mobile website essentials

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10 Truths of

Mobile

Tagging with

QR Codes

10 Mobile

Website

Essentials

Benefits of

Text Message

Marketing


10 Truths of Mobile Tagging with QR Codes

The mobile web is distinctly different than the desktop web.

Great content that is built for mobile tagging and delivered through QR codes is designed with

the mobile user experience in mind. Properly formatting content to fit all smartphone screens

and browsers seems obvious, but this basic concept has been often overlooked. Slapping a QR

code on an ad that links scanners to a pre-existing, non-mobile web page is unacceptable and

does not make your brand look “tech savvy”. When scanning QR codes, most users are time

constrained and thus have a short attention span. Mobile tagging is all about jumping into the

palm of consumer's hands and giving them content that fits.

Special note: Encourage quick transactions such as coupon signups, geo mapping, and Facebook

“likes” within your mobile tagging landing pages. Special consideration should be paid to the

context. This is what separates mobile tagging content and QR codes from regular desktop web

browsing. Large buttons and simple "touch" navigation are crucial to user experience. Keep

pages informal and 2-way by embedding Twitter profiles, commenting, and contest form

signups. Also, position the call, email, and V-card buttons close by. A typical smartphone screen

is 2” x 3”. Make the most of that real estate.

Context is God.

As mentioned above, time plays an important role in a great mobile user experience. But even

with mobile optimized content that is quick and takes little time to navigate, a user’s view of

efficient time spent cannot be measured without putting the mobile content in context with the

experience. For example, a scan going directly to a Facebook fan page does not fit unless the

print message lets the user know that this is where they are going. It is important to make sure

content “fits” the scan event. If a user thinks they are scanning a code for special discounts or

coupons, the content better deliver. Out of context content discourages future scanning and

engagement while proper context and a great user experience is the seed for a brand/consumer

relationship that fosters a viral message through sharing.

Deliver value anywhere possible. This is all about content and context. What is value and where

can it be delivered? This is the million dollar question and the answer is evolving. The mobile

environment is swirling terrain with unlimited possibilities. Value doesn’t need to always come

from monetary reward like coupons, but rather can be the exclusivity of the information related

to the environment. The Yankee Group has coined this as the “anywhere” era of web content

because today’s content can be consumed anywhere from a web-enabled mobile device. Create

and deliver content and offerings that make sense to your market and help shoppers make

honest buying decisions related to their location. Give customers the feeling of instant

education-gratification.



If it's a magazine, consider the readers of THAT magazine and offer exclusives to target content

around that group of readers. Change mobile tagging content often! A QR code that leads

directly to video in a loud atmosphere might not be as powerful as a landing page where users

can select the particular form of content they want. CNN recently debuted QR codes on T. V.

during the Republican Presidential Debate that led users to exclusive content related to the

debate including an interactive poll.

Mobile sharing fulfills basic human needs.

Sharing content (photos, links, status updates, opinions, location etc.) over the desktop PC web

has become ridiculously popular over the last 7-10 years. Sharing content over the mobile web

is still pretty new, but shows explosive potential as phones get faster at browsing and scanning

QR codes. Research shows that once users use a mobile device for social, it becomes the

preferred social site interaction device of choice.

Use sharing as a motivator to scan. We've already seen the popularity of text messaging

(texting) and Twitter (tweets) status updates which are both mobile born forms of

communication and sharing. Your mobile tagging web pages need to be easy to share “on the

go” shopping galleries, product pages, instructions, etc., and also easy to share on (e.g.

comments and ratings). Encourage mobile tagging users to share your content on Facebook,

Twitter, or email by giving them the opportunity. Today this transaction can take place

anywhere! Also, make sure that the mobile content is accessible on a desktop browser; content

is often shared from a mobile device but accessed through a desktop web portal. Mobile to

desktop sharing is still prominent and needs to be considered.

New Smartphone users are born every day. Literally one hundred THOUSAND of them!

It’s easy to be discouraged by low scan numbers in the early stages of your mobile tagging

efforts. Don’t be. Mobile marketing is about telling your story through a series of conversations.

Remember that results are cumulative. They start with the first scan, and build lasting

relationships with your users. Every new scanner is a relationship that you wouldn’t have had

without mobile tagging, and it’s important to remind yourself of that. The growing list of

consumer proselytized smartphones like the Iphone 4, Evo 3D, Droid and Nexus S are an obvious

indication that the demand for the mobile web is skyrocketing. Focus on building a dynamic

mobile tagging experience and users will come. Every engagement you get by a mobile user

scanning one of your QR codes is a connection far beyond any traditional marketing thought to

date. This is the first step in a new relationship. Some of your consumers are converting from

function phones to smartphones right now!



What’s behind the QR code is most important.

Focus on user experience over QR code aesthetics. There’s no doubt flashy, custom QR codes

can boost your QR code campaign's recognition by building BUZZ and identity. However, it’s

early in the game and consumer recognition is still relatively low, so don’t spend too much time

trying to make your code look cool. Customized designer QR codes can’t be duplicated near as

efficiently for robust tracking in different applications. It gets tricky if you run a nationwide

magazine campaign with 6 splits and you understand that it is smart to have a separate QR code

for each split in each magazine.

QR Codes are here to stay.

No doubt about it. They fascinate people. There has been an ongoing debate between

marketers on Twitter and Gizmodo about whether QR codes will hit “mainstream” in the U.S.

The answer is a resounding YES. There isn’t a better visual prompt than a QR code to engage

mobile users to take action on their phone in the physical world. Technologies that take a

healthy long time to develop into mainstream culture (as QR has in the U.S) usually don’t go

away quickly, especially when they are connected to such an enormous segment like mobile.

Scanning QR codes will be popular for years to come. There are several catalysts driving mobile

web consumption that will co-exist effectively in the future.

Augmented reality and NFC will only fuel QR codes and mobile tagging. Over the next 5 years,

QR codes will develop into the most universally recognized prompt for mobile web use in the

world. You can bank on it. Ignore this fact at your own peril.

QR codes are the only universal 2-D barcode.

QR codes are the only open and globally used 2-D barcode, therefore, friendly to entrepreneurs

and innovators worldwide. There are several codes that fall into the "2-D Barcode" family with

QR codes, but are NOT actually "QR codes". The QR code is widely known for its three squares in

the corners of the code. Microsoft Tag, Scanlife's EZ code, and SnapTag are often called QR

codes when they are not. Proprietary codes really aren’t cool. The big problem with these

proprietary codes is that they can only be read by their propriety app which has fragmented the

entire 2-D barcode sector. So "QR code" readers can't scan Microsoft Tags, etc. Last we checked

there were over 80 different applications (not including the dozens of retailer apps with QR code

readers) that read QR codes, and none of them could read a Microsoft Tag. Do you get it? Yes

QR codes are strange looking, but they scream “scan me” and that makes them valuable and

internationally recognized.



QR Code Readers.

Keep in mind that the majority of users are still "first timers". Make it easy for them to

download a QR code reader specifically for their smartphone operating system. This is crucial.

A couple of effective methods are being used to help educate users about how to download an

app that can scan QR codes. A lot of marketers use short codes that can be easily texted and

responds with a link back to the user that will lead them to where they can download a QR code

reader.

Using a QR code management software platform yields superior results.

A typical QR code mobile tagging campaign can utilize hundreds of unique QR codes to optimize

analytic results. Generating QR codes and viewing analytic data from a QR code management

software platform is easy. This is the best way to run efficient and influential QR code

advertising campaigns. The advantage to this is having a complete platform making it simple to

build, organize, deploy, and track hundreds of custom mobile landing pages and QR codes all

under one platform. Advertising campaigns that are robust in nature can target mobile content

to publications, retailers, T.V. and the web. There are several platforms on the web dedicated to

QR code advertising management, but there is only one that seamlessly combines page building,

QR code management, and tracking in one solution.

Mobile tagging is fun!

It is the dawn of a new day. Connecting mobile web content and offerings to existing physical

print media is an incredible concept. QR codes are bridging stagnant and impotent Medias into

virile and viral mobile engagement. The new forms of communication harnessed by the

smartphone device equate to new opportunities to connect with your customers. Most

marketers get goose bumps just thinking about the possibilities! Get creative and think big.


10 Mobile Website “Essentials”

1) For All: Make sure your mobile site is properly optimized for all mobile browsers. Content should also look

appropriate on all tablet, laptop, and desktop browsers too. Remember that mobile content can be opened on

over 7,000 different screens so you need to account for it. Any links (directing to another website) that are

included on your mobile site must also be in a mobile friendly format to maintain the mobile experience.

2) Embedded Videos: Structure video content in a way that doesn’t inhibit, but enhances the user experience.

Two rules apply here. 1) Make sure the video landing page offers a text synopsis of the video in case the viewing

environment isn’t friendly to multi media. 2) Return the user to the landing page when the video is complete. This

makes the experience easier to share and keeps the user engaged.

3) Coupons and Specials: Research shows that audience engagement increases when special offers are presented.

Provide incentives to visit your mobile website by offering exclusive deals or coupons that are easy to find. Offer

sign up forms to validate the interaction and collect new contacts for future CRM efforts.

4) Easy Contact Buttons: Buttons should be vibrant and a size that is easy to touch. Make sure they are obvious to

find. Provide access to a V-card so you can instantly be inserted into someone’s digital address book. One click to

call or email is most effective.

5) Mobile Opt-Ins: Give your audience an easy way to opt in for news, updates, or special offerings. Opt-ins help

collect new followers engaging with your mobile website that lets users continue the conversation. Tie into CRM

tools, email and SMS.

6) Conversation station: This is the foundation of social media. User-generated content is authentic and

fundamental for the mobile generation. Include mobile commenting and ratings into your mobile website

experience. Provide a vehicle for a two way conversation so users feel important and heard.

7) Twitter Feed: The tweet is ideal for mobile audiences. 140 characters or less has become a staple of preferred

mobile communication. Embedded Twitter updates on your mobile page keeps your audience informed and

updated.

8) Facebook Friendly: Every business wants more Facebook “Likes”. Mobile is an awesome new way to capture

them. Make sure the Facebook icon can be easily seen on all pages. This is another quick mobile interaction that

can be a big win for brands.

9) Mobile Mapping: Google mapping on a mobile smartphone

is very efficient. Utilize mapping to deliver location-based

points of interests or store locations nearby.

10) Tracking: Analyze your results. Information about user

interactions like QR codes accessed, engagement geo locations,

device and browser access types and pages viewed can now be

at your fingertips. If you can’t measure it, don’t do it.


Benefits of Text Message Marketing

Immediacy

Mobile Campaigns are easy to create, and message delivery to recipients can be done in a matter of

seconds.

High Reach

The number of mobile phone subscribers is growing at a phenomenal rate. More than 80% of the

population carries their phone with them at all times.

High Response

Research shows that mobile marketing receives a response rate of 10-25% depending on the campaign

and audience. Traditional direct mailing, for instance, receives a 1% response rate.

Cost Effective

For less than the cost of a newspaper ad you can implement text message marketing and is very

affordable. The amount of money saved includes that which you would pay for printing, mailing, office

staff, etc.

Mobility

Customers will receive your message anytime, anywhere.

Engaging

The interactive nature of mobile marketing makes it one of the most engaging mediums available. A great

example is American Idol and their use of mobile marketing to engage fans with voting.

Powerful Database

People are given the option to opt-in to a mobile marketing campaign. By opting-in, these potential

customers are not only showing interest in your current promotion, you now have a database of potential

customers for future promotions.

Cutting Edge

Customers appreciate companies that are innovative and offer something new and different. It is a great

way to separate you and give you a competitive advantage.

MOBILE PHONE FACTOID As the world’s population reaches 7 billion, the number of cell phone subscriptions continues to grow

and has reached 6 billion mobile subscriptions according to The International Telecommunications

Union (2011). This is equivalent to 87% of the world’s population.

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