Mobile Search and QR Codes

Mobile Search and QR Codes

Serge Bondar – Client Manager Dustin Lewis – Client Manager

April 27, 2011

Presentation Agenda About Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC & SEO

• $30 MM in managed media/yr

• 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

Presentation Agenda Logistics & Introductions

• Being Recorded

• Link to slides will be emailed later this week

• Ask Questions throughout

Mobile Search

Dustin Lewis – Client Manager

The Revolution of Mobile

Emerging Trends

• Spending on mobile advertising to grow 50% in 2011 topping $1 Billion in U.S. alone

• Growing faster than social media advertising spend

• $743 million in ad spend during 2010

• Projected: $2.5 Billion in ad spend by 2014

• Video and display taking over messaging

• Source: eMarketer, Sep. 2010

Increased Opportunity!


Catching Up

• Not as widely employed

• 30% of advertisers circa 2009

• Barriers: audience, analytic tools

• Barriers diminishing quickly! • Source: Forrester Research via “Adobe Online

Marketing Suite”

Advertising Tactics Employed


Mind Blowing Numbers

• 1.9 Billion internet users. 5 Billion mobile users

• 109.5 Million smartphone users projected for 2015

• Smartphone searches increasing 4x

• Worldwide mobile search: 2.3 times growth, 5x growth over two years

• $2 Billion in retail sales via mobile phones in 2010

• Source: eMarketer, Sep. 2010

Smartphone Adoption

Some Stats…

Mobile Users Make Purchases

• Dual screen: TV (66%) Computer (45%)

• 71% learn about a product or service after seeing an ad

• 73% find a specific manuf. or product website

• 56% find coupons or deals

• 68% find the best price

• 75% of mobile searches take place while running errands

• 49% of mobile searches have purchased in last 6 mo.

Source: Performics “Nearly Half of Mobile Web Users Make Purchases”

Impact on Your Business

• Price transparency and comparisons

• Increased competition

• Local results, side by side

• Investing in mobile technology

Mobile Drives Revenue

Source: Jeff Licciardi, Performics, SMX 2011

Mobile Behavior


Mobile Behavior


Mobile Behavior

Source: Paul Cushman, Yahoo!, SMX 2011

Mobile Behavior

Source: Paul Cushman, Yahoo!, SMX 2011

Mobile Is Supplemental

Source: Dennis Glavin, Microsoft, SMX West 2011

Mobile Is Local


Click-To-Call = Results


Click-To-Call = Results


Landing Pages


App vs. Mobile Site?

Considerations

• Cost

• Operating System

• Potential Use? – Rev vs. Branding

• Utility?

• Reach

Source: Aaron Maxwell, “Is Developing a Mobile App Worth the Cost?”

Best Practices


QR Codes

Serge Bondar – Client Manager

QR – Quick Response

• Display text

• Initiate an email

(and pre-populate text)

• Initiate a text message

• Initiate a phone call

• Open a web site link

• Create a new contact record (vCard)

• Create a calendar entry (vCalendar)

What is a QR Code?

• Inexpensive

• Easy to implement

• Drive traffic from multiple sources

• Bring non-digital media to life

• Gather social feedback

• Enhance the shopping experience

• Extend the brand experience

• Bring mystery and fun to campaigns

Why Use QR Codes?

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

“22% of the Fortune 50 have already used mobile barcodes.”

Who Uses QR Codes?


1D Barcode (UPC/EAN):

2D Mobile Tags:

1D Barcodes vs. 2D Mobile Tags

QR Code Data Matrix EZ Code Microsoft Tag

Data

Data D

ata

How does QR Work?

There are two main things that you have

to have when you deal with QR codes:

1. A mobile phone with a camera and

Internet connectivity

2. 2. A QR code reader

Where do I find QR Codes?

QR Codes Applications

• Product packaging

• Price Tags

• Printed Ads

• Business Cards

• Newsletters, emails, websites

• Facebook, twitter and online profiles

• Billboards

• Store display and office windows

• For sale and for rent signs

• Billboards

• TV commercials

• Mugs, coffee cups, t-shirts, stickers, fridge magnets etc.

• Direct mailers, fliers, sales materials

• Newspaper and magazines

• Bus and truck ads

• Bottles of wine and liquor

• Invitations, conferences, meetings, RSVP cards

• Maps

• Elevators, bar and restaurant bathrooms

• Concert posters, venues

• Direct buy links

• Encourage feedback

• Napkins

• Trade show booths

• Temporary tattoos

• Car stickers for dealers

• Food Recipes

• Check-ins

• Books

• Restaurant menu

• Discount codes

• Call us!

• Scan to win

• Video, online games

Top 5 growing countries for Q1/2011

1. United States (181.1% Growth over Q4/2011) 2. United Kingdom (166.5%) 3. Netherlands (146.3%) 4. Spain (94.4%) 5. Canada (94.0%)

Barcode Usage Worldwide

http://2d-code.co.uk/global-growth-mobile-barcode/










• Drive website traffic

• Generate leads

• Acquire customers

• Retain customers

• Improve conversion

• Capture voice of customer

• Provide customer/product support

QR Codes & Business Objective


Reward users for their effort with something special:

• Exclusive content

• Discounts

• Gifts, freebies

• Mystery clues

• Tips

• “Buy Now” option

Add Value for the Customer


Link to a Mobile-friendly site

Be Mobile Friendly


VS.

1. Place Codes in Scannable Locations.

QR Code Best Practices

2. Provide Adequate Time for users to Scan


3. Ensure Proper Code Size:


4. Assist Users in Finding a Mobile Tag Reader


5. Tell Users What Happens Upon Scanning


6. Provide a Code Back-up or alternative


• Google Analytics URL Builder

QR Code Tracking

QR Code Tracking

QR codes include an Error Correction Level up to 30% that helps ensure damaged codes can be read. It also allows for creative license

flexibility.

Be creative!

Japan Red Cross Appeal Code

Questions?

THANK YOU!

mailto:[email protected]

Documents

Mobile Search and QR Codes