FIRST SCREEN

In 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

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?

• 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.

Automotive• Listing and Carfax Info• Immediate Lead generation• Click to call• Mobile Virtual Tours• Maps/Directions• Mobile Business Cards• QR Codes• Mobile Apps w/ inventory data

• General Motors Co.’s Chevrolet is running targeted mobile banner ads to drive consumers to dealerships

• Chevy is running the mobile ads within Pandora • The ads help consumers pick their ideal car from a lineup

of Chevy’s models

Case Study

Case Study

How it works• Consumers can enter their zip codes to find nearby

deals• Consumers can browse product information and access

exclusive offers.• To find a Chevy dealership, users can either use the

device’s GPS-enabled technology  or enter their ZIP code.

• Additionally, users can view specific offers on models based on their location.

• Consumers also have access to additional Chevy content, including super bowl advertisements, a page directed to Chevy’s mobile apps, and locate a vehicle.

"I see a larger play in mobile for the automotive industry overall happening more in 2012; we have observed over this past year that

the large car companies are really tagging mobile as an afterthought to their overall Print, TV, Radio, and PC campaigns, they will realize I

believe as we run through the next holiday season that the mobile is as much a stand-alone vertical as is Print, TV, Radio and PC," 

Ms. Troutman, CEO of Siteminis, Atlanta said.

Case Study

Auto Dealerships• QR codes and short codes can be used on each individual car

o This quickly provides all of the vehicles information to the customers phone without needing a salesman on the lot

• Short codes can also be used so the consumers can view the dealerships inventory

• Opt-in text service can help a dealership build a database they can send promotions and advertisements to

• They can also issue updates, maintenance reminders and inform customers about promotions and financing deals

Case Study

• Added a mobile component to its television ads, resulting in 2,000 consumers opting-in to receive coupons for a free oil change in just 16 days

• Consumer replied with their zip code so they could be provided with the closest dealership

• once consumers selected which dealer they wished to get their free oil change from, that dealer was alerted via text message and had the option of following up with the participant

• The promotion was supposed to run for a month but ended after just 16 days because of the volume of participants

Campaign:    Oil change mobile reminders and coupons via short code Objectives:    To study and measure the effectiveness of SMS oil change reminders and coupons compared to direct mail pieces and email reminders and coupons. Strategy:    Provide a turnkey communication program that allowed Mobil1 Lube Express to lower its marketing costs by migrating away from expensive direct mail pieces.Additionally, the strategy was also to prove SMS increases revenue and achieves higher ROI than traditional direct mail or email

Case Study

Tactics• Using customers’ license plate number, Mobil1 was able to

identify customers and the communication channel they preferred – either text, email or direct mail

• Once identified, Mobil1 scheduled an SMS, email or mailed postcard reminders be sent to the customer with a coupon for a discounted oil change

Case Study

Case Study

Results:

• 32% of customers who came in for service opted-in to receive future oil change reminders by text message (2,187 customers opted-in out of possible 6,849 customers)

• An additional 558 customers preferred to opt-in to receive OILCHG email reminders• Text messaging response rates outperformed mailed reminders by 15 percent and email

reminder response rates by 8 percent• Thirty-five percent of customers who received text message reminders returned for service

within 45 days• Mobil1 Lube Express experienced a 2.9 percent (1.1 car/day) car count increase for the

period studied and a 4.9 percent increase in year-over-year net revenue

• Based on these results, for every $1 spent on direct mail marketing, the net ROI is $24, or 24:1

• The ROI for email marketing returned $308 for every $1 spent, or 308:1. The cost to generate each returned customer (cost per customer) is $0.24 (24 cents)

• The ROI for text message marketing returned $344 for every $1 spent, or 344:1. The cost to generate each returned customer (cost per customer) is $0.20 (20 cents)

Case Study

Your pitch and pricing here

• A = $• B = $• C = $• D = $