Tag Archives: TMMC Main Day Two

From QR to AR: Mobile Experience And Engagement at #TMMC

I started off the final afternoon in the Mobile Experience and Engagement track at The Mobile Marketing Conference.

First up, Julie DeWolf spoke about the Sunkist Growers approach to mobile.

 Shaun Quigley: Sunkist’s approach to mobile #cpg Btw: the app is dead

When approaching mobile, Sunkist first started out with a app, but found that it wasn’t really relevant to the product or worth the effort of maintaining.

Right now they have been seeing success with using both QR code, SMS code and website on packaging and POS promotions to grow engagement with their products. Interestingly, the current trend for their products is that QR codes are seeing more success than SMS calls-to-action.

The main challenge Sunkist Growers faced was creating a mobile presence without the end goal being m-commerce. As a solution, compelling content such as contests or recipes fulfills the brand promise when users reach the website and seasonal specific campaigns (such as for Lent or Lemonade stands for summer) provide tie-ins for specific fruits.

Up next, we heard from Carrie Chitsey, CEO of 3Seventy. Carrie was speaking on Augmented Reality and gave us many interesting current examples such as the eBay classifieds app (pictured here). From this, to real estate to grocery, AR has many uses and is perfect for engaging consumers in-store or on the street.

In an echoing of some of our other presentations, Chitsey reaffirmed the power of mobile for reaching the traveler. Augmented reality can provide an extremely user friendly experience for travelers showing nearby hotels, restaurants or entertainment.

In addition to information, brands such as Guinness who have jumped into the space with entertainment-based AR apps have had the benefit of going viral as it still has the “new and cool” factor and easily generates user-generated content that can be seamlessly shared to social.

Shopper Experience & Crashing the Plane, Live at #TMMC

Catherine Roe, Head of Consumer Packaged Goods, Google just spoke at The Mobile Marketing Conference on “Mobile: The Game Changer in Shopper Experience.” At Google, Roe has a unique insight into changing consumer behaviors.

Google has found that 93% of mobile searches seek local intent and 89% take action. Mobile and tablet searches spike in the evenings as consumers leave the office or seek entertainment at home, 39% of walk-outs [of a store] are influenced by smartphone usage, and improved online experience will drive that number down.

Roe says of these trends, “Smartphones will prove exceptional at driving new consumer behavior”

She suggested you ask yourself four questions when approaching mobile:
How does mobile change my value proposition?
How should our marketing adapt to mobile?
Is our organization adapting to mobile?
How does mobile change my web presence?

The possibilities of mobile are certainly there and Google sees now as the time that brands really need to be moving forward. When it comes to trying something new, Roe says “”If you don’t take risks and “crash the plane” every once in awhile, you’re not moving forward.” Now you can send a Coke to a stranger across the world from your phone, how will you “crash the plane?”

Mobile ROI & Learnings, Live at #TMMC

Our final day at The Mobile Marketing Conference began with a fascinating and tactical presentation by Nick Sheth, Senior Director, Global Business Development, Gap Inc. Direct.

Sheth got the sleepy crowd energized the crowd with some exciting insights from Gap’s mobile experience. 3 standout takeaways included:

“The killer app for iPhone is email.”
Half of Gap Inc. emails are opened on a mobile device, Nick made the important point of noting that regardless of what other apps are trendy, the first and last one most people look at is email.

Any email messages a brand is sending out needs to function as well on email as it does on a PC. Links need to go to the correct landing page and content needs to be accessible.

“Users will naturally gravitate to using their browser, that’s a trend I can’t overstate”
When it comes to apps, they can be great for already loyal customers, but the average user is going to head directly to their browser to visit a company on mobile. Having mobile optimized sites should be the first, most low-hanging fruit to pick when it comes to mobile strategy. For Gap, the data of users visiting their site was incredibly compelling and could not be ignored.

 “SMS is good for a lot of things, telling people about coupons in our stores is not one of them”
Between this comment, and disparaging QR codes for a company that already has bar codes on all of their products, Sheth polarized the audience. The fact is, ROI for retail coupons over SMS is very low for Gap, and there is a big risk of irritating consumers with too many messages. QR codes, similarly, have relatively low response rates. Sheth suggests thinking “Is there anything else in my day that I would spend this much time on for so little?” before tackling these tactics.

Up next, Kit Hughes presented on his “One Mobile Year” project. What better way to experience the mobile user journey than to completely live and work on mobile devices (specifically iPhone and iPad) for one year?

Hughes has been recording his journey and finds that while “Mobile Life” is good thanks to apps and “app-cessories,” mobile work is a consistent frustration. Collaboration and business tools are consistently lagging behind, but when we are able to remove that computer from the equation we can move back towards more human, more creative interactions.
Read more about his first three months here.