Apps