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 • Britains Bristol International Airport ran a mobile coupon campaign to drive travelers into its recently refurbished Tax and Duty Free store • "Mobile proves to be an excellent way of reaching passengers on their departure day. Passengers who redeemed the text offer spent on average over 50% more than a typical Tax and Duty Free store customer." Simon Preece, head of retail and concessions at Bristol Airport
Case Study • With easyJetText, passengers opt-in to receive flight updates, reminders and special offers on their day of departure • Passengers receive this information via text messages sent to their mobile phones • EasyJetText lets advertisers target their offers to ensure their messages reach the right audience at the right time with minimal waste. This means that passengers only receive relevant offers that they like to respond to
Case Study The Campaign • To entice people into the store and raise the amount spent, Bristol Airport gave opted-in passengers five Euros off of any purchase of at least 35 Euros • The airport targeted its offer at international passengers traveling on certain routes • The 160-character text message was sent to selected passengers about two hours before their scheduled departure time. This allowed Bristol Airport to capture people right when their interest in airport retail peaks • Passengers redeemed offer by showing their mobile phone to the cashier
Case Study Analysis • Bristol Airport recorded the flight number to learn which routes performed best, what the best time of day to make the offer was and which days performed the best. • Fine tuning the targeting criteria helped maximize the campaign’s RIO
Case Study Madison Square Garden Inc. enhanced its mobile marketing campaigns for the New York Knicks, New York Rangers, New York Liberty, regional television networks MSG and MSG Plus, and the company’s digital marketing database the MSG Insider “We leverage online, in-arena, network, out-of-home signage and mobile media to support our whole ‘Stay Connected’ initiative. We like to be as leading-edge as possible when it comes to engaging with our fans, and mobile plays an increasingly more important part of the portability for consumers." Scott Richman, senior vice president and general manager at MSG Interactive, New York
Case Study Campaign: The 50 Greatest Moments at Madison Square Garden MSG enhanced their traditional marketing programs through text messaging. In doing so they sought to 1) gain loyal viewers; 2) promote exposure to the campaign; and 3) increase viewership for games and events MSG used the key word “MSG50”. With their keyword in place, Madison Square Garden immediately launched their mobile marketing campaign
Case Study • At New York Rangers hockey games the Public Address Announcer invited fans to text the keyword MSG50 to the number 25827, offering a Rangers Prize Pack to a lucky winner • Outcomes: o Over 300 fans joined MSGs text messaging list at the first Rangers game when the campaign was announced. Since then, MSG has continued to promote and grow their list at arena sporting events. o The series, Madison Square Gardens 50 Greatest Moments, was one of the most successful series in the MSG Networks history
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