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.
  • Brevity Rules
  • Capitalize on natural, current behavior
  • Offer multiple channels
  • 93% of Word of Mouth takes place OFFLINE

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