SlideShare a Scribd company logo
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.
Politics
• President Obama rolled out a text marketing
  campaign during his 2008 election run
• Now a must have for politicians running for
  office to connect with younger tech-savvy
  generations
• Does not require extra staff to manage
• Simple, cheap and effective
How It Works
• Begin by building an SMS opt-in database of supporters
• Place a call to action on your website, and social networks
• Ask people to text your keyword to the short code
• Supporter’s cell phone numbers are automatically added to the
  database and a short auto-reply message is sent
• Auto-reply messages thank the subscriber for signing up for the
  text alert list and to look for future campaign updates and pertinent
  information
Cont'
•   The list will build in the background on auto-pilot and the campaign can send weekly updates
    about community meetings, standouts, events, debates and text messages asking for
    volunteers or donations
•   A new message can be sent out in minutes and compared to the time and resources it would
    take to call thousands of people to find volunteers or participants, the ease, cost and time
    savings are unmatched
•   On election day, remind people throughout the day to get out the vote
•   Post election, you can retain your database list and continue to communicate with voters and
    supporters
•   Most convenient way to reach 18-30 demographic
Obama may or may not be your choice for president, but he
    was named 2008's Mobile Marketer of the year.
                       Why?
    2.9 million people opted-in to Obama's mobile campaign in only
                          2 and a half months!
Case Study




      Obama's campaign managers, agencies and mobile
      marketing specialists used a combination of SMS text
      messaging, mobile Web site, interactive voice response,
      mobile video and mobile banner ads to reach out to the
      millions of U.S. voters keen to engage with their candidate
      through the mobile phone
Case Study




      • The campaign’s five goals were to seize control of the
        mobile channel, build the opt-in list aggressively, develop
        participant profiles, optimize message frequency and
        leverage mobile's unique strengths
      • Team Obama ran geo-targeted mobile ad messages in
        several states, as well as interactive voice applications for
        voter-location as well as SMS opt-in and live voter
        assistance through click-to-call
Case Study




      Effect
      •   Engaging with voters through a mobile device that's on or near them round-the-
          clock was paramount. Those who opted-in to messages from Obama raised their
          hands and wanted to engage
      •   Messages (ranging from SMS text, video, interactive voice response, and on the
          mobile Web site) were focused, simple and inviting. Supporters felt they were
          connected and that the candidate spoke with them directly.
      •   Messaging came across as authentic. At that point, it isn't marketing -- it's
          communicating. Mr. Obama wasn't afraid to ask for help through his text
          messaging.
      •   Mobile was a strategy, and not a tactic. There was a long-term plan that
          generated ROI.
Your pitch and pricing
         here
•   A=$
•   B=$
•   C=$
•   D=$

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SMS advertising for politics.

  • 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. Politics • President Obama rolled out a text marketing campaign during his 2008 election run • Now a must have for politicians running for office to connect with younger tech-savvy generations • Does not require extra staff to manage • Simple, cheap and effective
  • 17. How It Works • Begin by building an SMS opt-in database of supporters • Place a call to action on your website, and social networks • Ask people to text your keyword to the short code • Supporter’s cell phone numbers are automatically added to the database and a short auto-reply message is sent • Auto-reply messages thank the subscriber for signing up for the text alert list and to look for future campaign updates and pertinent information
  • 18. Cont' • The list will build in the background on auto-pilot and the campaign can send weekly updates about community meetings, standouts, events, debates and text messages asking for volunteers or donations • A new message can be sent out in minutes and compared to the time and resources it would take to call thousands of people to find volunteers or participants, the ease, cost and time savings are unmatched • On election day, remind people throughout the day to get out the vote • Post election, you can retain your database list and continue to communicate with voters and supporters • Most convenient way to reach 18-30 demographic
  • 19. Obama may or may not be your choice for president, but he was named 2008's Mobile Marketer of the year. Why? 2.9 million people opted-in to Obama's mobile campaign in only 2 and a half months!
  • 20. Case Study Obama's campaign managers, agencies and mobile marketing specialists used a combination of SMS text messaging, mobile Web site, interactive voice response, mobile video and mobile banner ads to reach out to the millions of U.S. voters keen to engage with their candidate through the mobile phone
  • 21. Case Study • The campaign’s five goals were to seize control of the mobile channel, build the opt-in list aggressively, develop participant profiles, optimize message frequency and leverage mobile's unique strengths • Team Obama ran geo-targeted mobile ad messages in several states, as well as interactive voice applications for voter-location as well as SMS opt-in and live voter assistance through click-to-call
  • 22. Case Study Effect • Engaging with voters through a mobile device that's on or near them round-the- clock was paramount. Those who opted-in to messages from Obama raised their hands and wanted to engage • Messages (ranging from SMS text, video, interactive voice response, and on the mobile Web site) were focused, simple and inviting. Supporters felt they were connected and that the candidate spoke with them directly. • Messaging came across as authentic. At that point, it isn't marketing -- it's communicating. Mr. Obama wasn't afraid to ask for help through his text messaging. • Mobile was a strategy, and not a tactic. There was a long-term plan that generated ROI.
  • 23. Your pitch and pricing here • A=$ • B=$ • C=$ • D=$