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.

Nonprofits

• Use mobile websites to spread awareness• App ads to promote foundation• QR bar codes

"You are seeing more nonprofits looking at the mobile channel and incorporating mobile into their mobile strategy, whether it is within apps or using some of the newer technologies, like 2D bar codes,” 

Douglas Gardner, president and CEO of Jump Market Strategies, Rockville, MD.

• The National Breast Cancer Foundation is using mobile in-app ads as part of an integrated multichannel campaign to raise awareness for the early detection of breast cancer

• The ads will either drive viewers to an early detection awareness site or to the iTunes App Store, where users can download the National Breast Cancer Foundation’s Beyond the Shock app for the iPhone and iPad

Case Study

“As we get the message out about early detection, this is a great venue, while they are in the information gathering mode, to click on the ad and learn how yearly detection can save lives,” 

Susan Morales, director of marketing for the National Breast Cancer Foundation

Case Study

• They are doing this within an app that this tied to a publication that reaches a demographic that is more likely to be supporters of nonprofits

• Advertising across a breadth of apps is not the right strategy for nonprofits because you could wind up on apps for a very young audience that is not thinking about nonprofits

• This gives nonprofits the opportunity to maximize efficiencies as they look to reach constituents in the ways that they want to be reached

Case Study

• The nonprofit, Parents, Families & Friends of Lesbians and Gays, recently launched a national multichannel campaign that uses QR codes to bridge mobile and offline media

• PFLAG collected inspirational testimonials from the lesbian, gay, bisexual and transgender community

• They feature one of the 14 individuals who were interviewed and a QR code placed over their mouths that leads to their video

Case Study

Case Study

 Rather than having QR codes as an afterthought, these images start with a QR code and make them a central part of the image – that’s why they have such an arresting impact

    The campaign starts off with these provocative headlines that terminate in QR codes That is one of the interesting things about this campaign – how it gives a voice to voiceless media.”

Mobile helps PFLAG engage with this audience and support its message that people dealing with sexuality issues have a community behind them Companies have donated over $400,000 in free media

Case Study

Your pitch and pricing here

• A = $• B = $• C = $• D = $