Mobile social networking is surging and calls for new user paradigms and behaviors … but nothing kills faster than poor execution. Mobile methods to engage the customer are expanding, making control of the engagement a higher priority for maximum reach and effective conversion.
Don’t be too quick to dismiss the usefulness of QR Codes. Naysayers usually narrowly describe them as “QR codes in ads”. Before deeming QR codes ineffective, consider them in a broader spectrum than B2C advertising. Armed with a specific goal and positioned in the right medium, they can be highly effective.
Be very clear with your mobile-social goals:
What are you trying to accomplish?
Who are you trying to reach?
What’s your success target?
B2B : Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.
Business-to-government (B2G, sometimes BtA or business-to-administration) is a derivative of B2B marketing and often referred to as a market definition of “public sector marketing” which encompasses marketing products and services to various government levels – including federal, state and local – through integrated marketing communications techniques such as strategic public relations, branding, marcom, advertising, and web-based communications
e-Government: The four types of e-government services are Government-to-Citizen (G2C), Government-to-Business (G2B), Government-to-Employee (G2E), and Government-to-Government (G2G).
Business-to-Consumer (B2C, sometimes BtC) is a term that describes communication and trade relations between companies and private individuals (consumers).
BYOD : Here, There and Everywhere
Coupled with the BYOD movement overtaking the business world, there’s an opportunity to capitalize on mobile-social behavior in many settings.
- Bring your own device (BYOD) is an alternative strategy allowing employees, business partners and other users to use a personally selected and purchased client device to execute enterprise applications and access data. Source: Gartner Glossary.
For 2012, Deloitte forecasts that smartphones will influence $159 billion in retail sales.
Deloitte’s Study is based on a survey of United States consumers about how they use their smartphones to shop today and measures the impact of smartphones on in-store sales. This includes in-store sales driven by consumers’ store-related smartphone activity such as product research, price comparison or other mobile application use.
- Smartphones will influence 19 percent of retailers’ sales by 2016
- Smartphone shoppers are 14 percent more likely to convert and make a purchase in the store than non-smartphone users.
- If a consumer is using a retailer’s mobile app, they are 21 percent more likely to convert in the store
- “This shows the power of owning that interface with the consumer as opposed to allowing them to go to a third party interface while in the store.”
Read more at Mobile Commerce Daily
More QR Market Research
Gartner Webcast Archive : “The Gartner Hype Cycle Special Report: What’s Hot for 2012” hosted by Jackie Fenn, VP & Gartner Fellow Emeritus.
QRart: According to Gartner (as of July 2011), QR/color code is positioned in the early “slope of enlightenment” stage with an 2-5 years estimated time frame to full mainstream adoption (i.e. reaching plateau of productivity).
Following are 3 examples of cross-media optimization with QR Codes:
Walgreens: mobile app adoption
Fandango: mobile tickets sales
Shoebox: increase Facebook fan base
In its qrcode101 approach, Walgreens cleverly directs customers to the Walgreens’ Mobile App with built-in QR scanner versus an independent QR scan application.
- For more on Walgreens Cross-Media Optimization, check out the following SlideShare Companion.
“Mobile purchases now comprise 27 percent of Fandango’s overall ticket sales.” | Jessica Yi, chief product officer at Fandango | July 2012
Source: Mobile Commerce Daily
Shoebox aims to increase its Facebook Fan Base
What QR code integrations have caught your eye?
- Check out the companion slideshare to this post.
- The pros and cons of mobile bar codes – by Rachel Lamb via Luxury Daily Includes case studies on Gucci and Bloomingdale’s. More examples.
- Gartner Webcast Archive : “The Gartner Hype Cycle Special Report: What’s Hot for 2012” hosted by Jackie Fenn, VP & Gartner Fellow Emeritus.
- Countless QR Code Samples on Pinterest: QR Code Pins-Boards-People
- Marketing Artfully:QRart and Not So Pretty Implementations of QR Codes SlideShare companion
Cafélina uses Royalty free images.