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FIRST SCREEN
In 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 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
With a new screen
brings new ways to
      market
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
SMS is the
workhorse of mobile
    marketing
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 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
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 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)
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 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
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 City's 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 NYPD's 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, along with
   911, to receive pictures and videos is not only to
  better adapt these channels to the preferences of
      our customers by keeping them fresh and
 technologically innovative, it's 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 new technologies to
   communicate, activate and get 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
Your pitch and pricing
         here
•   A=$
•   B=$
•   C=$
•   D=$

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Mobile advertising for government and civics

  • 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 • 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
  • 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 • URL/Link Delivery • Application Download • Text to Vote • Mobile Coupons • Text to Win • Mobile Donation • Text to Screen • Mobile Business Cards • Mobile Alerts • Reminders
  • 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 web sites 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. Local Government/Civic • Mobile Alerts (emergency warnings) • Town/Event planners • Reminders • Mobile Coupons for local stores/restaurants • Text to donate • Ski/Surf reports
  • 17. Case Study • Callers to New York City's 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 NYPD's Real Time Crime Center, where relevant images may be used to assist in crime fighting or in responding to other emergencies.
  • 18. "The long-term goal of enabling NYC.gov, along with 911, to receive pictures and videos is not only to better adapt these channels to the preferences of our customers by keeping them fresh and technologically innovative, it's to help the City better deliver services," Paul J. Cosgrave, chief information officer of New York City.
  • 19. 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
  • 20. 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
  • 21. “This campaign proves the multicultural youth, women and hard-to-reach communities are interested in using new technologies to communicate, activate and get civically engaged,” Mable Yee, founder/CEO of Engage Her, Berkeley, CA
  • 22. 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
  • 23. 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
  • 24. Your pitch and pricing here • A=$ • B=$ • C=$ • D=$