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:
o Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc
5. Always on, always available
Mobile provides a means for brands to engage their
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
• 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
9. Text Message
• URL/Link Delivery
• Application Download
• Text to Vote
• Mobile Coupons
• Text to Win
• Mobile Donation
• Text to Screen
• Mobile Business Cards
• Mobile Alerts
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
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
• Customer feedback form or email
11. Is your business
• 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)
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.
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
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
17. Case study
• The Learning Edge had created an mobile
application to help students with SAT prep
• They believe that since students use mobile devices
more, this will help the students want to study
• The app approaches the SAT as if it were a game to
make the test seem more fun and so students are
more compelled to study for it
18. Case study
• The app can either be used solo
or head to head
• The head to head mode created
competition and makes the user
feel compelled to try harder to get
the correct answer
• The more they play the more they
are exposed to SAT questions
and the harder they try the higher
their SAT scores are.
19. Case study
• A great deal of care and effort was put into crafting
questions that are appropriate both intellectually and
• The realistic test questions greatly enhance the quality of
• One of the most valuable features of this app is that the
practice questions are very close approximations of what
students will encounter on the real thing
20. Case study
Scholastic Media has introduced the Touch & Tilt line of iPad
book applications that lets young children read and play
independently on the iPad.
These interactive storybooks provide age appropriate reading experiences
seamlessly combining how they naturally want to interact with the story and
characters with what the iPad does best.
21. Case study
• Simple Touch & Tilt animated interactions make it easy for
young children to engage with the story
• Children can touch the words to hear the story and then
touch again to pause.
• Users can tilt the iPad to watch the story characters lean
and move, bringing them to life
• Perfect for preschoolers, this application focuses on
emotional play – encouraging children to understand the
moods, sentiments and emotions that bring characters to
22. Case study
• Scholastic Media has a long
tradition of developing quality
media experiences based on its
beloved books and brands –
and the new Touch & Tilt book
apps are no exception