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.
Medical/Healthcare• Attract and retain a greater share of those looking for a medical clinic in local town• Prescription reminders• “Blast” text messages• Appointment scheduling/reminders
Mobile Medical Data• 41% of patients would prefer to have more of their care delivered via a mobile device• 56 % say they like the idea of remote healthcare; and doctors cite faster treatment decisions and cost reduction due to mobiles• 31% of consumers are willing to incorporate an application into their existing mobile phones to be able to track and monitor their personal health information• 40% of consumers are willing to pay for a device and a monthly subscription fee for a mobile phone application that would send text and e-mail reminders to take their medications, refill prescriptions, or to access their medical records and track their health• Fifty-seven percent of physicians said they would like to use remote devices to monitor the patients outside of the hospital o (Pricewaterhouse Coopers)
Case Study • MetroWest Medical Center (Framingham, MA) patients with cell phones and less urgent health problems can now find out wait times thanks to the latest technology employed by the hospital network: text messaging • MetroWest Medical say they want to build personal relationships with customers, by embracing the conveniences of the electronic age and turning their solo acts into partnerships with patients • plans to offer a free application for patients to download to their smart phones, with the software program featuring not only emergency room wait times updated every five minutes, but also searches for doctors and registration for services like lab tests and radiology scans
Case Study • The service is meant for non-vital patients suffering from urgent complaints like broken bones, cuts, abdominal pain, serious headaches or dizziness - anything not requiring acute care • Patients send a message - "MED11," or "63311" - to the texting number 437411, which the hospital encourages them to save in their phones contact lists • Result: Patients with less severe cases can be treated more quickly and released sooner, avoiding a backup
More Data• Some 40% of pharmaceutical companies already use mobile to communicate with physicians, consumers, or employees, while a further 30% will launch their first mobile experiment this year• A full 100% of surveyed companies plan to target (or already target) healthcare professions with their mobile initiatives• 72% of physicians are now using smartphones• 80% are more likely to base a clinical decision on information accessed via Smartphone than on information from a journal
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