FIRST SCREENIn 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
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.
Mobile Marketing Techniques • Mobile Search • Location Based Services• SMS Text Message • QR/2D Barcodes • 3D/Augmented Reality Marketing• Mobile Applications • Mobile Video• Mobile Gaming• Mobile Web Sites• Bluetooth Proximity and Wifi
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 marketing Best practices provided by mobile marketing association
Text Message Marketing Methods • URL/Link Delivery • Application Download• Text to Vote • Mobile Coupons• Text to Win • Mobile Donation• Text to Screen • Mobile Business Cards• Mobile Alerts• Reminders
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 friendlyIf you have a Web site, you’re already in the mobile world — and the chancesare 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.
Decision timeOnce 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
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.
Case Study With this mobile app consumers can: • view the current status of their savings goals and friends goals • track transaction history • make additional transfers of money from their mobile phones The mobile site is optimized to take advantage of the iPhones look and feel. • SmartyPig enlisted pinch/zoom to optimize their site for other mobile devices, such as Android-based handsets from HTC, the Palm Pre and RIMs BlackBerry.
Case Study Target Market • Tech-savvy individuals 18-35 years old Smartypig relies heavily on relationships with existing media like: • Twitter • Facebook • Get Satisfaction
Case Study What do people do on SmartyPig? They save up for things that are important to them and help their friends do the same. The app helps you succeed in that goal by letting you accomplish tasks to get you there, such as checking your balance, adding funds, and viewing transactions
Case Study Starbucks has created a new mobile app to make paying for your purchase quicker and easier than ever Just scan you preloaded mobile “rewards card” to pay There is no more cash exchange involved
Case Study With the App: • Reload your Starbucks Card • Track your Stars in the My Starbucks Rewards program • Scan your barcode at the register to pay • Store locator points you to the closest store • Explore the unique characteristics of each whole bean coffees • Find nutrition information and build your own perfect drink
Case Study The app sparks social media because it allows you to update your location or favorite drink to Twitter and Facebook This spreads the word about the app through social media and causes more people to download it
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