Mobile Search and QR Codes

Serge Bondar Client Manager Dustin Lewis Client Manager April 27, 2011

About Point It Presentation Agenda

Launched in April 2002 Seattles largest independent search marketing firm PPC & SEO $30 MM in managed media/yr 40+ yrs of SEM experience Servicing clients across all verticals and revenue models

Logistics & Introductions Presentation Agenda

Being Recorded
Link to slides will be emailed later this week Ask Questions throughout

Mobile Search
Dustin Lewis Client Manager

The Revolution of Mobile

Emerging Trends
Spending on mobile advertising to grow 50% in 2011 topping $1 Billion in U.S. alone Growing faster than social media advertising spend $743 million in ad spend during 2010 Projected: $2.5 Billion in ad spend by 2014 Video and display taking over messaging
Source: eMarketer, Sep. 2010

Increased Opportunity!

The Revolution of Mobile

Catching Up
Not as widely employed 30% of advertisers circa 2009 Barriers: audience, analytic tools Barriers diminishing quickly!
Source: Forrester Research via Adobe Online Marketing Suite

Advertising Tactics Employed

The Revolution of Mobile

Mind Blowing Numbers
1.9 Billion internet users. 5 Billion mobile users 109.5 Million smartphone users projected for 2015 Smartphone searches increasing 4x Worldwide mobile search: 2.3 times growth, 5x growth over two years $2 Billion in retail sales via mobile phones in 2010
Source: eMarketer, Sep. 2010

Smartphone Adoption

Some Stats
Mobile Users Make Purchases
Dual screen: TV (66%) Computer (45%) 71% learn about a product or service after seeing an ad 73% find a specific manuf. or product website 56% find coupons or deals 68% find the best price 75% of mobile searches take place while running errands 49% of mobile searches have purchased in last 6 mo.
Source: Performics Nearly Half of Mobile Web Users Make Purchases

Impact on Your Business

Price transparency and comparisons Increased competition Local results, side by side Investing in mobile technology

Mobile Drives Revenue

Source: Jeff Licciardi, Performics, SMX 2011

Mobile Behavior

Source: Jeff Licciardi, Performics, SMX 2011

Mobile Behavior

Source: Jeff Licciardi, Performics, SMX 2011

Mobile Behavior

Source: Paul Cushman, Yahoo!, SMX 2011

Mobile Behavior

Source: Paul Cushman, Yahoo!, SMX 2011

Mobile Is Supplemental

Source: Dennis Glavin, Microsoft, SMX West 2011

Mobile Is Local

Source: Dennis Glavin, Microsoft, SMX West 2011

Click-To-Call = Results

Source: Jeff Licciardi, Performics, SMX 2011

Click-To-Call = Results

Source: Jeff Licciardi, Performics, SMX 2011

Landing Pages

Source: Dennis Glavin, Microsoft, SMX West 2011

App vs. Mobile Site?

Considerations

Cost Operating System Potential Use?

Rev vs. Branding

Utility? Reach

Source: Aaron Maxwell, Is Developing a Mobile App Worth the Cost?

Best Practices

Source: Dennis Glavin, Microsoft, SMX West 2011

QR Codes
Serge Bondar Client Manager

What is a QR Code?
QR Quick Response Display text Initiate an email (and pre-populate text) Initiate a text message Initiate a phone call Open a web site link Create a new contact record (vCard) Create a calendar entry (vCalendar)

Why Use QR Codes?

Inexpensive Easy to implement Drive traffic from multiple sources Bring non-digital media to life Gather social feedback Enhance the shopping experience Extend the brand experience Bring mystery and fun to campaigns

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

Who Uses QR Codes?

22% of the Fortune 50 have already used mobile barcodes.

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

1D Barcodes vs. 2D Mobile Tags

1D Barcode (UPC/EAN):

Data

2D Mobile Tags:
QR Code Data Matrix EZ Code Microsoft Tag
Data

Data

How does QR Work?

There are two main things that you have to have when you deal with QR codes: 1. A mobile phone with a camera and Internet connectivity 2. 2. A QR code reader

Where do I find QR Codes?

QR Codes Applications
Product packaging Price Tags Printed Ads Business Cards Newsletters, emails, websites Facebook, twitter and online profiles Billboards Store display and office windows For sale and for rent signs Billboards TV commercials Mugs, coffee cups, t-shirts, stickers, fridge magnets etc. Direct mailers, fliers, sales materials Newspaper and magazines Bus and truck ads Bottles of wine and liquor Invitations, conferences, meetings, RSVP cards Maps Elevators, bar and restaurant bathrooms Concert posters, venues Direct buy links Encourage feedback Napkins Trade show booths Temporary tattoos Car stickers for dealers Food Recipes Check-ins Books Restaurant menu Discount codes Call us! Scan to win Video, online games

Barcode Usage Worldwide

http://2d-code.co.uk/global-growth-mobile-barcode/

Top 5 growing countries for Q1/2011 1. United States (181.1% Growth over Q4/2011) 2. United Kingdom (166.5%) 3. Netherlands (146.3%) 4. Spain (94.4%) 5. Canada (94.0%)

QR Codes & Business Objective

Drive website traffic Generate leads Acquire customers Retain customers Improve conversion Capture voice of customer Provide customer/product support

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

Add Value for the Customer

Reward users for their effort with something special: Exclusive content Discounts Gifts, freebies Mystery clues Tips Buy Now option

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

Be Mobile Friendly
Link to a Mobile-friendly site

VS.

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

QR Code Best Practices

1. Place Codes in Scannable Locations. 2. Provide Adequate Time for users to Scan

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

QR Code Best Practices

3. Ensure Proper Code Size: 4. Assist Users in Finding a Mobile Tag Reader

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

QR Code Best Practices

5. Tell Users What Happens Upon Scanning

6. Provide a Code Back-up or alternative

Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

QR Code Tracking
Google Analytics URL Builder

QR Code Tracking

Be creative!
QR codes include an Error Correction Level up to 30% that helps ensure damaged codes can be read. It also allows for creative license flexibility.

Japan Red Cross Appeal Code

Questions?

THANK YOU!