The document discusses the evolution of digital marketing from the first screen of television to the current third screen of mobile devices, noting that mobile marketing provides new opportunities for brands to engage consumers anytime and anywhere through techniques like SMS, mobile applications, and location-based services. It emphasizes that most websites are not currently mobile-friendly and provides recommendations for developing a mobile strategy and deciding whether to create a mobile-optimized site or native mobile app.

1. First Screen
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market.

2. 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 ...

3. Third Screen
2008 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.

4. With A New Screen
Brings New Ways To
Market

5. 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.

6. Mobile Marketing
Techniques
• SMS Text Message Marketing • Mobile Search
• Mobile Applications • Location Based Services
• Mobile Gaming • QR/2D Barcodes
• Mobile Web Sites • 3D/Augmented Reality
• Bluetooth Proximity and Wifi • Mobile Video

7. 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 .

8. SMS Is The
Workhorse Of Mobile
Marketing

9. Text Message
Marketing Methods
• Text to Vote • URL/Link Delivery
• Text to Win • Application Download
• Text to Screen • Mobile Coupons
• Mobile Alerts • Mobile Donation
• Reminders • Mobile Business Cards

10. QR Codes
Every 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

11. 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)

12. Currently Less Than 10% Of
Websites Are Mobile Friendly
If you have a Web site, you’re already in the mobile world — and
the chances are 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).

13. 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.

14. Decision Time
Once 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
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery

15. 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.

16. Schools
• Lesson Plans
• Parent Alerts
• Security Alerts
• Snow Chain
• PTA Information
• Fundraising
• M Learning

17. Case study
• The Learning Edge had created an mobile
application to help students with SAT prep
• They believe that since students use mobile devices
more, this will help the students want to study
• The app approaches the SAT as if it were a game to
make the test seem more fun and so students are
more compelled to study for it

18. Case study
• The app can either be used solo
or head to head
• The head to head mode created
competition and makes the user
feel compelled to try harder to get
the correct answer
• The more they play the more they
are exposed to SAT questions and
the harder they try the higher their
SAT scores are.

19. Case study
• A great deal of care and effort was put into crafting
questions that are appropriate both intellectually and
conceptually
• The realistic test questions greatly enhance the quality of
the app
• One of the most valuable features of this app is that the
practice questions are very close approximations of what
students will encounter on the real thing

20. Case study
Scholastic Media has introduced the Touch & Tilt line of iPad
book applications that lets young children read and play
independently on the iPad.
These interactive storybooks provide age appropriate reading experiences
seamlessly combining how they naturally want to interact with the story and
characters with what the iPad does best.

21. Case study
• Simple Touch & Tilt animated interactions make it easy for
young children to engage with the story
• Children can touch the words to hear the story and then
touch again to pause.
• Users can tilt the iPad to watch the story characters lean
and move, bringing them to life
• Perfect for preschoolers, this application focuses on
emotional play – encouraging children to understand the
moods, sentiments and emotions that bring characters to
life

22. Case study
• Scholastic Media has a long
tradition of developing quality
media experiences based on its
beloved books and brands –
and the new Touch & Tilt book
apps are no exception

23. Get in contact today, and see how your
business can be mobilised.