tim hayden (44 doors): the mobile channel
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TRANSCRIPT
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
