Tim Hayden (44 Doors): The Mobile Channel

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Tim Hayden (44 Doors): The Mobile Channel

  1. 1. IABC-­‐LDA  Emerging  Media  Summit  Louisville,  Kentucky  Ÿ  September  13,  2011    Mobile Experience Solutions: Technology + Strategy
  2. 2. ¡  “Mobile  Computing”  changes  everything   ¡  Brevity  rules  the  moment,  in  terms  or   connection  +  copy  +  call-­‐to-­‐action   ¡  Capitalize  on  natural,  current  behavior…be   pragmatic  with  behavior  AND  device   capabilities   ¡  Offer  multiple  channels  from  offline  to  online   (QR  Codes,  URLs,  SMS)   ¡  Relevancy  improves  immediate  conversion,   AND  creates  WOM  (Word-­‐of-­‐Mouth)     Mobile Experience Solutions: Technology + Strategy
  3. 3. We  have  always  been  MOBILE   Mobile Experience Solutions: Technology + Strategy
  4. 4. Mobile Experience Solutions: Technology + Strategy
  5. 5. Mobile Experience Solutions: Technology + Strategy
  6. 6. Mobile Experience Solutions: Technology + Strategy
  7. 7. Mobile Experience Solutions: Technology + Strategy
  8. 8. …to  February  2010   …February  2011   Mobile Experience Solutions: Technology + Strategy
  9. 9. ▪  Consumers/”The  Audience”  doesn’t  have  to  type  or  text!  ▪  Engage  consumers  on-­‐the-­‐go,  on  THEIR  terms  ▪  Drive  to  mobile  commerce  sites,  and  digital  experiences  ▪  Provide  quick  access  to  useful  (RELEVANT!)  information  ▪  Costs  nothing  to  produce  a  QR  Code!  
  10. 10. Sent  from  my  shiny  new  iPhone,   please  excuse   typos  
  11. 11. 14  Million  Americans  Scanned   QR  Codes  on  their  Mobile   Phones  in  June  2011     -­‐  ComScore  MobiLens     August  12,  2011   Mobile Experience Solutions: Technology + Strategy
  12. 12. Outdoor/Transit   Restaurant   8%   5%   At  Work   At  Home   12%   36%   Grocery  Store   15%   Retail  Store   24%   Mobile Experience Solutions: Technology + Strategy
  13. 13. Storeftont   7%   TV   7%   Print  Business  Card/ 28%   Brochure   8%  Poster/Flyer/ Kiosk   14%   Packaging   Website   20%   on  PC   16%   Mobile Experience Solutions: Technology + Strategy
  14. 14. §  Provoke  mobile   engagement  for  your   audiences  to  get  to  the   “next  step”  in  the   engagement  cycle.    •  Provide  meaningful   content  that  reflects   your  marke=ng   strategy  (Goal  oriented   and  measured  with   quan=fiable  metrics)  
  15. 15. Minimum size should be 1.25” by 1.25” – any smaller andit becomes difficult to scan
  16. 16. ¡  Keep  back-­‐and-­‐forth  (send/receive)  of  texts   to  a  maximum  of  3-­‐4  TOTAL  actions  ¡  Explore  vendors  that  provide  real  10-­‐digit   phone  addresses  as  well  as  short  codes  ¡  Better  used  at  events  and  in  direct  mail,   rather  than  in-­‐store  (where  time  may  be  a   challenging  factor)  
  17. 17. ¡ NFC:  Near-­‐Field   Communications  ¡ Mobile  Wallets  ¡ DOH:  Digital  Out-­‐of-­‐Home  ¡ Augmented  Reality  
  18. 18. Mobile Experience Solutions: Technology + Strategy
  19. 19.       Mobile Experience Solutions: Technology + Strategy     tim@44Doors.com     @TheTimHayden    

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