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First Screen
• In 1929, we were introduced to the “First Screen” o 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: o Mobile phones, iPads, iPods, Nintendo DS, Mini
Notebooks, etc
With a new screen brings new ways to
market
Mobile MarketingTechniques
• SMS Text Message Marketing• Mobile Applications• Mobile Gaming• Mobile Web Sites• Bluetooth Proximity and Wifi• Mobile Video
• Mobile Search• Location Based Services• QR/2D Barcodes• 3D/Augmented Reality
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
o Subscriber based opt in database marketingo Best practices provided by mobile marketing association
(mmaglobal.com)o (Governed by the FCC)
SMS is the workhorse of mobile marketing
Text Message Marketing Meathods
• 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 Codes• Every business has the ability to use a QR
Code in some fashionQR 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 1% 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?
• You must strive to make their work related activities BETTER, FASTER & EASIER.
• B2B Mobile differs from B2C Mobile because it is driven by efficiency rather than entertainment
Once you have created a plan to take your web site mobile, decide how:You can opt to create a simple mobile version of your site in HTML or you can 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, the mobile browser will be detected and automatically redirected to the mobile web experience.
Hospitality
• Ideal for business travelers• Location based travelers can receive location-
specific offers at their destinations• many want to use their mobile devices to find
and book hotels/cars/event tickets etc.
• Number cruncho 72% of business travelers are intered in the ability to view
hotels on a map using their mobile devices an increase of 26% from 2009
• 47% of business travelers use their Smartphone daily to view or receive advertisements, a 95 percent increase from 2009
• 66% of respondents reported interest in the ability to add a hotel reservation to an existing itinerary using their mobile devices
• Campaign:o Hotel Casa del Mar text-to-short code MMS video
promotiono 5 week duration
• Objective:o To build an opted-in list of mobile consumers and
engage campaign particpants
Case Study
• Action:o promoted by the hotel through traditional and social advertising
methods, including in-hotel brunch posters, email blasts, Facebook, Twitter and the Casa del Mar Web site
• Tactics:o The hotel’s locally targeted mobile video marketing campaign
enticed consumers to join into the hotel’s mobile loyalty club, in return for a special offer (in this case, free unlimited Bloody Mary’s or champagne during Sunday Brunch)
Case Study
• Result:o After 10 days, the campaign generated a
substantial opt-in user base, a delivery rate of 100% and an engagement rate of 75%
o Campaign resulted in a 27% redemption rate and Hotel Casa del Mar reported generating substantial revenue from the program
o ROI was over 450%
Case Study
“The results of this campaign clearly shows how mobile can be incredibly valuable for advertisers trying to reach local consumers.” In a fraction of the time, the business built a mobile database
nearly as big as their Facebook and Twitter presence, which resulted in real revenue.This
outreach, combined with the novelty and effectiveness of an [SMS] message, made for a thoroughly successful campaign, at a time when
email marketing is dying.”
• Hilton Hotelso Travelers have the ability to book reservations from
their phoneso Users can access/change bookings, view hotel
images and search amenities o Integration with the Hilton HHonors customer loyalty
program for the benefit of club members
Case Study
• Application gives users three ways to search for a hotel: text search, country or city, or by current location showing a list of nearby Hilton hotels
• Hotel chains including Hyatt, Wyndam and Marriot all use similar technology
Case Study
Your pitch and pricing here
• A = $• B = $• C = $• D = $