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Mobile	
  Marke+ng	
  for	
  the	
  Real	
  Time	
  Web	
  
	
  
Anthony	
  Joseph,	
  VP	
  of	
  Marke+ng,	
  Op+fy	
  
Jennifer	
  Wong,	
  Digital	
  Solu+ons	
  Manager,	
  Op+fy	
  
What	
  we’ll	
  cover	
  in	
  this	
  workshop	
  

»  How	
  to:	
  
   »    Create	
  an	
  App	
  
   »    Create	
  a	
  Quick	
  Response	
  (QR)	
  Code	
  
   »    Create	
  a	
  Short	
  Code	
  
   »    Create	
  a	
  pURL	
  




                              @Jenera+onY	
  |	
  #InterACThandson	
  	
     2	
  
Agenda	
  

»  “How	
  to”	
  chapters	
  
       »  Overview	
  
       »  Steps	
  
       »  Addi+onal	
  Resources	
  

»  Case	
  Study	
  
»  Recap	
                                                                        @Jenera+onY	
  
                                                                                #InterACThandson	
  
	
  



                                 @Jenera+onY	
  |	
  #InterACThandson	
  	
                            3	
  
1.	
  HOW	
  TO	
  CREATE	
  AN	
  APP	
  


                   @Jenera+onY	
  |	
  #InterACThandson	
  	
     4	
  
What	
  is	
  an	
  App?	
  

   An	
  app	
  typically	
  refers	
  to	
  soXware	
  used	
  on	
  a	
  
    smartphone	
  or	
  mobile	
  device	
  such	
  as	
  the	
  
    Android,	
  iPhone,	
  BlackBerry	
  or	
  iPad,	
  as	
  in	
  
            “mobile	
  app”	
  or	
  “iphone	
  app.”	
  	
  




How	
  To	
  Create	
  An	
  App	
       @Jenera+onY	
  |	
  #InterACThandson	
  	
     5	
  
Mobile	
  App	
  example	
  –	
  Hello	
  Vino	
  	
  


»  hp://www.hellovino.com/	
  
»  Different	
  from	
  website	
  
»  Limited	
  images	
  >	
  fast	
  loading	
  
»  Clear	
  +	
  large	
  text	
  
»  Simple	
  design	
  




                               @Jenera+onY	
  |	
  #InterACThandson	
  	
     6	
  
Did	
  you	
  know…	
  

                                                                »  More	
  than	
  five	
  billion	
  apps	
  
                                                                   were	
  downloaded	
  over	
  
                                                                   2010	
  

                                                                »  The	
  average	
  smartphone	
  
                                                                   user	
  spends	
  667	
  minutes	
  
                                                                   every	
  month	
  using	
  apps.	
  




How	
  To	
  Create	
  An	
  App	
      @Jenera+onY	
  |	
  #InterACThandson	
  	
                              7	
  
Register	
  for	
  an	
  account	
  




How	
  To	
  Create	
  An	
  App	
            @Jenera+onY	
  |	
  #InterACThandson	
  	
     8	
  
Create	
  a	
  new	
  app	
  




How	
  To	
  Create	
  An	
  App	
        @Jenera+onY	
  |	
  #InterACThandson	
  	
     9	
  
Enter	
  URL,	
  RSS	
  or	
  search	
  term	
  




How	
  To	
  Create	
  An	
  App	
           @Jenera+onY	
  |	
  #InterACThandson	
  	
     10	
  
Choose	
  artwork	
  




How	
  To	
  Create	
  An	
  App	
      @Jenera+onY	
  |	
  #InterACThandson	
  	
     11	
  
Populate	
  tabs	
  




How	
  To	
  Create	
  An	
  App	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
     12	
  
Add	
  a	
  custom	
  header	
  




How	
  To	
  Create	
  An	
  App	
           @Jenera+onY	
  |	
  #InterACThandson	
  	
     13	
  
Fill	
  out	
  app	
  info	
  




How	
  To	
  Create	
  An	
  App	
       @Jenera+onY	
  |	
  #InterACThandson	
  	
     14	
  
Publish	
  




How	
  To	
  Create	
  An	
  App	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
     15	
  
Upload	
  to	
  the	
  Android	
  market	
  




How	
  To	
  Create	
  An	
  App	
          @Jenera+onY	
  |	
  #InterACThandson	
  	
     16	
  
Download	
  your	
  App	
  from	
  the	
  Android	
  market!	
  




How	
  To	
  Create	
  An	
  App	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
     17	
  
AddiRonal	
  Resources	
  

»  AppMakr:	
  hp://www.appmakr.com/	
  

»  App	
  building	
  tools:	
  hp://jenera+ony.com/mobile-­‐app-­‐creators/	
  

»  iOS	
  dev	
  center:	
  
   hp://developer.apple.com/devcenter/ios/index.ac+on	
  

»  Android	
  dev	
  guide:	
  hp://developer.android.com/guide/index.html	
  

»  Tools	
  to	
  create	
  an	
  App:	
  
   hp://techpp.com/2009/04/27/top-­‐10-­‐free-­‐tools-­‐to-­‐create-­‐rss-­‐for-­‐
   any-­‐website-­‐2/	
  


  How	
  To	
  Create	
  An	
  App	
          @Jenera+onY	
  |	
  #InterACThandson	
  	
     18	
  
2.	
  HOW	
  TO	
  CREATE	
  A	
  QR	
  CODE	
  


                   @Jenera+onY	
  |	
  #InterACThandson	
  	
     19	
  
What	
  are	
  Quick	
  Response	
  (QR)	
  codes?	
  


»  QR	
  codes	
  are	
  2D	
  images	
  that	
  func+on	
  like	
  barcodes	
  on	
  packaged	
  products,	
  
   but	
  can	
  contain	
  MUCH	
  more	
  data	
  
»  The	
  informa+on	
  encoded	
  can	
  be	
  text,	
  URL,	
  phone	
  number,	
  SMS	
  message,	
  
   RSS	
  feed	
  or	
  other	
  kinds	
  of	
  data	
  	
  
»  QR	
  codes	
  are	
  essen+ally	
  pointers	
  to	
  digital	
  content	
  and	
  capture	
  or	
  trigger	
  
   ac+ons	
  such	
  as	
  
    »  A	
  link	
  to	
  a	
  website	
  
    »  Ac+vate	
  phone	
  func+ons	
  including	
  email,	
  IM	
  and	
  SMS	
  
    »  Connect	
  the	
  mobile	
  device	
  to	
  a	
  web	
  browser	
  on	
  the	
  phone	
  
»  QR	
  codes	
  are	
  read	
  by	
  “QR	
  Code	
  Reader”	
  soXware	
  or	
  phone	
  apps	
  
       »  iPhone	
  Reader	
  >	
  i-­‐nigma          	
  	
  
       »  Android	
  	
  Reader	
  >	
  Barcode	
  Scanner	
  

     How	
  To	
  Create	
  A	
  QR	
  Code	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
                   20	
  
Why	
  use	
  QR	
  codes?	
  

»  Quick	
  and	
  easy	
  sharing	
  

»  Portability:	
  You	
  can	
  put	
  them	
  
     anywhere	
  
	
  
»  U+lity:	
  Share	
  large	
  amounts	
  of	
  
     content	
  at	
  the	
  right	
  +me	
  
	
  
»  Boost	
  Visibility:	
  SEO	
  and	
  SMO	
  	
  

»  Social	
  Proof:	
  Quick	
  links	
  to	
  
     your	
  “authorita+ve	
  instance”	
  
	
  
                                                                                Scan	
  to	
  check	
  the	
  conference	
  agenda	
  
»  Analy+cs:	
  Calls	
  to	
  ac+on	
  

 How	
  To	
  Create	
  A	
  QR	
  Code	
          @Jenera+onY	
  |	
  #InterACThandson	
  	
                                        21	
  
How	
  to	
  create	
  a	
  QR	
  code	
  




How	
  To	
  Create	
  A	
  QR	
  Code	
               @Jenera+onY	
  |	
  #InterACThandson	
  	
     22	
  
AddiRonal	
  Resources	
  

»  QR	
  code	
  generator:	
  hp://delivr.com/qr-­‐code-­‐generator	
  

»  QR	
  code	
  marke+ng	
  ideas:	
  
   hp://www.flyteblog.com/flyte/2011/03/50-­‐count-­‐em-­‐50-­‐
   crea+ve-­‐uses-­‐of-­‐qr-­‐codes.html	
  

»  QR	
  codes	
  for	
  business:	
  
   hp://www.socialmediaexaminer.com/how-­‐qr-­‐codes-­‐can-­‐
   grow-­‐your-­‐business/	
  

»  QR	
  code	
  readers:	
  
   hp://www.mobile-­‐barcodes.com/qr-­‐code-­‐soXware/	
  

How	
  To	
  Create	
  A	
  QR	
  Code	
          @Jenera+onY	
  |	
  #InterACThandson	
  	
     23	
  
3.	
  HOW	
  TO	
  CREATE	
  A	
  SHORT	
  CODE	
  


                  @Jenera+onY	
  |	
  #InterACThandson	
  	
     24	
  
What	
  is	
  a	
  short	
  code?	
  

A	
  short	
  numeric	
  code	
  of	
  5	
  or	
  6	
  numbers	
  that	
  can	
  
 be	
  used	
  in	
  place	
  of	
  a	
  longer	
  phone	
  number	
  for	
  
                               messaging.	
  	
  


                                                Text	
  InterACT	
  to	
  69302	
  




How	
  To	
  Create	
  A	
  Short	
  Code	
            @Jenera+onY	
  |	
  #InterACThandson	
  	
     25	
  
Why	
  a	
  short	
  code?	
  

   Since	
  the	
  codes	
  are	
  shorter,	
  they	
  are	
  easier	
  to	
  
   remember	
  and	
  u+lize,	
  especially	
  for	
  marke+ng	
  
                              purposes	
  




How	
  To	
  Create	
  A	
  Short	
  Code	
         @Jenera+onY	
  |	
  #InterACThandson	
  	
     26	
  
Register	
  




How	
  To	
  Create	
  A	
  Short	
  Code	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
     27	
  
Collect	
  contacts	
  




How	
  To	
  Create	
  A	
  Short	
  Code	
       @Jenera+onY	
  |	
  #InterACThandson	
  	
     28	
  
AddiRonal	
  Resources	
  

»  Tools	
  to	
  create	
  short	
  code	
  campaigns:	
  hp://trumpia.com	
  ,	
  
   www.textmarks.com	
  

»  Developer	
  tools	
  to	
  build	
  a	
  short	
  code:	
  
   hp://www.twilio.com/api/sms/short-­‐codes	
  

»  Own	
  or	
  rent	
  your	
  own	
  short	
  code:	
  
   hp://www.usshortcodes.com/csc_obtain_a_csc.html	
  
	
  


How	
  To	
  Create	
  A	
  Short	
  Code	
          @Jenera+onY	
  |	
  #InterACThandson	
  	
     29	
  
4.	
  HOW	
  TO	
  CREATE	
  A	
  PURL	
  


                   @Jenera+onY	
  |	
  #InterACThandson	
  	
     30	
  
What	
  is	
  a	
  pURL?	
  

A	
  persistent	
  URL	
  is	
  a	
  web	
  page	
  or	
  microsite	
  that	
  
  is	
  tailored	
  to	
  an	
  individual	
  visitor	
  through	
  the	
  
 use	
  of	
  variable	
  fields	
  and	
  pages	
  that	
  are	
  linked	
  
 to	
  a	
  database	
  that	
  contains	
  informa+on	
  about	
  
                     each	
  poten+al	
  visitor.	
  	
  


                                        hp://www.example.com/John.Smith	
  



 How	
  To	
  Create	
  A	
  pURL	
             @Jenera+onY	
  |	
  #InterACThandson	
  	
     31	
  
Why	
  pURLs?	
  

   Create	
  a	
  unique	
  website	
  experience	
  for	
  each	
  
     visitor	
  with	
  content	
  that	
  is	
  relevant	
  and	
  
   interes+ng	
  to	
  increase	
  your	
  conversion	
  rate	
  




How	
  To	
  Create	
  A	
  pURL	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
     32	
  
Register	
  




How	
  To	
  Create	
  A	
  pURL	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
     33	
  
Create	
  a	
  new	
  campaign	
  




How	
  To	
  Create	
  A	
  pURL	
            @Jenera+onY	
  |	
  #InterACThandson	
  	
     34	
  
Add	
  a	
  contact	
  




How	
  To	
  Create	
  A	
  pURL	
     @Jenera+onY	
  |	
  #InterACThandson	
  	
     35	
  
Create	
  the	
  landing	
  page	
  




How	
  To	
  Create	
  A	
  pURL	
             @Jenera+onY	
  |	
  #InterACThandson	
  	
     36	
  
AddiRonal	
  Resources	
  

»  pURL	
  generator:	
  hp://purlem.com/	
  

»  Don’t	
  make	
  these	
  pURL	
  marke+ng	
  mistakes:	
  
   hp://crossmedia.typepad.com/cross_media_11_marke+ng/
   2009/01/top-­‐11-­‐purl-­‐campaign-­‐mistakes.html	
  

»  Should	
  you	
  use	
  pURL’s:	
  
   hp://www.asaecenter.org/wiki/?Page=Personalized%20URL
   %20%28PURL%29%20Marke+ng	
  



 How	
  To	
  Create	
  A	
  pURL	
          @Jenera+onY	
  |	
  #InterACThandson	
  	
     37	
  
Wrap-­‐up:	
  MarkeRng	
  tacRcs	
  &	
  tools	
  
»  Define	
  your	
  goal	
  
     »  Encourage	
  ac+ons	
  that	
  support	
  your	
  marke+ng	
  plan	
  
     »  Give	
  instruc+ons	
  to	
  your	
  consumers.	
  Tell	
  them	
  what	
  they’re	
  going	
  to	
  get	
  for	
  
        ‘playing’	
  
     »  Give	
  reasons	
  to	
  come	
  back	
  
»  Implement	
  &	
  Deliver/Share	
  
     »  Determine	
  technical	
  requirements	
  &	
  capability:	
  developer	
  vs.	
  3rd-­‐party	
  tool	
  
     »  Assuage	
  the	
  fears	
  of	
  the	
  technically	
  challenged	
  
     »  Provide	
  explana+ons	
  about	
  their	
  use	
  and	
  benefits	
  
»  Experiment,	
  Test	
  &	
  Measure	
  
     »  Study	
  your	
  analy+cs	
  
     »  Experiment	
  with	
  the	
  size,	
  loca+on,	
  and	
  color	
  of	
  your	
  QR	
  codes	
  
     »  Refine	
  your	
  tac+cs	
  




                                             @Jenera+onY	
  |	
  #InterACThandson	
  	
                                 38	
  
Case	
  study	
  
»     Created	
  QR	
  code	
  with	
  offer	
  
»     Marketed	
  @	
  tradeshow	
  
»     Tracked	
  visitors	
  with	
  Op+fy	
  
»     Use	
  to	
  market	
  post-­‐event	
  




     »    Learn	
  more:	
  hp://jenera+ony.com/mobile-­‐marke+ng-­‐roi-­‐qr-­‐code-­‐experiment/	
  
                                          @Jenera+onY	
  |	
  #InterACThandson	
  	
                     39	
  
Recap:	
  Why	
  these	
  tacRcs?	
  

»  Connect	
  people	
  to	
  what’s	
  happening	
  around	
  them	
  

»  Help	
  people	
  find	
  info	
  that	
  relevant	
  to	
  them	
  in	
  real	
  +me	
  

»  It’s	
  fun	
  and	
  convenient	
  for	
  the	
  user	
  

»  Mobile	
  is	
  personal,	
  portable,	
  always	
  with	
  the	
  user	
  and	
  
   trackable	
  




                                     @Jenera+onY	
  |	
  #InterACThandson	
  	
               40	
  
Thank	
  you!	
  
            Anthony	
  Joseph	
  
     VP	
  of	
  Marke+ng,	
  Op+fy	
  
       anthony@op+fy.net	
  
                     	
  
             Jennifer	
  Wong	
  
Digital	
  Solu+ons	
  Manager,	
  Op+fy	
  
         jennifer@op+fy.net	
  
                     	
  
            www.op+fy.net	
  
                     	
  
          @Jenera+onY	
  |	
  #InterACThandson	
  	
     41	
  

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Optify Mobile Marketing Presentation

  • 1. Mobile  Marke+ng  for  the  Real  Time  Web     Anthony  Joseph,  VP  of  Marke+ng,  Op+fy   Jennifer  Wong,  Digital  Solu+ons  Manager,  Op+fy  
  • 2. What  we’ll  cover  in  this  workshop   »  How  to:   »  Create  an  App   »  Create  a  Quick  Response  (QR)  Code   »  Create  a  Short  Code   »  Create  a  pURL   @Jenera+onY  |  #InterACThandson     2  
  • 3. Agenda   »  “How  to”  chapters   »  Overview   »  Steps   »  Addi+onal  Resources   »  Case  Study   »  Recap   @Jenera+onY   #InterACThandson     @Jenera+onY  |  #InterACThandson     3  
  • 4. 1.  HOW  TO  CREATE  AN  APP   @Jenera+onY  |  #InterACThandson     4  
  • 5. What  is  an  App?   An  app  typically  refers  to  soXware  used  on  a   smartphone  or  mobile  device  such  as  the   Android,  iPhone,  BlackBerry  or  iPad,  as  in   “mobile  app”  or  “iphone  app.”     How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     5  
  • 6. Mobile  App  example  –  Hello  Vino     »  hp://www.hellovino.com/   »  Different  from  website   »  Limited  images  >  fast  loading   »  Clear  +  large  text   »  Simple  design   @Jenera+onY  |  #InterACThandson     6  
  • 7. Did  you  know…   »  More  than  five  billion  apps   were  downloaded  over   2010   »  The  average  smartphone   user  spends  667  minutes   every  month  using  apps.   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     7  
  • 8. Register  for  an  account   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     8  
  • 9. Create  a  new  app   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     9  
  • 10. Enter  URL,  RSS  or  search  term   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     10  
  • 11. Choose  artwork   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     11  
  • 12. Populate  tabs   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     12  
  • 13. Add  a  custom  header   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     13  
  • 14. Fill  out  app  info   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     14  
  • 15. Publish   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     15  
  • 16. Upload  to  the  Android  market   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     16  
  • 17. Download  your  App  from  the  Android  market!   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     17  
  • 18. AddiRonal  Resources   »  AppMakr:  hp://www.appmakr.com/   »  App  building  tools:  hp://jenera+ony.com/mobile-­‐app-­‐creators/   »  iOS  dev  center:   hp://developer.apple.com/devcenter/ios/index.ac+on   »  Android  dev  guide:  hp://developer.android.com/guide/index.html   »  Tools  to  create  an  App:   hp://techpp.com/2009/04/27/top-­‐10-­‐free-­‐tools-­‐to-­‐create-­‐rss-­‐for-­‐ any-­‐website-­‐2/   How  To  Create  An  App   @Jenera+onY  |  #InterACThandson     18  
  • 19. 2.  HOW  TO  CREATE  A  QR  CODE   @Jenera+onY  |  #InterACThandson     19  
  • 20. What  are  Quick  Response  (QR)  codes?   »  QR  codes  are  2D  images  that  func+on  like  barcodes  on  packaged  products,   but  can  contain  MUCH  more  data   »  The  informa+on  encoded  can  be  text,  URL,  phone  number,  SMS  message,   RSS  feed  or  other  kinds  of  data     »  QR  codes  are  essen+ally  pointers  to  digital  content  and  capture  or  trigger   ac+ons  such  as   »  A  link  to  a  website   »  Ac+vate  phone  func+ons  including  email,  IM  and  SMS   »  Connect  the  mobile  device  to  a  web  browser  on  the  phone   »  QR  codes  are  read  by  “QR  Code  Reader”  soXware  or  phone  apps   »  iPhone  Reader  >  i-­‐nigma     »  Android    Reader  >  Barcode  Scanner   How  To  Create  A  QR  Code   @Jenera+onY  |  #InterACThandson     20  
  • 21. Why  use  QR  codes?   »  Quick  and  easy  sharing   »  Portability:  You  can  put  them   anywhere     »  U+lity:  Share  large  amounts  of   content  at  the  right  +me     »  Boost  Visibility:  SEO  and  SMO     »  Social  Proof:  Quick  links  to   your  “authorita+ve  instance”     Scan  to  check  the  conference  agenda   »  Analy+cs:  Calls  to  ac+on   How  To  Create  A  QR  Code   @Jenera+onY  |  #InterACThandson     21  
  • 22. How  to  create  a  QR  code   How  To  Create  A  QR  Code   @Jenera+onY  |  #InterACThandson     22  
  • 23. AddiRonal  Resources   »  QR  code  generator:  hp://delivr.com/qr-­‐code-­‐generator   »  QR  code  marke+ng  ideas:   hp://www.flyteblog.com/flyte/2011/03/50-­‐count-­‐em-­‐50-­‐ crea+ve-­‐uses-­‐of-­‐qr-­‐codes.html   »  QR  codes  for  business:   hp://www.socialmediaexaminer.com/how-­‐qr-­‐codes-­‐can-­‐ grow-­‐your-­‐business/   »  QR  code  readers:   hp://www.mobile-­‐barcodes.com/qr-­‐code-­‐soXware/   How  To  Create  A  QR  Code   @Jenera+onY  |  #InterACThandson     23  
  • 24. 3.  HOW  TO  CREATE  A  SHORT  CODE   @Jenera+onY  |  #InterACThandson     24  
  • 25. What  is  a  short  code?   A  short  numeric  code  of  5  or  6  numbers  that  can   be  used  in  place  of  a  longer  phone  number  for   messaging.     Text  InterACT  to  69302   How  To  Create  A  Short  Code   @Jenera+onY  |  #InterACThandson     25  
  • 26. Why  a  short  code?   Since  the  codes  are  shorter,  they  are  easier  to   remember  and  u+lize,  especially  for  marke+ng   purposes   How  To  Create  A  Short  Code   @Jenera+onY  |  #InterACThandson     26  
  • 27. Register   How  To  Create  A  Short  Code   @Jenera+onY  |  #InterACThandson     27  
  • 28. Collect  contacts   How  To  Create  A  Short  Code   @Jenera+onY  |  #InterACThandson     28  
  • 29. AddiRonal  Resources   »  Tools  to  create  short  code  campaigns:  hp://trumpia.com  ,   www.textmarks.com   »  Developer  tools  to  build  a  short  code:   hp://www.twilio.com/api/sms/short-­‐codes   »  Own  or  rent  your  own  short  code:   hp://www.usshortcodes.com/csc_obtain_a_csc.html     How  To  Create  A  Short  Code   @Jenera+onY  |  #InterACThandson     29  
  • 30. 4.  HOW  TO  CREATE  A  PURL   @Jenera+onY  |  #InterACThandson     30  
  • 31. What  is  a  pURL?   A  persistent  URL  is  a  web  page  or  microsite  that   is  tailored  to  an  individual  visitor  through  the   use  of  variable  fields  and  pages  that  are  linked   to  a  database  that  contains  informa+on  about   each  poten+al  visitor.     hp://www.example.com/John.Smith   How  To  Create  A  pURL   @Jenera+onY  |  #InterACThandson     31  
  • 32. Why  pURLs?   Create  a  unique  website  experience  for  each   visitor  with  content  that  is  relevant  and   interes+ng  to  increase  your  conversion  rate   How  To  Create  A  pURL   @Jenera+onY  |  #InterACThandson     32  
  • 33. Register   How  To  Create  A  pURL   @Jenera+onY  |  #InterACThandson     33  
  • 34. Create  a  new  campaign   How  To  Create  A  pURL   @Jenera+onY  |  #InterACThandson     34  
  • 35. Add  a  contact   How  To  Create  A  pURL   @Jenera+onY  |  #InterACThandson     35  
  • 36. Create  the  landing  page   How  To  Create  A  pURL   @Jenera+onY  |  #InterACThandson     36  
  • 37. AddiRonal  Resources   »  pURL  generator:  hp://purlem.com/   »  Don’t  make  these  pURL  marke+ng  mistakes:   hp://crossmedia.typepad.com/cross_media_11_marke+ng/ 2009/01/top-­‐11-­‐purl-­‐campaign-­‐mistakes.html   »  Should  you  use  pURL’s:   hp://www.asaecenter.org/wiki/?Page=Personalized%20URL %20%28PURL%29%20Marke+ng   How  To  Create  A  pURL   @Jenera+onY  |  #InterACThandson     37  
  • 38. Wrap-­‐up:  MarkeRng  tacRcs  &  tools   »  Define  your  goal   »  Encourage  ac+ons  that  support  your  marke+ng  plan   »  Give  instruc+ons  to  your  consumers.  Tell  them  what  they’re  going  to  get  for   ‘playing’   »  Give  reasons  to  come  back   »  Implement  &  Deliver/Share   »  Determine  technical  requirements  &  capability:  developer  vs.  3rd-­‐party  tool   »  Assuage  the  fears  of  the  technically  challenged   »  Provide  explana+ons  about  their  use  and  benefits   »  Experiment,  Test  &  Measure   »  Study  your  analy+cs   »  Experiment  with  the  size,  loca+on,  and  color  of  your  QR  codes   »  Refine  your  tac+cs   @Jenera+onY  |  #InterACThandson     38  
  • 39. Case  study   »  Created  QR  code  with  offer   »  Marketed  @  tradeshow   »  Tracked  visitors  with  Op+fy   »  Use  to  market  post-­‐event   »  Learn  more:  hp://jenera+ony.com/mobile-­‐marke+ng-­‐roi-­‐qr-­‐code-­‐experiment/   @Jenera+onY  |  #InterACThandson     39  
  • 40. Recap:  Why  these  tacRcs?   »  Connect  people  to  what’s  happening  around  them   »  Help  people  find  info  that  relevant  to  them  in  real  +me   »  It’s  fun  and  convenient  for  the  user   »  Mobile  is  personal,  portable,  always  with  the  user  and   trackable   @Jenera+onY  |  #InterACThandson     40  
  • 41. Thank  you!   Anthony  Joseph   VP  of  Marke+ng,  Op+fy   anthony@op+fy.net     Jennifer  Wong   Digital  Solu+ons  Manager,  Op+fy   jennifer@op+fy.net     www.op+fy.net     @Jenera+onY  |  #InterACThandson     41