Tag Archives: qrcode

Restaurant Industry Is Leading the Pack in Mobile Adoption [INFOGRAPHIC]

The restaurant and food industry is embracing the mobile movement more than other business sectors, according to a new infographic.

DudaMobile, a service that makes websites mobile ready, found that restaurants and food services from pizzerias and bakeries to food trucks take 28% of the total percentage of small to medium-sized businesses that have a mobile-friendly site.

This category is far more advanced than other industries looking to reach out to smartphone users, including professional services such as locksmiths and attorneys (16%), health and wellness including spas and salons (10%), travel and tourism such as hotels (8%) and automobile/transportation (6%). Retailer was number six on the list (5%) for small to medium-sized businesses.

DudaMobile also noted that nearly 20% of visits to a mobile-optimized website result in an immediate call to the business.

The infographic also noted that 70% of smartphone owners use their device while shopping. In addition, about 51% of business travelers use mobile devices to find out information while on the go.

For a full look at which industries are embracing mobile, check out the infographic below.

Article Source: http://mashable.com/2012/06/14/mobile-adoption/

5 Mobile Marketing Questions Every Business Owner Needs Answered

Everywhere you look, people are on their smartphones — but many aren’t talking. They’re browsing, texting and using apps, which makes them a tempting target for marketers.

According to communication technologies agency the International Communication Union, there are now 5.9 billion users of smartphones and other mobile devices, representing 87 percent of the world’s population. The ICU also reports that 1.5 billion people are using the mobile web.

That’s a huge business opportunity. But where do you start? Here is some insight on five mobile marketing questions every business owner wants answered.

1. Should I build a mobile website or a mobile app?
Most businesses will want to build or optimize their websites for mobile rather than build an application. Think of the fundamental reasons your customers would visit your website, especially if they’re on the go. Make sure that on a phone or tablet screen your site’s navigation is easy to use, there’s no need for unnecessary zooming or scrolling, and the main things your audience wants are easy to locate.

One of my favorite examples of a great mobile website is PapaJohns.com. There are three big buttons — order a pizza for delivery, order a pizza for pick-up and find a location. If you want something else, go to the website on a computer, not a phone.

2. When does a smartphone app make sense?
Apps don’t replace your mobile website. They supplement your audience’s experience. Some businesses — especially media outlets or those with a high volume of original content, such as blog posts or videos — may be able to develop a useful service via an app.

New York’s Mermaid Oyster Bar includes its menu, locations, hours and a reservation link on its mobile-optimized website, along with a button to install its Oysterpedia application. The app is a companion encyclopedia of all things oyster, including photos and descriptions of the many varieties. It lets users bookmark their favorite oysters and share information with their social networks.

The app is subtle. It doesn’t directly ask people to visit the brick-and-mortar location, but it certainly establishes the restaurant as an authority. And where would you prefer to dine on oysters? Where the authority prepares them, of course.

3. What is responsive design and should I invest in it?
Responsive design is a relatively new approach to web design and development that essentially bakes in mobile optimization to your website rather than your having to create multiple site designs. Think of it as having one website rather than three — one for the desktop browser, one for a tablet and one for a phone.

Some content management systems and blog themes are emerging that incorporate responsive design. Also, many developers are building new websites with responsive design techniques in mind. So, responsive design can be had for minimal investment if you’re using WordPress or a similar open-source content management system.

4. What are QR Codes and how can I use them?
QR, or quick response, codes are basically bar codes that serve as a link to send a phone’s browser to a web address. Users scan the code with a QR code reader they have downloaded to their phones.

You can use QR codes to deliver coupons, get customers to register for your email newsletter, or even send them to “Like” you on Facebook. But be sure to make the QR process simple and efficient. The web address you send people to should be optimized for mobile, and you should include instructions on using the code for newbies.

Just over 6 percent of U.S. mobile users had scanned a QR code as of mid-2011, according to digital analytics service comScore, Inc. So, the market penetration is small. But the adoption of QR use has grown exponentially since the bar codes hit the U.S. market in the mid-2000s.

5. How close are we to mobile commerce?
Depending on your definition, we’re already mobile-commerce ready with existing technology. Not only do mobile hardware accessories such as Square provide credit card readers that plug into your mobile devices, but platforms including Flint Mobile also remove the hardware requirement by using your phone’s camera to scan the credit card number.

But other products such as Google Wallet, which incorporate Near Field Communications — a far more secure radio communication from a device like your phone to another device such as a cash register — are still in limited testing phases. The carrier, device and operating system companies have yet to agree on industry standards for security and privacy protection. So you’re not likely to see people waving cell phones in front of your credit card readers in the near future. Still, keep an eye on Google Wallet and other mobile commerce developments.

We have answered some of the basic questions, but there’s a lot more to know about mobile marketing before you dive in. Helpful online resources include Google’s HowToGoMo.com and the site mobithinking.com, which includes many statistics and insights.

Article Source: http://www.entrepreneur.com/article/223711

Making Sense of Mobile Marketing

The versatility of mobile as a marketing tool is one of its biggest assets. Arguably, also, one of its biggest problems – for a new brand coming to the mobile channel new, there’s so much you can do that the problem is knowing what you should do.

Think about the modern day mobile phone for a moment and, in particular, the differences between a smartphone and a PC. On the down side, the phone has a smaller screen, so whatever you do in marketing terms to a PC audience, you can’t simply assume you can do the same stuff on a mobile.

Then think about all the advantages the mobile phone holds over the PC. The first and most obvious one is that we all tend to take our phones with us wherever we go. If we see something out on the street with a call to action, such as a shortcode (a five-digit number often seen on outdoor posters) or a QR code, we can use the mobile to react instantly to that piece of marketing

Then think about the phone’s camera. Naturally, this enables the user to take still or moving images but, allied to an augmented reality app, it can serve up a totally different view of the world, one which can tell the user what’s going on around them at that moment, simply by holding up the phone in front of them.

And because the modern smartphone knows not only where you are, but which way you are pointing, you only have to turn around with the phone in front of you to see what’s going on in the other or opposite direction.

So if you’re in the business of selling houses, for example, you could create an augmented reality app which lets the user see which houses are for sale around them, simply by holding the phone in front of them. It’s something the online estate agent Findaproperty.com has already done.

Now put yourself in the shoes of a marketing director for a big brand which has got its online act together, is active on Facebook and Twitter, but has not yet got to grips with this mobile thing.

Where do you start to make sense of the marketing opportunities it presents? And how do you avoid being blinded by the technology and producing something you think is very clever, but which offers little value to your customers?

Well I think a good place to start is with those customers. Ask them what services you could serve up to their mobile phone that would be of some value or utility to them. For a retailer, it could be an app or a mobile site that enables customers to buy from you whenever they have a couple of minutes to kill. Many retailers, in fact, have gone down this route.

It could be a way of locating your nearest retail outlet, branch, cash machine or post box, and finding out about any special offers that you are running at that moment – it could simply be a way of keeping up to date about the latest news from the brand.

In the early days of mobile marketing, following the launch of the iPhone in 2007, and the Apple App Store the following year – actually, mobile geeks will know the early days were actually around the year 2000, but 2007 is when it really started to gain some momentum – most brands’ answer to the question: “What should we be doing on mobile?” was: “We should be doing an iPhone app.”

Today, thankfully, things have moved on. While an app may indeed be the answer for many brands, offering, as it does, the opportunity for a deep, rich engagement with their customers, most are taking a bit more time to examine the question in greater detail.

This, indeed, is why the mobile marketing business is experiencing such rapid growth; marketers and budget holders are realising there is so much more to the world of mobile marketing than apps.

Many are taking a more rounded, holistic approach that embraces apps, but also, mobile-optimised sites, mobile advertising, mobile coupons and tickets, location-based services, and customer relationship management programs based around mobile messaging to customers who have given their permission for the brand to send messages to their mobile phone. At the last count, Marks & Spencer had more than 1 million customers opted in to its mobile database.

Those brands that got in early are now reaping the rewards, having learned what works and what doesn’t, while most mobile marketing activity was well away from the public glare. Those joining the party late are at least joining the party, driven by the results their peers have experienced on mobile, and are now shouting about.

Marks & Spencer has been shouting louder than most. Last year, it revealed it had taken an order for more than £5,000 for kitchen units via its mobile-optimised site. More recently, in May 2012, it reported that its revenues from mobile had increased by 300% over the past 12 months.

In May last year, Domino’s Pizza revealed that it had taken £10m in orders though its mobile properties, including apps and a mobile-optimised site. Then in October, it announced that it had taken £130,000 in orders through mobile devices in a single day.

These are figures that are hard to ignore, and they are helping marketers overcome one of the biggest challenges they face with any new channel – securing the budget to try it out.

As more success stories emerge, and more funds are released, so more brands are embracing mobile, recognising its unique power as a one-to-one communication channel, with the important proviso that before it is used for any direct communication, such as a text message sent to a customer, for example, it is vital that the customer’s permission is sought and obtained.

At Mobile Marketing Live on 1-2 October at the Business Design Centre in London, we will be exploring the challenges and opportunities presented by the mobile channel in more detail. Leading brands such as the Guardian, Barclaycard, Debenhams and Domino’s will discuss their experiences using mobile marketing. If you’re trying to move from what you could do on mobile, to what you should do on mobile, it’s a great place to start.

Article Source: http://www.guardian.co.uk/media-network/media-network-blog/2012/jun/06/mobile-marketing-retail?newsfeed=true

%d bloggers like this: