Making Money with Mobile (2012 MFSA Annual Conference)
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Making Moneyfrom Mobile
June 25th, 2012
John Foley, Jr.
interlinkONE and Grow Socially
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What’s on the Agenda
• Brief Introduction… I Promise!
• Why We Need to Talk About Mobile
• How You Can Benefit:– QR Codes & the Mobile Web– SMS/Text-Messaging– Augmented Reality– Near Field Communication– Mobile Payments
• Selling Mobile Solutions
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John Foley, Jr.
interlinkONE – Software (SaaS)
Enterprise Marketing Management Software
Plan, build, manage, execute and measure all marketing activities
Grow Socially – Support Services
Online Marketing/Social Media
Plan, Manage, Execute and Measure
I love Mar(H)keting!
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The BooksPrinters – Business
Transformation
Mailers, Fulfillment providers– Business Transformation
All Businesses – Untethered Communications
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Keep Your Phone On!
• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr
#MFSAChange
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Get Involved!Keep your handout card nearby!
We hope you’ll participate!!We hope you’ll participate!!
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WHY WE NEED TO TALK ABOUT MOBILE
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• Mobile Devices (Smartphones, Tablets)
• QR Codes
• Near Field Communication (NFC)
• SMS/Texting
• Augmented Reality
Mobile is Shaking up Marketing!
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Smartphone Sales
• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
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Smartphone Adoption50% Smartphone Adoption in the U.S.
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Smartphone Domination
Source: Morgan Stanley
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Big Brands Are Moving Forward
June 6th, 2012, http://www.dmnews.com/walmartcom-ceo-mobile-is-the-future/article/244569/
“We have to embrace these changes. What we have to do is provide anytime, anywhere access.
The customer is demanding that.”
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Mail & Mobile: Better Together
Increased Value to Print and Mail
TrackabilityInteractivity Media Extension
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Remember: It’s About How People BENEFIT from the Technology
1. Coupon, deal, or discount
2. Credit for loyalty program
3. Access additional information
4. Enter sweepstakes or competition
5. Make a purchase
1. Coupon, deal, or discount
2. Enter sweepstakes or competition
3. Access additional information
4. Make a purchase
5. Vote in a competition
1. Fun or entertainment
2. Coupon, deal, or discount
3. Access additional information
4. Just to try it out
5. Enter sweepstakes or competition
N = Consumers who have interacted with the specific marketing technologies
Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011
Mobile Response Codes Opt-in Mobile Messaging Augmented Reality
(N = 751) (N = 506) (N = 130)
Top factors that prompt interaction with specific marketing technologies
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• Let’s chat about how you can effectively integrate mobile for your organization and other customers!
Now…
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HOW YOU CAN BENEFIT: QR CODES & THE MOBILE WEB
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Ready to Get Involved?
• POLL Question #1:
Are you using QR Codes in your business today?
http://ilnk.me/MFSAPoll
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8.1%23.8%
35.9%
42.9%
20.7%
22.2%35.3%
11.1%
0%
20%
40%
60%
80%
100%
2010 2011
Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar
Big Growth in Mobile Response Code Use
• N = Marketers2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends2011 Source: Mobile Technology: Making Print Interactive, InfoTrends
N = 518 315
64.7% Familiarity among marketers in 2010
88.9% Familiarity among marketers in 2011
194%GrowthMarketers
using mobile response
codes
How would you describe your familiarity with and use of mobile response codes?
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Opportunity for You!
• USPS 2012 Mobile Commerce and Personalization Promotion
• 2% discount for including a QR Code on mail
• The QR Code must point to a mobile PURL or a mobile storefront.
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Proprietary vs. Non-Proprietary
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How Can They Be Used?
• Let’s look at some QR Code solutions in action!
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PURL, QR Code: Registration Page
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GURL, QR Code: Registration Page
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For Self-Promotional Efforts
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To Promote Product Launches
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To Drive Sales
• Mailer for buying tools online
• Included two response mechanisms
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Appointment/Scheduling
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Fundraising/Donations
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Event Promotion
Watch it at: http://ilnk.me/JPQRVideo
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Tip: Shorten the URL!
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Tip: Provide Clear Directions
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Tip: Important! Include Padding
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Tip: Mobilize the Website
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Tip: Test, Track, Measure
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What To Look for In a Creator
• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?
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Creating QR Codes for PURLs• Upload Your Mailing List• Generate the PURLs• Export the list, including the PURL
http://www.theQRToolKit.com
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Mobile Site Requirement: Good!
= Source: http://www.flickr.com/photos/23844524@N03/5002051362/
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Options for Building a Mobile Website
• Web programming– HTML, CSS, jQuery
• Use a Mobile Website Builder– Look for:
• Ease of Use• Reporting• White Label Options?
Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/
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Mobile Website Goals
• Quick Loading Time
• Easy to Read
• Simple Interaction
• But Still RelevantAnd Useful!
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Key Thoughts Before Building
• Treat the needs of the “on-the-go” user differently than those of a desktop/laptop browser.
– On-the-go or in a rush– Extremely interested in the
offer – help them take immediate action.
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Personalization Options
• Prior Behavior
• Life Stage
• Segmentation
• Demographics
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Tip: Trim your content!
• Prioritize and simplify – only include the most important points, links, etc.
Photo Credit: http://www.flickr.com/photos/nicmcphee/
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Tip: Include Forms to Capture Data
• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.
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Final Thoughts
• QR Codes can work successfully – but you must follow best practices
• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.
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HOW YOU CAN BENEFIT: SMS/TEXT-MESSAGING
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Why Talk About SMS?
• “It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message.”
Source: Mobile Marketing Association
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SMS/Texting: Plenty of Uses!
• Text-to-e-Mail campaigns
• Subscription text alerts
• Voting/Polling
• Mobile fan clubs
• Premium SMS sweepstakes
• Corporate marketing
Over 90% of texts from SMS
messaging campaigns are
read by recipients, generating
average response rates of 15%-30% or
more!Source: Mobile Marketing Association
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SMS/Text: Example 1
• Users were encouraged to opt-in to receive weather-related mobile notifications based on their ZIP code.
• Helped ACE to build their database too!
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SMS/Text: Example 2
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Adding SMS to Your List of Services
• Need ability to send outbound messages
• Need ability to use Shortcodes to accept SMS Responses
• Understand SMS/Opt-In Rules: It’s key to start building the mobile/SMS database now!
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HOW YOU CAN BENEFIT: AUGMENTED REALITY
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Augmented Reality Becoming Accessible
Source: Juniper Research
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Interactive Print & Mail: Layar
Watch the video: http://ilnk.me/LayarVideo
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Using Layar to Augment Reality
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Aurasma
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Getting Started with AR
• Start experiencing it yourself – download the Apps, test, play, & get inspired!
• Check out Kevin Keane’s list of AR apps
• Augment your own material.
• Start talking about it to clients!
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HOW YOU CAN BENEFIT: NEAR FIELD COMMUNICATION
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Ready to Get Involved?
• POLL Question #2:
What type of smartphone do you have?http://ilnk.me/MFSAPoll
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NFC: Lots of Potential Uses!
• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.
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Tap To Connect!
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NFC vs.
QR Codes
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NFC & Location-Based Marketing
• NFC can be used to make mobile actions easier to complete… check-ins, transactions, registrations, and more!
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Getting Started with NFC
• Check if you have a phone that is NFC-enabled
• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns
• Start mentioning it to your clients!
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MOBILE PAYMENTS
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Square
• Easily accept credit cards from mobile devices
• 2.75% per swipe – no other fees
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Custom Apps
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Mobile Payments & You
• Ideas for putting Square to use:– Sales at conferences, trade shows, Chamber
of Commerce events, etc.
– Point of sale jobs at the shop
– Big benefit: demonstrates to customers that you are paying attention to and moving forward with new technologies!
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SELLING MOBILE SOLUTIONS
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How Do You Make $ on QR Codes?
• Help Customers in Their Mobile Strategy
• Custom QR Code Design
• Mobile Website Creation
• Build a Database!
• Reporting, Analyzing, Strategy
• Put it in a Campaign!
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Before You Start Selling…
• Is your website mobile-optimized?
• Smartphones for demos
• Understand limitations & advantages.
• Add “mobile marketing” to your business strategy and marketing plans!
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How you can promote it
• On your website
• On your social networks
• QR Codes on print
• Email efforts
• WebinarCredit: http://www.flickr.com/photos/63299638@N00/2847937438/
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Sales Opportunity #1
• QR Codes need mobile sites! There are plenty without.
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Sales Opportunity #2
• Any printed piece/mailing with a URL that may reach the growing mobile audience.
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Sales Opportunity #3
• Any customer that has a website that is not mobile-optimized.
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Final Thoughts on Mobile
• Smartphones and Tablets are Disruptors… and they are here to stay!
• QR Codes are best way today to integrate print, mail, and and mobile.
• Think outside the box with NFC, Augmented Reality, and SMS.
• Start talking about mobile to your customers today!
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Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
Scan It!
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Thank You!