Top Shopping Activities - SmartPhones..Are you Ready?

According to a recent article by eMarketer, 'Top Mobile Shopping Activities of US Smartphone users,' there are 73.3 million US smartphone users in 2011, and it is estimated that many are turning to their phones to help them shop.

Evaluating the statistical graph we can see the top three: compare prices of a product or service, find the nearest store location and checking for discounts.


Considering these statistics how prepared are you to meet Consumer demand and their preferences of using a smartphone?

One of the challenges I see is Small to Medium (SMB) and Enterprise size organizations is wrapping their arms around all the overwhelming media channels that are available to promote and grow a business and integrating them for overall success. I believe there are three ways to overcome this challenge:

1. Target Market Pulse Check - understand business goals and target audience. When was the last time you completed an analysis of your target market and their demands and desires? Have you evaluated the competition and determined what they are doing and more importantly what they are not doing? People's perceptions have changed with the economy in terms of value for dollars spent and the ever-evolving technology has changed perceptions, and reaction time in making decisions.

Evaluate:

• How am I reaching my target Market today?
• What channels am I using?
• Effectiveness of channels?
• Could I have a more successful reach if I integrated my social media channels?
  

Remember in 2011, business marketing organizations should be integrating not only their mobile experience with their social experience, but also considering mobile tactics that prompts someone to share something via social channels to spread the message to your target market and key influencers.

2. Evaluate Return on Investment (ROI) - with so many marketing channels, business marketing organizations cannot...not consider a ROI strategy. If you don't have one it is like driving blindfolded...you have no idea where you will end up or if you will ever get there. Not to mention the precious marketing dollars that are wasted on tactics that are not in sync with your target market and making an impact to your bottom line.

3. Don't Get Left Behind - By completing one and two, you can be better prepared for new marketing channels up and coming. Mobile as one example is coming and it takes time to implement a new channel smartly and efficiently. Planning is also about timing with that perfect entry in the market.

Referring back to the eMarketer article, "Research found that more than 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones.

With these kinds of statistics, planning your move with a smart strategy that guides business marketing organizations to make the right moves at the right time is essential to success!

Mobile QR Codes...the Next Trend?

Quick Response (QR) - a matrix or two-dimensional bar code that acts as a quick way to access additional information about a product or service.

QR odes store addresses and URLs that may appear in magazines, on signs, buses, business cards and beyond. Smart phones equipped with the correct reader software can scan the image of the QR code using the phone's browser to launch and redirect to the programmed URL.

Examples where QR codes are being used today:

• Dish is using QR codes to better inform audience about product offerings and provide the ability to access promotions.
• Starz is using to give users an opportunity to view trailer of upcoming season premiers.
• Ford is using to promote special offers and incentives.
• Lifetime is using QR codes to promote viewership of a new show by incorporating online, in print materials and in a television commercial.
• Emerson, a manufacturing company, is using to promote their “It’s Never Been Done Before Campaign.”
• Warner Brothers is using tags to promote the release of the film “Inception” on DVD/Blu-ray launch.

In 2011, I believe there will be less trepidation as it relates to mobile and more confidence and more planning of how to integrate a mobile strategy with the overall marketing strategy.

If you are thinking about integrating QR codes into your plan what are three things to think about?

1. Bring awareness and education to QR codes. QR codes are still in many ways new and while people are beginning to see more of them and ask questions, there is still a need to educate. Educate your audience on what they are and the benefits to be gained about your business whether it be knowledge, education, promotions incentives etc.

2. Create a compelling experience with QR Codes to grab your customer’s attention and help add value to their interaction with the brand.

3. Think Social Marketing Integration - Think how do you can leverage social media channels and integrate them into a strategy that makes an impact to your audience about your products and services.

Consider this example for better understanding creating a compelling experience and integrating with other media channels:

Email Marketing – you have 500+ individuals who subscribe to your newsletter, but the actual readership is at 25%. Perhaps embedding a QR code into your monthly emails may entice readers to read further.

• A QR code could drive users to a contest page where they can participate all the while learning about your products or services.

• A QR code could include a free give away.

• A QR code could drive to your Video Marketing page and you can turn that into a contest to vote for the best video.