The document discusses the evolution of digital screens for marketing from television (first screen), to desktop/laptop computers (second screen), to mobile devices (third screen). It outlines different mobile marketing techniques like mobile search, location-based services, SMS text messages, QR/barcodes, and mobile applications. Examples are given of how brands like H&M and Adidas have successfully used mobile strategies like SMS coupons, mobile banners, and location-based alerts to drive customers to stores. The importance of having a mobile-friendly website that detects devices is also discussed.

1. FIRST SCREEN
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market

2. 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 ...

3. 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:
oMobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc

4. With a new screen
brings new ways to
market

5. Always on, always
availableMobile provides a means for brands to
engage their consumers!
Which not only builds brand equity but also refreshes their
relationship with their customers.

6. Mobile Marketing
Techniques
•Mobile Search
•Location Based Services
•SMS Text Message •QR/2D Barcodes
Marketing •3D/Augmented Reality
•Mobile Applications •Mobile Video
•Mobile Gaming
•Mobile Web Sites
•Bluetooth Proximity and
Wifi

7. 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 marketing
Best practices provided by mobile marketing association

8. SMS is the
workhorse of
mobile marketing

9. Text Message
Marketing Methods
•URL/Link Delivery
•Text to Vote •Application Download
•Text to Win •Mobile Coupons
•Text to Screen •Mobile Donation
•Mobile Alerts •Mobile Business Cards
•Reminders

10. QR Codes
Every 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

11. 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
oGoogle 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)

12. 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)

13. 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.

14. Decision time
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
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery

15. 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.

16. Case Study
•H&M Clothing’s mobile campaign
includes SMS coupons, mobile banner
ads placed on major carrier portals and
mobile websites with click through
slideshows and animated GIF images of
the latest garments

17. Case Study
•H&M launched its first mobile banner campaign in 2006 and continues to use the mobile
channel
•Goals:
oIllustrate and promote latest seasons collection of apparel and drive membership in
the H&M Club (Customer loyalty program)
•Banner ads redirect consumers to mobile website
•Consumers sign up by opting in on the site to get SMS alerts and mobile coupons with
special offers driving them into brick and mortar retail locations
oExamples:
§An SMS might read "Show this coupon in store to get 20 percent off your
purchase." These offers are available only for a limited time, usually for 3 or 4
hours after the consumer receives the message.
§Competitions to win gift cards

18. Case Study
•Purpose:
oEnhance the campaign’s viral effect by encouraging consumers to share
H&M links with friends and family
•Mobile technology enables publishers, carriers and advertisers to deploy
personalized display or text ad campaigns across multiple mobile channels with
more than 15 different demographic targeting variables
oTargeting variables include gender, city, ZIP code, birthday/age, consumer
group, subscription type, subscriber status, phone type, MMS-activated
handsets, and more
•"Mobile is a great complement to other media and we're able to achieve a
high level of engagement around our brand,"

19. Case Study
•Result
oWithin 48 hours, for example, 78% of the
addressed members reacted to the sent push-
SMS. More than 100 customers were queuing in
front of the store before opening. Two hours after
the shop opened, all 2,000 T-Shirts had been
given away.

20. Case Study
•Adidas wanted to build a consumer-centric
program
•Objective:
oProvide visitors and fans to NBA All-Star
Weekend with information and content around
events, activities and other exclusive promotions
for the weekend up to and including the game

21. Case Study
•Campaign
oConsumers opted-in to the program by texting
VEGAS to Adidas’ short code. They then received an opt-
in message, after which they were sent a link to the
mobile website.
oOnce opted in to the service, consumers were also
notified that they could receive dynamically generated
event information ‘on demand’ by texting the key word
‘ORIGINALS’

22. Case Study
•The campaign provided a schedule of events
in Las Vegas online using WAP, on-demand via
SMS, and SMS alerts featuring highlights sent
throughout the week
•Adidas also offered free content downloads
including a ring-tone for each of the 30 teams and
promotional videos of the All-Star weekend itself.

23. Case Study
•Purpose:
oFrom a branding perspective, create
a ‘gratitude effect’ by associating the
Adidas brand with useful tools for
consumers.

24. Case Study
•Results
oAlerts resulted in a swarm of people
outside the Las Vegas Adidas performance
store within 30 minutes of the message being
sent
oSales at the Adidas performance store
increased 20x during the event.

25. MobileAdvertisingSystem.com
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