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.
Real Estate• Listing and neighborhood Info• Immediate Lead generation• Click to call• Mobile Virtual Tours• Maps/Directions• Mobile Business Cards
How can mobile marketing benefit real estate? • A condo community located a few blocks from a high traffic shopping center has QR Codes on mall signage with a video tour and a call to action to visit the sales office for limited time incentives• A community that is in pre-Grand Opening has a QR Code on a sign so people driving by can register for more information on-site, right from their phone• An ad placed in a locally distributed real estate magazine with a QR Code link to a map to your sales office• A QR code placed on an a-frame directing potential buyers from events, entertainment venues, even your competitor
Benefits:• More Listing, faster• Capture more real time leads• Information - 24/7 availability to clients• No More Flyers - Save money on printing costs and spend more time on more productive activities.• Differentiation - Be state of the art• Immediate response
Case Study • Cushman Wakefield Toronto is using SMS to support a dialogue with prospects, but is using the initial contact as an opportunity to invite consumers to opt-in and receive messages about similar listings that come on the market • “We are expecting to not only increase the number of leads on a property, but also generate more qualified leads in the process, we are making the buying process easier for our prospects, while at the same time delivering a tool that will help our listing agents.” Brad Dugard, director of Corporate Communications, Cushman Wakefield, Toronto
Case Study • Potential clients and agents can send a property-unique code via text message and instantly receive listing information for a property, directly to their mobile device • Prospects can also elect to be contacted by the property’s listing agent, who will then be notified by an automated email, which provides contact details for the prospect • Buyers searching for a certain type of property also have the option to opt-in and receive SMS alerts about properties that meet their interests • Mobile approach offers the company insight into its consumer’s buying behaviors, which yields a more targeted approach to serving consumer needs
Case Study Coldwell Banker used mobile campaign for over half of their listings in Pittsburgh Each sign had a unique house code that individuals can text in to get • specific information about the house • a link to a mobile Website • a way to text in for an agent to contact them
Case Study • Coldwell is expanding to more properties • “Our company is focused on the highest level of customer service, we work hard to ensure that our sales associates have superior services and technology to meet the needs of our clients. This technology gives buyers immediate and comprehensive information about our listings in a very convenient way, and gives our sellers a truly competitive edge in attracting potential buyers.”
Case Study Results o Individuals want to use mobile to browse homes and be more in control of the home buying process, as expected, but they still text in AGENT to have an agent call them, so using mobile does not tremendously cut into the role of the real estate agent
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