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 Marketing • 3D/Augmented Reality• 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 MessageMarketing 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 • Safeways Randalls Food Market has launched a mobile coupon program • Randalls is a division of Safeway Inc., one of the largest food and drug retailers in North America, based on sales. The company operates 1,739 stores in the United States and western Canada • Shoppers can get discounts from brands and select Randalls-labeled products
Case Study Helping, Saving • Help its customers save time, money and trees • Customer Loyalty • Saves time at register • When customers present their Remarkable Card at checkout, coupon savings are automatically applied to the appropriate items in their shopping basket. • The discounts are shown directly on the receipt
Case Study "Mobile coupons provide retailers the ability to reach consumers at home, on the go, and even in the store," Dan Kihanya, vice president of consumer marketing for Cellfire, San Jose, CA. "Its the only media channel that is personal, digital and always available.”
Case Study Launched an iPhone application Serves as an additional way to satisfy and delight customers • Provides Whole Foods Markets entire selection of over 2,000 online recipes
Case Study • App is searchable by ingredient, special diets, and other elements like "budget" and "family friendly." • Recipes contains detailed preparation instructions and nutritional • The app also includes an "On Hand" feature where customers can enter ingredients and get back meal recommendations.
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