Brand Fast-Trackers #182 – Mobile is Not a Channel

November 21, 2012, No Comments // Leave a comment
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Mobile Marketing

To QR or Not to QR

QR codes…maybe you love them, maybe you hate them, but chance are you are not ambivalent. QR codes may not be the end all, be all mobile engagement tool it’s been promised to be, but the question is not what you gain by using them, it is what you stand to lose by not using them. Today’s guest is a mobile industry veteran.  John Lim is the CEO/Founder of Life in Mobile and believes fervently in the monetization of mobile for brands. As John points out, many brands sell via retailers, so how their products are displayed or sold are very dependent upon the retailer. What is a customer wants to know more about a product and the store salesperson does not know or is misinformed. At minimum, QR codes provide a great place for brands to interact directly with their consumers – everything from cereal to cosmetics to electronics. As John says, they come at almost a zero cost factor (you are already creating the packaging), so when it comes to QR, marketers have to think of the ROI of you NOT having them.

“2 or 5% of 10MM is still better than a 100% of 0%.”

This brings me back to Tom Fishburne’s hilarious, yet true cartoon at the top of this post. Brand loyalty is illusive at best and consumers may have favored (vs. favorite) brands, but they will sacrifice you in a minute if the cost or THE EXPERIENCE is not to their liking. QR codes may offer a point of redemption, BUT as my CEO discussed this summer, you had better send them to an optimized experience.

Is this the year of mobile?

We’ve talked a lot about mobile marketing this year, and we have heard from respected marketers like Mitch Joel, Jay Baer, and Diane Kegley about just how critical mobile marketing has become, but I’ve never quite heard it from this perspective:

“It’s not about mobile per se as a channel. Do you mean mobile advertising or the mobile app world? [...] For brands there is never a year of mobile it could be the year your mobile consumer makes or breaks your brand. It should never exist within a brand organization.” — John Lim, CEO/Founder, Life in Mobile

Think about that statement - This could be the year that your consumer MAKES or BREAKS your brand BECAUSE of MOBILE. Very powerful, and proving that mobile needs to be integrated into every single thing you do, every campaign, every interaction, every single consumer touch point. Brands who don’t do this are losing out. Recent Google stats show that 45% of all consumers use smart phones for in-store product research, 39% checked other online retailers while in store, and most startling is that 53% of walk-outs (when shoppers leave without making a purchase) were influenced by smart phone usage.

Tune into the audio below for more on mobile, I think you will enjoy John’s ROI-focused perspective. I hope you all have a wonderful holiday with friends and family.

Happy Thanksgiving from Brand Fast-Trackers. 

[Lead image by the fantastic Marketoonist - Tom Fishburne]

Meet Bre Hiser

Bre Hiser has written 132 posts in this blog.

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