Mobile Marketing for the Real Time WebAnthony Joseph, VP of Marketing, OptifyJennifer Wong, Digital Solutions Manager, Optify
What we’ll cover in this workshop
» How to:» Create an App» Create a Quick Response (QR) Code» Create a Short Code» Create a pURL
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Agenda
» “How to” chapters» Overview» Steps» Additional Resources
» Case Study» Recap @JenerationY
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1. HOW TO CREATE AN APP
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What is an App?
An app typically refers to software used on a smartphone or mobile device such as the Android, iPhone, BlackBerry or iPad, as in
“mobile app” or “iphone app.”
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Optify Confidential
Mobile App example – Hello Vino
» http://www.hellovino.com/» Different from website» Limited images > fast loading» Clear + large text» Simple design
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Did you know…
» More than five billion apps were downloaded over 2010
» The average smartphone user spends 667 minutes every month using apps.
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Register for an account
How To Create An App
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Create a new app
How To Create An App
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Enter URL, RSS or search term
How To Create An App
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Choose artwork
How To Create An App
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Populate tabs
How To Create An App
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Add a custom header
How To Create An App
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Fill out app info
How To Create An App
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Publish
How To Create An App
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Upload to the Android market
How To Create An App
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Download your App from the Android market!
How To Create An App
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Additional Resources
» AppMakr: http://www.appmakr.com/
» App building tools: http://jenerationy.com/mobile-app-creators/
» iOS dev center: http://developer.apple.com/devcenter/ios/index.action
» Android dev guide: http://developer.android.com/guide/index.html
» Tools to create an App: http://techpp.com/2009/04/27/top-10-free-tools-to-create-rss-for-any-website-2/
How To Create An App
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2. HOW TO CREATE A QR CODE
What are Quick Response (QR) codes?
» QR codes are 2D images that function like barcodes on packaged products, but can contain MUCH more data
» The information encoded can be text, URL, phone number, SMS message, RSS feed or other kinds of data
» QR codes are essentially pointers to digital content and capture or trigger actions such as» A link to a website» Activate phone functions including email, IM and SMS» Connect the mobile device to a web browser on the phone
» QR codes are read by “QR Code Reader” software or phone apps» iPhone Reader > i-nigma» Android Reader > Barcode Scanner
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Why use QR codes?
» Quick and easy sharing
» Portability: You can put them anywhere
» Utility: Share large amounts of content at the right time
» Boost Visibility: SEO and SMO
» Social Proof: Quick links to your “authoritative instance”
» Analytics: Calls to actionScan to check the conference agenda
How To Create A QR Code
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How to create a QR code
How To Create A QR Code
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Additional Resources
» QR code generator: http://delivr.com/qr-code-generator
» QR code marketing ideas: http://www.flyteblog.com/flyte/2011/03/50-count-em-50-creative-uses-of-qr-codes.html
» QR codes for business: http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
» QR code readers: http://www.mobile-barcodes.com/qr-code-software/How To Create A QR Code
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3. HOW TO CREATE A SHORT CODE
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What is a short code?
A short numeric code of 5 or 6 numbers that can be used in place of a longer phone number for
messaging.
Text InterACT to 69302
How To Create A Short Code
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Why a short code?
Since the codes are shorter, they are easier to remember and utilize, especially for marketing
purposes
How To Create A QR Code
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Register
How To Create A QR Code
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Collect contacts
How To Create A QR Code
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Additional Resources
» Tools to create short code campaigns: http://trumpia.com , www.textmarks.com
» Developer tools to build a short code: http://www.twilio.com/api/sms/short-codes
» Own or rent your own short code: http://www.usshortcodes.com/csc_obtain_a_csc.html
How To Create A QR Code
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4. HOW TO CREATE A PURL
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What is a pURL?
A persistent URL is a web page or microsite that is tailored to an individual visitor through the
use of variable fields and pages that are linked to a database that contains information about
each potential visitor.
http://www.example.com/John.Smith
How To Create A pURL
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Why pURLs?
Create a unique website experience for each visitor with content that is relevant and
interesting to increase your conversion rate
How To Create A pURL
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Register
How To Create A pURL
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Create a new campaign
How To Create A pURL
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Add a contact
How To Create A pURL
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Create the landing page
How To Create A pURL
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Additional Resources
» pURL generator: http://purlem.com/
» Don’t make these pURL marketing mistakes: http://crossmedia.typepad.com/cross_media_11_marketing/2009/01/top-11-purl-campaign-mistakes.html
» Should you use pURL’s: http://www.asaecenter.org/wiki/?Page=Personalized%20URL%20%28PURL%29%20Marketing
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Wrap-up: Marketing tactics & tools» Define your goal
» Encourage actions that support your marketing plan» Give instructions to your consumers. Tell them what they’re going to get for
‘playing’» Give reasons to come back
» Implement & Deliver/Share» Determine technical requirements & capability: developer vs. 3rd-party tool» Assuage the fears of the technically challenged» Provide explanations about their use and benefits
» Experiment, Test & Measure» Study your analytics» Experiment with the size, location, and color of your QR codes» Refine your tactics
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Case study» Created QR code with offer» Marketed @ tradeshow» Tracked visitors with Optify» Use to market post-event
» Learn more: http://jenerationy.com/mobile-marketing-roi-qr-code-experiment/
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Recap: Why these tactics?
» Connect people to what’s happening around them
» Help people find info that relevant to them in real time
» It’s fun and convenient for the user
» Mobile is personal, portable, always with the user and trackable
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Thank you!
Anthony JosephVP of Marketing, Optify
Jennifer WongDigital Solutions Manager, Optify
www.optify.net
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