FIRST SCREEN
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market
Second Screen
• In 1992 the world was introduced to the “browser” featuring 26 live web pages.
• Second Screen was born.• This has been the fastest growing and in most cases,
most cost effective form of marketing for businesses ... until now ...
Third Screen2008 saw the evolution of the “Third Screen”
Immediately, 87% of American homes had at least one mobile web capable device in them including:
o Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc
With a new screen brings new ways to
market
Always on, always available
Mobile provides a means for brands to engage their consumers!
Which not only builds brand equity but also refreshes their relationship with their customers.
• SMS Text Message Marketing
• Mobile Applications• Mobile Gaming• Mobile Web Sites• Bluetooth Proximity and Wifi
Mobile MarketingTechniques• Mobile Search
• Location Based Services• QR/2D Barcodes• 3D/Augmented Reality• Mobile Video
Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80% of the money)Mobile is an OPT IN ONLY channel
Subscriber based opt in database marketingBest practices provided by mobile marketing association
SMS is the workhorse of
mobile marketing
Text Message Marketing Methods
• Text to Vote• Text to Win• Text to Screen• Mobile Alerts• Reminders
• URL/Link Delivery• Application Download• Mobile Coupons• Mobile Donation• Mobile Business Cards
QR CodesEvery business has the ability to use a QR Code in some fashion
QR Codes can send customer to:• Mobile landing page• Video• Your social media sites• Map to your business• Exclusive coupons, discounts, or
giveaways• Customer feedback form or email
Is your business mobile friendly?
• Can your consumers connect with you anytime anywhere?• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)• Today 1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate from a mobile device in 2012
• 43% of Americans own a smart phone o (82.5 million users)
Currently Less than 10% of web sites are mobile
friendly
If you have a Web site, you’re already in the mobile world — and the chances are you’re making a terrible impression on your audience.
Traditional web sites have WAY TOO MUCH content!Smart Phones have different browsers and screen sizes
Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs. text)
First Develop a Mobile Strategy
• What do your customers or potential customers need from you when mobile?
• B2B Mobile differs from B2C Mobile because it is driven by efficiency rather than entertainment
• You must strive to make their work related activities BETTER, FASTER & EASIER.
Once you have created a plan to take your web site mobile, you must decide:To create a simple mobile version of your site in HTML
ORGet more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery
Decision time
Either way, you MUST include browser detection and redirect as part of your mobile web
strategy.That means that when a user visits your MAIN WEB SITE with a mobile
device, they will automatically be redirected to a mobile friendly web experience.
• QR Codes for product information• Mobile Websites for product information• Mobile Messaging for Appointment reminders• Maps/Directions• Mobile Coupons
Salon, Spa, and Beauty
Mobile-based marketing campaigno Competitionso Promotional offerso Booking o Confirmation o Reminders
Opt-inInitially, mobile phone-based competitionThe prize includes two nights free accommodation, all meals, unlimited use of the facilities together with a Champneys body massage and a relaxing facial per person.
Case Study
“As a communication medium, the mobile phone opens up so many more possibilities for us to interact with both new and existing customers, utilizing a device that is now commonplace and that people always keep to hand.”
Sharon Scott, Group PR and Marketing Manager
Case Study
Beauty Is • Consumers text in their definition of beauty to the 80231 short code,
the text automatically is incorporated into a Nivea-branded wallpaper
• Consumers receive a text which informs them a wallpaper with their words is created
• The goal of the "Beauty Is" campaign was to bring the Nivea brand emotionally closer to its target audience.
• Aimed primarily at women ages 17-35
Case Study
• The first mobile campaign is claimed to have led 27 percent of the target audience to interact with the brand and visit the Beauty Is mobile site
• There was an average of 8 page impressions per user once they were on the site.
Case Study
Your pitch and pricing here
• A = $• B = $• C = $• D = $
