Tim Hayden – Location Based Marketing (QR and Mobile) – #IMS11
- Every day consumers wake up and they want to discover the world and discover new content
- Mobile touches everything we do
- It’s bigger than social ever was
- Mobile phone ownership
- Yes – 84%
- No – 16%
- Smartphone ownership
- Yes – 31%
- No – 69%
- Interesting things are going to happen when the bulk of those 69% buy smartphones
- We have always been upright mobile beings
- We are programmed to be mobile
- We chase our food
- “We chase our women”
- Humans are not designed to
- Sit for long periods of time
- Stare at screens full of synthetic illumination
- Mobile is ….
- Liberating
- Rewarding
- Empowering
- The Way We Roll today
- Live … Mobile … Online … Live … Mobile … Online …
- We hear about things offline, and we go online to investigate them
- We hear about things online, and we show up
- Intermittent relationship with Social (Facebook, Youtube, etc.)
- “Glance and go” behavior
- Americans are on Facebook
- Facebook working to connect everything you do on your mobile to your Facebook account
- Facebook posting
- Non-mobile – 67.31%
- m.facebook.com – 18.78%
- Android – 4.48%
- iPhone – 4.37%
- Blackberry – 4.09%
- Evolution of mobile technology is reminder of what we’ve done in the past with computing
- Screen above and keyboard below
- Blackberry had been successful
- Mobile content usage
- #1 text messages
- QR Codes
- Audience terms
- Consumers / “The audience” doesn’t have to type or text
- Engage consumers on-the-go, on THEIR terms
- Drive to mobile commerce sites, and digital experiences
- Provide quick access to useful (relevant) information
- Costs nothing to produce a QR code
- QR codes
- Believe the hype
- QR codes have been in Japan for 15 years and now going through cycle of disillusionment
- Once QR codes become ubiqitous and installed automatically on devices, QR popularity will increase
- QR Codes Growth is high (according to ScanBuy)
- Don’t point the QR code to the home page on your website — Make sure you have a mobile experience.
- Provoke mobile engagement
- Provide meaningful content
- Size does matter for QR codes – need to be 1.25 x 1.25 so that lower res digital camers can read them
- No replacement for excellent customer experience
- 44Doors working with Kendall Jackson
- Necktag on bottle that includes QR code & SMS code
- Dynamic content depending on where in the US you are connecting from and time of day
- Online to offline engagement
- Look at channels that are already working
- Scan, Text, Click
- Facebook, Twitter, Email, CRM, Coupons, Mobile Commerce
- QR Code failure – GoToMeeting @ SxSW
- Gave a 90 ask – Not appealing to geeks at a conference
- Didn’t do a good job with education
- Bring the WOW!
- More SMS call to actions
- Why SMS text / MMS
- 150 million Americans with “feature phones” – Dominant form of mobile-to-mobile communication
- For SMS success
- Keep back and forth exchange to a MAXIMUM of 4 actions
- Explore vendors that provide real 10-digit phone addresses instead of short codes
- People txt to real phone numbers 66% more than short codes
- Location-based “checkins” are not natural
- If you do use Foursquare, make sure to find offline events
- Mobile web vs. mobile apps
- mobile web
- Must have – mobile searches that land on non-mobile web changes are the equivalent of bad customer experience
- Mobile apps
- Good to have if utilitarian, rotate / renew frequently, in-store navigation, utility, deals, etc.
- mobile web
- Brevity Rules
- Capitalize on natural, current behavior
- Offer multiple channels
- 93% of Word of Mouth takes place OFFLINE
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