tim hayden (44 doors): the mobile channel

IABC-­‐LDA  Emerging  Media  Summit  Louisville,  Kentucky  �  September  13,  2011    

Mobile Experience Solutions: Technology + Strategy

¡  “Mobile  Computing”  changes  everything  ¡  Brevity  rules  the  moment,  in  terms  or  connection  +  copy  +  call-­‐to-­‐action  

¡  Capitalize  on  natural,  current  behavior…be  pragmatic  with  behavior  AND  device  capabilities  

¡  Offer  multiple  channels  from  offline  to  online  (QR  Codes,  URLs,  SMS)  

¡  Relevancy  improves  immediate  conversion,  AND  creates  WOM  (Word-­‐of-­‐Mouth)  

 Mobile Experience Solutions: Technology + Strategy

We  have  always  been  MOBILE  

Mobile Experience Solutions: Technology + Strategy

Mobile Experience Solutions: Technology + Strategy

Mobile Experience Solutions: Technology + Strategy

Mobile Experience Solutions: Technology + Strategy

Mobile Experience Solutions: Technology + Strategy

…to  February  2010   …February  2011  

Mobile Experience Solutions: Technology + Strategy

▪  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!  

Sent  from  my  shiny  new  iPhone,  please  excuse  

typos  

14  Million  Americans  Scanned  QR  Codes  on  their  Mobile  

Phones  in  June  2011    

-­‐ ComScore  MobiLens    August  12,  2011  

Mobile Experience Solutions: Technology + Strategy

At  Home  36%  

Retail  Store  24%  

Grocery  Store  15%  

At  Work  12%  

Outdoor/Transit  8%  

Restaurant  5%  

Mobile Experience Solutions: Technology + Strategy

Print  28%  

Packaging  20%  Website  

on  PC  16%  

Poster/Flyer/Kiosk  14%  

Business  Card/Brochure  

8%  

Storeftont  7%   TV  

7%  

Mobile Experience Solutions: Technology + Strategy

§  Provoke  mobile  engagement  for  your  audiences  to  get  to  the  “next  step”  in  the  engagement  cycle.  

 •  Provide  meaningful  content  that  reflects  your  marke=ng  strategy  (Goal  oriented  and  measured  with  quan=fiable  metrics)  

Minimum size should be 1.25” by 1.25” – any smaller and it becomes difficult to scan

¡  Keep  back-­‐and-­‐forth  (send/receive)  of  texts  to  a  maximum  of  3-­‐4  TOTAL  actions  

¡  Explore  vendors  that  provide  real  10-­‐digit  phone  addresses  as  well  as  short  codes  

¡  Better  used  at  events  and  in  direct  mail,  rather  than  in-­‐store  (where  time  may  be  a  challenging  factor)  

¡ NFC:  Near-­‐Field  Communications  

¡ Mobile  Wallets  ¡ DOH:  Digital  Out-­‐of-­‐Home  ¡ Augmented  Reality  

Mobile Experience Solutions: Technology + Strategy

tim@44Doors.com    

@TheTimHayden      

Mobile Experience Solutions: Technology + Strategy