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John Foley, Jr., the CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 MFSA Annual Conference in Asheville. During his one-hour session, John will explained how mobile technology is changing the way that people communicate and consume information. He shared the latest statistics on how devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more. Best of all, John demonstrated how there are plenty of opportunities for mail and fulfillment services providers to grow their business by incorporating mobile technology. During his presentation, John will share actionable solutions, case studies, and provide plenty of inspiration. Some of the technologies that John discussed include: - QR Codes - Augmented Reality - Near Field Communication (NFC) - Mobile Payments - And more! Attendees also had the chance to provide real-time feedback during the session via their smartphones and tablets!
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Making Moneyfrom Mobile
June 25th, 2012
John Foley, Jr.
interlinkONE and Grow Socially
What’s on the Agenda
• Brief Introduction… I Promise!
• Why We Need to Talk About Mobile
• How You Can Benefit:– QR Codes & the Mobile Web– SMS/Text-Messaging– Augmented Reality– Near Field Communication– Mobile Payments
• Selling Mobile Solutions
John Foley, Jr.
interlinkONE – Software (SaaS)
Enterprise Marketing Management Software
Plan, build, manage, execute and measure all marketing activities
Grow Socially – Support Services
Online Marketing/Social Media
Plan, Manage, Execute and Measure
I love Mar(H)keting!
The BooksPrinters – Business
Transformation
Mailers, Fulfillment providers– Business Transformation
All Businesses – Untethered Communications
Keep Your Phone On!
• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr
#MFSAChange
Get Involved!Keep your handout card nearby!
We hope you’ll participate!!We hope you’ll participate!!
WHY WE NEED TO TALK ABOUT MOBILE
• Mobile Devices (Smartphones, Tablets)
• QR Codes
• Near Field Communication (NFC)
• SMS/Texting
• Augmented Reality
Mobile is Shaking up Marketing!
Smartphone Sales
• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
Smartphone Adoption50% Smartphone Adoption in the U.S.
Smartphone Domination
Source: Morgan Stanley
Big Brands Are Moving Forward
June 6th, 2012, http://www.dmnews.com/walmartcom-ceo-mobile-is-the-future/article/244569/
“We have to embrace these changes. What we have to do is provide anytime, anywhere access.
The customer is demanding that.”
Mail & Mobile: Better Together
Increased Value to Print and Mail
TrackabilityInteractivity Media Extension
Remember: It’s About How People BENEFIT from the Technology
1. Coupon, deal, or discount
2. Credit for loyalty program
3. Access additional information
4. Enter sweepstakes or competition
5. Make a purchase
1. Coupon, deal, or discount
2. Enter sweepstakes or competition
3. Access additional information
4. Make a purchase
5. Vote in a competition
1. Fun or entertainment
2. Coupon, deal, or discount
3. Access additional information
4. Just to try it out
5. Enter sweepstakes or competition
N = Consumers who have interacted with the specific marketing technologies
Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011
Mobile Response Codes Opt-in Mobile Messaging Augmented Reality
(N = 751) (N = 506) (N = 130)
Top factors that prompt interaction with specific marketing technologies
• Let’s chat about how you can effectively integrate mobile for your organization and other customers!
Now…
HOW YOU CAN BENEFIT: QR CODES & THE MOBILE WEB
Ready to Get Involved?
• POLL Question #1:
Are you using QR Codes in your business today?
http://ilnk.me/MFSAPoll
8.1%23.8%
35.9%
42.9%
20.7%
22.2%35.3%
11.1%
0%
20%
40%
60%
80%
100%
2010 2011
Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar
Big Growth in Mobile Response Code Use
• N = Marketers2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends2011 Source: Mobile Technology: Making Print Interactive, InfoTrends
N = 518 315
64.7% Familiarity among marketers in 2010
88.9% Familiarity among marketers in 2011
194%GrowthMarketers
using mobile response
codes
How would you describe your familiarity with and use of mobile response codes?
Opportunity for You!
• USPS 2012 Mobile Commerce and Personalization Promotion
• 2% discount for including a QR Code on mail
• The QR Code must point to a mobile PURL or a mobile storefront.
Proprietary vs. Non-Proprietary
How Can They Be Used?
• Let’s look at some QR Code solutions in action!
PURL, QR Code: Registration Page
GURL, QR Code: Registration Page
For Self-Promotional Efforts
To Promote Product Launches
To Drive Sales
• Mailer for buying tools online
• Included two response mechanisms
Appointment/Scheduling
Fundraising/Donations
Event Promotion
Watch it at: http://ilnk.me/JPQRVideo
Tip: Shorten the URL!
Tip: Provide Clear Directions
Tip: Important! Include Padding
Tip: Mobilize the Website
Tip: Test, Track, Measure
What To Look for In a Creator
• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?
Creating QR Codes for PURLs• Upload Your Mailing List• Generate the PURLs• Export the list, including the PURL
http://www.theQRToolKit.com
Mobile Site Requirement: Good!
= Source: http://www.flickr.com/photos/23844524@N03/5002051362/
Options for Building a Mobile Website
• Web programming– HTML, CSS, jQuery
• Use a Mobile Website Builder– Look for:
• Ease of Use• Reporting• White Label Options?
Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/
Mobile Website Goals
• Quick Loading Time
• Easy to Read
• Simple Interaction
• But Still RelevantAnd Useful!
Key Thoughts Before Building
• Treat the needs of the “on-the-go” user differently than those of a desktop/laptop browser.
– On-the-go or in a rush– Extremely interested in the
offer – help them take immediate action.
Personalization Options
• Prior Behavior
• Life Stage
• Segmentation
• Demographics
Tip: Trim your content!
• Prioritize and simplify – only include the most important points, links, etc.
Photo Credit: http://www.flickr.com/photos/nicmcphee/
Tip: Include Forms to Capture Data
• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.
Final Thoughts
• QR Codes can work successfully – but you must follow best practices
• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.
HOW YOU CAN BENEFIT: SMS/TEXT-MESSAGING
Why Talk About SMS?
• “It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message.”
Source: Mobile Marketing Association
SMS/Texting: Plenty of Uses!
• Text-to-e-Mail campaigns
• Subscription text alerts
• Voting/Polling
• Mobile fan clubs
• Premium SMS sweepstakes
• Corporate marketing
Over 90% of texts from SMS
messaging campaigns are
read by recipients, generating
average response rates of 15%-30% or
more!Source: Mobile Marketing Association
SMS/Text: Example 1
• Users were encouraged to opt-in to receive weather-related mobile notifications based on their ZIP code.
• Helped ACE to build their database too!
SMS/Text: Example 2
Adding SMS to Your List of Services
• Need ability to send outbound messages
• Need ability to use Shortcodes to accept SMS Responses
• Understand SMS/Opt-In Rules: It’s key to start building the mobile/SMS database now!
HOW YOU CAN BENEFIT: AUGMENTED REALITY
Augmented Reality Becoming Accessible
Source: Juniper Research
Interactive Print & Mail: Layar
Watch the video: http://ilnk.me/LayarVideo
Using Layar to Augment Reality
Aurasma
Getting Started with AR
• Start experiencing it yourself – download the Apps, test, play, & get inspired!
• Check out Kevin Keane’s list of AR apps
• Augment your own material.
• Start talking about it to clients!
HOW YOU CAN BENEFIT: NEAR FIELD COMMUNICATION
Ready to Get Involved?
• POLL Question #2:
What type of smartphone do you have?http://ilnk.me/MFSAPoll
NFC: Lots of Potential Uses!
• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.
Tap To Connect!
NFC vs.
QR Codes
NFC & Location-Based Marketing
• NFC can be used to make mobile actions easier to complete… check-ins, transactions, registrations, and more!
Getting Started with NFC
• Check if you have a phone that is NFC-enabled
• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns
• Start mentioning it to your clients!
MOBILE PAYMENTS
Square
• Easily accept credit cards from mobile devices
• 2.75% per swipe – no other fees
Custom Apps
Mobile Payments & You
• Ideas for putting Square to use:– Sales at conferences, trade shows, Chamber
of Commerce events, etc.
– Point of sale jobs at the shop
– Big benefit: demonstrates to customers that you are paying attention to and moving forward with new technologies!
SELLING MOBILE SOLUTIONS
How Do You Make $ on QR Codes?
• Help Customers in Their Mobile Strategy
• Custom QR Code Design
• Mobile Website Creation
• Build a Database!
• Reporting, Analyzing, Strategy
• Put it in a Campaign!
Before You Start Selling…
• Is your website mobile-optimized?
• Smartphones for demos
• Understand limitations & advantages.
• Add “mobile marketing” to your business strategy and marketing plans!
How you can promote it
• On your website
• On your social networks
• QR Codes on print
• Email efforts
• WebinarCredit: http://www.flickr.com/photos/63299638@N00/2847937438/
Sales Opportunity #1
• QR Codes need mobile sites! There are plenty without.
Sales Opportunity #2
• Any printed piece/mailing with a URL that may reach the growing mobile audience.
Sales Opportunity #3
• Any customer that has a website that is not mobile-optimized.
Final Thoughts on Mobile
• Smartphones and Tablets are Disruptors… and they are here to stay!
• QR Codes are best way today to integrate print, mail, and and mobile.
• Think outside the box with NFC, Augmented Reality, and SMS.
• Start talking about mobile to your customers today!
Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
Scan It!
Thank You!