Play moblie caroline greener february 2012
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Play moblie caroline greener february 2012
- 1. Play Mobile Caroline Greener Marketing Manager Audiences North East
- 2. 10 Trends in Mobile Marketing 2 1. Smartphone Ubiquity 2. Mobile Pull Marketing 3. Mobile Push Marketing 4. Proximity Marketing 5. Global Eyes 6. mCommerce 7. Deals and Rewards 8. Site Shrinking 9. Triple Screening 10.SoLoMo
- 4. 1. Smartphone Ubiquity 4 A smartphone is a mobile phone with computer-like features that can include: • e-mail • an Internet browser • a personal organiser • touch screen • a full keyboard • Camera/video recorder • GPS • WiFi • Mobile broadband • Application Programming Interface (API)
- 6. Ubiquity: Platform Share Android is now leading the UK smartphone market with a 37% marketshare compared to Apple’s iOS with 22% and Blackberry’s RIM with 23%, with especially Android and Apple taking marketshare from Nokia and its Symbian platform Source: Digi Squared
- 8. 53% of online users are engaging with arts and culture online 8
- 10. 2. Mobile Pull Marketing 10 giving consumers ways to interact with your advertising over mobile devices, and pulling them closer to a purchase decision
- 12. Mobile Pull: QR Codes 12
- 13. Mobile Pull: QR Codes 13 Measuring Success: 5 Metrics you need to Monitor QR codes •Impressions •How many views on original media •Snaps •How many people take a shot and link through • Snap-through rate •Snaps ÷ impressions •Actions •How many buy or take next step •Conversion rate •Actions ÷ snaps
- 14. Mobile Pull: QR Codes 14
- 15. Mobile Pull: QR Codes 15
- 16. Mobile Pull: QR Codes 16
- 17. Mobile Pull: Augmented Reality 17 Wikitude World Browser
- 18. Mobile Pull: Augmented Reality 18 Layar – The Invisible Artist
- 20. Mobile Push: SMS & MMS 20
- 21. Mobile Push: SMS & MMS 21
- 22. Mobile Push: SMS & MMS 22
- 23. Mobile Push: SMS & MMS 23
- 24. Mobile Push: SMS & MMS 24
- 25. Mobile Push: SMS & MMS 25
- 26. Mobile Push: SMS & MMS 26
- 27. 4. Proximity Marketing 27 Localized wireless distribution of advertising content associated with a particular place • Bluetooth • WiFi • GPS • Near Field Communications (NFC) enabled phone reading Radio Frequency ID (RFID) chip
- 28. 28 The untimely death of Facebook Places
- 29. 29 Is checking in, checking out? “They’re going to have to overcome privacy concerns with sharing your location at a specific moment before educating people about their services.” “Even after learning about the service, people will still ignore it because it shares your location. If they can find a way to not alert everyone in the world you’re “not at home” but at their business, only then it will it grow to something meaningful.” “No one wants to share where they are with the world. You’ll have cases of intruders using these services to break into your house while you’re away.”
- 30. 5. Global Eyes 30 • Language translation technology • Google Goggles • Wordlens
- 31. Global Eyes: Google Goggles 31
- 33. 6. mCommerce 33 2012 will offer consumers many more payment options • PayPal • Google Wallet • 50% have shopped on phone • 11% shopping weekly • 28% use smartphone to find product information • Mobile sales will overtake PC sales by 2014
- 35. mCommerce: Pergamon Museum 35 Smartphones used as digital admission tickets • Visitors load mpass to phone • Amount is added to phone bill • Ticket arrives by MMS as QR code • Turnstiles read QR code
- 36. 7. Deals and Rewards 36 •Mobile coupons •Price comparison
- 37. Deals and Rewards: mobile coupons 37 Opportunities • Targeting the most desirable customers • Perfect for push distribution • Real time, needs-driven discounting Challenges • Acquiring mobile technology • Building mobile relationship with customer
- 38. Deals and Rewards: price comparison apps 38 1. Amazon Price Check 2. Barcode Hero 3. Barcode Scanner 4. Consumer Reports Mobile Shopper 2012 5. Goodzer
- 39. 8. Site Shrinking 39 Essential features: • Quick browsing • Security • Fast loading images • Zoom functions • Professional image • Coherent retail message
- 40. 40
- 41. 9. Triple Screening 41 In 2012 and beyond, expect attention to your advertising to shift as people in front of televisions frequently -- and simultaneously -- reach for two additional screens: tablets and smartphones
- 42. Triple Screening: Escape the Map 42
- 43. 10. SoLoMo 43 Social, Local and Mobile Marketing: • Integrated • Multichannel • Nascent • Chance to establish loyalty Challenges • Avoid spamming • Coherent message
- 44. • ONE WORD Mobile Marketing Audit • ONE WORD Mobile Marketing Action Plan • Feed back • Play Mobile Have a drink and a think 44
Hinweis der Redaktion
- Hands up who has a smartphone? Can you define what makes it a smartphone?
- A smartphone is a mobile phone with computer-like features that can include e-mail, an Internet browser, a personal organiser, a touch screen or a keyboard. Hands up who feels confident their marketing output is making the most of smartphone technology? What do you feel are the main issues stopping you from doing so? Write on flipchart. Today is about demystifying the technology and providing you with ideas and inspiration.
- Last year smartphone market share was 24%. UK smartphone ownership is nearing 50%, according to a report published by Google and Ipsos on the Google Mobile Ads Blog. Not only did the UK show the highest smartphone penetration (45%), but also the largest increase in smartphone usage, rising from 30% to 45% in the space of 6 months. The study also found that in the UK, US, France, Germany and Japan more people use a mobile phone (feature phone or smartphone) than a computer (desktop or laptop). Uk adult population approx 50 million. So about 22 million people have smartphones.
- ASK WHICH OS THE AUDIENCE USES – DO THEY KNOW? According to research by MediaCells (via Guardian), a research and insight company based in London, big changes took place in the UK mobile market during 2010, and continuing into 2011 as well. Their forecast for 2011 shows that the amount of so called feature phones will reduce heavily while we will see continued growth in smartphone penetration, where especially Blackberry (RIM), Android, and Apple iOS is standing to gain from the consumer change over to more advanced mobile solutions. WHY DO YOU THINK IT’S IMPORTANT TO KNOW WHICH OPERATING SYSTEMS ARE TAKING HOLD IN THE MARKET? IDEAS? BASICALLY, WHEN YOU ARE COMMISSIONING WORK OR PLANNING A STRATEGY, YOU MUST THINK OUTSIDE YOUR OWN BOX (I WAS SURPRISED AT THESE FIGURES AS I’M AN IPHONE PERSON BUT A FRIEND IS ANDROID AND FELT ALIENATED BY APPS THAT ARE ONLY DESIGNED FOR IPHONES – IT IS PARTICULARLY PREVALENT IN THE ARTS)
- HERE YOU CAN SEE THE METEORIC RISE OF GOOGLE’S ANDROID OS. IPHONE’S SHARE IS ACTUALLY FALLING. BLACKBERRY’S RIM IS HOLDING STEADY. The pace of smartphone sales is accelerating rapidly, too. In the 12 weeks to 2 October, they comprised just under 70% of mobile phones, according to new research from Kantar Worldpanel ComTech. The findings mark a key shift in the availability of mobile phones and internet connectivity in the UK, as millions more people become connected through handheld devices with access to data services on the move. Source: Charles Arthur guardian.co.uk, Monday 31 October 2011 14.30 GMT Article history
- THIS IS A SLIDE FROM MY PRESENTATION LAST YEAR ON DIGITAL AUDIENCES. Over half of the online population (53%) have used the internet to engage with the arts and cultural sector in 2010 – HOW DIFFERENT WOULD THESE FIGURES LOOK NOW?: DON’T HAVE UP TO DATE FIGURES, BUT WHEN YOU’RE THINKING ABOUT YOUR MOBILE MARKETING STRATEGY MAKE SURE YOU ARE ADDRESSING ALL OF THESE ACTIVITIES I.E. HELPING AUDIENCES FIND OUT ABOUT THE ARTIST/PERFORMER/EVENT, TICKET PURCHASING, WATCHING OR LISTENING TO MULTIMEDIA CLIP.
- Let’s just see if the room reflects this list – hands up etc SO WHAT? ARE ANY OF YOU SURPRISED BY ANY OF THESE NUMBERS? IS THERE ANYTHING YOU HADN’T REALISED WAS A POPULAR ACTIVITY OR THOUGHT WOULD BE MORE POPULAR? I WAS SURPRISED AT THE UNPOPULARITY OF GEOSOCIAL SERVICES AND WE’LL LOOK AT THAT IN MORE DETAIL LATER. ONE OTHER NOTABLE ABSENCE IS GAME PLAYING.
- Ready for takeoff. Mobile pull marketing means giving consumers ways to interact with your advertising over mobile devices, and pulling them closer to a purchase decision. To use mobile pull marketing, combine a call-to-action with traditional advertising. For example, ask customers to retrieve a coupon by texting a keyword to a short code or by taking a picture of the coupon in a print publication. The first case study I’ll show you is here on this striking poster. It’s almost hidden – do you know what that is?
- Yes it’s a QR code. It’s hidden in this poster for the film the Mechanic. Has anyone seen it? I get the feeling it’s quite violent. Who here has used QR codes in your marketing? What was your experience? Do you feel this is a fad or a growth area? I believe it will become a key tool in every marketing campaign. As ubiquitous as smartphones themselves because it makes life easier. What is QR Code :QR really stands for "Quick Response" and was created in the early 90's in Japan. A QR Code is a two-dimensional barcode, which has encoded in it a URL (web address), text, or other information which is read by a QR code scanner, including QR scanner smartphone apps. QR Codes store up to 4,296 alphanumeric characters of arbitrary text. QR codes can be read by an optical device with the appropriate software. Such devices range from dedicated QR code readers to mobile phones. Reading a QR code? If you have a smartphone, go to the app store and search for a QR code reader. You’ll find several free apps. Run the app and then hold your phone’s camera over a QR code to read it. Most QR codes you’ll come across have a URL encoded, so chances are when you read the QR code it will take you to a web pag QR codes are popping up in more and more places, from billboards to business cards, and mobile consumers are responding: 32% of smartphone users say they have used a QR code and 70% say they would be interested to do so, either for the first time or again, according to a survey from MGH. Moreover, nearly three-quarters of smartphone users say they are very or somewhat likely to recall an ad with a QR code.
- By far the most popular uses for QR codes are to get a coupon, and to access additional information. Nearly one-quarter of smartphone users have scanned QR codes to make purchases online (23%), interact with social channels (23%), and access video content (24%). For those of you who have utilised QR codes in your marketing, have you evaluated success? How so? Next slide gives a simple formula
- Measuring Success: 5 Metrics you need to Monitor QR codes Heidi Cohen Blog shares some interesting metrics to monitor how QR Codes are impacting your marketing goals Impressions. This is the number of times the QR code is viewed in its original context or surface. This is usually the same as the number of impressions the ad, in which the QR code appears, gets. Snaps. This is the number of people who snap a shot of the QR code and are linked to the landing page or other content. Make sure the landing page is mobile friendly because users capture this information on a smartphone. Snap-through rate. Calculate the percentage of people who take this next action by dividing the number of snaps by the number of impressions. Actions. This is the number of people who ultimately buy or take the next step. This should be in line with marketing goals. Conversion rate. Calculate the percentage of people who convert from those who snap-through on your QR code or actions divided by snaps.
- Ad Recall – can anyone remember what that poster was advertising in the first slide? QR codes may help in ad recall: 31% of smartphone users say they would be highly likely to remember an ad with a QR code and 41% say they would be somewhat likely to recall such an ad. Below, other findings from MGH's online survey of 415 smartphone users. Awareness for QR codes is relatively strong: 65% of smartphone users say they have seen a QR code, most often on product packaging (56%), in magazines (45%), on coupons (45%), and in newspaper ads (27%). About the data: Findings are from a survey of 415 smartphone users via the Vision Critical Springboard America panel, conducted in February 2010.
- Recently, Scandinavian Airlines launched one of the most innovative QR Code-based promotional campaigns that I have yet to see.As part of the company's "Couple Up to Buckle Up" 2 for 1 travel campaign, Scandinavian Airlines displayed two QR Codes, side by side, on a variety of mediums (e.g., email, banners, print advertisements, etc.). The copy accompanying the QR Codes instructed consumers to scan the left and right codes simultaneously with two different mobile phones and to then bring the two phones together. http://www.youtube.com/watch?v=-i-c-EacEkM&feature=player_embedded
- When the scan resolve video played, the separate left and right mobile phone screens essentially made one split screen, which then enabled the two participating consumers to view the video properly and discover the special 2 for 1 promotional code (see video above). If played individually, the left or right scan resolve video content would be close to meaningless. Creative? Yes. Original? You bet. Will this campaign generate a great deal of media attention for the company, as well as QR Code (2D) technology? Most certainly. But there's another reason why I love this campaign so much. Research. From what I understand, the company conducted market research and discovered that when couples book their travel plans, they often do it while sitting side by side. So, instead of using a single or standalone QR Code in the campaign, the marketing/creative team decided to use two codes and have them dependent upon one another in order for the message/interactive experience/campaign to make sense. Brilliant.
- ANOTHER EXAMPLE OF PULL MOBILE MARKETING IS EXEMPLIFIED BY WIKITUDE WORLD BROWSER PICTURED HERE. Wikitude World Browser on the iPhone 3GS uses GPS and a solid state compass Voted “Best Augmented Reality Browser 2009-2011" Wikitude World Browser allows you to discover your surroundings in a completely new way. By using the camera, simply hold up your smartphone and explore what’s around you in Augmented Reality (AR). See places, points of interests and other exciting AR content through your camera’s field of vision - a truly engaging and immersive experience. Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. Has anyone here used this? What do you think? Would you know how to take advantage of it? Content in the Wikitude World Browser is mostly user generated. Content can be added by a webinterface, your design or tech agency should know how to do this. The important thing from a marketing point of view is to be aware of the platform. Anyone can geo-tag the world by signing into Wikitude.me with their existing Facebook, Twitter, Google or Yahoo account.
- Layar Draws in information from Twitter, Flickr, Qype, Brightkite and Google to create a location-based tool for your smartphone. Perusing London's wide array of art museums, a personal tour guide is the ultimate way to augment your experience; so when a charming British artist dandified in a variety of custom suits appears before you at each of London's top museums offering commentary about its history and architecture as well as a list of exhibiting artists, you find his "presence" pleasant and helpful despite his disarming lack of flesh and bone. As you progress from museum to museum, however, you begin to question this "invisible artist's" motives. Artist and Derby University professor John Goto came up with the concept for The Invisible Artist in a period of frustration after being dropped from a gallery's books. Ruminating over the politics of the art world, where an artist's visibility requires the approval of a small group of "gatekeepers," Goto began sketching the headless figures that would eventually become the 3D models in his Invisible Artist layer. The nature of Goto's frustration fit perfectly with Augmented Reality's open space platform because Goto could place his art at any location—or in this case, at any museum he desired, without permission, and anyone (with the Layar app, that is) could see it. The result was a subversive layer satirizing the bureaucracy and lack of diversity of London's contemporary art scene (notice how the list of exhibiting artists contains the same few names at every museum). The Invisible Artist is an excellent example of what can be achieved on the Layar platform with the right combination of skills in the artistic as well as the technical fields. In order to build this layer, Goto utilized his artistic talent to create the 3D models, then colleague Matthew Leach (from whom Goto first learned about Augmented Reality) used his development skills to set up a server, place the models, and program functionality to make for the best possible user experience.
- Still boarding. Mobile push marketing means sending promotional messages through SMS and MMS. SMS is Short message (or messaging) service, a system that enables cellular phone users to send and receive text messages. Up to 160 characters. MMS is Multimedia Message Service – can include images, and videos, but there are often problems with network and platform compatibility. SMS/mms costs 5-10p per text so more expensive than email – who uses it here? What do you think of this method? I’ve put together 7 sins of mms marketing…
- As per slide
- As per slide
- As per slide
- Sin 4 is treating everyone the same. With mobile you can segment your customers into small and precise categories allowing you to give your customers services that are closely targeted to what they want.
- Sin 5 is overloading customers. Follow these rules.
- Sin 6 is to focus only on selling. Orange message customers to confirm they are on the best package.
- Sin 7 is to develop useless apps. Unless your app is doing something genuinely useful then its really not worth going through the pain, cost and distraction of developing something users will ignore. IN SUMMARY – THINKING BACK TO THE POPULAR SMARTPHONE ACTIVITIES, TEXTING AND EMAILING ARE KEY, SO IT’S WORTH JUST REVIEWING YOUR PROCESSES IN LIGHT OF THESE RECOMMENDATIONS TO ENSURE THAT YOU ARE NOT ALIENATING THIS INCREDIBLY RICH AND GROWING CHANNEL.
- Many people are still warming to the idea of enabling location detection on their phones. Still, testing proximity marketing in 2012 could help prepare you to reach tech-savvy shoppers in the years to come. The location of a device may be determined by: A Bluetooth or WiFi device being within range of a transmitter. Bluetooth marketing and proximity marketing in general works well in places with large numbers of people, and especially in entertainment settings (such as night clubs and music festivals) where people enjoy downloading relevant multimedia content on their mobile phone. An Internet enabled device with GPS enabling it to request localized content from Internet servers. A NFC enabled phone can read a RFID chip on a product or media and launch localized content from internet servers. Communications may be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area. Communications may be both time and place specific, e.g. content at a conference venue may depend on the event in progress. Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising. HAVE ANY OF YOU USED IT (IN YOUR MARKETING OR AS A CONSUMER)? WHAT WAS YOUR EXPERIENCE? CAN YOU SEE ANY POTENTIAL ISSUES OR CONCERNS FOR CONSUMERS WITH THIS TECHNOLOGY?
- Facebook Places was hammering Foursquare in the UK - did they shut it too soon?I must admit I was a little surprised when Facebook canned Facebook Places last August (obituary here). Sure it seemed like a feature that was a little undernourished, but with a little TLC, and a side of discounts,vouchers etc, it could have been much more compelling and indeed a real Foursquare killer. And it was rather popular too according to a survey from Visit Britain. The tourist organisation reported that while nearly 1 million (955,437) check-ins originated from Facebook Places just 176,724 came from Foursquare. The study also shows that Facebook is more popular in larger attractions (eg the UK's top attraction is The O2 stadium with 72,817 Facebook check-ins and 7,764 check-ins on Foursquare) while Foursquare is leading the way in smaller places like coffee shops and restaurants. So did Facebook kill Places too early? It looks like it might have done. Powered by quality discounts and vouchers Foursquare seems to be doing brisk business in US cities like New York and San Francisco, but seems to be less visible and popular here in the UK. With a little tweaking I am sure FP could have made a lot of money this side of the pond at least. SO WHAT WENT WRONG? HAVE ANY OF YOU CHECKED IN WITH FACEBOOK PLACES OR FOURSQUARE? IF NOT WHY NOT?
- DUBBED ‘A STALKER’S DREAM’, FOURSQUARE AND OTHERS HAVE FAILED TO ADDRESS PRIVACY ISSUES AND GOT IT WRONG ABOUT PEOPLE’S DESIRE TO CONNECT IN REAL LIFE. ANY FURTHER THOUGHTS? WILL THIS AFFECT WHETHER YOUR ORGANISATION ENGAGES WITH CHECK IN TECHNOLOGY? TWITTER’S NEW GEOTAGGING FEATURE HAS ALSO FALLEN FLAT WITH ONLY A TINY PERCENT OF USERS USING IT. AN EXAMPLE OF MISREADING THE MARKET.
- Still boarding. Thanks largely to rapidly expanding mobile Internet access, more people will go online in 2012 than ever before. Language translation technology such as WordLens also is making it easier for people to read a website, email or advertisement in their own language. To make your online business more global, first see which countries you are already attracting visitors from and use them as a test audience. Then, create some products or services that meet the needs of your international audience and use the test results to expand to other countries.
- 23 Nov 2011 Google is developing a knack for augmenting reality: Goggles, technically, is actually visual search, taking a picture of objects and telling you what they are by comparing them to Google's vast web index - and it also solves Sudoku puzzles. But Sky Map uses your location and your camera to identify what stars are above you. The romance of a starry night is now tainted with knowledge. HAS ANYONE USED THIS? WHAT DID YOU THINK? CAN YOU SEE APPLICATIONS FOR USE IN YOUR VENUE? UTILISING THIS IS AS SIMPLE AS SIGNPOSTING VISITORS TO THE APP AND PLAYING WITH IT – YOU COULD ASK THEM TO TELL YOU WHAT THEY LEARNED BY USING IT – WHAT DID IT RECOGNISE? DID IT LEAD THEM TO ANY NEW INFORMATION OR INSIGHT?
- Word Lens Genuinely very useful, Word Lens can translate words and manipulate images - so that means that road signs, menus and everything else that confused you about that exotic foreign holiday need never be a chore again.
- Still boarding. Paying with a plastic credit card is probably going to go away someday, but not yet. Still, 2012 will offer consumers many more payment options. Get your point of sale ready by accepting payments through PayPal or by enabling Google Wallet or a proprietary point-of-sale option. 50% of smartphone owners have now completed some sort of purchase on their mobile, increasing by 20% over just nine short months, with 11% of smartphone shoppers now using the device to make a purchase on a weekly basis, according to a study from eDigitalResearch and Portaltech. The study also shows that smartphone owners are increasingly using their phones to shop, browse and research for products via their phones. Over one quarter (28%) of users now use their smartphone to find product information on a regular basis and remains one of the most popular shopping activities to complete on a phone. Smartphone users who said that they never shopped online reduced from 70% last June to 49%, echoing the overall trend of growing consumer acceptance of mCommerce. Similarly, Smartphone owners who said that they expected to browse and purchase more on their phones in the next 12 months more than doubled from 20% to 46% and firmly establishes the importance for retailers to continue to develop and invest in mobile. Morgan & Stanley predict that by 2014, sales via a mobile device will overtake sales from a PC WHO HERE HAS A PAYPAL ACCOUNT? 230 MILLION PEOPLE HAVE ONE. WHAT DO YOU THINK OF IT? DO YOU SHOP ONLINE WITH IT? HAVE YOU USED IT ON YOUR SMARTPHONE? WOULD YOU LIKE TO USE IT MORE? WHO HERE OFFERS THESE PAYMENTS OPTIONS ALREADY? WHAT IS YOUR EXPERIENCE? HAS IT INCREASED SALES?
- Make your phone your wallet - WITH THE RISING USE OF NEAR FIELD COMMUNICATIONS (NFC) THIS WILL BE THE NEXT UBIQUITY The Google Wallet mobile app securely stores your credit cards and offers on your phone. When you check out at brick-and-mortar stores that accept Google Wallet, you can pay and redeem offers quickly just by tapping your phone at the point of sale. Carry your wallet on the web The Google Wallet online service stores your credit cards in the cloud. When you checkout at online merchants that accept Google Wallet, you can quickly pay by signing into your Google Wallet account. Despite the extremely limited number of handsets that can actually run the app, a report has said that Google is planning a pilot program which will have Google Wallet launching in the UK in time for the Olympics. The report comes from French newspaper Les Echos. Apparently, Google is working hard to have the pilot program up and running in London in the first quarter of 2012. The plan is then to have Google Wallet fully functional in time for the London summer Olympics. if Google limits the program to Android devices, that will mean only Nexus S owners will be able to use it (and Galaxy Nexus owners who have unofficially loaded it.) There has been no indication that Google is planning to release Wallet for any other platforms, but getting it on BlackBerry would certainly help as there are far more BB devices with NFC than Android. THIS GOES BACK TO THE IMPORTANCE OF OPERATING SYSTEMS AND MARKET SHARE. GOOGLE IS CLEARLY HOPING TO BECOME THE DOMINANT PLATFORM THROUGH MONOPOLISING THIS APP.
- I was recently made aware of this excellent example of a mobile payments solution that goes very far into showing how they are already possible using technologies readily available today. Most mobile payments solutions you'll hear, including Google's Wallet, involve at some point or another the use of Near-Field Communications (NFC) - therefore the huge hype around this new technology and the reason it is going to become a standard in all mobile phones. This case study shows a solution that makes mobile payments possible using technologies already available in most mobile phones today. MUNICH. Telefónica Germany, Telekom and Vodafone are launching a new offer for their shared mobile payment service mpass. Smartphones can now be used as digital admission tickets for the special exhibition "PERGAMON - Panorama of the Ancient Metropolis" at Berlin's Museum Island. The tickets are conveniently paid for on the next mobile phone bill while a QR code on the mobile's display opens the museum turnstiles. Other museums are planning to offer the mobile payment service in the future. The new mpass service lets visitors to the Pergamon Museum conveniently purchase their tickets in advance by loading http://smb.safer-cash.de on their smartphones. No app is needed. Paying for tickets is just as easy as buying them: the amount is simply added to the monthly mobile phone bill. Once a ticket is purchased, it is immediately sent to the mobile phone by MMS as a QR code. This is then automatically read from the mobile phone at the entrance turnstiles.
- HANDS UP WHO LIKES DEALS AND REWARDS? WHO OFFERS THEM FOR YOUR VENUE? WHO IS CONFIDENT THAT YOU ARE UTILISING MOBILE TECHNOLOGY TO DRIVE TAKEUP? Ready for takeoff. This will be a year of bargain hunting because the economy is still recovering and consumers have more price-checking tools at their fingertips. So use your marketing to attract shoppers with unbeatable deals. Then seek profits by generating repeat sales and referrals from your new customers. Also, be ready to respond with instant price reductions or other incentives when shoppers use mobile devices to compare retailers' prices. The way UK consumers shopped for presents this Christmas was completely different to any previous year,. With continued worries about the economic situation, people went bargain hunting early, and made more use of discount coupons and smartphones to compare prices in order to get the cheapest deal. "This is the year that the mobile phone changed the way we shop," said Intersperience chief executive Paul Hudson. "With people very conscious of their reduced spending power this year, they have chosen the latest technology to help them find the best deals. "One in three used their phones to check competitor prices, look for reviews of products, search ratings and check specifications. Almost 20% of people called up rivals' websites while standing in a high street store looking at the item they wanted to buy. And 30% of them went on to purchase those gifts online from somebody else's website while standing in the shop.”
- earlier this month, Juniper Research released a report predicting that mobile coupon redemption rates would hit 8% by 2016, which would approach the redemption rates typically seen with internet, print-at-home coupons. The expected value of these mobile redemptions: a whopping $43bn globally. There are a few reasons why mobile discounting may make the most sense for many businesses: Traditionally, the biggest distribution channel for coupons has been print and print inserts. This channel isn't going away, but for obvious reasons, most companies will have to look beyond print if they want to reach the widest number of consumers, and, more importantly, the most desirable consumers. That should benefit the mobile channel as budgets shift. The potential to target is much greater. From current location to customer status, businesses no longer have to take a one-size-fits-all approach to discounting. Instead, deals can be targeted on a multidimensional level. Mobile is really 'push'. A mobile is the one device you can count on your customer carrying at all times, and it's the perfect device through which discounts can be distributed. Real-time, needs-driven discounting. This is perhaps the most important opportunity mobile discounting offers. Instead of having to offer deals that last day or even weeks or months, mobile can facilitate real-time, needs-driven deals. If a bakery, for instance, has excess perishable inventory, it may need to move fast. In theory, it can via mobile, bringing customers in the door when it needs them most, and not having to always discount when non-discount-driven business is strongest. Despite all of the above, there are challenges that will need to be addressed. Companies will need to acquire mobile technologies that enable their mobile discounting dreams to become reality, and they'll need to build mobile relationships with their customers. DO ANY OF YOU OFFER DISCOUNTS/COUPONS THROUGH GROUPON, MYVOUCHERCODES, VOUCHERCLOUD? IF NOT WHY NOT? IF SO WHAT DO YOU THINK?
- Five years ago, the only way you were able to compare prices while out shopping was to start up your phone and browse sites like Google and Amazon. Ten years ago the only way to do this was to write down the product name, drive home, and look the product up online. Twenty years ago, we were driving from store to store to compare prices. Thankfully, as we close in on 2012, things are much easier. Shoppers can simply scan a product's barcode using a smartphone app that pinpoints the lowest prices and shares ratings and reviews from other shoppers. Barcode Hero is a community-oriented app based on a point system. Users scan a product they own and share their opinion with other Barcode Hero users. The more users share, the more points they earn and Barcode Hero encourages users to share their reviews with their Facebook friends and Twitter followers. This can elevate a user's status, making him or her more or less as an expert in certain fields. For example, a user that constantly rates and reviews wine might be seen as the go-to person to follow for wine recommendations. When users are shopping, they simply scan a barcode and, if any other members have rated it, they can see if the product is worth buying. If you're looking for a particular product but don't know where to buy it, Goodzer can help. For example, if a recipe calls for a vanilla bean and you're unsure where to buy one—as most grocery stores don't have them on hand—you can search for vanilla bean and Goodzer will map out the closest stores with vanilla beans.
- HANDS UP WHO HAS A MOBILE FRIENDLY WEBSITE. IF SO, HAVE YOU TRACKED ANY INCREASE IN TRAFFIC? HAVE YOU NOTICED AN INCREASE IN MOBILE VISITS OR MOBILE BOOKINGS? IF NOT, WHAT IS STOPPING YOU? Consumers expectations of mobile websites have dramatically increased since last year; 31% of users now say that quick browsing should be an essential feature of mobile websites, compared with just 20% who said the same last June. Other significant factors that people see as essential include security, fast loading images, zoom functions and a professional looking site, reaffirming that consumers expect to find the same coherent retail message across channels.
- COSTS UNDER £1000 – ROI COULD BE HUGE
- Still boarding. In 2012 and beyond, expect attention to your advertising to shift as people in front of televisions frequently -- and simultaneously -- reach for two additional screens: tablets and smartphones. Next year, advertise on television screens and invite viewers to pick up one of the other two screens to get involved in your promotion. Advertise on the portable tablet screen with emails, videos and social media. And advertise on the mobile phone screen using loyalty apps that track purchases or promotions that involve the phone at the physical point of sale.
- Mercedes-Benz just before Christmas launched its ‘Escape the Map’ ad campaign, as it aims to attract younger consumers. The campaign, which will air during The X Factor, follows a young woman called Marie, who finds herself trapped in her C 63 AMBG Coupé in Streetview. The advert urges consumers to help ‘free’ Marie (@girlinmap, #escapethemap), by working out a series of clues given on the website, in order to win a C-Class Coupe and prevent Marie’s face from remaining blurred like other Streetview images. David George, marketing director of Mercedes-Benz UK, said: “We’re talking to a new generation of people who double-screen or even triple-screen – watching TV whilst browsing on their iPad or smart phone.” WHAT DO YOU THINK OF THIS? DO YOU DO IT? ANOTHER EXAMPLE IS TWITTERING WHILE WATCHING X FACTOR. THINK ABOUT HOW TO TAKE ADVANTAGE OF THIS NEW BEHAVIOUR – IT DOESN’T HAVE TO BE EXPENSIVE IT CAN BE ABOUT SIGNPOSTING AUDIENCE TO TAKE PART IN ONLINE CONVERSATION DURING ATTENDANCE. DEFINITELY SOMETHING AIMED AT THE YOUNGER MARKET.
- Social, Local and Mobile marketing all mashed up into one concept. If executed properly, the combination of social media, localized marketing and mobile messaging can be incredibly powerful for marketers. A prime example, as noted by Kenyon in his article, is that of stealing away customers who are waiting in line to make a purchase, by hitting them at the right time with the right offer. HANDS UP WHO FEELS THEIR SOCIAL, LOCAL AND MOBILE MARKETING ARE TIGHTLY INTEGRATED? WHO THINKS SOMEWHAT INTEGRATED? WHO THINKS NOT AT ALL? Only 17% of marketers surveyed by Silverpop recently felt their social, local and mobile marketing were tightly integrated, where 65% said somewhat and 12% not at all integrated. I have to believe that in the case of mobile, the early bird may get the worm. I have a feeling that those marketers who have successfully connected with customers and prospects through mobile opt-in, whether messaging or a custom app for the smart phone, may establish deep loyalty before their competitors even hit the ground running with mobile marketing. Speaking personally, as I allow mobile apps into my world and connect with them, I am less likely to disconnect from one and connect with another from a competitor, if I have already allowed one brand into my circle of trust. WHO HAVE YOU LET INTO YOUR CIRCLE OF TRUST? MINE INCLUDES ORANGE WHO TEXT ME (ONLY BRAND I ALLOW), HOOT SUITE FOR TWITTER, EBAY MOBILE AND AMAZON AND ITUNES WHICH I BUY FROM. HIPSTAMATIC, FLICKR, SPOTIFY, VOUCHERCLOUD. I’M NOT PARTICULARLY FICKLE. I CAN’T BE BOTHERED TO CHANGE. MAKES ME A PRIME TARGET!
- TIME FOR A BREAK – WHILE YOU GET COFFEE WE WILL HAND OUT A SHEET FOR YOU TO WORK ON ALONE OR WITH SOMEONE ELSE FROM YOUR ORGANISATION. I’LL EXPLAIN MORE WHEN YOU’RE ALL REFRESHED. AFTER THE BREAK: THE TASK IS A ONE WORD AUDIT AND ACTION PLAN. TAKE YOUR TIME TO THINK ABOUT WORDS. FEEL FREE TO USE YOUR THESAURUS OR ASK EACH OTHER. TRY TO GET THE PERFECT WORD TO DESCRIBE YOUR ORGANISATION IN THE CONTEXT OF EACH OF THE TRENDS. BE POSITIVE BUT NOT DELUDED!