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Marketers have heard that tactics such as QR Codes, pURLS, apps and short codes are a good idea to quickly capture connections with customers. On a practical level, what are they specifically, how are they effectively used, and why should marketers consider using them? On Tuesday August 23rd at 1:30PM (EDT), Anthony Joseph, VP of Marketing, Optify and Jennifer Wong, Digital Solutions Manager at Optify, teamed up with Target Marketing Magazine and Printing Impressions, and session sponsor EasyPurl at the InterACT! 2011 conference to answer these questions and provide step-by-step instructions in a live Interactive webinar presentation to teach audience members how to create each element (QR code, apps, pURLs & short codes) to benefit marketing campaigns. In this Mobile Marketing Tools & Tips presentation attendees learned:- How to create your own QR Codes, pURLs, apps and short codes.- How to take, tie, and track a physical realm customer into the digital realm- How to measure the activity from these mobile marketing creations in real time.
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Mobile Marke+ng for the Real Time Web Anthony Joseph, VP of Marke+ng, Op+fy Jennifer Wong, Digital Solu+ons Manager, Op+fy
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 » Addi+onal Resources
» Case Study » Recap
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1. HOW TO CREATE AN APP
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What is an App?
An app typically refers to soXware 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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Mobile App example – Hello Vino
» h\p://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
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Create a new app
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Enter URL, RSS or search term
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Choose artwork
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Populate tabs
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Add a custom header
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Fill out app info
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Publish
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Upload to the Android market
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Download your App from the Android market!
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AddiRonal Resources
» AppMakr: h\p://www.appmakr.com/
» App building tools: h\p://jenera+ony.com/mobile-‐app-‐creators/
» iOS dev center: h\p://developer.apple.com/devcenter/ios/index.ac+on
» Android dev guide: h\p://developer.android.com/guide/index.html
» Tools to create an App: h\p://techpp.com/2009/04/27/top-‐10-‐free-‐tools-‐to-‐create-‐rss-‐for-‐any-‐website-‐2/
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2. HOW TO CREATE A QR CODE
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What are Quick Response (QR) codes?
» QR codes are 2D images that func+on like barcodes on packaged products, but can contain MUCH more data
» The informa+on encoded can be text, URL, phone number, SMS message, RSS feed or other kinds of data
» QR codes are essen+ally pointers to digital content and capture or trigger ac+ons such as » A link to a website » Ac+vate phone func+ons including email, IM and SMS » Connect the mobile device to a web browser on the phone
» QR codes are read by “QR Code Reader” soXware 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
» U+lity: Share large amounts of
content at the right +me » Boost Visibility: SEO and SMO
» Social Proof: Quick links to your “authorita+ve instance”
» Analy+cs: Calls to ac+on Scan to check the conference agenda
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How to create a QR code
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AddiRonal Resources
» QR code generator: h\p://delivr.com/qr-‐code-‐generator
» QR code marke+ng ideas: h\p://www.flyteblog.com/flyte/2011/03/50-‐count-‐em-‐50-‐crea+ve-‐uses-‐of-‐qr-‐codes.html
» QR codes for business: h\p://www.socialmediaexaminer.com/how-‐qr-‐codes-‐can-‐grow-‐your-‐business/
» QR code readers: h\p://www.mobile-‐barcodes.com/qr-‐code-‐soXware/
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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.
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Text InterACT to 69302
How To Create A Short Code
Why a short code?
Since the codes are shorter, they are easier to remember and u+lize, especially for marke+ng
purposes
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Register
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Collect contacts
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AddiRonal Resources
» Tools to create short code campaigns: h\p://trumpia.com , www.textmarks.com
» Developer tools to build a short code: h\p://www.twilio.com/api/sms/short-‐codes
» Own or rent your own short code: h\p://www.usshortcodes.com/csc_obtain_a_csc.html
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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 informa+on about
each poten+al visitor.
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h\p://www.example.com/John.Smith
How To Create A pURL
Why pURLs?
Create a unique website experience for each visitor with content that is relevant and
interes+ng to increase your conversion rate
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Register
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Create a new campaign
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Add a contact
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Create the landing page
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AddiRonal Resources
» pURL generator: h\p://purlem.com/
» Don’t make these pURL marke+ng mistakes: h\p://crossmedia.typepad.com/cross_media_11_marke+ng/2009/01/top-‐11-‐purl-‐campaign-‐mistakes.html
» Should you use pURL’s: h\p://www.asaecenter.org/wiki/?Page=Personalized%20URL%20%28PURL%29%20Marke+ng
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Wrap-‐up: MarkeRng tacRcs & tools » Define your goal
» Encourage ac+ons that support your marke+ng plan » Give instruc+ons 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 explana+ons about their use and benefits
» Experiment, Test & Measure » Study your analy+cs » Experiment with the size, loca+on, and color of your QR codes » Refine your tac+cs
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Case study » Created QR code with offer » Marketed @ tradeshow » Tracked visitors with Op+fy » Use to market post-‐event
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Recap: Why these tacRcs?
» Connect people to what’s happening around them
» Help people find info that relevant to them in real +me
» 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 Joseph VP of Marke+ng, Op+fy anthony@op+fy.net
Jennifer Wong
Digital Solu+ons Manager, Op+fy jennifer@op+fy.net
www.op+fy.net
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