CONTENT THAT CONNECTS QR Codes and Other Mobile Engagement Tools.
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Transcript of CONTENT THAT CONNECTS QR Codes and Other Mobile Engagement Tools.
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CONTENT THAT CONNECTS
QR Codes and Other Mobile Engagement Tools
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Content That Connects
Industry & Market Trends
in Mobile
Mobile Barcodes
Emerging Mobile Engagement Strategies
– NFC
– Image Recognition
– Augmented Reality
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IF PAST IS PROLOGUE, THE IMPACT OF THE MOBILE INTERNET WILL BE BIGGER THAN THE IMPACT OF DESKTOP INTERNET … AND PERSONAL COMPUTER … AND MINICOMPUTER … AND MAINFRAME …Morgan Stanley Mobile Internet Report
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The Impact of Mobile:
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54.9% Smartphones vs. 45.1% feature phones†
Smartphone sales account for approximately70% of new phone sales †
87% of Smartphone owners use their phones to access the internet or email*
78% of these users saying that they go online daily via mobile device*
Mobile/Connected Device Market Trends
*Sources: Pew Internet & American Life Project
†The Nielsen Company – Nielsen Wire
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Mobile/Connected Device Market Trends
With Smartphones, tablets and other connected devices, consumers have become digital omnivores*
In 2012, platform wars will also extend beyond the Smartphone screen, as tablet adoption continues to surge while driving a growing share of digital media consumption*
Today, half of the total U.S. mobile population uses mobile media** Increased WiFi availability and
mobile broadband adoption in the U.S. are helping drive connectivity
* ComScore
** Pew Research Center’s Internet & American Life Project
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MOBILE ENGAGEMENT TACTICS
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Subtitle
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Strategy is the Key
Tactics themselves will never dictate the success of a marketing program
It’s how QR Codes or mobile technology is applied to solve a customer problem, meet a need, or enhance the overall customer experience
Plus, there are benefits to the marketing organization in customer engagement, and information acquired
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EMart Sunny Sale
Challenge: Emart, South Korea’s largest retailer, was facing a drastic drop in sales during lunch time hours
Create unique shopping/engagement experience Emart created a shadow QR code that only became visible when
the sun was at the correct angle in the sky between midday and 1pm.
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E-Mart Sunny Sale
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Expanded from 11 to 36 locations in Seoul, S. Korea
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QR Codes – Identity Crisis?
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Barcode Awareness – Continuing to Build Momentum
Usage, and adoption continue to rise but full potential has not yet been realized
Challenge is to deliver value to the customer experience; engage and reward
* Source: Scanlife 2012 Q2 Trend Report
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Mobile Barcodes
Mobile barcodes or tags encode information that allow physical objects to link to the mobile web
Utilizes Smartphones/mobile devices as the interface to decode the two-dimensional barcode/Tags
Originally 70+ types of 2D barcode or tag types; now down to a handful of serious players for marketing engagement:
Microsoft TAG SnapTagQR Code
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2D Barcode and Tags – QR Codes
Initially a highly-fragmented landscape with numerous 2D barcode types QR Codes have risen to
become the most broadly used mobile barcode Open licensing Included in many barcode readers
that were previously proprietary
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Generalized QR Codes – Printed traditionally or digitally; every responder gets the same code.
Personalized QR Codes – Every code is unique and each code points to a specific barcode related to the individual
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2D Barcode and Tags – QR Codes
QR stands for “Quick Response”
Invented in Japan by Denso Wave in 1994
It is a two-dimensional barcode readable by Smartphones/devices
Essentially a web address/digital information in a graphical format
Takes consumers to mobile content.
Easy to encode through onlineQR Code generators, or systems that provide basic analytics
No special printing needs
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Why Insert QR Codes In Your Marketing Campaigns?
Have a good reason to do so, what is your end goal?
Provide a solid value/payoff for the customer to engage with the barcode Be aware of the user experience How will users relate and interact
with the content Is there an offer, coupon – does the
interaction improve your brand, or engagement with the customer
Have a clear call-to-action and keep content as relevant and specific as possible
Make sure content is MOBILE OPTIMIZED
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Mobile Barcode Destination Content
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Analyzing the Data
Pre-Populated Landing Pages Entice Corrections Self-cleansing data
Segment Warm and Hot leads Tailor follow up communications
Peak & Non Peak Visits Do segments respond at the
same time? Orphaned Pages
When did they abandon the offer? Test and Learn Strategies
Experiment testing with offers & incentives to different segments.
Data
Analysis
is Key
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Versioning Strategy
Within the same campaign, we can use QR Codes to track performance based on geography, media, segment, etc.
QR Code testing examples: Regional/Demographic Segments Marketing vehicle Timing Offer testing
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Custom Design Codes
Adding graphics/logos made possible through error correction and redundant information contained in the code
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QR Code Considerations
Unfortunately there are no absolutes Size; recommend no smaller that ¾” x ¾”
(1” x 1” if you can afford the space) Clear area around the code to improve
odd of successful scan
Contrast; high contrast between foreground and background Darker color on lighter background – do not reverse out
Code density/error correction Keep URL as short as possible
(consider a URL shortener or redirect) Understand your environment and
what your code is exposed to
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Level L (Low)7% of codewords can be restored.
Level M (Medium)15% can be restored.
Level Q (Quartile)25% can be restored.
Level H (High)30% can be restored
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CODES IN ACTIONIndustry Examples
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RR Donnelley 2010 Annual Report
Showcased QR Codes as link to enhanced content
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Best Practices: Best Buy
Best Buy is utilizing QR Codes in marketing and in store
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Catalog Application: Link to Video
Sears Tool Catalog Links to product specific videos
throughout the tool catalog
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Personalized QR PURL – Catalog
Personalized QR Code resolves directly to Mobile PURL landing page
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QR Code to App Download
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NEAR FIELD COMMUNICATION (NFC)
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Near Field Communication (NFC)
Proximity triggered interaction between NFC devices Uses; mobile payment, peer-to-peer
sharing, link to mobile web People with a compatible phone simply tap
(or get close to) your NFC-enabled materials to open a web page, dial a phone number, see a free message, open a Vcard, or download a mobile app.
Typical print applications require NFC tag applied via label
Variation on RFID technology
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Near Field Communication
To make the situation still more complex, NFC is a ‘chicken and egg’ technology. To succeed, NFC functionality needs to be put into the hands of sufficient
consumers to attract service providers to the technology. And, to attract a critical mass of consumers, sufficient services need to be
available to provide consumers with a reason to equip themselves to use them.
NFC is still very much in its infancy when it comes to understanding which business models hold the greatest long-term potential.
About 20 percent of phones worldwide might have NFC capabilities by 2014*
*Juniper Research
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IMAGE RECOGNITION &DIGITAL WATERMARKING
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Image Recognition
Utilizes visual search to link to content
Uses; link visuals from ads to specific mobile content
Current observations: results dependent on lighting conditions, quality of camera and library of images referenced
Amazon Flow app is a recent successful, but very specific example of this technology
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Digital Watermarking
Digital Watermarking used as a trigger offers another method to access online content. Imprints an invisible pattern into the image which triggers the link information.
Digimarc Discover is a good example of this approach; How it Works; at the core of Digimarc
Discover is digital watermarking technology to give Smartphones the ability to see, hear and engage with all forms of media.
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AUGMENTED REALITY
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Augmented Reality - Overview, Background and Evolution
Augmented reality (AR) is the integration of digital information with live video or the user's environment in real time.
Main types of augmented reality: Geolocation – overlaying information based on location (i.e. storefinder,
social media applications showing location of users/posts) Printed Markers – extending print beyond the page by using the printed
piece as a trigger/tracking device to overlay graphics, animation and digital information
Natural AR – based on real world object recognition
Uses; Location overlay, product preview/interaction, virtual dressing rooms, enhanced information and experience
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Augmented Reality
Current observations: Forrester Research analyst Thomas Husson also says mobile AR is not yet delivering on its promise. But "in the years to come, this will be disruptive technology that changes the way consumers interact with their environment."
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Augmented Reality Example - LEGO
Lego Store – Retail Kiosk: http://www.youtube.com/watch?v=mUuVvY4c4-A
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Augmented Reality Example
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IKEA 2013 Augmented Reality Catalog
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Augmented Reality accessible
via the IKEA Catalog app
Additional product views
and alternate detail images
Interactive features
Inspirational films
How-to guides
Idea starters
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Retailer Insights
“Retailers need to think of their business as a multi-channel environment that can potentially include mobile, online, and bricks and mortar stores.”
“Winning with shoppers requires a consistent experience across channels that reinforces the values you represent as a retail brand, whether it be price, service, reviews, selection, style, or other key attributes.”
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The Nielsen Company – Nielsen Wire 03-2012
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Summary
Mobile is poised to be an increasingly demanded channel
Mobile engagement tactics are tools to enhance customer experience and brand engagement
Leverage analytics and information gained to shape future communications
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THANK YOU
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