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FIRST SCREEN In 1929, we were introduced to the “First Screen” Still today, Television advertising is a tremendously effective way to market.

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Presentation on theme: "FIRST SCREEN In 1929, we were introduced to the “First Screen” Still today, Television advertising is a tremendously effective way to market."— Presentation transcript:

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 SMS Text Message Marketing Mobile Applications Mobile Gaming Mobile Web Sites Bluetooth Proximity and Wifi Mobile Marketing Techniques Mobile Search Location Based Services QR/2D Barcodes 3D/Augmented Reality Mobile Video

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 Text to Vote Text to Win Text to Screen Mobile Alerts Reminders URL/Link Delivery Application Download Mobile Coupons Mobile Donation Mobile Business Cards

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 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 Decision time

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 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

21 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

22 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. Case Study

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

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