Mobile marketing techniques have evolved from SMS text messaging and mobile applications to include location-based services, QR/2D barcodes, and augmented reality as people increasingly access the internet through mobile devices rather than PCs; while many websites are not yet mobile-friendly, non-profits are using mobile strategies like in-app ads and QR codes to raise awareness and engage constituents. The document provides examples of how organizations like the National Breast Cancer Foundation and PFLAG are successfully utilizing mobile marketing.

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. Nonprofits
• Use mobile websites to spread awareness
• App ads to promote foundation
• QR bar codes

17. "You are seeing more nonprofits
looking at the mobile channel and
incorporating mobile into their mobile
strategy, whether it is within apps or
using some of the newer technologies,
like 2D bar codes,”
Douglas Gardner, president and CEO of Jump
Market Strategies, Rockville, MD.

18. Case Study
• The National Breast Cancer Foundation is using
mobile in-app ads as part of an integrated
multichannel campaign to raise awareness for the
early detection of breast cancer
• The ads will either drive viewers to an early
detection awareness site or to the iTunes App
Store, where users can download the National
Breast Cancer Foundation’s Beyond the Shock app
for the iPhone and iPad

19. Case Study
“As we get the message out about
early detection, this is a great
venue, while they are in the
information gathering mode, to
click on the ad and learn how
yearly detection can save lives,”
Susan Morales, director of marketing for the
National Breast Cancer Foundation

20. Case Study
• They are doing this within an app that this tied to a
publication that reaches a demographic that is
more likely to be supporters of nonprofits
• Advertising across a breadth of apps is not the right
strategy for nonprofits because you could wind up
on apps for a very young audience that is not
thinking about nonprofits
• This gives nonprofits the opportunity to maximize
efficiencies as they look to reach constituents in the
ways that they want to be reached

21. Case Study
• The nonprofit, Parents, Families & Friends of
Lesbians and Gays, recently launched a national
multichannel campaign that uses QR codes to
bridge mobile and offline media
• PFLAG collected inspirational testimonials from the
lesbian, gay, bisexual and transgender community
• They feature one of the 14 individuals who were
interviewed and a QR code placed over their
mouths that leads to their video

22. Case Study
Rather than having QR codes as an afterthought, these
images start with a QR code and make them a central
part of the image – that’s why they have such an
arresting impact
The campaign starts off with these provocative
headlines that terminate in QR codes That is one of the
interesting things about this campaign – how it gives a
voice to voiceless media.”

23. Case Study
Mobile helps PFLAG engage with this audience and support its
message that people dealing with sexuality issues have a community
behind them
Companies have donated over $400,000 in free media

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