Mobile Marketing for Government and Civic Agencies presentation created by http://3rdscreen.org and uploaded by http://mobileadvertisingsystem.com

1. FIRST SCREEN
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market

2. 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 ...

3. Third Screen
2008 saw the evolution of the “Third Screen”
Immediately, 87% of American homes had at least one mobile web
capable device in them including:
oMobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc

4. With a new screen
brings new ways to
market

5. Always on, always
availableMobile provides a means for brands to
engage their consumers!
Which not only builds brand equity but also refreshes their
relationship with their customers.

6. 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

7. 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

8. SMS is the
workhorse of
mobile marketing

9. Text Message
Marketing Methods
•URL/Link Delivery
•Text to Vote •Application Download
•Text to Win •Mobile Coupons
•Text to Screen •Mobile Donation
•Mobile Alerts •Mobile Business Cards
•Reminders

10. QR Codes
Every 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

11. 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
oGoogle 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)

12. Currently Less than 10% of
web sites are mobile friendly
If you have a Web site, you’re already in the mobile world — and the chances
are 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)

13. 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.

14. Decision time
Once 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
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery

15. 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.

16. Local Government/Civic
•Mobile Alerts (emergency warnings)
•Town/Event planners
•Reminders
•Mobile Coupons for local stores/restaurants
•Text to donate
•Ski/Surf reports

17. Case Study
•Callers to New York City's 911 emergency hotline are
now able to assist in crime fighting using their mobile
phones
•911 callers will be able to send photos or video from a
mobile phone or computer to the NYPD's Real Time Crime
Center, where relevant images may be used to assist in
crime fighting or in responding to other emergencies.

18. "The long-term goal of enabling NYC.gov, along
with 911, to receive pictures and videos is not only
to better adapt these channels to the preferences
of our customers by keeping them fresh and
technologically innovative, it's to help the City
better deliver services," Paul J. Cosgrave, chief
information officer of New York City.

19. Case Study
How it works
•Police call center operators have been trained to enter a special code
in the NYPD internal communications system every time callers offer
photographs or videos in connection with their emergency
•A detective then personally calls the victim or witness based on the
phone number and location received from the mobile phone’s triangulation
•Consumers in NYC may send up to three photos or videos per service
request from a computer or Web-enabled mobile device

20. Case Study
•The U.S. Census Bureau relied on a mobile
sweepstakes and video ads to remind Americans of the
importance of completing the 2010 U.S. Census
•Consumers who text the keyword FREECENSUS to
53137 were entered into a sweepstakes to win an iPad
touch

21. “This campaign proves the multicultural
youth, women and hard-to-reach
communities are interested in using new
technologies to communicate, activate and
get civically engaged,” Mable Yee, founder/CEO of
Engage Her, Berkeley, CA

22. Case Study
•Similar integrated media campaigns
were designed for other national initiatives
such as ‘Vote 2010’ and the ‘Let’s Move
Fight Obesity’ initiative
•The Census media campaign was a
multichannel effort that includes viral video,
SMS, social media and public service
announcements

23. Case Study
•The campaign was promoted through national partner
organizations, and social media networks including
Facebook, Twitter, YouTube, e-mail blasts and SMS
•Included a 30-second animated video for viral
distribution online and on mobile devices

24. MobileAdvertisingSystem.com
The future of marketing is here today!
Is your business mobile ready?
http://mobileadvertisingsystem.com