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.
Transportation• Traffic updates• Construction updates• Flight status/delays• Reservation confirmation and reminders• Check Frequent Flier status• Weather updates
Case Study • A British Airways mobile e-mail campaign promoting the airline’s mobile application garnered a 50% open rate and 70,000 click- throughs, which resulted in approximately 250,000 downloads of the app. • The new application allows club members to manage their account and reservations, check- in, and access real-time flight information via their mobile device, with versions developed for BlackBerry, iPhone and Android devices.
Case Study Purpose • Drive downloads of a new Executive Club application • Promote efficiency and simplicity for fliers who want to check in, check flight status, and access flight info through their mobile device
Case Study Results: British Airways is planning a multilingual campaign to be targeted to mobile users across Europe, as well as a new text-to-email initiative to allow sign-ups to the Executive Club while in the departure lounge
Case Study Open rates for the emails targeted to mobile devices far exceeded opens for desktop versions in excess of 50% Campaign generated more than double the targeted number of downloads • Over 250,000 - and more than 70,000 clicks to BA.com/apps, where customers could get more info about the BA app on their mobile device
Case Study The Amtrak iPhone Web App provides a custom interface that enables iPhone users to buy and change ticket reservations, check train status, review schedules and get weather updates Amtrak’s iPhone Web app, provide Amtrak customers with access to all key Web services
Case Study • Today, more than 34 percent of Amtrak Mobile users access the site specifically through an iPhone • Amtrak consumers who visit the mobile site can sign up to receive email and/or SMS alerts, notifying them when trains have arrived or are delayed.
Case Study • Today, 95 million Americans have data plans capable of visiting Web sites on their mobile devices, and the number is growing. • "Research indicates that iPhone applications are an effective way to drive mobile content consumption, and Amtrak is continuing to lead the field, providing more customer service and purchase options" - Nick Taylor, President of Usablenet, New York
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