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Why Mobile Marketing needs to be a part of your mix – Now.

If it’s not currently a part of your company’s marketing mix, start now. Start thinking about how you will stay ahead of your competitors by reaching the increasing number of smartphones & tablets being carried by your target audience. Is your website optimized for mobile? How about your blog? Is there a customized application you could develop that would provide additional value? How can mobile marketing be integrated into your existing marketing mix?

“Consumers are 25% more likely to respond to advertising, (print, billboards, bus shelters, etc) if they are able to do so via a mobile response” ~ BusinessWorld

“Based on 74 campaigns during Q4 2009, and with a huge 69,854 respondents, the research revealed that on average, 22% were aware of a mobile advert — leading to a purchase intent rate of 5.4%” ~ Brandchannel

Together, these two data points indicate that consumers are not only responding favourably to mobile advertising from an awareness standpoint, but that this technology is translating into genuine purchase intent and sales. It comes down to making it easy for your customers to buy your product/service. Each step in between your customer and that customer purchasing your product decreases the likelihood that they will buy from you.

So, what can you do now to improve your mobile marketing efforts and increase your conversion rates in print and traditional advertising? Try playing to a person’s curiosity by adding a QR code to your ad. Link it to a customized mobile landing page. Provide them with a means of discovering what makes your product or services, awesome. QR Codes are very robust and can be used to store links to websites, videos, audio files, images and even SMS messages, so think about how you could integrate these into your existing advertisements.

Recently, we ran a small, local promotion designed to raise awareness for QR codes, local businesses and most importantly, to have some fun with mobile marketing & communications! Over the course of 5 days, we hid prize baskets at 5 different businesses across the city. Using social media (Twitter, facebook and a customized blog), we shared a QR Code clue as to where the prize basket was hiding that day. The first person to arrive at the secret location, claimed the prize. We also installed ‘digital ballot boxes’ at each location in order to reward subsequent visitors for playing along. This ballot entered them into a draw to win some amazing grand prizes including, VISA gift cards and a Blu-Ray player.

After the promotion, we analyzed the data and developed a report that outlined the success of the mobile campaign and how similar campaigns could work in the future. Here are the results of the case study:

QR code

QR Code Project

We learned that not only is awareness for QR codes high, integrating them into existing marketing and advertising activities is an excellent way to add a layer of interactivity on top of your ads.

Adoption of smartphones will increase exponentially in the next few years so you need to begin allocating resources to mobile marketing. Email me: matt@oryxadvertising.com to chat about how we can work together to develop a successful mobile marketing strategy for your business. For starters:

  • K.I.S.S. Keep It Simple, SIMPLE. It’s not just about making a QR code link to your Web page or your Facebook page. Even if those pages are optimized for mobile, chances are the content isn’t. Mobile content needs to be easy to access, to appreciate and to easy to share. If it fails the user on any one of those counts, it won’t create the reaction you’re hoping for.
  • See. Scan. See you later. I’m a big fan of integrating QR Codes into existing activities because taking a picture is faster and easier than looking up a twitter handle or keying in a URL into your mobile browser. Other technologies will arrive making things even easier (See NFC), but right now, QR Codes are king as they’re readily available & easy to use.
  • Let context dictate content. Make sure your mobile content is useful to consumers in the same location you expect them to experience it in. Don’t offer them videos in a location where they won’t be able to watch them right away.
  • We’re still early in the cycle. People won’t buy anything or fill out long-winded forms via your mobile site. It’s just another touch point in a series of consumer touch points designed to keep your message consistent. Great mobile sites serve up awesome content and create a means for your customers to connect with your brand through their desired platform – later if they wish. Your mobile site is a powerful medium for you to wow your audience, raise awareness and keep your brand top of mind for when your customers are ready to buy.

Content from list derived from “How to blend mobile marketing with Social Media” article. Credit: Jesse Stanchak, June 15, 2011

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Have we Killed QR Codes?

March 25, 2011 3 comments

Microsoft Tags, QR Codes, Bokode, Aztec code, Data Matrix, CueCat, ShotCode, Touchatag…These are just a few of the many forms of scanable information barcodes available.  Full list: http://goo.gl/91Q3w

How many QR code reader applications do I need to load on my BlackBerry? Seriously folks, this is getting a bit ridiculous. Widely used in Asia, there needs to be some sort of standardization with QR codes or the platform itself runs the risk of never becoming mainstream in North America.

Why can’t there be a single reader that can decipher multiple formats across multiple platforms (Windows/BlackBerry/Android/Apple)? Is this a Beta/VHS or Blu-Ray/HDDVD thing? Are we trying to see what the winning platform will be? Have we already killed QR Codes?

QR Codes are powerful. They contain so much data and among other things, are great to include in marketing materials to generate responses. I get excited when I see one on a box, in marketing material or on a website. They spark curiosity and are becoming increasingly understood and accepted.

Currently, there are several different Mobile OS platforms that interpret QR codes differently and have native reader apps. There are codes that can only be deciphered by Apple products and likewise for BlackBerry, Android and WinMo phones. Creating a standardized platform would make it easier for developers (don’t have to develop several codes for the same message), app makers (can focus on a specific platform and deliver value) and ultimately, those who would end up actioning your QR code.

More on QR Codes: 

Create your own QR Codes: http://qrcode.kaywa.com/

A list of QR code readers across platforms: http://www.mobile-barcodes.com/qr-code-software/

My BlackBerry Barcode:

Matt_bbm_barcode.png

UPDATE: March 31, 2011 – QR Codes, Goodbye and Good Riddance

http://ca.gizmodo.com/5787427/qr-codes-goodbye-and-good-riddance?

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