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.
Politics• President Obama rolled out a text marketing campaign during his 2008 election run• Now a must have for politicians running for office to connect with younger tech-savvy generations• Does not require extra staff to manage• Simple, cheap and effective
How It Works• Begin by building an SMS opt-in database of supporters• Place a call to action on your website, and social networks• Ask people to text your keyword to the short code• Supporter’s cell phone numbers are automatically added to the database and a short auto-reply message is sent• Auto-reply messages thank the subscriber for signing up for the text alert list and to look for future campaign updates and pertinent information
Cont• The list will build in the background on auto-pilot and the campaign can send weekly updates about community meetings, standouts, events, debates and text messages asking for volunteers or donations• A new message can be sent out in minutes and compared to the time and resources it would take to call thousands of people to find volunteers or participants, the ease, cost and time savings are unmatched• On election day, remind people throughout the day to get out the vote• Post election, you can retain your database list and continue to communicate with voters and supporters• Most convenient way to reach 18-30 demographic
Obama may or may not be your choice for president, but he was named 2008s Mobile Marketer of the year. Why? 2.9 million people opted-in to Obamas mobile campaign in only 2 and a half months!
Case Study Obamas campaign managers, agencies and mobile marketing specialists used a combination of SMS text messaging, mobile Web site, interactive voice response, mobile video and mobile banner ads to reach out to the millions of U.S. voters keen to engage with their candidate through the mobile phone
Case Study • The campaign’s five goals were to seize control of the mobile channel, build the opt-in list aggressively, develop participant profiles, optimize message frequency and leverage mobiles unique strengths • Team Obama ran geo-targeted mobile ad messages in several states, as well as interactive voice applications for voter-location as well as SMS opt-in and live voter assistance through click-to-call
Case Study Effect • Engaging with voters through a mobile device thats on or near them round-the- clock was paramount. Those who opted-in to messages from Obama raised their hands and wanted to engage • Messages (ranging from SMS text, video, interactive voice response, and on the mobile Web site) were focused, simple and inviting. Supporters felt they were connected and that the candidate spoke with them directly. • Messaging came across as authentic. At that point, it isnt marketing -- its communicating. Mr. Obama wasnt afraid to ask for help through his text messaging. • Mobile was a strategy, and not a tactic. There was a long-term plan that generated ROI.
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