Decoding Mobile Marketing
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What's square, mainly black and white and being scanned by people all over the place? If you guessed QR codes, you're (almost) right! It's actually two-dimensional barcodes and they are showing up on everything-from food packaging to magazines, clothing tags and direct mail. Two-dimensional barcodes are considered a direct link between print and the Internet and they're revolutionizing the way businesses--both small and large--are promiting their products and services.
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Decoding Mobile Marketing
- 2. Lora Ullerich Digital Media Specialist [email_address] Session Framework Xavier Rodriguez Marketing Analyst [email_address]
- 7. Source: Nielsen, July 2011
- 13. TM Two-Dimensional Barcode Readers
- 14. Direct Mail
- 15. Direct Mail
- 20. How Text Works Thank you for your interest. You will be contacted soon. Instant Reply immediately sent back to prospect Signage Example Company Logo Text CMG to 95495 to learn more about FREE marketing offers for your business!
- 25. TM Type in your particular page Choose content to include Mobile Website Hit “next”
- 26. TM Check your “design ” Hit “next” to save your work & you’re done!
- 31. Email sender branding Catchy headline Eye catching graphics Relevant/timely content compelling offer Privacy statement
- 36. 8
Notas do Editor
- Good afternoon. Thanks for joining us for Cole Information’s Small Business Marketing 101 Webinar—Decoding Mobile Marketing.
- Thanks for joining us. My name is Lora, I’m the digital media specialist for Cole Information. Today, I’m happy to have Xavier Rodriguez join us on this webinar. Xavier is a marketing analyst w/ Cole and has a wealth of knowledge on al things mobile, so I’m happy to have him on the call today. Some housekeeping items if you have a question during today’s webinar, you can ask it in the question box located in the Go to webinar dashboard at the right of your screen.
- Discuss today's session. Today we’re going to go over how to define what mobile marketing is and how you can come up with a effective strategy along with some easy-to-use effective tools to grow your business. Close it out with 5 action points along with some links for you to reference. Also, we are recording today’s webinar, so we will get that recording out to you in 24 hours after the end of this session.
- Before we get started, just a little background on Cole Information. In 1947, Jack Cole created Cole Directory, a directory of people by their address and phone number. Jack’s considered the father of direct mail. While companies had dabbled in this type of directory in the past, what made Cole Directory revolutionary was that he used IBM punch cards to streamline the process and thus created a searchable database. This type of crisscross directory was groundbreaking & invaluable to a number of industries including telemarketing, debt collection and law enforcement. Today, through a number of our products, including Cole X-Dates & Cole Lists, we have continued to provide small business owners this searchable database of addresses and phone numbers that allows them to target consumers and businesses in their own neighborhood. We also want to provide small businesses with the necessary tools and information they need to grow their business. We do that through Cole community.com and also these small business 101 webinars.
- We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- Create opportunities for people to learn and talk about you. Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
- The need for mobile continues to increase as according to Nielsen data from July, there are currently 40% of people in the US who use a smartphone. The majority of those folks are familiar with and are engaging in & and responding to various mobile marketing tactics. I’m sure it’s no different in our audience, here’s our first poll question—of those of you who currently have a smartphone, what do you use it for the most? Text Facebook/social networks Email Navigation?
- According to Pew Research Centers, they did a study on how American’s are using smartphones & here’s some interesting statistics: 92% use their smartphone for texting, talking on the phone & taking pictures 84% use it to browse the Internet 76% email 69% downloading apps 64% gaming 59 % social networking 55% navigation http://www.tatango.com/?source=Blog_Email_%5b7%20Awesome%20New%20Mobile%5d On the local level, 47% of adults get at least some local news and information via their smartphones or tablet computers. Specifically: 36% of all adults said they used a smartphone or tablet computer to check weather reports 31% of all adults said they used those mobile devices to find local restaurants or local businesses 16% of all adults said they used those mobile devices to get or use coupons for discounts at local stores In addition, 13% of adults say they get news alerts about their community sent to their phones by text messages or email. And 11% of adults say they get local news from apps for their smartphones.
- So who is among those who’s fueling the fire. Well, according to a recent report by Nielsen report on SM, people over the age of 55 are driving the growth of social networking through the mobile network right now. Among their additional findings, 70% of active online adult social networkers shop online They use the mobile internet to find out information about a company, product or service They use the internet to buy & make payments online.
- So with mobile marketing, there are several ways you can engage with your consumers including: Adding two-dimensional barcodes on your print ads or direct mail—great way to bridge your offline marketing efforts with your online ones. In other words to drive them to that video, landing page, social media site, etc. directly, rather then telling them. Text message Make your website mobile-friendly Continue to engage with consumers/prospects via email And, especially if you’re a brick & mortar location--using location based applications to drive traffic by offering incentives & coupons.
- First let’s talk about Two-dimensional barcodes—the most common or popular is the Quick Response or QR code along with Microsoft’s Tag—as you can see. Bar codes are linear one-dimensional codes and can only hold up to 20 numerical digits, whereas QR codes are two-dimensional (2D) matrix barcodes that can hold thousands of alphanumeric characters of information. Their ability to hold more information and their ease of use makes them practical for small businesses. When you scan or read a QR code with your iPhone, Android or other camera-enabled Smartphone, you can link to digital content on the web; activate a number of phone functions including email, IM and SMS; and connect the mobile device to a web browser. According to February 2011 research from agency MGH, awareness is high among smartphone owners. Nearly two-thirds have seen a QR code, and about half that number, or one-third overall, had used one. That’s why QR or quick response codes have exploded in popularity as of late. This is just one example of a two-dimensional barcode—there are other examples including microsoft’s tag which can require a special reader. Although they’ve been around since 1994, they’ve only recently became more popular. And only recently have been popping up on billboards, direct mail and other forms of advertising. The way consumers are using them is via their smartphones. They snap a picture of the barcode and then using a free reader app, they are taken to either a website, video, or coupon that’s unique to that business. Why it’s important for a business is that, if done correctly, you can grow your business. You can create unique barcodes free of charge and then you can direct people to your website, a video that shows more information about your product or a coupon or special. How create one: Google QR Even though QR codes are relatively simple to set up and use, many small businesses don’t know where to begin. To start, check out Qr.net and createandtrack.com, just two of the hundreds of sites that offer QR code creation. codes & you’ll find a number of sites that allow you to create them for free. For example, Kaywa QR code. Bitly.com http://qrcode.kaywa.com/ QR.net Createandtrack.com
- One component of this mobile marketing is Two Dimensional barcodes. They’ve been around for more than a decade (originally in Japan) and have recently gained popularity among markets here. They create a bridge between print media and online advertising. Some examples of two-dimensional barcodes are QR or Quick Response codes, Microsoft Tag and Data MatrixWho According to a study in February 2011, smartphone users use QR codes to get a discount or deal (53%) access to additional information (52%), enter a sweepstakes (33%), sign up to receive additional information (26%), access a video (24%), make a purchase (23%) according to a MGH Survey in march. (www.emarketer.com) Fike I mentioned earlier, 35 % of Americans who have a mobile phone own a smartphone. And they have downloaded the aps & bells & whistles to make it work for them.
- In order to scan a 2D barcode from your smartphone, you need to download a QR code reader. There are lots of two-dimensional barcode readers that are both free & easy to download onto your phone & use. In turn you can create your own two-dimensional code & use it for your marketing needs.
- Here’s an example of direct mail that we used to invite real estate folks to our webinar. As you can see, we have a QR code on the front & what I think is an enticing question to get people to scan the QR code—is real estate success in your future? Some suggestions—always be sure to give some direction as to what you want people to do with this QR code & where it will lead them (in this case it’s a video) and also if they don’t have an app—where can they go to get one. In our case, we directed them to getscanlife.com.
- Same thing on the back. We have a different QR code that takes you directly to the webinar registration page as well as a little detail as to where/what the site will lead to. We suggest that you track this information to see who’s clicking on what so you can gage how effective it is. In our case, it’s ???
- Like we mentioned one popular way real estate agents have always pushed out information is through fliers, direct mail & postcards. So, our first old-school marketing tactic is to create, print & distribute fliers in the neighborhood about a certain property you’re selling. For a 2.0 twist, why not incorporate a QR code? You can direct that QR code to a video or a mobile website that has additional details of the property or even an opportunity for them to get in touch with you via email/phone call, etc. Bill this is your flier & it appears you’re using a QR code on it. Talk about your experience with QR codes—including how long you’ve been using them & the kind of success you’ve had.
- It’s also important to see who’s clicking on your links, etc. By tracking through free sites like Bitly.com, you’ll be able to keep a handle on how when, where & how people are clicking on our links. You can also create free QR codes with this site that’s unique to that particular link.
- One component of this mobile marketing is text messaging. Who doesn’t send & receive text messages? SMS or short message service is very popular. More than 2 trillion text messages are sent each year in the United States, generating more than $20 billion in revenue for the wireless industry. Why it’s important? –who doesn’t read their texts? It’s got a high open-read rate of concise, targeted information. something like 95 % It’s an easy way for you to offer an coupon or other promotion to that customer that’s relatively inexpensive. Immediately obtain buyer’s contact info Contact customers instantly Send offers at any time Real-time reporting Very inexpensive to deploy Increase sales & revenue It’s easy to implement. You simply find a keyword that fits with your business, advertise that keyword on posters, print and wherever else to have people text into a certain number. Then an automatic text goes back to them which creates the customer’s opt in. then you’re free to text them. A Buyer sends a simple text message to various Home4Cell from the comfort of their cars or while standing in front of the home for sale. Within seconds, they receive an instant reply including property information including: * Agent contact info * Property Description * Mobile Virtual Tour with all MLS information including pictures! * Photos of the home and more...
- A text message campaign is easy to implement. According to Jeff Campbell with Omaha Creative you simply find a keyword that fits with your business, advertise that keyword on posters, print and wherever else to have people text into a certain number. Then an automatic text goes back to them which creates the customer’s opt in. then you’re free to text them.
- Here are some examples of where text messaging campaigns are successful. Local coffee shops, cafes, fast food companies are finding success with this type of messaging—they’re taping it to their register, drive thru, etc. asking patrons to join our mailing list by sending your email address via test to ANNIES to 42828 to get started. Or test FOOD to 95495 to get a percentage off the next order. Jeff says Results may vary - depending on what type of program, target, message and incentive/offer but on average: 80-95% open/read rate 15-40% response rate (depending on offer) 4-25% click-through rate 15-50% in-store traffic
- Here are some examples of where text messaging campaigns are successful. Michael Sailor, who owns sailorinsurance.com out of Aspen, Colorado likes text messaging campaigns to send out meeting reminders to potential clients and also to follow up with prospects as well with text messaging.
- Third, consider adding a mobile website. There are a lot of free tools out there that make it super easy. I chose mobify.me, it’s free site & while it doesn’t take 5 minutes, in a couple hours you can create your own mobile site. In this digital age, whether you’re ready or not, consumers are accessing your website via their handheld devices. Unfortunately, only a small percentage of retailers have a mobile-enabled site according to a survey by Microsoft Tag, a mobile barcode scanning app maker. If you’re not one of them, you’re missing an important opportunity to interact with customers, boost sales and seize your fair share of this multi-billion dollar market. At the end, I’ll give you some additional resources that you can check out. http://community.mobify.com/guides/tutorial-getting-started-with-mobify/
- We decided to use cole community as an example of just how easy this can be. Here’s the website for the most part.
- So after logging & creating a user name & password, you simply choose your wesbite that you want to mobilize & get started. In this case, I type in the particular page I want to create—in this case the homepage, choose the particular content I want included in the mobile site (which highlights in red) Hit next http://www.zippycart.com/ecommerce-news/3089-5-tips-for-optimizing-ecommerce-sites-for-mobile-access.htmlor your marketing needs.
- And check the page’s design—if I’m comfortable with that, I hit next, its saves the content & I’m done. http://www.zippycart.com/ecommerce-news/3089-5-tips-for-optimizing-ecommerce-sites-for-mobile-access.htmlor your marketing needs.
- This is the management page, as you can see, I created an articles page, a blog page, webinars & events and news section. There are some things you want to keep in mind when creating a mobile website however. And here are some This is how you manage your pages and here’s some tips on making your mobile website user-friendly. Tip #1: It’s true: size matters. In other words, the screen size is key. Keep in mind the typical screen size of most mobile phones is usually less than 4 inches, so when it comes to building your retail app, you must maximize the limited screen area by removing the clutter. Tip #2: Simplicity reigns supreme. A simplified approach will give users the best overall experience, reduce content bottlenecks and keep everything running smoothly. For example, if you’re a clothing retailer, you’ll want to solely focus the user experience on single items without excessive images or descriptions. Keep product information concise; when customers are accessing the mobile site they are looking to browse quickly, so it is not necessary to include the full catalog description. Tip #3: Don’t be dense: streamline the process. Heavy, dense pages with too much data can drag down your speed and discourage users from continuing onto other pages. Lightweight pages will speed up the load time and boost performance. Another common culprit for data-laden slow pages is Flash. Your mobile website should be free of flash and rely on icons and images instead. Keep in mind that iPhone and iPad users won’t even see that Flash anyway. Lastly, keep the search ‘breadcrumb trail’ short—ideally only display the last part of the string from the search. Tip #4: Seal the deal. Developers should always optimize their checkout process to be as short as possible in order to facilitate a transaction once the decision to make a purchase has been made. Every nonessential step in your mobile checkout process adds friction while likely resulting in lost sales. In mobile commerce as in ecommerce the same rules apply: the method of presentation can make or break a sale and sites that are slow to load — even by just a second or two — can often lead users to abandon the transaction altogether. Mobile users are always in a hurry. Make the sale or be sorry! Tip #5: Browsers matter, too! It is easy to forget about browsers when you are making your site mobile-friendly, but overlooking the role they play can cause serious performance lags. While web applications are built to deliver content for all kinds of browsers at once, with mobile the opposite is true. It is important to build your mobile site to send content in a way specifically tailored to each individual mobile browser; this will help to avoid weighing down the browser with page data it can’t use. You may even want to consider using a mobile-only multi-part stylesheet to keep these pages lightweight — one style for each contingency, depending on browser type, version, device, and device OS, etc. http://www.zippycart.com/ecommerce-news/3089-5-tips-for-optimizing-ecommerce-sites-for-mobile-access.htmlor your marketing needs.
- Now let’s look at an old-school tactic that is your website. I’m going to hilghlight Bill’s website & it’s great—it has his picture, contact information and links to his social networks including his facebook page, linked in account & blog. Bill, I’m sure that people use it to get a first look at who you are as a real estate agent, what your site looks like & what property listings are for sale. So what’s the 2.0 twist? Bill, you created a mobile website that I’ve found by scanning your QR code from your flier & it’s got this same look. Tell me why you thought it was important to create a mobile site. How much traffic you’ve received?
- Now let’s look at an old-school tactic that is your website. I’m going to hilghlight Bill’s website & it’s great—it has his picture, contact information and links to his social networks including his facebook page, linked in account & blog. Bill, I’m sure that people use it to get a first look at who you are as a real estate agent, what your site looks like & what property listings are for sale. So what’s the 2.0 twist? Bill, you created a mobile website that I’ve found by scanning your QR code from your flier & it’s got this same look. Tell me why you thought it was important to create a mobile site. How much traffic you’ve received?
- What’s one of the first thing you do when you get up in the morning? Check your email right? Email marketing is a vital component of mobile marketing strategy and if done correctly is a great way to engage your current and former customers as well as reach out to your prospects Think about content you’re sending out—here are some key things to keep in mind according to Hubspot: Headline—catchy? Who’s the sender? Is it from some random email address? We use “yoursuccess@coleinformation.com” Is your content relevant and timely? What’s the call to action? What time of the day are you sending out emails? Is it first thing in the morning? Late at night? Think about your customers…are they more likely to check their email at the beginning/middle/end of the day.
- What’s one of the first thing you do when you get up in the morning? Check your email right? Email marketing is a vital component of mobile marketing strategy and if done correctly is a great way to engage your current and former customers as well as reach out to your prospects Think about content you’re sending out—here are some key things to keep in mind according to Hubspot: Headline—catchy? Who’s the sender? Is it from some random email address? We use “yoursuccess@coleinformation.com” Is your content relevant and timely? What’s the call to action? What time of the day are you sending out emails? Is it first thing in the morning? Late at night? Think about your customers…are they more likely to check their email at the beginning/middle/end of the day.
- Whether or not you feel a mobile marketing campaign is for you--No problem. You can still create dialogue….on social media through sites location based networks like foursquare, gowalla, yelp & online reviews.. Especially if you’re a brick & mortar store, think about offer an incentive for people to check-in with a discount or free product. Restaurants have success with this through a special—like the “mayor gets 50% off their order or those who check in get a free dessert. With foursquare, people can offer a tip review your business on sites like Yelp. Also, make sure to monitor those reviews. Acknowledge the negative ones as fuel for improvement, and thank people for the positive ones.
- Same thing with online reviews. Hopefully you’ve all claimed your address on local listing sites like Google & My Yahoo. But has anyone written a review and given you a 5 star rating? Here’s our business-Cole Information-- Ask your customers to add a review. It’s free, not only & you can write reviews, get customers to write reviews. Make it even easier by pulling up your local site & asking the customer to spend 2 seconds writing the online review & saving it. According to one study, consumer reviews are significantly more trusted—12 x more—than descriptions from manufacturers. Another study asked moms who they trust when it comes to recommendations for their baby. 73% responded by saying they trust online community recommendations (baby center LLC, july 2009.)
- Here are five action points: Become familiar with QR codes—download a QR code reader, scan ads to see where they’re taking you. How can you include it into your own marketing/advertising print options. Get the pulse on how your customers use their smartphones. Are they scanning QR codes? Would they want a text from you? Or buy a product from your mobile website? Checking in @ various places? What kinds of things would engage them? Think coupons, value, etc. Think about your current email marketing efforts—is your eNewsletter engaging? Effective? If not, how can you bump it up. Finally track to see what’s working & what’s not. What catchy headline received the most click throughs? Where are you failing?
- Here’s some online resources for you. Are there any questions?