Mobile Tips for Customer Engagement

With all of the frenzy surrounding mobile and social networking, you may wonder what the next exciting trend will be. It’s my job to follow these trends, so I recently attended three different trade shows that focused on mobile and social marketing. I started with Blog World in Los Angeles and then attended Ad Tech (the #1 event for interactive marketing) and CETW (Customer  Engagement Technology World) in New York City. One common theme at these shows and on manufacturers’ minds is: how do I engage my customers via mobile? With 23% of web surfing now on mobile devices, you want to make sure that engagement is also made for them.

We are increasingly seeing manufacturers creating fun interaction with their consumers through social media. What gets me excited is watching how they use QR codes to direct consumers to a one-on-one interaction with their brands. If the experience is fun and easy, the consumer will share the experience with friends through their social networking sites. It’s free marketing for you and clearly the future!


Barlean’s created a trivia game for Expo East that involved questions about flax seed oil. At the end of the quiz, participants could opt in to win a prize.

You can try the test for yourself on your mobile device by scanning this QR code:

Why is this example so effective at consumer engagement?

• It uses a detection script provided by DEN that figures out what kind of device (desktop, tablet or mobile) the consumer is using that optimizes the layout of the page for best viewing. Not only does this prevent consumers from getting frustrated by difficult navigation, but it also expands your potential audience.
• The only mandatory field to fill out is the user’s e-mail address. With a simple button, they can opt in to the company’s newsletter. Let’s face it, filling out forms on a mobile device is still a very clumsy endeavor for most. The less typing a user has to do to take the test, the better.
• Barlean’s trivia is very short and can be completed in no more than three minutes. Dwell time on mobile devices is far shorter than on a desktop, so make sure that you use that time to your advantage.
• Once the customer has taken Barlean’s trivia, they are given some very useful information. Consumers love to learn about new products that might help them.
• The part of these quizzes that is most beneficial to the manufacturer is that it is extremely easy for test-takers to share their results on their Facebook page. They also have all of the major social networking links on the result page. If they like the test, they will tell their friends, which increases word-of-mouth knowledge of your brand.

In the near future, it will be commonplace to see consumers interacting with your products on mobile devices. In fact, this is already starting to happen, with examples such as Best Buy’s on-shelf QR codes. In one of the breakouts at AdTech, one of the panel members said it best: “Our goal is to provide just a little more information at the shelf to generate a sale”. This practice is rapidly gaining popularity as more and more consumers have access to smartphones.

We live in some exciting times. Remember, it’s not too late to be early when it comes to mobile!

So You're Ready to Build a Mobile Site?

Nine Tips and Tricks For Creating a Successful Mobile Experience 

The first question you have to ask yourself when preparing your company’s mobile solution is: Are you going to create a downloadable application, or are you going to create a mobile website? It’s a challenge to get a consumer to download an app for one branded device, and the cost and upkeep for multiple platforms can easily get into 6 figures. Creating an app that only works on the iPhone, leaves Android and BlackBerry users behind. Instead of going with a limiting mobile app, manufacturers and retailers can instead create a mobile website that works on every web-based device available while costing far less to maintain and update.

If you decide to go with a mobile website, it shouldn’t be a carbon copy of your regular site that’s formatted to work on phones and devices. There are key differences, advantages, and disadvantages to using desktop vs mobile for the Web. Understanding and applying these to your mobile site is key in creating an effective user experience that will have them sharing it with friends and coming back for more.

●      Detection software.  The last thing you want to do is create a new URL for your customers to remember.  With a simple detection software script, your site can determine the type of device (iPhone, Android, etc.) that is visiting your URL and format the site to be viewed best on that particular machine. This is the only way to go mobile.

●      Simplification. On mobile, simple is better. Since there isn’t nearly as much screen space on a mobile device compared to a desktop, every pixel of space needs to be carefully planned. Think less about graphics and flashy videos and more about text and simple navigation. The text itself should be large enough for your viewers to read without having to squint or manually zoom in. The images should use the space efficiently, and should show off your brand at every opportunity. Remember, the dwell time for consumers on mobile is much shorter than desktop. If you frustrate them with an overly-complicated layout that is difficult to navigate, they will have a negative experience, probably won’t share your site with friends, and possibly won’t return to the site at all.

●      Fingers, not mice. One thing that many of us forget when we’re busily browsing on our mobile devices is that we use our thumbs and fingers to navigate. While teeny-tiny text hyperlinks are easy to click on with a mouse, they’re painful to press with your finger. It’s even worse when there are a bunch of them packed together, and you end up pressing the link next to the one you intended. D’oh!

Make sure that buttons and text are large enough to comfortably press without hogging up too much screen space. There’s also more room to be stylish and creative as well.

Another important note about mobile navigation is that a lot of people don’t enjoy filling out forms with a touch-screen keypad. Keep any forms simple and only ask for the information you need. Try to use pull-down menus and check-lists as often as you can, so users aren’t always forced to type with their touch-screen keypad.

●      Don’t cram. While creating a mobile site, an understandable tendency is to cram as much information as possible. Don’t be afraid of white space! Not only can it be aesthetic, but it makes it easier for users to navigate content and press links that they want to visit.

Now, you’ve got your mobile site all ready to go. It’s sharp, clean, and easy to navigate. Don’t just stop there! There are still plenty of neat tools that you can utilize for mobile.

●      Store finder.  Imagine a customer on your social networking site seeking to find a store that sells a certain product they’ve read about. They can click or search for a link to the manufacturer’s mobile website and find a nearby store that carries the product.  Convenient!

A store finder tool utilizes a phone’s GPS (much like Google Maps) or their zip code to find stores near the user’s current location. This is a huge advantage for both retailers and manufacturers, as it promotes a certain brand and brings customers physically into the store (as opposed to buying online).

●      Customer reviews. In the new economy of embracing social networking, it is easier than ever to connect with your customers. Like a store finder, customer reviews are a dynamic and unique mobile tool. Consumers don’t want to have to print or write down data to bring into the store when they can scan a QR code and receive instant feedback on a brand or product.

As in the finance industry, the natural food channel needs to be careful about monitoring customer reviews. Certain claims made by your customers could put you in a grey area with DSHEA compliance (ex. a customer claiming that a company’s product cured their diabetes). We strongly recommend using one of the following approaches:

○      Hold all reviews until you have approved them for public viewing.

○      Attach a link to a disclaimer onto every review. That way, reviews can be posted immediately without moderation.

●      Social networking. There are two important points about social networking that need to be understood. Firstly, over 35 percent of all social networking in August 2011 was done on mobile devices, so if you have your consumer landing on a non-mobile site, you are creating a frustrating experience for that consumer. Secondly, many webmasters with little to no mobile experience think that creating a mobile site is just changing their desktop site to fit on a mobile device. The thought of tying in social media outlets like Facebook and Twitter seldom crosses their minds.

How is your site going to interact with customers via social media? For starters, the “Share” and “Like” features on Facebook are goldmines for increasing your presence in the social networking scene. They allow consumers to share and comment about products and specials on their own Facebook walls. Not only is this kind of advertising free of charge, it’s also highly effective--people are more likely to trust their friends’ judgment over advertising. The same can be said for Twitter and Blogger as well. If the experience is not easy and convenient while browsing your mobile site, they will not take the initiative to go further.

●      Click-to-call. Click-to-call is a feature that allows consumers to press a phone number on a website and call it without having to clumsily navigate their phone.

●      e-Retail. According to Forester Research, mobile commerce is currently less than 4% of all ecommerce. Even with this small number, most manufacturers ask us to tie their desktop ecommerce feature to their mobile site as well. Accomplishing this through your existing shopping cart business logic is the best way to do this and avoid the PCI compliance issues you would have to address. 

Hopefully, this article has helped you to formulate a better mobile battle plan. The most important thing to remember is that desktop and mobile are two entirely different beasts, and sites created for both must utilize the strengths (and undermine the weaknesses) of each platform.

If you would like to stay up-to-date on the ever-changing worlds of mobile marketing and social media, please follow Digital Earth Network on Facebook!

De-Mystifying QR Codes at the Store Level

There’s currently a tremendous “buzz” around QR codes and their usefulness as a successful marketing tool. Most critics cite problems with ease of use for consumers, and landing on non-mobile ready sites as reasons QR codes aren’t gaining more momentum. I would suggest that QR codes are indeed beginning to flourish, will soon be everywhere, and that such critics are looking at the codes from an archaic perspective. Phones are steadily getting better at scanning (for example, scanning a code on my Motorola Droid is hardly an issue, even in sub-optimal light and when my hands aren’t particularly steady), and manufacturers and retailers are quickly catching onto mobile sites and landing pages. While consumers may need to be educated on the use of QR codes, businesses are just now beginning to understand how they can function as a customer engagement tool inside the store. QR codes not only act as an additional salesperson, they also bring traffic to your social networking sites, netting more Facebook “Likes” and Twitter followers. All of which builds brand loyalty and future sales.

One of the best examples of using QR codes at shelf level is found at Best Buy. Almost every item in the store has a QR code next to the price that leads to their mobile-enabled site showing pictures, reviews, and other additional information. Not only does this increase customer engagement, shopping time, and loyalty, it also helps educate consumers on a purchase by providing information not available on the packaging. Reviews have been shown to be popular in helping consumers rank a product in their mind and make better buying decisions.

So how are QR codes useful for the natural foods industry? Our industry is full of manufacturers and retailers who are passionate about educating customers.  I’ve seen more natural food companies directly interact with their consumers on social networking sites by posting pictures, quizzes, contests and coupons, than in any other industry.

QR codes don’t necessarily have to be limited to the shelf level. They can also be used on point of sale customer billboards, fliers and signs around the store for the same contests and coupons, as well as a wealth of other marketing and promotional solutions such as videos, training, fun facts, new item introduction, and education. INFRA (Independent Natural Food Retailer Association) uses QR codes on their monthly product fliers linking customers to mobile landing pages created by Digital Earth Network. These landing pages feature a photograph of the product, a description, links to that manufacturer’s mobile Facebook and Twitter, and nutrition information. Another good example of reaching out socially that I recently saw in NYC, was of a QR code posted at various point around the store, linking consumers to their Facebook fan page. Very practical and easy to create.

The codes should land on mobile ready landing pages to ensure customer ease of use and have meaningful content, in order to increase the likelihood of future customer engagement with the codes. Customers deserve simplicity, value, and respect for their time researching and interacting with a product or brand. QR codes and their future predecessors are here to stay, and every business needs to hop on this wave sooner rather than later. Pricing and customer service are taken for granted by consumers, and business owners today need every competitive edge they can get. QR codes are relatively simple and inexpensive tools of engagement that consumers of the future will come to take for granted, just like any promotion or a polite cashier at checkout. Be on the cutting edge and lead the pack, not on the treadmill of competition that has everyone else scrambling for attention. Reach out today and take the necessary steps towards implementing a marketing program using QR codes, and engage tomorrows consumer before your competitor does.

Say No to QR Codes... (that land on a desktop non-mobile site)

Everybody is excited about the new QR code technology and the potential of reaching target audiences. However, the big caveat is that if your QR codes land on a non-mobile platform you will do nothing more than frustrate your target audience and they may avoid your future QR Codes, whether done correctly or not.  With mobile commerce expected to grow by 40% a year through 2016, customer engagement & satisfaction need to be your top priorities for the mobile experience. Despite the boom in mobile, almost half of the online retailers out there today have yet to develop a mobile marketing strategy. If you want an advantage in today’s market, create a mobile plan NOW, beginning with QR Codes and mobile landing pages!

If you’re new to QR Codes read my earlier blog, “what is a QR Code”, and think about it before developing QR Codes for the first time. A typical smart phone today is 5 times faster and has 10 times the storage space of a top of the line desktop computer from just 7 years ago. But, if mobile customers scan the QR Code and are sent to your regular website designed for desktops (that isn’t designed to be viewed on a mobile device), they are force to pinch, squeeze, and move horizontally or vertically in order to view your site. How Frustrating! What a let down!

Some examples of QR Codes done correctly can be found through mobile landings sites at Barleans, Aubrey Organic and Renew Life. Renew Life took it a step further when they created a landing page for their new “3 Day Diet Start”. They used mobile middleware to determine what type of device was requesting the information on their site. This software determines what type of mobile device customers are using and serves up the best page views for that particular device, thus creating the best experience. Try it yourself by going to www.3daydietstart.com  , first from your Desktop, and then try it again from your mobile browser.

So, where do you start with mobile marketing?

First, evaluate your current mobile maturity level. You will have to develop in-house expertise, beyond the basics of smart phones and how to use them. Consider working with a mobile technology partner who can assist you in developing your mobile marketing strategy, along with multi-media and technological solutions that are right for your brand. Some of the key steps in developing a strategy are first to understand your audience/consumer and their mobile use. Determine your goals and what the action steps will be to reach those goals. The top 4 goals of most companies today are to increase customer engagement, improve customer satisfaction, build loyalty, and to be innovative within their industry. Choose the right technological approach that will accomplish those goals, and not leave you frustrated by getting half the solution correct. You will have to make key decisions, such as whether to build in-house or outsource. And, to be cloud based or internally hosted. Most importantly, seriously consider choosing a partner that is on the cutting edge of technological advances, understands marketing and not just tech talk, can provide analytics to help you understand your audience and ROI, and takes the time to understand you, your business, and your customers.

How QR Codes Can Be Applied By Suppliers and Retailers

Click to View Mobile Landing Page

 

On my last blog, I introduced QR codes and why all suppliers and retailers should take note of this new technology. Today, I want to give examples of how QR codes can be implemented and become an important part of an effective marketing strategy.

As QR codes become more prevalent, we are beginning to see innovative uses beyond print advertising and the like. We’re seeing them pop up on business cards, t-shirts, tattoos and even accessories such as belt buckles and cufflinks. So, first, I’d advise everyone to “think outside the box” per creative ways to use these codes and catch attention.

The next big subject to remember is that the most effective strategies don’t include using QR codes simply to send people to your basic website. First, most websites are not adaptable or effective for mobile viewing. Yes, one can use a QR code for such, but there are so many types of mobile applications out there, that your website is unlikely to translate well and will be viewed poorly on most smartphones. In the least, you will need to work with a company that understands this and has the expertise to help you design a mobile landing page, as well as tools to allow the landing page to interpret the type of phone being used. Thus, immediately converting your landing site to the best viewing application for any smartphone out on the market. Lastly, just as in creating a Facebook or other social application, don’t jump in the waters and put out a QR code just to “keep up with the Joneses”. For the above reason, as well as because mobile users tend to have a short attention and use span, your QR code needs to be simple, effective and meaningful, or they won’t return.

So, how can QR codes be applied by both suppliers and retailers in the natural foods industry? Allow me to get your creativity flowing…..

They can be applied on;

-          Business cards

-          Brochures and marketing materials

-          In print advertising, billboards, exterior signs

-          On your trucks or private vehicles used for business

-          On product tags, packaging and shipper headers

-          On menus, shopping bags and receipts

-          On Point of sale marketing materials, shelf talkers, and signs

They can be used to;

-          Give instructions for use of a product or service

-          To educate, inform, give notices, give your address/contact information

-          Be used for coupons, loyalty transactions and promotions

-          Can be used to track shipments

-          For store locators and reviews

-          For email, facebook and social applications

-          For new product introductions

-          Company news, PR and press relations

-          For employment opportunities

These are just a few ideas to get your thoughts going. Always remember that a key element of any marketing campaign is a “call to action.” Don’t allow your marketing to be boring or passé. Make it impactful, informative, exciting and motivate the consumer (or retailer) to take action. Increasingly, consumers are doing on-line research before making purchasing decisions, and soon the majority of on-line activity will be on a mobile device rather than a home computer. Many shoppers are already becoming accustomed to using their mobile phones during shopping trips for store locations, coupons, product information and reviews. Now is the time to invest in QR codes and mobile website strategies as a core part of your future marketing plans!

Geoffrey

QR Codes and Why You Should Care

You may have started seeing these new square codes being placed in magazines ads, on billboards and packaging. Major national brands are starting to take notice, marketing departments are beginning to wake up, and the early adopters of smart phones and mobile applications have been using them for a while now. These little black-and-white boxes aren’t just little weird stamps. They are the next buzz word for marketing, and the next wave in scan technology.

                QR is short for “quick response”, and these codes are specific matrix barcodes that are readable by dedicated QR barcode readers and camera phones. The information encoded can be text, a URL, images or other data. QR codes were first introduced in 1994 by a Japanese corporation, and were originally designed as a new way to track automotive parts. While there are a number of 2-D scanning codes in use (UPC, Datamatrix, Maxicode, and even color barcodes),  most of them have limited capabilities (93 to several thousand bits of information stored) compared to QR codes  which can store over 4,000 alphanumeric or over 7000 numeric characters.

                Just a few of the applications we’re seeing for QR codes are in magazines, on signs, business cards, t-shirts, tattoos, and for everything from steering customers to a website or tracking inventory, to marketing videos, and capturing coupons. But, then there’s also the barista reading a customer’s QR code information off of her smart phone to make sure she gets her favorite sugar free, no fat, hazelnut, decaf coffe with a dash of chocolate and has it automatically taken from her debit card. Have I got your attention yet? We’re not even scratching the surface of what’s to come. The fact that both Google and Blackberry have chosen the QR code as a standard should cause suppliers and retailers alike to sit up, take notice and consider the possibilities these codes may have for marketing their business and brand.

                QR codes aim to make our lives increasingly fulfilling, efficient and allow us to move between physical and digital worlds while being educated and informed along the way. We can expect QR codes to dramatically impact the future of print, television, and various media by adding interactivity. You can now easily lead your customer from your offline marketing piece to your richer online content. The codes also will drastically reduce paper waste, for instance allowing paperless air travel and ticketing for all sorts of venues. The possibilities seem endless.

                Many new technologies are quickly surpassed by new innovations in the blink of an eye in the 21^st century. However, QR codes appear to have set a standard which could last quite a while and be one of the more transformational scan code applications in modern history. If you’d like to know more, stick around. In future blogs, we’ll not only get you started with QR codes, we’ll begin to explore some of the most important tips you need to understand in order to best use and apply QR codes for your business.