Mobile Marketing for Government and Civic Agencies
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: oMobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc
Always on, alwaysavailableMobile 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 BarcodesMarketing •3D/Augmented Reality •Mobile Applications •Mobile Video •Mobile Gaming •Mobile Web Sites •Bluetooth Proximity andWifi
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 MessageMarketing Methods •URL/Link Delivery •Text to Vote •Application Download •Text to Win •Mobile Coupons •Text to Screen •Mobile Donation •Mobile Alerts •Mobile Business Cards •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 mobiledevice than through a PC (Forrester Research) •Today 1 in 7 Google searches originate from a mobiledevice oGoogle 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 sizesMobile 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.
Local Government/Civic•Mobile Alerts (emergency warnings)•Town/Event planners•Reminders•Mobile Coupons for local stores/restaurants•Text to donate•Ski/Surf reports
Case Study •Callers to New York Citys 911 emergency hotline are now able to assist in crime fighting using their mobile phones •911 callers will be able to send photos or video from a mobile phone or computer to the NYPDs Real Time Crime Center, where relevant images may be used to assist in crime fighting or in responding to other emergencies.
"The long-term goal of enabling NYC.gov, alongwith 911, to receive pictures and videos is not onlyto better adapt these channels to the preferences of our customers by keeping them fresh and technologically innovative, its to help the City better deliver services," Paul J. Cosgrave, chief information officer of New York City.
Case Study How it works •Police call center operators have been trained to enter a special code in the NYPD internal communications system every time callers offer photographs or videos in connection with their emergency •A detective then personally calls the victim or witness based on the phone number and location received from the mobile phone’s triangulation •Consumers in NYC may send up to three photos or videos per service request from a computer or Web-enabled mobile device
Case Study •The U.S. Census Bureau relied on a mobile sweepstakes and video ads to remind Americans of the importance of completing the 2010 U.S. Census •Consumers who text the keyword FREECENSUS to 53137 were entered into a sweepstakes to win an iPad touch
“This campaign proves the multicultural youth, women and hard-to-reach communities are interested in using newtechnologies to communicate, activate andget civically engaged,” Mable Yee, founder/CEO of Engage Her, Berkeley, CA
Case Study •Similar integrated media campaigns were designed for other national initiatives such as ‘Vote 2010’ and the ‘Let’s Move Fight Obesity’ initiative •The Census media campaign was a multichannel effort that includes viral video, SMS, social media and public service announcements
Case Study •The campaign was promoted through national partner organizations, and social media networks including Facebook, Twitter, YouTube, e-mail blasts and SMS •Included a 30-second animated video for viral distribution online and on mobile devices
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