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:
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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
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SMS Text Message Marketing•
Mobile Applications
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Mobile Gaming
Mobile Web Sites
Bluetooth Proximity and Wifi
Mobile Search
Location Based Services
QR/2D Barcodes
3D/Augmented Reality
Mobile Video
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
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Text to Vote
Text to Win
Text to Screen
Mobile Alerts
Reminders
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URL/Link Delivery
Application Download
Mobile Coupons
Mobile Donation
Mobile Business Cards
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
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(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.
Case Study
• H&M Clothing’s mobile campaign
includes SMS coupons, mobile banner
ads placed on major carrier portals and
mobile websites with click through
slideshows and animated GIF images of
the latest garments
Case Study
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H&M launched its first mobile banner campaign in 2006 and continues to use the mobile
channel
Goals:
o Illustrate and promote latest seasons collection of apparel and drive membership in the
H&M Club (Customer loyalty program)
Banner ads redirect consumers to mobile website
Consumers sign up by opting in on the site to get SMS alerts and mobile coupons with
special offers driving them into brick and mortar retail locations
o Examples:
 An SMS might read "Show this coupon in store to get 20 percent off your
purchase." These offers are available only for a limited time, usually for 3 or 4
hours after the consumer receives the message.
 Competitions to win gift cards
Case Study
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Purpose:
o Enhance the campaign’s viral effect by encouraging consumers to share
H&M links with friends and family
Mobile technology enables publishers, carriers and advertisers to deploy
personalized display or text ad campaigns across multiple mobile channels with
more than 15 different demographic targeting variables
o Targeting variables include gender, city, ZIP code, birthday/age, consumer
group, subscription type, subscriber status, phone type, MMS-activated
handsets, and more
"Mobile is a great complement to other media and we're able to achieve a high
level of engagement around our brand,"
Case Study
• Result
o Within 48 hours, for example, 78% of the
addressed members reacted to the sent pushSMS. More than 100 customers were queuing in
front of the store before opening. Two hours
after the shop opened, all 2,000 T-Shirts had
been given away.
Case Study
• Adidas wanted to build a consumer-centric
program
• Objective:
o Provide visitors and fans to NBA All-Star
Weekend with information and content around
events, activities and other exclusive promotions
for the weekend up to and including the game
Case Study
• Campaign
o Consumers opted-in to the program by texting VEGAS to
Adidas’ short code. They then received an opt-in
message, after which they were sent a link to the mobile
website.
o Once opted in to the service, consumers were also
notified that they could receive dynamically generated
event information ‘on demand’ by texting the key word
‘ORIGINALS’
Case Study
• The campaign provided a schedule of events in
Las Vegas online using WAP, on-demand via
SMS, and SMS alerts featuring highlights sent
throughout the week
• Adidas also offered free content downloads
including a ring-tone for each of the 30 teams
and promotional videos of the All-Star weekend
itself.
Case Study
• Purpose:
o From a branding perspective, create a
‘gratitude effect’ by associating the
Adidas brand with useful tools for
consumers.
Case Study
• Results
o Alerts resulted in a swarm of people outside
the Las Vegas Adidas performance store
within 30 minutes of the message being sent
o Sales at the Adidas performance store
increased 20x during the event.
Your pitch and pricing
here
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