Optional – I tell a personal story about reading a magazine with my son, I got distracted with homework and dinner, and didn’t go back to the ad I intended to for more information. A few weeks later I see one with Tag and am able to enter a contest right then and there.
1 – improve your marketing: analytics enable learning and adjustments as you go. Also helps you tell your story more effectively with clear call to action and extend beyond just one medium. Case study: Microsoft Office. 2 – give customers what they need: keep customer attention at the moment they are interested by giving them what they need to take next step. Case study: Crock-Pot or Allure3 – maybe even make some money: at the moment customers are interested, make it easy to purchase or add to existing purchase. Case study: Eurest.
Microsoft tag marketing goes mobile generic presentation (1)
1 to 1 Intelligent Marketing TM MarketLink Systems | June 2011 1
Smart Phones Usage 1 Billion 50% 200M Smart Phones of all local searches mobile YouTube in use globally are from a mobile views occur every day 2014 86% is the year that mobile internet of mobile internet users use their usage will overtake desktop device while watching television internet usagehttp://cache.gawkerassets.com/assets/images/4/2010/03/090903-is-mobile.png; http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_04121 0.pdf;http://www.orangesoda.com/blog/wp-content/thumbnails/2410.png; http://www.psfk.com/2011/01/tv-goes-hand-in-hand-with-the-mobile-internet-http://searchengineland.com/the-united-state-of-social-mobile-marketing-63511; infographic.htmlhttp://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_Inaugural_Report_The_2010_Mobile_Year_in_Review;; 3
U.S Consumer Awareness Mobile TaggingHave used Likely to Use (extremely/very likely)22% To find out more about an offer or product 29% information 14% To go directly to an online news article 25% To scan for a coupon from a newspaper, poster, or 18% 21% magazine To access a brand’s website from a print ad, billboard, 16% 18% or newspaper 14% As a boarding pass for a flight on my Smartphone 11% Use my mobile phone to scan a QR code for a contest 11% 14% To receive a coupon on my mobile phone while in a 16% 15% store (by scanning the code on the shelf) 14% To purchase a product I’m interested in 36% To refill prescription drug orders 31% Sources: Ipsos U.S. Online Omnibus May 2011, N=2029, Total U.S. 18+ 4
U.S. Consumer Awareness 2D Barcode knowledge by gender and age group These days, people are on the move more than ever and mobile phones are the go-to gadget for staying in touch with friends & family. Many use their mobile phone to make informed purchase decisions. 51% of Americans are aware of or have seen 71% QR or 2D codes. This number jumps to 71% among 18-34 year olds 48% 53% 49% 34% Male Female 18-34 35-54 55+Sources: Ipsos U.S. Online Omnibus May 2011, N=2029, Total U.S. 18+ 5
Microsoft Tag DefinedMicrosoft Tag is a marketing solution thatuses multiple recognition technologies toconnect the physical world to your mobileenvironment.Users scan a Tag barcode or QR Codewith the camera on their Internet-enabledphone or Android users with NFC-enabled phones can also tap touch pointsand are linked to digital media such as:• Web Content• Videos• Music• Maps• Social Network• And More… 6
Microsoft Tag EssentialsTag Scan Experience/Buy MeasureTag’s recognition technologies Anyone download the free app to After scanning the user can The Tag Manager comes with aare used in their current smartphone and experience a relevant and suite of customizable reports,advertising, signage, brochures, start scanning! dynamic interactive experience allowing organizations andmagazines, posters and anywhere on their device. brands to evaluate and learn from The Tag app is available for all ofthat the online world can enrich their Tag campaigns. the top mobile This experience canan offline experience. platforms, including enrich, educate and even lead to We also offer a free Scan DataTag barcodes can be black and iOS, Android, Windows Phone a purchase. API to import scanning data fromwhite, color or even customized and Blackberry. all our recognition technologiesto integrate with a creative into your existing reporting iPhone and Android phones canconcept or design. Our QR Codes systems. Data from our API can also scan QR Codes using ourbuild on the standard format but also be viewed through the app and it allows you to tap youroffer additional features that Microsoft Tag Dashboard, an NFC-enabled Android device onMicrosoft Tag offers. And NFC Excel add-in that displays NFC touchpoints to open mobilecan be easily added to your standard reports of your scan sites.printed materials to make them data.interactive. 7
Benefits• Seize the moment – Capture customers immediately• Stretch your dollar – Tag is free to use, including creation of any of our recognition technologies and accessing reporting• Measurement – Our free analytics let you measure the success of your campaign engagement and respond on the fly• Customization – Tag barcodes can look like your brand and blend into your materials beautifully• Flexible content – All of Tag’s recognition technologies can be updated in the moment without impacting the code or touchpoint allowing you to respond to customer behavior immediately 8
Microsoft Tag Momentum390% 100,000+Increase in the number of Active Tag accountsscans from October 2010– linking to interactiveOctober 2011 digital experiences187 Million+ 576,000Magazine issues Scans in a single magazinehave featured Tags issue (Allure)since 2010 9
Microsoft Tag Customers AAA · Acura · Adidas · Air Force · Allure Magazine · Amway · Atomic · Bayliner· Body Glove · Callaway · Campbell’s · Canon · City Of Turin · Conde Nast Traveler · Crutchfield Electronics · Dell Computers · Details · Digiturk · Dodge · Dominos · Dr. Pepper · Edwin Watts Golf · Entertainment Weekly · Footjoy · Ford· Fox Entertainment · Genentech · General Mills · Get Married Magazine · Glamour· Golf Digest · Goodyear · Hardees · Herbal Essences · Honda · Hurriyet · JCPenney · Jessica Simpson · Jones Apparel · Kellogg · Koa · Kraft · Ladies Home Journal · Lionsgate · Lotte · Lowe’s · Lucky Magazine · Mastercraft · Mazda · Mitchell Guitars · Mountain Dew · Mr. Coffee · NBC Universal · Novo Nordisk · O’Brien · Paramount · People Magazine · Pepsi · PetsMart · Procter & Gamble · Pagine Si · Porsche · Publix · Purina · Razor · ReMax · Remedy Entertainment ·Scuba Diving Magazine · Self Magazine · Seventeen · Simmons · Sports Illustrated · Sprint · Starz Media · Summit Entertainment · Sun Life · Sutter Home · Toronto Star · Traditional Home · Transworld Surf Magazine · TV Guide · USA Today · Windermere · Woman’s Day 10
Tag Case Study AllureAllure Magazine utilized Tags in 2010and 2011 to increase engagementwith readers for its annual giveawayin partnership with brands2011 Results:• 576,000 scans - believed to be the top 2D barcode campaign to date• 30% more entries than the 2010 giveaway2010 Results:• Mobile participants 2.5x as active as other contestants• 34% of mobile entrants opted to receive email updates and Allure information 14
Microsoft Tag Publishing8 of 10 major magazines using barcodes use Microsoft Tag Woman’s Golf Digest Seventeen EW USA Today Day Cooking New York ESPN Teen Light Daily News Magazine SELF Vogue KOA Simon & Sports Allure Camping Schuster Illustrated People Guide 15
Tag Case Study Crock Pot“Tag delivers an intuitive element for products that need extra communication. The technology improves our customers shopping experience, allowing them to go from 0-60 a lot quicker, which benefits our brands in terms of ‘closing the deal’ in the most efficient manner.” – Lenna Conley JCS Global Brand Development 16
Tag Case Study Microsoft OfficeFor the launch of Microsoft Office2010, the software’s advertising teamused Microsoft Tag in its advertisingand product packaging to linkpotential buyers to a mobile site• Customers learned about new product features through videos and tutorials, downloaded templates, and registered for a trial version• Microsoft adapted the Tag for each publication and ad type to track popularity of the messaging by publication 17
Microsoft Tag | Tag TypesB&W Color QR NFCCustom 18
U.S. Consumer Awareness 2D Barcodes Importance when seeing a QR/2D barcode (most important/2nd most important)Clear instructions 61%on what to doTrustworthiness of 48%barcode appAvailability of 46%barcode appHow quicklybarcode app works 35%Interesting mobileexperience 10% 16% of Americans use QR/2D codes at least once a month – this number increases to 23% amongst 18-34’s.Sources: Ipsos U.S. Online Omnibus May 2011, N=2029, Total U.S. 18+ 19
Microsoft Tag | Get TaggingNext steps:Thanks.. 20
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