The document discusses the evolution of marketing from television and browsers to mobile marketing, emphasizing the growing importance of mobile devices in consumer engagement. It outlines various mobile marketing techniques and highlights case studies, such as Bristol Airport's successful mobile coupon campaign and Madison Square Garden's text messaging promotions. The need for businesses to adapt their websites for mobile users and to develop effective mobile strategies is also stressed.

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. Case Study
• Britain's Bristol International Airport ran a mobile coupon
campaign to drive travelers into its recently refurbished
Tax and Duty Free store
• "Mobile proves to be an excellent way of reaching
passengers on their departure day. Passengers who
redeemed the text offer spent on average over 50% more
than a typical Tax and Duty Free store customer."
Simon Preece, head of retail and concessions at Bristol Airport

17. Case Study
• With easyJetText, passengers opt-in to receive flight updates,
reminders and special offers on their day of departure
• Passengers receive this information via text messages sent to
their mobile phones
• EasyJetText lets advertisers target their offers to ensure their
messages reach the right audience at the right time with minimal
waste. This means that passengers only receive relevant offers
that they like to respond to

18. Case Study
The Campaign
• To entice people into the store and raise the amount spent, Bristol Airport gave
opted-in passengers five Euros off of any purchase of at least 35 Euros
• The airport targeted its offer at international passengers traveling on certain
routes
• The 160-character text message was sent to selected passengers about two
hours before their scheduled departure time. This allowed Bristol Airport to
capture people right when their interest in airport retail peaks
• Passengers redeemed offer by showing their mobile phone to the cashier

19. Case Study
Analysis
• Bristol Airport recorded the flight number to learn which
routes performed best, what the best time of day to make
the offer was and which days performed the best.
• Fine tuning the targeting criteria helped maximize the
campaign’s RIO

20. Case Study
Madison Square Garden Inc. enhanced its mobile marketing campaigns for
the New York Knicks, New York Rangers, New York Liberty, regional
television networks MSG and MSG Plus, and the company’s digital
marketing database the MSG Insider
“We leverage online, in-arena, network, out-of-home signage and mobile
media to support our whole ‘Stay Connected’ initiative. We like to be as
leading-edge as possible when it comes to engaging with our fans, and
mobile plays an increasingly more important part of the portability for
consumers."
Scott Richman, senior vice president and general manager at MSG Interactive, New York

21. Case Study
Campaign:
The 50 Greatest Moments at Madison Square Garden
MSG enhanced their traditional marketing programs through text messaging.
In doing so they sought to 1) gain loyal viewers; 2) promote exposure to the
campaign; and 3) increase viewership for games and events
MSG used the key word “MSG50”. With their keyword in place, Madison
Square Garden immediately launched their mobile marketing campaign

22. Case Study
• At New York Rangers hockey games the Public Address Announcer
invited fans to text the keyword MSG50 to the number 25827,
offering a Rangers Prize Pack to a lucky winner
• Outcomes:
o Over 300 fans joined MSG's text messaging list at the first
Rangers game when the campaign was announced. Since then,
MSG has continued to promote and grow their list at arena
sporting events.
o The series, Madison Square Garden's 50 Greatest Moments,
was one of the most successful series in the MSG Network's
history

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