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360i Press Release: 360i Releases Mobile Marketing Playbook as Medium Hits Tipping Point

September 14, 2010

Digital marketing agency publishes “Mobile Marketing Playbook” to help brands develop creative and savvy mobile strategies

NEW YORK – September 14, 2010 – 360i, an award-winning digital marketing agency, today released the “Mobile Marketing Playbook,” an in-depth guide to understanding and harnessing the rapidly-growing mobile channel. The Mobile Marketing Playbook brings together industry data, examples of mobile campaigns and best practices to demystify the rapidly evolving mobile landscape for marketers. A comprehensive overview of opportunities to engage consumers in the mobile environment through advertising, search, social and commerce, the Playbook is available now for free download at http://www.360i.com/mplaybook .

More than 90 percent of the U.S. population are mobile subscribers (comScore, May 2010), and there are more than 85 million U.S. mobile users (eMarketer, July 2010), putting mobile at the critical tipping point experienced by search in the early 2000’s and mimicking the recent proliferation of social media. The mobile industry is now a fertile breeding ground for brand engagement and mobile is quickly becoming a key component of the digital marketing landscape. As marketers increase their spend in the coming year to reach the mobile consumer, 360i’s Mobile Marketing Playbook is designed to help develop high-impact brand strategies that tap the rapid intersection of mobile, local, social and commerce across the online and offline worlds.

The Mobile Marketing Playbook also includes contributed articles from some of the most prominent thought leaders on the front lines of mobile marketing, including eMarketer analyst Noah Elkin; Mobile Marketer Editor-in-Chief Mickey Alam Khan; Bravo Director of Consumer Marketing Valerie Brown; and Naoki Muramatsu, VP of Digital Business Development at Dentsu Holdings USA.

“Our Mobile Marketing Playbook is designed to provide marketers with a framework for establishing integrated mobile marketing strategies that drive business objectives. We also want to encourage a dialogue about what matters in mobile now, and what’s ahead for this rapidly evolving medium,” said Bryan Wiener, CEO, 360i. “Last year, we issued our Social Marketing Playbook for similar reasons, and it received a tremendous response, with more than 50,000 downloads to date. We hope the Mobile Marketing Playbook will be just as valuable for marketers looking to make sense of the current mobile landscape and arm themselves for innovations ahead.”

Key areas addressed in the Playbook include:

* Strategic planning for mobile marketing: The Playbook outlines four key questions every marketer should answer before embarking on a mobile plan to ensure success.

* Mobile search marketing: The Playbook provides tips for building on an online search program and offers recommendations for the best ways to use mobile paid search and search engine optimization.

* SMS marketing: The Playbook shares a number of different ways brands can most effectively utilize SMS as part of their marketing mix.

* Mobile advertising and video: The Playbook gives an in-depth overview of mobile advertising and offers frameworks for evaluating when to include each in plans and how to measure success.

* The intersection of mobile and social: The Playbook reveals best practices for social marketing via mobile devices and shares examples of campaigns that employ some of today’s most leading-edge tactics.

* Mobile applications strategy: The Playbook takes a deep dive into the many ways marketers can use mobile apps in their programs and provides a methodology for mobile app and website development.

* Mobile commerce: The Playbook delivers insights into the rapidly evolving world of mobile commerce and shares strategies for how best to use mobile coupons, mobile payments and barcodes to give marketers new ideas for driving consumer purchases on the go.