Posted on August 16th, 2013 by Timothy Boyle
It seems everyone these days feels the need to come out with a mobile app, no matter what type of company they are, or if the app is actually useful for the consumer or not. Sometime you might even find a company with a mobile app but no mobile website. Perhaps the data in the Adobe 2013 Mobile Consumer Survey can help figure out which is best to offer to consumers.
The data gathered in this Adobe survey indicate a 60% average overall satisfaction rate for both mobile apps and mobile websites, though each is skewed greatly by the high satisfaction rates for the category of Consumer Electronics. Eliminate this one category and the approval rating is only in the mid to low 50’s. What this indicates is that overall satisfaction has a long way to go, whether we are discussing mobile apps or mobile websites. Therefore before you pour more resources into your app or website, it would be best to find out what it is your consumers want from these offerings and build your mobile platforms appropriately so that your limited dollars are used as efficiently as possible.
This brings us to the question of which platform to use. The Adobe Survey results tell us that 58% of respondents prefer their online shopping experience on a mobile optimized website. This compared to 42% who prefer a mobile application. As Adobe notes, this might be due to the fact that an app requires downloading, installing, and continuously upgrading said app, while a mobile website requires none of these things.
Though these numbers indicate a majority prefer a mobile site over a mobile app (for shopping purposes at least), it is not substantial enough to ignore mobile apps entirely. What this does mean though, is that before spending resources in the mobile app business, you should first be spending the resources in creating a mobile website that fills the needs of your target audience.
Once your mobile website is where it needs to be you should then focus on the mobile app space. And here you must consider two things. First, as I said above, you need to find out what your customer desires in an app and design it to create a good experience that will keep them coming back, and ensure the app is retained on their smartphone or tablet, rather than being deleted soon after installation. Second, per the Adobe Survey, the number one reason someone downloaded a particular mobile app was because someone recommended it to them. This indicates that the best way to advertise your app is likely through social networking channels. Offering some sort of incentive for your customers to share your app through their networks might be the most efficient way to achieve the results you want.
As we have seen, the data seems to indicate that your number one priority should be getting you mobile website to near perfection, and only then focus resources on your mobile applications. Both are important in today’s market but one is clearly more important (and also less expensive) than the other.
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Posted on August 14th, 2013 by Timothy Boyle
Anytime I go out in public these days it has become an almost definite fact that I will see at least one QR code, and quite possible many more than one. On the one hand this is something I am happy to see, as it means the technology is really growing and people are beginning to understand its potential. On the other hand, however, I still find that the vast majority of these QR codes are done in an unsatisfactory way or quite often far worse than unsatisfactory. A recent trip to Taco Bell/KFC might help to illuminate what I mean.
While getting a tasty meal at the local Taco Bell/KFC joint, I was hit on three different occasions with QR codes on their product packaging and receipt. Product packaging is obviously a perfect location for QR codes since everyone must interact with the packaging after they make the purchase in this case. They also placed a QR code on my receipt; a very interesting placement for a QR code with many possibilities. But not all three QR codes were made equally, and it is this that inequality that I wish to examine here so we might see the good and bad of QR code use.
The first code I scanned was a code on the KFC bag (for some reason they didn’t give me a Taco Bell bag despite ordering only Taco Bell). This code was placed over what appears to be a bucket (for KFC I would guess), making it slightly hard to scan, but a creative placement nonetheless. There is no call to action, so there is nothing enticing a customer to scan, unless they are simply curious. This is a serious no-no. You should almost always use a good call to action. The next let down for me was upon scanning the code being directed simply to their homepage, though it was at least mobile optimized. There was no targeting the customer, or providing any sort of interesting interface, or information. Just a boring mobile site. Far from ideal.
A better use of this code might have been to direct customers to give their feedback about the particular Taco Bell they were in and the type of service they received. This data could then be collected and used as a way to improve customer service and experience in the future.
The second code I scanned was on the Taco Container. What I love about this code is how much it stands out, almost like they had some great purpose for the code. My one problem with the physical code is that they put a small bell in the code making it hard (or sometimes impossible) for some QR code scanner apps to scan the code. With this code there is at least some sort of call to action telling you to “Celebrate Awesomeness, Scan this code.” Upon scanning you are taken to the Taco Bell Facebook page, where I suppose they are hoping you will ‘like’ them. Perhaps instead of the call to action they chose, or in addition to it, they might have said “Like us of Facebook. Scan here,” so there wouldn’t have been any confusion as what they meant. This sort of social media connection to QR codes is a great way to generate free advertising, you just need to incentivise the customer correctly.
The last code I scanned was on my receipt. The best use of a QR code of these three by far. This code has a great call to action, offering a chance to win a prize (an iPad) by scanning the code and filling out a brief form to enter. This is a great targeted use of a code and offers something to the customer, while also gathering information that can be used for future marketing and advertising campaigns.
QR codes have a lot of potential but they need to be used correctly. Every time someone scans a QR code that is done poorly they decrease the odds of that person scanning another QR code in the future, whether yours or another company’s. Do everyone a service and QR code appropriately. Using a platform that helps ensure you are using them correctly is always a good place to start.
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Posted on August 12th, 2013 by Timothy Boyle
I was on my way home from a wedding this past weekend and was on the last leg of my trip after arriving at Boston’s Logan Airport Sunday evening. As I made my way to the scheduled bus arrival area I looked to my right and noticed an advertisement for the ‘Big Green Egg’. At that moment I thought to myself how many people have told me that I need to get one of these things and yet I had never actually even seen one before. Luckily the people at Big Green Egg made the intelligent decision of putting a QR code on this advertisement and I can now say that I now know everything I could have wanted to know about the product.
Enticing Customers to Scan Your QR Code
This is one of the rare occasions where almost everything was done right by the people who put together this marketing and QR code campaign; a great site to see.
First off, the actual advertisement was in a perfect location seeing that it is right next to where thousands of people wait every day for long periods of time for their scheduled bus, giving it great visibility. This is particularly great if you actually want to have your QR code scanned too. In fact as I stood there for around ten minutes I saw three different people scan the QR code. A very good sign.
The QR code itself is a decent size so that it stands out enough, has a low density, and a wide margin for easy scanning. The call to action, “Prepare to Get Hungry,” is a decent call to action and will certainly entice some people to scan the code.
Delivering an Engaging and Positive Experience
Upon scanning the code you are taken to a mobile optimized landing page with every bit of information you could possibly want. The landing page seems to combine their blog with social media and other relevant information. There are videos to help you learn how to use the Big Green Egg, how to cook the perfect steak, why they choose to use independent dealers to sell the products, where those dealers are located, recipes, pricing, and much more.
It may not be the greatest looking landing page, but the fact that it is optimized for mobile and does a great job providing the type of things most consumers would be looking for means it couldn’t have been improved a whole lot more.
Everything about this QR code campaign was done well, from the QR code itself, to the location, the landing page and even the content. This is the type of QR code campaign that companies should look to as a great example for their own. I am not sure if the Big Green Egg was tracking their QR code scans and gathering all relevant data from the mobile landing page usage but one would suspect they are since they did everything else right. If not though, using a platform that integrates analytics into everything else is a smart way to manage your QR code campaign.
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Posted on August 7th, 2013 by Timothy Boyle
Deciding where to put your time and marketing resources is of vital importance to ensuring you get the most out of every dollar invested. In order to achieve this efficient campaign you must have all the relevant information and data and to glean from it what you can. One of the many important pieces of information that can help in this regard is which particular operating system is the most popular and what type of people use each one. Results from the Adobe 2013 Mobile Consumer Survey can help illuminate this information for us.
Since last year the Android operating system (OS) has gained popularity in every age group surveyed, and currently 55% of all US citizens surveyed use Android as their primary OS (55% of all Europeans surveyed prefer Android phones to iPhones as well). This places Android as the largest OS, and by a significant amount. Android continues to grow and therefore it would seem to be the focus of any mobile marketing strategy.
The growth and larger market share of Android however, is not the entire story. The iOS is indeed the smaller used OS with just 31% of people claiming it as their primary mobile device (with a larger percentage of younger people using it), but this smaller and somewhat decreasing market share does not mean it should be ignored.
In fact what the Adobe Survey has revealed is that the iOS is the “operating system of choice for browsing.” Not only this but iOS users utilize apps and websites at a much higher rate, and are almost always connected in some way through either their smartphone or tablet (of which 4 of 5 iPhone users also own). iOS users use apps more frequently and “use nearly every possible type of app.”
What this means is that iOS has a smaller market share, but the people who do use iOS are incredibly loyal and make far more use of the technology. Since they spend more time on apps and mobile sites and also use a far greater number and diversity of apps, this makes them a much better target consumer for your dollars and should lead to a greater return on every dollar spent.
You can reach out to both Android and iOS users by linking QR codes your your apps or QR code connected mobile landing pages.
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Posted on August 4th, 2013 by Timothy Boyle
The landscape of mobile technology is a fast paced ever changing world. We have seen the dramatic rise of smartphones from a small minority of users to a full on majority. This change thrust marketers into a new world in which they were forced to adapt quickly just to keep up, and many have fallen by the wayside. But the world of mobile technology has again taken a dramatic jolt forward in the past year or more. The culprit: Tablets.
Though smartphone usage isn’t going to slow down any time soon, a new milestone has been reached. As of 2013, based off the Adobe Digital Index, global websites are now seeing more traffic from tablet devices than smartphones. Change in this mobile world only seems to increase in speed, so you had better be able to change with it, and fast.
This is significant for digital marketers in particular due to the fact that tablet users tend to make larger and more online purchases than smartphone users (Adobe Survey Results); indicating that the resources available to the marketer might be best spent in optimizing their tablet formats before anything else.
Of course at this point in time any digital marketer worth their salt should have already optimized their mobile format, put in place a mobile advertising strategy, and implemented a QR code or NFC campaign. So resources would hopefully be available at this point to invest in their tablet development and optimization.
Looking at the overall mobile strategy for digital marketers it is vital that they understand their particular mobile market. In order to accomplish this it means they must have a way to track the data of their consumers, measure that data, and test various formats and campaigns. Through this information the proper changes can be made and evolved to ensure an optimal mobile strategy amongst the various possible devices.
For optimal efficiency in fulfilling these requirements make sure you are using a proper platform to help manage your mobile strategy and accrue the data and measurements needed to adapt said strategy to your particular market.
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