The document discusses the evolution of digital marketing through three screens - television represented the first screen, the internet the second screen, and mobile devices the third screen. It outlines several mobile marketing techniques including mobile search, location-based services, SMS text messages, mobile applications and mobile web sites. The document emphasizes that mobile marketing provides new opportunities for brands to engage consumers anytime and anywhere through an opt-in approach.

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
Marketing • 3D/Augmented Reality
• 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. Case Study
• Safeway's Randalls Food Market has launched a mobile
coupon program
• Randalls is a division of Safeway Inc., one of the largest
food and drug retailers in North America, based on sales.
The company operates 1,739 stores in the United States
and western Canada
• Shoppers can get discounts from brands and select
Randalls-labeled products

17. Case Study
Helping, Saving
• Help its customers save time, money and trees
• Customer Loyalty
• Saves time at register
• When customers present their Remarkable Card at checkout, coupon
savings are automatically applied to the appropriate items in their
shopping basket.
• The discounts are shown directly on the receipt

18. Case Study
"Mobile coupons provide retailers the ability to reach
consumers at home, on the go, and even in the store,"
Dan Kihanya, vice president of consumer marketing for Cellfire, San Jose, CA.
"It's the only media channel that is personal, digital
and always available.”

19. Case Study
Launched an iPhone application
Serves as an additional way to satisfy
and delight customers
• Provides Whole Foods Market's entire selection of over
2,000 online recipes

20. Case Study
• App is searchable by ingredient, special diets, and other
elements like "budget" and "family friendly."
• Recipes contains detailed preparation instructions and
nutritional
• The app also includes an "On Hand" feature where
customers can enter ingredients and get back meal
recommendations.

21. Your pitch and pricing
here
• A=$
• B=$
• C=$
• D=$