Search on Mobile Devices: The Next Frontier

Moderator:
Sundeep Kapur, Digital Evangelist, NCR Corp.
Speakers:
Lynne Kurdziel, Founder & CEO, Luminate Marketing
Angie Schottmuller, Founder, Interactive Artisan

how mobile is changing content and what it means to business

Lynne Kurdziel

Top 5 impacts of mobile on business and non-profits

1. localization
2. immediacy – we can provide timely content that would be less useful if you had to wait
3. shareability – you can share anything with anyone at any time
4. media mobility
5. divergent platforms – challenge of variability in what users have available

You can use mobile to streamline business processes and and create quick marketing media. User generated content and a streamlined data collection process creates freshness for SEO. What does conversion look like for ministries and non-profits? Donations, support, partnerships.

Non-profits are using apps to be able to share their mission and receive donations anywhere.

mobile barcode marketing

Angie Schottmuller

What are the right ways to use mobile bar codes?

What can you store in a QR code?

• text, URL, email, mms/SMS text message, phone number, contact record, calendar entry, grolocation/map

Phone can decode type of info and use the data appropriately. Mobile barcode scanning in the US is on the rise.

why use mobile barcodes?

• people love their ones, they’re free and easy to use, QR codes are scalable to nearly any surface, clever Artistic opportunities, mobility presents opportunities everywhere, you can gather tangible metrics where you never could before, bridge the non-digital and digital gap to uniquely enhance the user experience

cool QR code campaigns

• zoo records “hidden sound” – http://bit.ly/hiddensound. More than half of the albums sold out in the first week.
• GNC “deal of the day” – 65% conversion rate
• taco bell big box remixed – upsell opportunity. Lifted sales by 5%
• allure’s sample giveaway – Microsoft tag contest. Over 25,000 leads from 444,000 scans
• my toys Lego codes – http://bit.ly/mytoyslegocodes

QRonversion opportunities

• feedback survey in receipts
• in-house Facebook “like” promo – give an incentive
• product signage and price tags for more info, reviews or video demos
• Facebook “like” on products – can like a product page on your website and still interact through facebook http://bit.ly/ilikediesel
• yelp reviews
• four square checkin promo – link to specific venue location
• interactive map & directions
• RSVP & lead generation on direct mail so they don’t even have to open

steps to create a successful QR code campaign

1. Have a business goal
2. Identify unique conversion opportunities
3. Identify the value provided for the user
4. Define your campaign – tell them why they should scan (minimum of 1″ x 1″)
5. Select tools
6. test and generate your codes
7. implement and track

2d barcode readers

QR code generators / management platforms

golden rules of mobile barcode use

1. serve a business objective
2. create a value-added user experience
3. provide contextual assistance by the code
4. test and ensure that codes are scannable

best practice checklist

Related articles

• Mobile, Local, Barcodes, and Bathroom Stalls (searchenginewatch.com)
• Musing About QR Codes (ariherzog.com)
• QR Codes and the New Journalism (sixestate.com)