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The Eye/Comm Blog

Has Mobile Technology Changed The Average Consumer?

Posted by Maureen Sanford on Tue, Mar 21, 2017 @ 08:46 AM

Without a doubt, mobile technology has changed our lives. With a smartphone in our hands, we can get directions with real-time updates on traffic, find out breaking news, as well as the latest gossip from our friends, and capture our lives in high-quality photos and videos. And that’s just naming a few. The possibilities are seemingly endless, as developments and capabilities continue to improve every year.

But how have mobiles changed the way we shop? Now it’s easy to research products, browse and order in just a few clicks. While online shopping was once reserved for more traditional desktop computers, it’s easier than ever to make purchases on-the-go. In fact, by 2018, m-commerce sales are estimated to reach $626 billion.

Contactless payment points are appearing everywhere too. Even when we make it to the shops, we’re still reliant on our ever-powerful phones. 90% of consumers are already using their smartphones for pre-shopping activities as well, including finding out things like the opening hours of a business.

Brands are tapping into the reality that we take our phones everywhere, with more and more companies using social media to interact with consumers in a personal way. In the future, expect to see increased attempts to bridge the gap between friendship and commerce. For more predictions, check out this great infographic.

Mobile Marketing

Topics: Mobile, Mobile Marketing

Mobile: Benefits of Tablet Point of Sale

Posted by Joe Sibley on Thu, Mar 16, 2017 @ 08:00 AM

Mobile 

As customer payment processing advances, tablet point of sale techniques are quickly becoming the preferred checkout process of most customers. With a capability to shorten long lines and reduce wait times, these systems put employees anywhere in the store. These sleek displays have several of other benefits as well, acting locally and servicing globally. Software utilities include:

  •  Using multiple currencies and customizing tax settings.
  • Showcasing products off the floor.
  • Staying up to date with pre-generated and custom reports that update automatically.
  • Downloading sales data into spreadsheets that can be uploaded into booking software.
  • Managing staff.
  • Storing product descriptions, SKUs and price points in one place, and updating sync in real-time across all devices.
  • Accessing business’s sales history and analytics from one place.
  • Filtering reports by price, source, or date.

This infographic created by BluePay explains why these systems are the future of retailing.

Topics: Mobile

Mobile Marketing Made Powerful by Augmented Reality

Posted by Summer Gould on Mon, Oct 03, 2016 @ 01:29 PM

San Diego Mobile Marketing

Augmented reality is a powerful experience for mobile users. It takes the real world and adds things to it via mobile devices. Mobile users love it. So far retailers have been doing a great job with adding augmented reality to their mobile marketing mix. Let’s look at a few:

  1. Ikea: They make great use of AR technology with their catalogs. They allow users to see what each piece of furniture will look like in their own home. Users select the item such as a couch by scanning the page and holding it up to their room. There on the screen they can see what he couch will look like. This is not only extremely useful, but also really fun. Check it out on YouTube: https://www.youtube.com/watch?v=xC6t2eEPkPc
  2. Apple Watch: Here they use AR technology for you to try on different versions of the Apple watch. You can pick what color looks best on you as well as what size. Then you are ready to buy. Check it out on YouTube: https://www.youtube.com/watch?v=_PPwrUXrw2c
  3. ModiFace: This is a really great way for women to experiment with different make up styles. It scans your face and allows you to choose from several makeup options. Once you choose you get to see what your face will look like when your makeup is applied. Check it out on Youtube: https://www.youtube.com/watch?v=bDb5W4WwgJ8

The three ways above highlight how powerful, useful and fun AR can be. Not only will your customers and prospects love it, but it adds another layer of tracking for your marketing data. Who is scanning what, when, where and with what device. This information can be used for future marketing efforts as well as give you feedback on what is working and what needs fixing.

A few quick stats for you: Direct Mail with AR increased response rates to 37%. When AR was used, there was a 35% increase in merchandise sales. Movie posters saw a 75% interaction when AR was added along with coupons.

How to Build Relationships  With Social Media Marketing

In many cases, marketers are held back from trying AR either because they do not understand how to do it, or think that the cost will be too high. AR can be much more affordable than you think. Two companies have great programs to help you get up and going quickly and for reasonable pricing. Take a look at Layar and Aurasma to see if one is right for you. Have you tried augmented reality? If so, how did it work for you?

Questions? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Mobile Marketing

How To Add Mobile Technology To Your Next Marketing Campaign

Posted by Summer Gould on Mon, Aug 22, 2016 @ 08:31 AM

iStock_93134465_MEDIUM.jpg

Most of us avoid things that we do not understand, so it is not surprising that marketers have been slow to adopt mobile in their marketing. This does not have to be painful. You can add a few mobile touch points that really make it easy for your prospects or customers to get more information, make a purchase or anything else you are trying to get them to do.

4 Mobile Technology Options:

  1. QR Codes: One of the easiest ways to add mobile is with QR codes. Most people are familiar with them now and commonly scan them if they feel they are going to get something of value. Make sure to include good teaser copy to get them to scan.
  2. NFC: Near field communication is another way to reach people. The great thing about NFC is that it does not require people to download an app. The only real issue with it right now is that Apple has not made it available on the iPhones. So if your audience is using Android phones this would be a great way to reach them.
  3. Augmented Reality: This can be really great at creating an engaging experience for prospects and customers. Both Layer and Aurasma have great user interfaces to make creating this type of technology much easier. If you have not considered it in the past, check it out. Ikea uses this technology brilliantly by letting you see what furniture will look like in your home before you buy it.
  4. SMS/MMS: This does not have to start off where you send them messages, you can set it up for them to message you in order to get a coupon, join a drawing, get special information and so on. You can of course ask them to sign up for special deals that you message them as they come up. Many companies are doing this really well. When your audience gets value they participate. Just look at the way CVS uses this technology to notify people when their prescriptions are ready. How could you make life more convenient for your customers and prospects?

Think of all the ways people now use their mobile devices and how they could start using them in the future. When you make life easier for people they appreciate it and take part in it. Now more than ever time is the most valuable commodity for people. Can you give them back time? I bet you can think of several ways to do this. If you need help let us know we can help with brainstorming.

How To Create A  Multi-Channel Campaign

Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Mobile Marketing

Why Mobilize Direct Mail?

Posted by Summer Gould on Mon, Jun 06, 2016 @ 09:07 AM

Mobile Marketing San Digeo

The integration of mobile technology into direct mail is great! Mobile makes direct mail even more powerful. Consider the great experience you can create for your recipients with your direct mail piece interacting with their mobile devices. To be frank, recipients expect to be able to use their phones to do more than just call you. What are you offering them right now on your direct mail pieces?

Think of adding mobile to your direct mail as a way to engage recipients for longer periods of time and give them an experience that they will want to share with others. Consider what you are capable of doing, what you want to do, and how you can accomplish it. There are many options out there to help guide you. Remember that although you are trying to sell something, your approach to creating a good experience is by designing it from the recipient’s perspective.

What are some easy ways to add mobile to your direct mail?

  • QR Codes
  • PURLS
  • Augmented Reality
  • Virtual Reality
  • Near Field Communication

The first part of your direct mail plan to add mobile is to decide what it is you want out of it. Do you want more website hits? Do you want more whitepaper downloads? Do you want people to make purchases? Or some of all the above? Based on that decision, you can create your campaign. Make sure to have a clear call to action and not to give them multiple ones. Highlight the benefits of responding and give them an incentive to do so. Finally create a sense of urgency by giving the offer an expiration date.

Don’t allow your direct mail to be considered Junk! Integrate mobile into it as well as target your audience correctly in order to provide value to them. When your direct mail has value it is not considered junk! By adding mobile technology to your direct mail you can add value as long as the recipients understand and use it. You need to know your audience and what will appeal to them.

How to Avoid  Flat Design Issues!

Questions? Need help adding mobile to your direct mail? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Direct Mail

Mobile Marketing Is The Game Changer

Posted by Summer Gould on Mon, Feb 08, 2016 @ 08:50 AM

San Diego Mobile Marketing

 

Sometimes with mobile marketing being all the rage right now, the true marketing potential gets lost in all the noise. Mobile marketing has transformed the way that customers and prospects interact with companies. Mobile devices are now used for email, search and purchases on the go. This can translate into real money for companies that are able to take advantage of the impulse mobile buy. The downside is for companies that are not ready for the mobile consumer 24 hours a day. Don’t think of mobile marketing as just another channel. Mobile needs to be integrated into all of your channels.

Here are the 3 Mobile Powers:

  • The power of mobile is in the data that can be collected and the ability to reach people where they are. The best part is that people are willing to share that information with you if they are getting a benefit. The benefits can come in many forms such as discounts, special offers, and many more. Be up front with people about your security of their data and address any concerns with a FAQ page. When you provide security and benefits they will jump on board.
  • The power of integration is that it allows you to provide ease of use to your customers and prospects. A direct mail piece that can be scanned by a mobile device to send the user online is an easy transition for them and allows you to be able to link a mobile device to a person for future marketing. More than 50% of people read their email on their phone, so integrating mobile into your email campaigns is a must. Of course social media was built on mobile, so you must use that with mobile.
  • The power of the method is also a factor. There are approximately 6 ways to integrate mobile and each one has good things about it and bad things about it. Knowing who your customers and prospects are, will help you to choose which one of the methods will work best for them. The 6 to consider are: Applications, Augmented Reality, Mobile Barcodes, NFC, Image Recognition and Digital Watermarks. Check out each on carefully to see which will be the best match for not only your budget but the recipients.

Your best bet with mobile is to create an experience that solves a need your customers and prospects have. Just using mobile to say you are using it or because your competition does is a waste of time and money. You will quickly aggravate the very people you are trying to sell to, so just don’t do it, until you can do it right.

How To Create A  Multi-Channel Campaign

Mobile marketing can become the driver of not only your data acquisition, but also your customer spend. Mobile is only limited by the limits you create. Take an in depth look at your current marketing to see how you can either add mobile or change the way you are currently using it. Don’t be afraid to approach your marketing with a new perspective, it could make a very big difference in your ROI.

If you have any questions, call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Mobile Marketing

Connect Directly With Your Customers With Mobile Marketing

Posted by Sophorn Chhay on Thu, Dec 03, 2015 @ 03:53 PM

San Digeo Mobile Marketing 

With the number of people using mobile devices rising, you should be gearing up your mobile marketing campaigns to match your users preferred method of communicating. If you're not, you are leaving money on the table. But for some, knowing how to make a direct connection via mobile marketing is a tough concept and one that requires a little more intuitive thinking.

Marketing has traditionally been about catchy slogans and advertising pieces. And this is all well and good, but advertising is no longer just about putting together a great marketing piece. Marketing in this millennium is all about being social and personally connecting with your audience and that means you have to change the way you market and how your marketing campaigns present your message. So let's dive into some great ways to make a direct connection via your mobile marketing campaigns.

Don't Make Them Wait

Our society is all about wanting everything instantly and that includes information. People hate waiting for a web page to respond, having to go to too much trouble to get what they need (or the information they need), or anything that wastes their precious time. Therefore, you must present messages to your audience in a manner that doesn't waste their time. Once they realize you respect their time by always presenting them with information and offers they want to receive in a quick and to the point manner, they will continue to open and respond to those messages. One great way to do that is through the use of QR codes as they are quick and easy and allow your visitors to access the content they want immediately.

Create A Mobile App Of Your Own

The most common use of a mobile device is through mobile apps. Most marketing companies know how to custom design a mobile app that will suit your particular business, and mobile apps are easily downloadable from the Google Play Store or the Apple Store. People love apps as they help them connect with their favorite venues quickly and easily. However, once you have your new app, you will need to provide content that keeps your audience engaged; otherwise, they will delete it and your wonderful new app will become useless.

A Great Way To Make Use Of Mobile Apps For Connecting With Your Audience

Having your own mobile app is a great way to make a direct connection with your audience, but only if you are doing it right. So exactly how do you go about finding new, unique ways of designing a mobile app that your audience will actually want to use?

Well, one way is to provide them with a service. Something they will find useful and that can be used to make their life easier. For example: a note minder, a daily to do list, an appointment keeper or a deadline reminder, etc. Or perhaps, depending on what your audiences likes are, a quote of the day, joke of the day, a daily three ingredient dinner recipe, grocery list or the most popular stock picks etc. Just remember that there are plenty of apps that provide all types of services, so you will have to make sure your new app has something special that the others don't, including some type of discount or freebie on your app for the services you are offering, etc.

Using your own customized mobile app that provides a genuinely helpful service or something your audience needs is a great way to keep your business in front of them at all times while creating goodwill and building a rapport that will develop into a loyal customer.

How To Create A  Multi-Channel Campaign

Are You Using A Heatmap On Your Mobile Sites?

Using a heatmap on your mobile sites is critical. A heatmap will tell you exactly what your visitors are doing once they get to your site. It will tell you who they are, where they clicked, what action they took or didn't take. It will also show you how your load times affected people's app usage. People don't like to wait for anything and if your load time is too long, you will lose that visitor to someone else.

 

Author Biography

Sophorn Chhay

Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s SMS marketing automation solution he helps businesses and organizations communicate effectively with their customers or members. Trumpia is offering a free Mobile Marketing Success Kit so don’t forget to grab your free copy.

Topics: Mobile, Mobile Marketing

Direct Mail and Mobile Marketing Synergy

Posted by Summer Gould on Mon, Nov 23, 2015 @ 01:53 PM

San Diego Direct Mail Marketing

Many times marketers are looking at mobile marketing as a silo on its own. But really they should be looking at direct mail and mobile marketing as interdependent on each other. Mobile leverages the digital marketing world, while direct mail leverages the print world. When they are used together, they create a powerful marketing piece. Many times we get asked, how can mobile be added to direct mail in an effective way. Truly it is all about the data. Direct mail relies on data and so does mobile. In order to be effective together we must use data to send the right information to the right people. It also allows you to collect more data from people when they hit your landing pages.

As marketing becomes increasingly more digital, direct mail really stands out. The novelty of it is attractive to consumers, yes even millennials! Don’t let the dinosaur moniker fool you, direct mail is hip and cool. Using direct mail to lure recipients to visit a PURL, use NFC, AR or scan a QR code is an excellent way to create lists of truly engaged customers. You can even include short codes so that they can text you as a way of response. The integration of direct mail campaigns with mobile marketing is easier than ever.

How To Create A  Multi-Channel Campaign

Use the combination of direct mail and mobile to stand out in the mail box. Through creative design and truly good online content you can grab attention as well as drive engagement. Keep in mind that your offer needs to be appealing to each recipient. You can personalize a whole lot more than just the address. Therefore create messaging that is personal. Use your knowledge of each person in a variable data format to increase your response.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Direct Mail

10 Best Practices For Mobile Marketing with QR Codes

Posted by Summer Gould on Mon, Oct 05, 2015 @ 09:00 AM

San Diego Mobile Marketing

Mobile marketing is more than text messaging. Using QR Codes to integrate mobile technology into direct mail or other print media is a great way to engage people. You are able to provide more content without taking up a lot of room on the printed piece. This can also lead to increased engagement across channels such as social media when people want to share what they are doing with others. So let’s check out what we should be doing to create a great mobile experience with QR Codes.

10 Best Practices:

  1. The QR Code should like to a mobile landing page. People are using a mobile device to scan the code so make it easy for them to read and respond from that device.

  2. The QR Code should be no smaller than a 1 inch square. Anything smaller than that makes the code harder for people to scan.

  3. Use a URL shortener to keep the QR Code density low. This will make it quicker for the scanners to read.

  4. Test the code. Print the code out on the type of stock you will be using to make sure that it scans easily from multiple types of phones as well as apps.

  5. Use tracking. This is very helpful for you to know who is scanning, from where and with what type of device.

  6. Give instructions. Tell people how to scan, how to get a scanning app.

  7. Tell people what they will get. In order to get them to scan, they need to know why they should. The better the offer is explained the more people will scan it.

  8. Put the URL on the printed piece. For people who do not want to scan the code, add the URL so  that they can respond by typing it in.

  9. Use a creative design. The QR Code does not have to be boring. Add color or a logo to the design to make it look good.

  10. Create a landing page to be repurposed. When you are able to update and change the landing page you can get people to keep scanning to get new content or

QR Codes can be a great way to get your feet wet with mobile marketing. They are easy to create and manage. This means you do not need to spend a lot of your time adding mobile to your printed pieces. The design and maintenance on the mobile landing pages is not labor intensive either. So get started today! We can help!

3 Ways To Get Started With Mobile Marketing

If you need help adding QR codes, tracking or mobile landing pages call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Mobile Marketing

Mobile Marketing: Beyond Tactics

Posted by Summer Gould on Tue, Aug 25, 2015 @ 08:21 AM

combine_mobile_dm_209x164

Lately I have noticed more and more customers who are ready to add mobile to their campaigns, or at least they say they are. However, when we start talking there is a common theme. They are focused on the tactic and the technology, but not on the actual benefits. That focus is going to lead to problems. So, in an effort to help create effective mobile marketing let’s take a look at the following.

Mobile should:

  • Build a Connection: As your customers and prospects interact with you via mobile you want that to lead to a deeper connection with your company. Provide them with what they are looking for and make it easy to access.

  • Create Trust: The more that your customers and prospects trust you the more they buy from you. How can you build trust? Do what you say and say what you do. Do not create false expectations or use ambiguous language.

  • Make a Commitment: If you are going to add mobile, you need to commit your time as well as your money. Don’t just put a QR code on a mail piece and expect that to do the trick. Create your plan, design your landing pages with the recipient in mind.

  • Be Consistent: No matter how you are using mobile, you need to be consistent with your brand and you messaging. There should be a look and feel that is all you. Prospects and customers have expectations about you, make sure you are meeting them.

Mobile marketing should not be considered a tactic. A formal marketing plan that includes mobile will take into account all the necessary steps it takes to generate a truly integrated mobile experience. That planned experience is what people are looking for. If someone wants to do research from a phone, they want the website and landing pages to be designed for them. If someone is ready to purchase from a tablet, make sure that your shopping cart is mobile ready or they will move onto the next company that has it setup correctly.

How To Create A  Multi-Channel Campaign

Mobile allows you to create engagement with customers and prospects on the go. When you are able to reach people wherever they are, you add value to them. You make it easier for them to get things done. Design your mobile to facilitate their needs in a quick and fun process. Don’t be afraid to get your feet wet and start adding mobile to your marketing mix now.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile, Mobile Marketing