Post on 20-Aug-2015
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The Weather Channel Mobile Marketing Objectives
Drive awareness of weather.com mobile web among consumers
Increase percentage and volume of off-deck page views
Utilize mobile web as ‘hub’ connecting all mobile products
“We are marketing mobile today to
support mobile marketing
tomorrow”
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Driving Awareness and Off-Deck Page Views
Marketing tactics: Advertising/contextual links on weather.com
:15 commercials on The Weather Channel
Mobile search marketing on Jumptap, Yahoo!, Google, Medio
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Driving Awareness and Off-Deck Page Views
Strategic external media: Target: Frequent travelers
Tactic: Airport park ‘n ride shuttles
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Recent Mobile Web Marketing Activities
Mobile month consumer promotion: May/June ‘08 Fully integrated cross-platform promotion w/sweeps entry via
mobile web & PC RIM partnership: BlackBerry Smartphone a day giveaway Promotion across TWC platforms includes: weather.com &
mobile web banners, TWCN spot, radio spots, email blast, etc Synched efforts to communicate consistent messaging to
consumers, advertisers, distributors and employees
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Recent Mobile Web Marketing Activities
Mobile month consumer promotion Results 11X more sweeps entries than projected
2nd largest sweeps in history of The Weather Channel
2/3 of entries came from mobile devices Mobile entrants had 2X typical sweeps opt-in rate
53% growth in off-deck PVs