FIRST SCREENIn 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 Screen2008 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.

• SMS Text Message Marketing

• Mobile Applications• Mobile Gaming• Mobile Web Sites• Bluetooth Proximity and Wifi

Mobile MarketingTechniques• 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 marketingBest practices provided by mobile marketing association 

SMS is the workhorse of

mobile marketing

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

QR CodesEvery 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

friendlyIf 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. 

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 

ORGet more advanced and create a mobile web app using advanced

languages like HTML5 or JQuery

 

Decision time

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.

Local Government/Civic• Mobile Alerts (emergency warnings)• Town/Event planners• Reminders• Mobile Coupons for local stores/restaurants• Text to donate• Ski/Surf reports

• Callers to New York City's 911 emergency hotline are now able to assist in crime fighting using their mobile phones

• 911 callers will be able to send photos or video from a mobile phone or computer to the NYPD's Real Time Crime Center, where relevant images may be used to assist in crime fighting or in responding to other emergencies.

Case Study

"The long-term goal of enabling NYC.gov, along with 911, to receive pictures and videos is not only to better adapt these channels to the preferences of

our customers by keeping them fresh and technologically innovative, it's to help the City better

deliver services," Paul J. Cosgrave, chief information officer of New York City.

How it works• Police call center operators have been trained to enter a special code in

the NYPD internal communications system every time callers offer photographs or videos in connection with their emergency

• A detective then personally calls the victim or witness based on the phone number and location received from the mobile phone’s triangulation

• Consumers in NYC may send up to three photos or videos per service request from a computer or Web-enabled mobile device

Case Study

• The U.S. Census Bureau relied on a mobile sweepstakes and video ads to remind Americans of the importance of completing the 2010 U.S. Census

• Consumers who text the keyword FREECENSUS to 53137 were entered into a sweepstakes to win an iPad touch

Case Study

“This campaign proves the multicultural youth, women and hard-to-reach communities are

interested in using new technologies to communicate, activate and get civically

engaged,”   Mable Yee, founder/CEO of Engage Her, Berkeley, CA

• Similar integrated media campaigns were designed for other national initiatives such as ‘Vote 2010’ and the ‘Let’s Move Fight Obesity’ initiative

• The Census media campaign was a multichannel effort that includes viral video, SMS, social media and public service announcements

Case Study

Case Study

• The campaign was promoted through national partner organizations, and social media networks including Facebook, Twitter, YouTube, e-mail blasts and SMS

• Included a 30-second animated video for viral distribution online and on mobile devices

Your pitch and pricing here

• A = $• B = $• C = $• D = $