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 • The Learning Edge had created an mobile application to help students with SAT prep • They believe that since students use mobile devices more, this will help the students want to study • The app approaches the SAT as if it were a game to make the test seem more fun and so students are more compelled to study for it
Case study • The app can either be used solo or head to head • The head to head mode created competition and makes the user feel compelled to try harder to get the correct answer • The more they play the more they are exposed to SAT questions and the harder they try the higher their SAT scores are.
Case study • A great deal of care and effort was put into crafting questions that are appropriate both intellectually and conceptually • The realistic test questions greatly enhance the quality of the app • One of the most valuable features of this app is that the practice questions are very close approximations of what students will encounter on the real thing
Case study Scholastic Media has introduced the Touch & Tilt line of iPad book applications that lets young children read and play independently on the iPad. These interactive storybooks provide age appropriate reading experiences seamlessly combining how they naturally want to interact with the story and characters with what the iPad does best.
Case study • Simple Touch & Tilt animated interactions make it easy for young children to engage with the story • Children can touch the words to hear the story and then touch again to pause. • Users can tilt the iPad to watch the story characters lean and move, bringing them to life • Perfect for preschoolers, this application focuses on emotional play – encouraging children to understand the moods, sentiments and emotions that bring characters to life
Case study • Scholastic Media has a long tradition of developing quality media experiences based on its beloved books and brands – and the new Touch & Tilt book apps are no exception
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