QR Code

An overview at FUTURECOM – Rio de Janeiro. The specialist review.

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Last week happened what is considered the largest exhibition of IT Solutions in Latin America, FUTURECOM – Rio de Janeiro, which counts with its 15th edition and has been called by its organizers as the Business Trade Show.

I’ve been there to represent the company where I work as a consultant for innovation in New Media and the truth is that I didn’t see many innovative solutions in the Show.

My presence at this event took place for two reasons:

– To provide services that I represent, measuring the impact that these services have on the public and understand potential partnerships for business development in LATAM.

– Get in contact with actual innovation from the point of view of the observer, find new trends, new products and new solutions to increase my portfolio at the time of providing advice to my customers.

The event had its negative points and its positives, but there is something that I must confess to everybody almost in silence: The largest technology companies in Latin America have brought very little new when it regards to innovation. An exhibition like this should have more stands of innovation than “more of the same”.

The lack of creativity and ambition of the leaders of our companies is clear when you visits the booth even at the first day. When I say more of the same, I mean that in Digital Signage we still have the same mechanisms without any clear engagement with the customer, telecoms cheaper and faster but unfocused in the new world of Mobile Relationship, the infinity of alarm systems, communications systems, TV systems, Cloud systems, systems of this and that and even a good dozen companies that fail to explain to their customers what they actually do. It is quite confusing for the visitors.

Obviously I cannot blame the organization, which did an excellent job in organizing the event, but I cannot help blaming those who were far below the expectations of the public who came from around the world to attend a demonstration of almost nothing again. In a few lines, I will give my overview on what I think will be in the minds of leaders of technology that were represented in FUTURECOM. I sincerely believe that leaders continue to underestimate the audience. Companies have the ability to do more and better, but they find that public is not ready, they think the people are “from another time” and they lack capacity or open mind to understand and use certain solutions.

The public has proven on the other hand to have a much more open mind than the promoters expected. Something that gave me a certain joy was to bring out the old argument of some who argue that “nobody cares to QR Code”, for example. Leaders were based on this acquired fact and about 75% preferred to keep the URL address in the brochure instead of a QR Code. However, I have always advocated that just give the consumer a good reason to scan and they will use the QR Code. They did about half of the 25% who decided to invest in this medium of interaction. After all, 95 % of people attending that event had a smartphone with internet, and this in itself would be an important point. The 75% who decided to ignore this since see thousands of people to spend the batteries of their smartphones to download the application or trying to get vouchers through QR Codes in the booths of exhibitors neighbors, while maintaining their stands to flies. Again underestimated their audience and their audience chastised them for it, rewarding those who decided to keep a more open mind. What leaders need to understand is that nobody uses anything if there isn’t a good reason for it.

But the show also has its good points, among the few companies present that reinvent the old and the new to bring. Among them, some curious Start Up with interesting business and technology innovators who will not hesitate to recommend to a customer during a consulting for definition of digital identity, given the wealth of solutions. Among these, highlight those that promote solutions engagement with consumers, something for which large companies will have to be mindful at risk of starting to fall asleep in the minds of buyers. Among the products/solutions presented are some that really got my sympathy and interest, and the big plus point of this fair – to me – is that really come with a richer portfolio in respect to set the digital identity of brands in its relationship with consumers, and that’s my role in the market and that was my goal at the event. Being mission accomplished, here are some solutions that highlight among those who can offer during my consulting work in New Digital Media, taking into account what I bring and what had:

– An advanced system for managing waiting lists and reservations for bars and restaurants , using the mobile relationship , even integrating CRM and Analytics;

– An application of fleet management Taxis that not only allows the customer to order a taxi anywhere where you are via your Smartphone , but also prevents the client from being misled by the driver, it forces it to fulfill the shortest route and charge the fair value, ie if you want to enjoy the advantages that the service brings to your business;

– A digital wallet Vouchers, where the consumer can go accumulating their Coupons, consulting them on their smartphones whenever their visit a store or service;

– A technology that reduces traffic used and maximize the use in quality and time in 3D animations for Smartphones

– A solution that uses Augmented Reality 3D animations as a way to create engagement between brand and consumer through Smartphone

– A powerful sharing of brands in social networks via Mobile Devices in exchange for benefits to the final consumer

Next year, I hope to return in search of more innovation for this demanding market and highly progressive, unlike the trial of some leaders, who continue to underestimate their audience…

LinkedIn Profile: http://www.linkedin.com/in/ricardoteixeirabeasii

This entry was posted in Mobile, QRCode, Social Networks and tagged , , , , , , , .

So What is mobile marketing ?

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We decided to include a quick guide of everything you need to know about mobile marketing. Just enjoy.

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Before answering this question it is important to understand what is Marketing. While it may be subject to thousands of different interpretations, I think we can summarize Marketing as a way to create value for customers, creating continuous innovation and differentiation. Based on this definition, I think we can answer our main question. Thus, we can define the Mobile Marketing as a means of creating innovation differently, using mobile devices as a way of being close to its customers.

The Mobile Marketing leverages one of the biggest trends, with a penetration rate of smartphones and other mobile devices increases dramatically in all developed countries of the world. In fact, sales of smartphones grew more than 40 % from 2012 to 2013, and from 2011 to 2012 had grown nearly 50 % worldwide. These and other data were reason for brands to start thinking in a more effective way of being present in the lives of customers, by means of a device that is present 24 hours a day, 7 days a week. Thus was born the Mobile Marketing .

There are various means used to reach people in a campaign of Mobile Marketing. The presence on Social Networks , the QR Code, Augmented Reality, SMS, Bluetooth or Expandable Banners in Mobile Apps

The presence on social networks is a way to be present on your device, since the access to the main social networks like facebook, are made mostly from smartphones. Then, a strong presence on social networks and campaigns that allow users to benefit directly from your device in consult of the Facebook page of your brand can generate more sales for your company.

The QR Code is a way to enable the immediate contact with content that your brand wants to pass to the consumer. Easy to use in any means to communicate your product or your brand, allows versatile use, once behind the QR Code can be any content which may be accessed through a web address.

The AR (Augmented Reality) allows brands to explore a whole new world through the mobile consumer. Through this technology, your brand can create your own game, activate a video through the scan of an image, allow a conversation with a virtual salesperson on your smartphone or anything else that is within reach of your imagination .

The SMS is perhaps one of the oldest ways to make Mobile Marketing.  With smartphones to allow new experiences to its users, the use of this tool as a means of Mobile Marketing, is falling into disuse.

Bluetooth uses the same type of technology that uses a radio to communicate your issue , and in the early twenty one century was an effective way to reach consumers with messages that emerged through proximity of certain points of contact bluetooth . Currently, he was overtaken by other technologies that create greater awareness among the public.

The Expandable Banners are used when opening certain applications and are an effective way to make your brand mark presence in consumer appliance . Generally, open only after the launch client determined that APP has taken the initiative to install on your mobile device. These banners can be activated whenever the consumer uses the APP particular service you are using as a way to remind the consumer of a specific solution to their problem. Can be an effective way to make Mobile Marketing, provided it complies with certain rules .

In fact, all ways of Mobile Marketing we defined earlier must respect some rules to succeed. Then explore some of these rules. When you respect these rules, more changes to your Mobile Marketing campaign proceed with success.

The first rule to observe is how it communicates with the public. The content of the messages to be transmitted shall be simple, clear,  and end with a call to action. The call to action is what triggers an experience to the consumer .

The value of experience is the second rule of a Mobile Marketing campaign. It is the experience that will make the consumer relates to greater or lesser extent with your brand. The customer experience can be the use of a voucher, sending a sms to qualify for a prize, simply reading a QR Code for more product information, or viewing a video that triggers the desire to obtain a given product. Whatever experience you are providing to your client, remember that this experience is that will cause the consumer to remember you the next time you enter a shop.

The third rule is honesty. How often we come across campaigns unclear or even immoral, to make us lose time or even money for nothing? Never be dishonest with your client, remember that marketing serves to create value solutions for consumers and never to create problems. A good Mobile Marketing campaign should be clear, and meet regularly with their promises or expectation. One of the conditions to comply with this third rule is to learn how to manage expectation that creates consumer. Do not create an expectation too high if you can not fulfill. It is your duty to comply with the expectation that you created with your client , this is the main reason that consumer could trigger a recommendation of your brand or product.

The fourth rule is to focus on the benefit to your customer.  Your client only will adhere to certain campaign at least have the chance to get some benefit. This possibility should be the focus of your communication campaign. It is important that the third rule is met in this step, otherwise, the consumer will assume its mark as an additional scam the market. With the power of information sharing that currently exists through social networking and sharing applications , evaluation and recommendations that emerge all the time, you will not want to pass a negative image for any consumer. After all, the opinion of a single consumer,  today, reaches on average more than 400 contacts through these means. You define whether that opinion is positive or negative.

The fifth rule is precisely the capitalization of exchanges that exist between consumers , through social networks or applications that we discussed in the previous section. These exchanges (shares, appraisals, recommendations) should be capitalized in a positive way, for the company, brand, service or product you represent. Good use of social networks, sharing buttons direct by your campaign or other intelligent means of generating this positive expansion of your brand can represent more sales, which is in fact the primary purpose for which you want to please your consumer.

Considering the main rules of a Mobile Marketing campaign, you’re waiting for a presence on the mobile devices of your customers? After all, 99 % of people you know have a phone, right?

 About the Author: 

Ricardo Teixeira is a well known specialist in Mobile Media and Social Media Strategy helping companies to develop their very best potential in marketing and cross-media campaigns.

LinkedIn Profile: http://www.linkedin.com/in/ricardoteixeirabeasii

This entry was posted in Mobile, QRCode, Social Networks and tagged , , , , , , , .

How to create a successful QRCode campaign – the 4 important rules

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QRCodes can be easily integrated in current marketing practices, giving immediate and quick access to several information for Smartphone users.

In fact QRCodes are increasing more and more as companies understand their benefits and how can they be a key to engage people. The more you use it well you can understand its power and how to take big advantages of these small symbols.

Let’s take a quick look on the 4 important rules for successful QRCodes…

QRCODE

Rule 1 – How to plan a successful QRCode campaign?

Define clear objectives to the campaign (get contacts for e-mail marketing or other CRM strategies, increase Likes in Facebook, increase blog subscribers, etc.).

  • Create useful incentives to create the need to scan a QRCode (get a voucher, get prizes, give access to exclusive contents, etc.);
  • Understand the needs of the target audience;

Rule 2 – Create high quality QRCodes and test them first

The worst thing that can happen to you is to have a “bug” on your QRCode action or not be working at all. The best practices to maximize success of QRCode campaigns should always include:

  • Test your QRCodes with several readers and different devices;
  • Avoid the usage of colors that do not offer enough contrast, a potential problem when using QRCodes;
  • Avoid the usage in mirror surfaces or with light reflections;
  • Verify the place where QRCodes are going to be applied (a bad example is to activate them in spots without good internet coverage or bad network reception – this type of problem brings a very bad impact to the brand, once that users cannot access content);
  • Use a reliable QRCode generator;

Rule 3 – Link QRCodes to “mobile-friendly” websites or optimized for smartphone access

The most common error made by Marketeers with QRCodes is to link them to regular websites that are not “mobile-friendly”. Or if you want a worst idea try to link them to Flash content websites that cannot be read by IOS devices (IPhones and IPads). IOS users are close to 50% of worldwide users of SmartPhones. And if you are on the US, you will definitely have a problem. There are Apple devices everywhere, so do not made this huge mistake.

Some additional considerations when building a mobile website:

  • Develop the website according to the desirable user experience, from a consumer perspective;
  • Small images and solid colors will download faster. Use them smartly;
  • Select appropriate size of links and buttons to be “touch-friendly”;
  • Test the website with multiple devices (IOS, Android, Windows Phone and BlackBerry);

Rule 4 – Do not forget to analyze statistics of QRCode usage

QRCodes platforms nowadays can update basic data as number of scans, cities with higher scans, usage by media and much more depending on the strategy that you follow. Most of the platforms will give you access of this information for free but for a limited usage.

To analyze data and the results of a campaign is the only way to understand how it is effective and to improve next campaigns.

This entry was posted in Mobile, QRCode and tagged , , , , , , , .

QR Codes – are you ready to get maximum benefits for your business with mobile engagement?

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Tendencies

Smartphone technology grows very fast nowadays.
With high penetration in countries like France, UK, US, Germany, Italy and China there is no doubt that these new toys are everything but simple phones.
Everyday new developments are made upon this technology in therms of marketing, comunication and customer engagement. QR Codes and NFC are completely in the scope of these new developments.
Used in a smart way, QR Codes and NFC can be part of customer engagement strategies and increasing results for brands. There are several successfull examples of usage of this type of mechanisms.
Forget simple usage of QRCodes as links for websites or videos and let’s focus on smart ways to take advantage of this tools. From posters to magazines, shop entrances or more original places as gardens, buildings or buses, etc, QRCodes or NFC can be introduced in any support with practical objectives in communication purposes and objectives. Used in the right way they can increase the potential of any marketing campaign.

Efficient QRCodes

QRCodes must be used in a more interesting way to consumers. Why not give to consumers an immediate advantage at the point of purchase to promote immediate decisions? A voucher, instructions of usage of an equipment, usefull information as contact and support departments, customers testemonials.
Do not forget an important part…to instruct the consumer to download a QRCode reader from the APP markets is also a good practice.
We know that Smartphones will innevitable make part of our lives, as new apps and functionalities are growing and appearing everyday, more and more… We know that smartphones or others new gadgets are destinated to a single purpose…give maximum power to people…so please…be part of our new society…welcome the future!!

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