Mobile Marketing Archives

February 3, 2018 By Jody Raines Leave a Comment

QR Codes Are Dead? Long Live The QR Code!

QR Code #fail

Are QR codes dead, or are they making a comeback? This week, Amazon announced that they are introducing their own version of a QR code, called a “smile code” which can be scanned using the Amazon app to unlock discounts and specials. As an Amazon user, I’m intrigued, and I’m also curious whether this concept will get traction. The allure of unlocking a discount when I see one of these codes has a strange “Where’s Waldo” kind of quality that appeals to my inner adventurer and shopper. Who doesn’t love a deal? And I do have the Amazon app always handy to shop, or to scan a code.

A similar usage of the dreaded QR code was being implemented at stores like Best Buy to get in depth product information as a consumer walked down the aisle. I’ve personally attempted to use these, but found them to be cumbersome and they rarely yield the information that I seek. But to use the code, I had to navigate to find a QR reader app, use that app (which sometimes didn’t work) and the combination of time and steps involved proved a deterreant to my using them.

Then, you have the strange attempts by “creative” marketers, like the example in the photo above that I encountered while dining at a local establishment. Nice attempt, poorly thought through. Can you think of 3 reasons that it wouldn’t work? I can come up with at least a dozen!

But maybe, with technology catching up, the cumbersome QR code may make a comeback? After all, Snapchat users seem to love the integrated “snapcode” that enables the user to gain information or participate in a web experience. Is this due to the improvement in technology or user familiarity with the app, or maybe due to the reader being integrated into the app? A far different experience than expecting a pedestrian in New York City to whip out their phone, navigate to a Scanning app, and capture the QR code from the side of a bus before the bus turns the corner.

QR codes or quick response codes were hailed as a convenient way to encourage conversions with branded trade show giveaways, collateral or direct mail. QR codes became quite popular with marketers in Japan and Europe, and gained some traction within the US. Marketers felt that many mobile users would appreciate an easy, convenient way to get information and they hoped it would drive traffic to a website. Realtors utilized these qr codes on literature or signs for home buyers to have easy access to information about a property.

But did they work? Did they attract the bordes of the curious willing to whip out their mobile device, navigate to an app, then scan and enjoy?

Motivation and Effort

Whether on a billboard, a bus, a postcard or a business card the QR code is a method to get a lot of information into a little space. It depends upon the motivation of the viewer whether the opportunity gained by scanning is worth the effort, and also the amount of effort it takes to get to the information.

QR codes on billboards, the sides of buildings, as a tattoo, on t-shirts, on badges at trade shows, on business cards were hailed as the wave of the future. They were a virtual window to take a reader to a virtual place online. When the QR code is scanned by a smart phone (with a QR reader application) the QR code can direct the mobile user to a landing page or web site with additional information such as product information, sales information, directions, phone numbers or a host of other information that your marketing efforts can now easily get into the phones of potential customers.

But unfortunately, QRs became a bit of a joke. Why? Because no one wanted to scan them. It was simply too cumbersome, and so they faded away. It’s fascinating to see whether the combination of strong consumer motivation, coupled with ease of access and perceived value of offer will help Amazon’s program gain traction.

Originally invented by DENSO Corp., a subsidy of Toyota, in 1994 QR Codes became a worldwide accepted way of communicating. They gained acceptance and popularity with marketers across many countries as a way to provide an intriguing call to action and bring the customer or prospect to the next stage of the sales process. Then, they started fading from the landscape as marketers realized they aren’t being scanned.

How QR Codes work:

Download a QR scanning application for your phone.
When you see a QR code use the phone’s camera and the application to read the code.
The application automatically opens the link, video or image.

Some popular QR scanning apps include RedLaser, i-nigma, NeoReader and Grip’d. There are applications available for most smart phones.

It’s easy to see how the ability to scan a code and go directly to a website could be useful. Real Estate agents can use the code on a sign outside of a house, which when scanned, leads to a website with more information about the property. Buses can have a QR code on the side that shares information about upcoming events in town. T-shirts can be printed with QR codes that lead to a Facebook page. Removable tattoos with the QR code on them can lead to a Paypal donation site for charitable organizations. The creative usage and ideas are limited only by imagination. The downside of QR codes (being ignored by consumers), coupled with an inability to protect a consumer by an altered code that may take the consumer to a very different experience than they expected must be addressed if QR codes are going to make a resurgence as a general marketing tool.

Want to try creating a QR Code? There are many QR code generating tools on the market. The QR reader is universal, so it doesn’t matter who generates the code.

Would you use a QR code? What information would you offer that would be compelling enough to have a consumer take action to scan your code? Or, do you think QR codes should be relegated to specific apps, like the Amazon use case?

February 9, 2014 By Jody Raines Leave a Comment

Social Media Marketing And Inbound Marketing Trends For 2014

Want your online marketing to be a Knock Out?

Internet marketing trends continue to evolve and as we enter the new calendar year we evaluate what the Internet marketing trends will be, and what the impact will be on social media marketing or inbound marketing. Some of the changes we are tracking will have great impact on the way we communicate using the Internet.

Semantic Search Yields Improved Results. The world of Google and search changed with the introduction of Hummingbird and the birth of semantic search. What this means is that search is more intelligent and adaptive. The old days of matching specific keywords for “optimized search” results are hopefully dead. Long live the new SEO and semantic search results. With a more intelligent and personalized result, the old days of ‘gaming’ the search engines are hopefully over. A new dawn of improved search results will dictate that websites become more serious about improved and helpful content. If the information is simply ‘marketing pablum’ with keywords sprinkled through the text, it will no longer garner top placement or search engine rankings.
Mobile’s Influence On Responsive Web Design And Marketing. It still amazes me when I am searching for a company or service or product on my mobile device and the result is difficult to read or evaluate. More and more, mobile has become the way we find what we are looking for, and if your website is not mobile enabled, you will be knocked out of the game. Google Webmaster Tools even offers some best practices for mobile websites. This past Holiday season, statistics show that over 25% of online purchasing was done on a mobile device. With the increasing number of transactions and searches being performed on mobile devices, mobile responsive web design will be a huge factor for online marketing success moving forward.
Social Video, Real Time Increase In Offers And Adoption. Google+ was revolutionary with the Hangout and Hangouts On Air platforms. Integrating with YouTube (the #2 search engine) makes G+ Hangouts an important tool for 2014 and beyond. Many traditionally audio podcasts have made the transition to video. In fact, video production and embedding have become relatively easy. There are tremendous advances in editing software that makes video production more attainable for the general population. Apple has proven that you can use an iPhone as an all in one video capture and editing platform for creating surprisingly professional results.
Wearable Technology And The Dick Tracy Era. Wearing your heart on a sleeve will take a back seat to wearing your phone on your wrist. Jewelers who lamented the fact that no one wears watches any more are now excited about trends in wristwear that incorporate technology. Whether it’s a watch that monitors your phone messages or records video or monitors your exercise, the way that we will communicate in the future is making great changes. Google glass has had it’s blips and false starts, but generally its an exciting new technology. At $1500 a pop, people have to wait to get an invitation to even line up to purchase the device. Seems a bit expensive to have glasses that take pictures or record video, and perhaps the early adopters are reluctant to share the Emperor’s clothing scenario, but it’s definitely a trend to watch.
Business Networking Expanded. In the age of Linkedin, Quora, Google Plus and other networks that have a business edge, the importance of business networking, both online and in person has been escalated. No longer can a company grow without a network of evangelists. Brand evangelists will do the job of spreading the word better and faster and with greater credibility than the company can through advertising or other methods.
Consolidation of Social Platforms. As social media platforms evolve, there is a tendency for them to become more and more similar. When LinkedIn and Facebook added a Twitter-like stream, then when Twitter added a new improved Facebook-like wall the fuzzy differentiation became even more diffuse. As Google+ and Facebook vie for social dominance with the newer entries like Pinterest and Jelly, the delineation will become blurred, and the fast pace of absorbing the newer, successful social channels will increase. The good news is that the same skills for engagement and sharing social content that have helped to develop associations in the past will continue to be important, and those who have mastered the ability to identify and connect with influencers will continue to have success.
Analytical Information Gains Importance. Does your social media program work? How would you know. Identifying measurable goals then finding a way to determine progress towards those goals will be the lifeblood of any social media program. If a company is involved in social media, it’s not to say that every tweet or post or like has to be a contrived part of a plan, however the messaging and momentum should be consistent, especially in organizations where there could be more than one voice for the company.
Sharing is the New SEO. While Facebook celebrates its tenth birthday, social media and the era of engagement and sharing has blossomed and in some cases, social sharing has greater credibility than the old formula for inbound links. The age of semantic marketing, of creating content that is meaningful and not just a mish mosh of keywords has begun. For your web presence to be important, you must contribute and those contributions must be recognized by third parties. To the extent that you are tweeting or “liking” or “plussing” or being tweeted, liked or plussed, that is the way your authority and web presence will grow.
Demands for Privacy Escalate. (The Downfall of Big Data). Eric Snowden may have brought new focus to this issue, but it was there before the NSA backlash began. In fact, there have been waves of people proclaiming loudly that they are leaving Facebook due to concerns about privacy, only to be lured back and lulled into ambivalence by the comforting presence of their peers. Just because other people are doing it, does not make it save and more and more the call for the opportunity to hide or block information has become louder and more strident.
Accountability Of Individuals. (Reductions in Cyber threats, anonymous trolls, spam) Recently Google made a rather bold change in they way comments on YouTube videos are posted. The comments are linked to a Google account and appear on Google+. The anonymous troll who used to post derogatory and inflammatory comments is limited to a greater extent than ever before. Whether the individual tries to obscure his or her identity or creates pseudonyms, the fact is that this is getting harder and more difficult than ever before. Perhaps by making individuals accountable for their actions and words, we can begin to put a stop to cyber threats and online harassment. Then again, if the person is truly “off their rocker”, its evident by their posts. Well, more appropriately clear to everyone except the perpetrator… The good news is that the public is demanding great accountability of organizations and individuals, and decrying those cowards who troll the Internet with the intent to do harm.

Have you identified additional trends? I’d love to hear about them and learn your thoughts – please share you ideas with whether you agree (or disagree) with these trends, and also whether you feel that there are even greater waves of change coming?

Giving the One, Two Punch to Improve Web Marketing Communications.

September 12, 2013 By Jody Raines Leave a Comment

Marketing Launch Apple iPhone5s and 5c – Why The Pundits Are Wrong About The Stock Market

Apple is brilliant when it comes to smartphone product launches and marketing strategy. Already people are lined up and camping outside of their stores. Why? A new iPhone was announced earlier this week. SO why then did the stock market pricing for Apple drop? Immediately after the announcement of the new Apple iPhone 5s and iPhone 5c, the market price dropped by about 5%. Some of the social media techno geeks immediately started to belittle the latest iPhone and express their opinion that Apple has stopped being a force to reckon with in the smart phone marketplace.

I say they are wrong.

What’s amazing with the new iPhone 5s is what’s under the hood. I have to say that the 64 bit processor, the first of its kind in the industry, may have been missed by the naysayers. Also, the m-7 processor was mentioned, but I’m thinking that there is more to this little device than meets the eye. Apparently the purpose of the m-7 is to evaluate all the little datapoints captured by the gyro and other spatial metrics to do something with them. My guess is that the apps to take full use of this feature are in development and not ready for prime time yet, which is disappointing, but not unheard of in a product launch.

In fact, I bet there were a few things that were not ready for the launch, such as a new Apple TV, which has been rumored, or the software update/upgrade to the current Apple TV. Also new iPad models, sizes, or improvements. Notably the event was limited to just the two iPhones.

And while the iPhone 5c may seem silly, there is a whole audience of parents who are supplying these devices to their kids, for whom a colorful, perhaps more durable version would be very welcomed. I know my daughter is using a 4s, so the 5c would definitely represent an upgrade for her (she’s not reading this, right?).

The fingerprint security is a welcomed improvement. I am guilty of not using the two step verification or locking my phone because it’s a pain in the bottom. This fingerprint swipe seems a lot easier and a lot more reasonable. I also am intrigued with the improvements to the camera and the flash. I use my iPhone as a camera all the time. Yes, I have a DSLR, but it’s big and awkward – using it is a dedicated photography adventure. My iPhone is always with me and in a snap, I can have the photo app up and snag those pictures. I am not sure how I feel about the burst determining which picture will be the best, but for most consumers, I think that’s a brilliant feature.

I have my own impression of why the stock market tanked immediately after the presentation. In my humble opinion, the marketplace was looking for more products. I don’t feel it’s a reflection of the iPhone or the new features or whether it’s a vast improvement over the existing iPhone 5, I think it’s because we are spoiled and we want more toys to drool over. What about the watch? New iPads? I betcha there will be another announcement soon and before Christmas about some of these. Why give the competition all the information. After all, Apple has been brilliant in marketing and product launches. We have come to expect so much from them, that even with an exciting new powerful device being launched, some folks says they want more.

What do you think? Is Apple brilliant or have they lost their luster? Will you be waiting in line on the 20th of September to nab a new iPhone? Or are you contemplating that your Droid or Blackberry or Windows Phone will be good enough. Aren’t you even a bit jealous of that 64 bit processor? Or the fluidity of the iOS platform versus the Apple Wannabe interface?

As for me. I am thinking that Champagne Gold will look good on me…. Stay tuned!

August 20, 2013 By Jody Raines Leave a Comment

Mobile App Recommendation: WAZE Is A Great GPS Alternative

Traveling in a mobile society has it’s advantages. Using a GPS or Global Positioning System for navigation information makes traveling so much easier. With so many ways to get from point A to point B, todays mobile society has more than a GPS as an option. Google Maps, Apple Maps (although greatly criticized), Yahoo maps, Yelp Directories, and even Mapquest are all excellent solutions.

Although for some navigation, a paper map is still useful, for the most part, a GPS can determine a route to get you pretty much anywhere these days.

But with most of the mobile solutions, there are some limitations – for example, most GPS’s need to be updated periodically. These are not built to contend with real-time, real-life ongoing challenges. They are accurate to a point, and if you do not get a GPS that offers lifetime map updating, you may be working with bad information which can result in wrong turns and travel delays.

My last vehicle had an in-dash GPS which I thought was super cool at the time. It was, to a point. At the end of the two year period, I would have to pay a few hundred dollars to get a CD with new maps. I was unwilling to do that, so I just dealt with the inconsistencies that had developed over the last two years.

My next GPS was a small Garmin, which I then upgraded to a top-of-the-line Zumo, which coud be used either in the car or on my motorcycle. The Zumo is water resistant, programmable and can be operated in either motorcycle mode or car mode. The touch screen can be manipulated even if I am wearting gloves. I can swap routes with my friends and can download points of interest that appeal to me. I have all the Roadside America attractions set to alert me when I am near by. Pretty darn neat. right? I thought so, until recently…

I didn’t realize how limited my Garmin GPS was until this past weekend when I downloaded and started using the WAZE app. Yes, the GPS is still clearer and generally more reliable but WAZE (which was recently acquired by Google) brings a brilliant solution of crowdsourcing that has the edge when it comes to real-time reporting of road conditions.

The WAZE app was actually recommended to me by friend Brad Chasenore during a TechWebCast podcast. It was also recommended to me by Chris Voss of the Chris Voss Show, on another podcast. I was reluctant to get involved with another location based application because I just don’t want people to know where I am. But this past week, I was visiting my 88 year old mom who is taking classes on how to get the most out of her iPad, when she asked me if I heard about WAZE, and whether I had used it. Frankly, Mom knew more about the app than I did, which was a tad embarrassing… (I’m fessing up here!). As with any app I was skeptical and at first, I was concerned about an app that has a cute interface that represented me with a pink blob that looked a bit like an old “ABC” piece of chewing gum.

I had the opportunity to “road test” the app on a recent 1,000 mile trip along the East Coast. Real life experience using the app has made me a believer and here’s why:

Waze is used by thousands of other drivers who are reporting real time information such as
- Location of police officers along the route.
- Location of construction hazards.
- Location of debris on the road.
- Issues like abandoned vehicles or animals on the roadway.

Waze is a social community for reporting driving hazards and conditions that is refreshingly simple to use and has crowdsourced real-time road conditions. And it’s free!

Recently purchased by Google, Waze recently started integrating Google Maps with the Waze Map reports, hopefully to create a newer, more powerful interface. Although they are currently under examination by the FTC, there is hopefully a strong opportunity for this powerful little app to have the benefit of a cash injection from Google.

Some of the reasons I love Waze is because it truly helps you get where you are going faster. Recently I avoided a serious headache when my little Waze app told me to go around an accident scene before I could even see that there would be traffic on my route. I use the app each morning, and it does evaluate which route will be fastest that day – one day it’s one way and the next day it sends me a different way. I am not 100% trusting the app yet, but it’s proving itself to be very reliable.

In addition, there is a cool gamification aspect that will keep you signing in more and more. Each time you report a hazard or a traffic jam, you are awarded points. Sometimes you are thanked by other drivers who you helped. The points accumulate and you “earn” different avatars. I am proud to report that in my first fifteen days, I’ve advanced to a Waze Warrior! But that’s not all. You can integrate the app with Facebook and Twitter and then compare your score to your friends score. You can compare your score to the leaders in the state as well. If that’s not enough, you can Facebook post or Tweet to let others know what is going on with the road.

Downsides to the app – it makes my phone heat up. It depletes the battery – I go from 100% charged to no battery – shutoff in about an hour even with no other apps running. Other friends who use the app have complained about cell phone quality dropping and even being unable to make calls while using the Waze app.

Plus, we don’t know yet what Google will do with the Waze app. Right now, I think it’s definitely worth having, especially if you are someone who commutes a distance or who drives alot.

July 4, 2013 By Jody Raines Leave a Comment

New Media Marketing: QR Codes – What is A QR Code?

A few years ago one of my clients in the printing industry was very excited about QR or Quick Response codes. He had read about how they were very popular with marketers in Japan and Europe, and would be quickly catching on in the US. As a printer, he felt that the QR code would help to revitalize the printing industry and create vast opportunities to those who were first in the marketplace to offer these QR codes.

Since that time, I’ve seen a lot of QR codes being used – some well, some not so well. The effectiveness for a QR code (to be scanned) is not inherent in the fact that it is a QR code, but whether there is value to the recipient of the information in scanning the QR code.

QR codes are popping up in more and more places. Recently I saw an article that described how the International Gemological Institute is using QR codes to specify information about the gem. I also saw articles that described QR codes being used for memorials on tombstones as a way of sharing information about the deceased.

Whether using the code on a billboard, a bus, a postcard or a business card the QR code is a great way to get a lot of information into a little space.

Some ways I have seen a QR code used incorrectly are humorous. At a visit to a local restaurant, I recently saw a couple examples of QR codes. One example was a QR code printed on the side of a straw. The problem was twofold – first, there was no good way to hold the straw to get a picture of the QR code – you would have to squash the straw (rendering it unusable) and still the code just wouldn’t scan. The other problem was that the straw was used – I would have to either transport the sticky straw to get the discount, or take the time to rinse it out. I’m not quite sure what rocket scientist came up with the program, but I sure hope the client did not pay a lot of money for the campaign.

QR codes are definitely becoming more popular and recognized. They are seen on buildings, rooftops, as a tattoo, and on t-shirts, even as crop circles! Why use QR codes? When scanned by a smart phone with a QR reader application, the QR code contains more information. This can be a webpage, a phone number, more product information, sales information, directions or any other information that you want to get into the phone of a potential customer.

Originally invented by DENSO Corp. (a subsidy of Toyota) in 1994, QR codes, have gained quick popularity with marketers. The public has not been quite as anxious to adopt these codes and one of the main reasons they are ineffective is that they are used without a reason to scan. Just adding a QR code to a product or advertising campaign does not mean it will be scanned.

Some other places to put a QR code may be in a direct mail campaign. The QR code supplements a URL that you may share with the reader to get more information. On name badges, a QR code helps a new connection add your contact info to their address book. Places that it does not make sense to put a QR code are on a website or in an online campaign.

The most important thing about using QR codes effectively is probably the least understood. Putting a QR code on an item is fine, but you also need to give a reason for someone to open up that app and scan it. Without a reason, your QR code is wasted ink.

How To Use A QR Code:

1.Download a QR scanning application for your phone.

2. When you see a QR code use the phone’s camera and the application to read the code.

3. The application automatically opens the link, video or image.

Some popular QR scanning apps include RedLaser, i-nigma, NeoReader and Grip’d. There are applications available for most smart phones.

Want to try creating a QR Code? There are many QR code generating tools on the market. The QR reader is universal, so it doesn’t matter who generates the code.

How would you use a QR code? Would it be helpful to have a way to get viewers to your website?

June 15, 2011 By Jody Raines Leave a Comment

Mobile Marketing: Are You Ready For Mobile Internet?

Mobile marketing or mobile internet marketing is an important opportunity for businesses to explore. B2B or B2C, business marketers are investigating ways to tap into the popularity of smart phone usage as well as mobile browsers increased usage.
Its powerful to have potential customers scan a code that takes them to a landing page on their phone with the latest specials or sales, plus has the ability to dial immediately or buy the item, without ever leaving the cell phone!

It’s not difficult to get into the web word of mobile web marketing.

Here are 3 great tools to get you started!

1. QR Code – These black and white codes are actually a gateway to any information that you want to share. One great way to use these is to direct the QR to a landing page. This page can be part of your existing website, or it can be hosted elsewhere.

The QR code works by embedding the information into a black and white square where the pattern is readable by an application that is downloaded onto a cell phone. There are two types of “Quick Response” codes, “QR” or “TAG”. Even with competing technology, most readers will interpret both types of code. Most used, however is the QR code, which is black and white, although the tag code is prettier and uses more colors. The application takes advantage of the camera on the phone to snap a picture of the pattern which is then translated to the webpage or information that you’ve identified. Some of the applications that I’ve used on my iPhone are i-Nigma, RedLaser, NeoReader and Grip’d.

2. Text Message Marketing or SMS – Many cell phones now offer unlimited text plans and if you are a parent of a teenager, you are probably familiar with how popular this is a a form of communication. There are even medical syndromes associated with texting like “texting thumb syndrome”! Utilizing text messaging used to be considered taboo, but now it’s become an extremely effective way to reach your customer.

The customer opts into the program by texting to a pre-designated number and they control whether they want pictures or just text to come to their phone. Why would someone opt into this? Perhaps they want advance notice of specials or deals that you offer. Or they may want to know that you have a table ready for them at your restaurant. It may be sharing campaign information for a candidate, or updates for a school to share with parents. The uses of text messaging are growing as more and more cell phone users have unlimited text message plans.

Some text message plans are expensive where you pay per subscriber and you pay per message. I like the program offered by KXText because it’s simple and easy to understand. Their program is $395 per year for unlimited subscribers and unlimited text messages. I’ve even purchased a subscription for my campaign. There are other programs available, so if you’ve found one you like, I’d be interested in hearing more about your experience. (Disclaimer – I have an affiliation with KXtext, although I’d recommend them anyway).

3. Mobile Internet Ready Website -If you have a WordPress site or you are hosted on Hubspot, you are in luck. There is an easy way to have a mobile ready website. A mobile ready site is one where the navigation is easier and the site is re-configured so it may look a bit different than the site would if you were on your computer. For most websites, it’s preferable to have a mobile configuration and as more and more people find your site on their phone, you definitely want to make it easier to get the information quickly and efficiently.

Within Hubspot, there is an option under settings which will automagically convert your website (no programming needed). Be sure to check your mobile phone browser to see what your mobile website looks like after enabling this option. (If you’d like to experience the power of Hubspot, we offer a FREE 30 day trial.)

For WordPress sites, there are multiple options. I like WPTouch Pro for ease of use and because it works. There is also a plug in offered by iThemes as well as other plug-ins that are continually being developed and marketed. That’s one of the cool things about WordPress – it’s open source so there are tons of new features. The downside is that not all of these work as WordPress continues to evolve versions, so be sure to check your mobile website after each upgrade to be sure the plugin still functions correctly.

What other applications and mobile web marketing tools have you discovered? I’m interested in your thoughts and experiences. What’s worked for you and what hasn’t worked, and do you think that mobile marketing will continue to grow?

Recent Posts