Corporate Eye » Consumer services

Brands Find Success with Mobile Coupons

Susan Gunelius — Mon, 12 Sep 2011 16:40:39 +0000

Mobile marketing is it these days, and brands are aggressively experimenting with the available mobile technology to connect with consumers when they’re on the go — particularly just before they make a purchase and while they’re making a purchase.

Currently, a widespread, easy, and convenient mobile coupon distribution system is lacking. In other words, brands can make coupons available through mobile applications, mobile websites, text messaging, and so on, but it can still be challenging for consumers to redeem those coupons.

While it seems to consumers that it should be easy to use a mobile coupon, Tiffany Tan of Clorox Co. explained to eMarketer, “the reality is that most retailers where consumer products are sold don’t have a universal coupon reader system at the point of sale.” Tan is confident that technology advances will catch up to consumer demands related to mobile couponing. She gave eMarketer her list of what her team would love to see in the future of mobile couponing:

The ability to target based on prior purchases
A mobile coupon experience that happens at the shelf

Chris Duncan of OfficeMax offered another perspective on mobile couponing to eMarketer. Currently, OfficeMax uses mobile couponing as part of its loyalty program that ties into its mobile app. Duncan’s views on mobile couponing challenges differ from Tan’s. Looking at mobile coupons as a loyalty driver and reward system, he views the challenge not as technology but in “getting engagement from a critical mass.”

Duncan sees the advantage to mobile marketing as its speed, but OfficeMax views mobile as a complementary part of its broader couponing and marketing strategies where mobile often becomes a component of a larger marketing effort that includes all channels.

Regardless of which view point you support related to mobile marketing and couponing (or if you have a different view on mobile marketing entirely), there is no denying that mobile is where consumers are and brands need to be there, too. There is no recipe for success yet, and technology is continually changing. As Tan told eMarketer when discussing the Clorox target audience of mothers, “With over half of the population on smartphones by the end of this year, we want to make sure that we are everywhere she is.”

The question for brand managers is this — is your brand everywhere that your target audience is?

Image: bydwiel

Corporate Eye

What Do Consumers Want When They Scan QR Codes?

Susan Gunelius — Sat, 21 May 2011 06:47:36 +0000

What Do Consumers Want When They Scan QR Codes?

Last week, I wrote a post on the Corporate Eye blog about the skyrocketing growth of QR code scanning, and this week, I want to share some more statistics that reveal what consumers want to get when the scan QR codes.

In a survey of smartphone users conducted earlier this year by MGH, 32% of respondents claimed that they have scanned QR codes — a much higher number than previous studies revealed. Furthermore, respondents cited the following reasons why they scan QR codes (via eMarketer):

To get a coupon, discount or deal = 53%
To get additional information = 52%
To enter a sweepstakes = 33%
To sign up to receive more information = 26%
To access a video = 24%
To make a purchase = 23%
To interact with social media properties = 23%
Other = 11%
Don’t know = 2%

But what’s even more interesting in the MGH study is the finding related to what respondents plan to do in the future related to QR codes. 70% of respondents stated that they plan to use a QR code (either again or for the first time) in the future. In terms of future use, respondents cited the following reasons for wanting to scan QR codes in the future:

To secure a coupon, discount, or deal = 87%
To enter a sweepstakes = 64%
To access additional information = 63%
To make a purchase = 60%
To sign up to receive more information = 53%

There is no doubt that QR code usage is growing quickly and brands that offer QR code experiences that add value to consumers’ lives are performing best. Today, offering coupons, discounts, contest entries, and deals through QR codes is a viable marketing option that can deliver positive short-term results. In the future, the desire to make purchases through QR codes will undoubtedly grow.

Your business needs to be looking ahead when it comes to QR codes, because this opportunity will evolve very quickly. Start testing now, so you’re not left behind tomorrow. For inspiration, check out the QR code to help clean up the Gulf of Mexico shown below, which was created by ScanLife and added to the Reuters billboard in New York City’s Times Square last summer following the BP oil spill.

And don’t look at QR codes with blinders on. According to the MGH study, 72% of smartphone user respondents stated that they would be likely to recall an ad with a QR code in it. In other words, QR codes can also positively effect advertising recall. Not bad for a little 2-D barcode.

What do you think? Are you using QR codes to market your brand yet? Leave a comment and share your thoughts.

Corporate Eye

QR Code Scanning Skyrockets up 4549 Percent in Q1 2011

Susan Gunelius — Fri, 13 May 2011 06:25:40 +0000

QR Code Scanning Skyrockets up 4549 Percent in Q1 2011

Are you using QR codes in your marketing programs yet (see the explanation at the end of this post if you’re not familiar with QR codes)? If new research from Mobio Identity Systems is accurate, then you can probably assume that your customers are scanning QR codes already.

The Mobio study reports that QR code scanning was up by 4,549% in the first quarter of 2011. That’s right — 4,549%. Following are some of the most interesting statistics from the study.

Age:
Guess who is scanning the most QR codes? Adults between the ages of 35-44. That segment of the population accounts for 24% of all QR code scans.

Gender:
Gender matters, too. Mobio found that 68% of QR code scans are done by women.

Purpose:
Currently, only 6% of QR code scans are done for payments, but you can bet this statistic will grow in the near future. In Q1 2011 one QR code scanning purpose dominated: approximately 9 out of 10 QR code scans were done to get more information about a product or service.

Channel:
Where are people finding the QR codes that they scan? 70% of QR code scans are done from social media, 22% from television, 4% from ambient media and the world around them, and 3% from online (not social media).

Behavior:
Once a QR code scanner, always a QR code scanner. According to the Mobio report, 62% of people who scan QR codes don’t just scan once. They’re repeat scanners.

So what can marketers and brand managers take away from this study? Five important findings include:

QR code marketing initiatives aren’t just for the young demographic as many people think. Targeting 35-44 year old smartphone users should be part of your strategy if that audience is important to you.
Women make the majority of purchase decisions, and they are the biggest users of QR codes. Target them!
QR code campaigns are primarily informational in nature today. That shouldn’t be all they are tomorrow. Work to find new ways to connect with your target audience through the flexibility inherent to QR codes.
As more and more people start scanning QR codes as part of their everyday lives, it’s likely that scans will happen in more diverse places. For now, focusing on social media placement is a good place to start.
Consider rewarding loyal QR code scanners with exclusive offers, a VIP club, and more not only to just keep them happy but also to motivate them to buy and talk about your QR codes, brand, and business with their own online and offline connections.

What is a QR Code? A QR code (quick response code) is shown in the image at the beginning of this article. QR Codes hold a lot of information (similar to bar codes on retail products) and can be scanned using smartphone devices like the popular iPhone and Android devices. Once scanned, QR codes can send people to websites, provide information, offer discount codes, and more.

Are you using QR codes in your marketing yet? Leave a comment and share your thoughts about QR codes for brand marketing.

Corporate Eye

The Numbers Behind Social Checkins and Location-Based Mobile Apps

Susan Gunelius — Thu, 12 May 2011 00:51:30 +0000

The Numbers Behind Social Checkins and Location-Based Mobile Apps

Creating branded mobile apps is the hot topic for companies of all sizes, and incorporating social aspects into mobile marketing campaigns is just as hot. It seems like every brand is trying to find out how to engage with consumers who are on the move using social, location-based apps like foursquare and Facebook Places as well as their own private label mobile apps.

A study conducted by digital agency Beyond offers some great insight into what location-based mobile apps people are using, what motivates them to use those apps, and what motivates them to check into locations. The infographic below provides some of the details from the study (click on the image to enlarge it).

According to these results, both social mobile app early adopters and mass consumers who would consider using social mobile apps agree that Facebook Places, Twitter and Groupon are the most interesting options. However, the more interesting part of this study relates to respondent motivations.

There is no doubt that the biggest motivation to using a social mobile app is to get a discount or coupons. Large segments of the early adopter and mass audience populations are also interested in learning about specific places and connecting with friends, but getting discounts or coupons is a top motivational factor for twice as many people as any other factor.

Of course, that’s not to say that there aren’t other opportunities for social, location-based mobile apps to engage with consumers but based on what’s currently available, coupons and discounts are the only real motivator to use the apps. It’s up to businesses to learn what type of content, conversations, and experiences their target audiences want from mobile apps and brands in the mobile space. This is still a very new medium and no one knows the recipe for success. The key is to follow the primary steps of brand-building — consistency, persistence, and restraint. Those steps apply to your mobile marketing strategy, too.

Does your brand have a mobile app? Are you using social, location-based mobile apps to market your brand? Leave a comment and share your thoughts.

You can learn more about the report on the Beyond blog.

Corporate Eye

Women Spend 30% More Time on Social Network Sites than Men Worldwide

Susan Gunelius — Fri, 30 Jul 2010 16:37:10 +0000

Women Spend 30% More Time on Social Network Sites than Men Worldwide

ComScore released a new report this week called Women on the Web: How Women are Shaping the Internet, which offers enlightening statistics and trends related to how men and women use the Internet around the world. Considering that women make most purchasing decisions, this is a report that brand managers need to read.

One of the most interesting findings in the comScore report tells us that women spend 30% more time on social networking sites than men do. Not only do they spend more time on social networking sites each month (5.5 hours per month for women vs. 4 hours per month for men), but more women are using social networking sites then men with 75.8% of women around the world who access the Internet visiting a social networking site compared to 69.7% of men.

Not only do women spend more time on social networking sites across the globe, but the statistic holds true in specific regions as well, as shown below:

Latin America: women 94.1%; men 91.9%
North America: women 91.0%; men 87.5%
Europe: women 85.6%; men 80.6%
Asia Pacific: women 54.9%; men 50.7%

Furthermore, women spend more time online overall then men do globally. In fact, women spend a full 8% more time online than month with an average of 25 hours per month (this includes all Web use, not just social networks use). Women also spend 20% more time on retail sites than men, and women spend more time on comparison shopping and review sites.

Brands that want to connect with the female audience have a significant opportunity to do so online, particularly through social networking, comparison shopping sites, and review sites. If your brand isn’t there, you’re missing a huge opportunity and leaving it open for your competitors to leverage making it more difficult for your brand to find space later.

You can follow the link to download a full copy of the Women on the Web: How Women are Shaping the Internet.

Image: stock.xchng

Corporate Eye