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)
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.
Casinos/Gaming • Mobile Couponing • Immediate Lead generation • Click to call • Mobile Virtual Tours • Maps/Directions • Mobile e-commerce
Case Study • MGM Mirage has thrown its full weight behind mobile marketing with opted-in offers for guests at six casino/hotel properties in Las Vegas and Detroit • Guests at these MGM Mirage resorts will get targeted special offers, alerts, contests and quizzes • Promotions include real-time offers texted to guests mobile phones, property information and entertainment promotions such as deals on show tickets or meals in hotel restaurants
Case Study "These initiatives are all about ensuring our guest gets the right offer or incentive based on the guests interests, playing history and location in or out of market. This approach ensures guests see this program as a tangible benefit from MGM Mirage, and thus drives revenue for MGM Mirage." -Alan R. Sultan, President of Acuity Mobile
Case Study • MGM Mirages “Vegas Reality,” the city’s first dedicated augmented reality application, merges real Vegas with virtual Vegas for a multi-dimensional experience of its hotels, restaurants and attractions • “Entertainment of Las Vegas” delivers access to video previews, show times, event calendars, directions and ticket purchasing for all the MGM Mirage goings-in in the city • Via these applications, MGM Mirage offers both Web-based and one-touch click-to-call options for rooms and dining • Tickets can be purchased via one-touch to contact MGM Mirage’s call center. The in- application payment mechanism goes straight to each resorts property management system
Case Study Commerce-enabled augmented reality o While strolling along the Strip, consumers can point their iPhone at resorts and casinos and watch as information automatically appears as floating text on their screen, using their phone’s camera and GPS services o Users can virtually jump inside their favorite resort to learn about its shows, nightclubs and restaurants, as well as select “fun facts” for info and videos sharing famous—and infamous—moments in Vegas history
Case Study Commerce-enabled resort-specific apps o Using their mobile resort application, users can access photos, videos and information to help them decide what to do during their stay in Vegas, and book it all with one-touch functionality o Preview videos of shows, grab last-minute tickets, check seating charts and bookmark their favorite activities to create itineraries for their trip o Order room service, browse restaurant menus and make reservations from anywhere o Receive targeted content and deals based on their location o And much more ...
Case Study • Rio’s platform integrates with short code programs, deploys downloadable handset applications and manages mobile Web content • The intention of this platform is to bridge programs from mobile to online to simplify the consumer response process • Consumers who respond to an email campaign can enter their mobile number in an email delivered to them. This opt-in action triggers automatic delivery of mobile coupons or SMS text message reminders about new promotions and events
Case Study • The typical Rio guest stays four days at the property • Guests can text RIO to the 227466 (CASINO) short code to opt in for offers. A return text will confirm that the opted-in guest will receive four offers for the next four days
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