The document discusses the evolution of digital marketing from the first screen of television to the current third screen of mobile devices, highlighting how mobile marketing techniques like text messaging, location-based services, and mobile applications can effectively engage customers. It also provides examples of how politicians like President Obama have successfully utilized text messaging campaigns to build large opt-in databases of supporters.

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
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• B=$
• C=$
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