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 • Objectives: o 1. Raise awareness for the coming film, with particular emphasis on reaching a younger audience than the band’s conventional narrow 40-50+ fan base o 2. Use mobile to establish a continuous 1-to-1 channel to the fan base both pre- and post- launch o 3. Collect detailed data and feedback from potential audience to support future sales of film- related products such as the DVD o 4. Generate excitement and buzz among fans and mass media by offering a unique experience around a mobilized concert event o 5. Ubiquitous and immediate access to the film
Case Study • Action: o One week prior to the film premier, a free live tribute concert was held in the Tokyo’s Roping Hills Arena, featuring several of Japan’s top bands and artists performing covers of Rolling Stones songs featured in the film o Fans were given mobile triggers to preregister for a chance to win tickets for the concert via their phones. o Preregistered users received personalized branded mobile home pages and were entered in a series of timed drawings to win concert passes that were also loaded with additional digital premium content via QR codes o Winners’ phones were scanned at the venue on concert day to claim free tickets, branded goods, mobile content, discounts on F&B, upcoming tickets, and entry in a jumbo-screen mobile competition for special Rolling Stones merchandise
Case Study • Result: o Over a 2-week period, the campaign registered nearly 6,000 respondents via mobile phone, an oversubscription of more than 6x capacity o 90% of all winners claimed their mobile tickets to attend the event, with 1,000 winners and invitees attending o Media buzz about the special mobilized event was considerable, and resulted in promotion and coverage on 3 TV networks o The platform also recorded detailed metrics and other data including audience composition, geographic origin, response rates, and other feedback o Platform succeeded in reaching and drawing an audience significantly younger than previously possible, with the average attendee age falling to 32 More than 10% of concert attendees purchased tickets for the upcoming film, which delivered leading numbers at the box office at launch
Case Study • Objectives o The Seattle Supersonics endeavored to increase fan interaction and participation during games at the encouragement of the NBA o The team wanted to find a way to personally interact with fans on a mass scale and, at the same time, develop an opt-in list for subsequent promotions
Case Study • The Supersonics rented a shared short code allowing them to immediately launch their program and take full advantage of the upcoming season • At first, calls to action were to rally fans around event proceedings, i.e. texting in to request a song. Invitations to text in were announced over the PA system and on the jumbotron during games • The team began mixing in trivia questions and user polls with the opportunity to win team autographed memorabilia. The text-to-win approach garnered a much stronger response, especially when paired with a question/poll that fans felt strongly about.
Case Study • Participation was further boosted by establishing a schedule of regular announcements so that fans could anticipate when those announcements would be made and take it upon themselves to ensure they didn’t miss out • Next, the team realized there were revenue opportunities with text messaging and began appending an offer code for discounted ticket purchases on the return text that thanked the participating fan for entering a text-to-win promotion
Case Study • Results o By the end of the season, the Seattle Supersonic’s opt-in list had grown into the thousands, with hundreds of participants interacting at every home game. And adding the discounts paid off, with an additional 610 tickets sold and upwards of $19,000 of additional revenue generated through related ticket sales and store merchandise purchases o Campaign cost was around $1,290 for the entire season
Lessons Learned• Incorporate mobile marketing into live events to increase audience participation and to create personal interactions with fans• Transform mobile event participation into revenue generation by integrating money- saving incentives that trigger purchases while fan enthusiasm is running high
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