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
With a new screenbrings 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.
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
SMS is theworkhorse of mobile marketing
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 • H&M Clothing’s mobile campaign includes SMS coupons, mobile banner ads placed on major carrier portals and mobile websites with click through slideshows and animated GIF images of the latest garments
Case Study • H&M launched its first mobile banner campaign in 2006 and continues to use the mobile channel • Goals: o Illustrate and promote latest seasons collection of apparel and drive membership in the H&M Club (Customer loyalty program) • Banner ads redirect consumers to mobile website • Consumers sign up by opting in on the site to get SMS alerts and mobile coupons with special offers driving them into brick and mortar retail locations o Examples: An SMS might read "Show this coupon in store to get 20 percent off your purchase." These offers are available only for a limited time, usually for 3 or 4 hours after the consumer receives the message. Competitions to win gift cards
Case Study • Purpose: o Enhance the campaign’s viral effect by encouraging consumers to share H&M links with friends and family • Mobile technology enables publishers, carriers and advertisers to deploy personalized display or text ad campaigns across multiple mobile channels with more than 15 different demographic targeting variables o Targeting variables include gender, city, ZIP code, birthday/age, consumer group, subscription type, subscriber status, phone type, MMS-activated handsets, and more • "Mobile is a great complement to other media and were able to achieve a high level of engagement around our brand,"
Case Study • Result o Within 48 hours, for example, 78% of the addressed members reacted to the sent push- SMS. More than 100 customers were queuing in front of the store before opening. Two hours after the shop opened, all 2,000 T-Shirts had been given away.
Case Study • Adidas wanted to build a consumer-centric program • Objective: o Provide visitors and fans to NBA All-Star Weekend with information and content around events, activities and other exclusive promotions for the weekend up to and including the game
Case Study • Campaign o Consumers opted-in to the program by texting VEGAS to Adidas’ short code. They then received an opt-in message, after which they were sent a link to the mobile website. o Once opted in to the service, consumers were also notified that they could receive dynamically generated event information ‘on demand’ by texting the key word ‘ORIGINALS’
Case Study • The campaign provided a schedule of events in Las Vegas online using WAP, on-demand via SMS, and SMS alerts featuring highlights sent throughout the week • Adidas also offered free content downloads including a ring-tone for each of the 30 teams and promotional videos of the All-Star weekend itself.
Case Study • Purpose: o From a branding perspective, create a ‘gratitude effect’ by associating the Adidas brand with useful tools for consumers.
Case Study • Results o Alerts resulted in a swarm of people outside the Las Vegas Adidas performance store within 30 minutes of the message being sent o Sales at the Adidas performance store increased 20x during the event.