Mobile Engagement: SMS, Apps, Mobile Web, QR Codes, SnapTags

I’m sure you’ve heard the expression: “There’s more than one way to skin a cat.”

I’ve got a new (and far less catchy) one for ya: “There’s more than one way to engage your audience via mobile.”

I told you it was far less catchy.

But to my point, there are numerous ways for businesses and brands to create effective engagement using mobile.

These include SMS (short messaging system aka texting), mobile applications, mobile websites, QR codes and SnapTags.

There are definitely more than these five, but for the purposes of this exercise, we’re going to focus on these.

SMS

SMS isn't just for clamshells anymore!

What is SMS? If you’ve ever sent or received a text message to your mobile phone, you’ve used SMS. SMS stands for short messaging system, and it’s a protocol for communication between mobile devices or mobile devices and computers. The maximum length of an SMS or text message is 160 characters, hence, ‘short.’

How does texting work? Text messaging works by sending packets of data (information) over cellular networks. You send a message that is delivered to your wireless carrier’s message center. From there it’s processed through several switches until it’s received on the recipient’s device.

Along the way, it picks up and shares crucial information about the sender, the sender’s location, timestamp and other data, which can be utilized to track data sent over the network.

Pros

Targeted. The beauty of text messaging for brands, is that users opt-in, only when they actually want to receive messages, information and alerts. Thus, the mobile mailing lists your brand creates, consists of motivated users who have identified themselves as tuned-in members of your brand’s tribe.

Simple to Integrate. Adding a few lines of text, with a mobile call-to-action, to your current marketing tools is a simple way to expand the breadth and depth of your brand’s current marketing efforts.

Unobtrusive. If you’re like me, you look at your phone whenever it’s convenient. You don’t necessarily respond to every beep or buzz at the moment you’re notified. SMS allows you to collect messages, review and respond at your leisure.

Permission-based. Unlike email lists, which are freely shared, bought and sold, mobile is an extremely regulated industry. Mobile marketing companies can only send messages to users who have specifically opted-in to receive messages from the particular brand that acquired their number.

Cons

Frequency. Sometimes brands send out too many messages. At other times, too few. Without being able to ascertain the messaging appetite of a particular user, your message frequency may not match that of the intended recipient(s).

Delivery failure. No system is infallible. SMS is no different. Between users traveling in and out of locations with low/no signal strength, to mis-entered phone numbers, to users switching between providers (but maintaining the same number), there are any number of causes for failed delivery of messages.

Opt-in Requirements. Since you can’t communicate with your audience across their mobile devices unless they’ve opted in, getting users to opt in to your service in the first place can be challenging.

Mobile Apps

Apps, apps everywhere, and not a bite to eat!

What’s a mobile app? A mobile app is an internet application that runs on smartphones and other mobile devices. If you own an iPhone, Blackberry or Android, you’ve probably already used the App store, and have a few apps already on your device. Other device manufacturers, like Nokia, Samsung and Motorola, all have their own version of apps that run exclusively on their devices.

How do mobile apps work? Mobile applications work by connecting users to Internet services that are typically accessed from their desktop or notebook computers. Mobile applications also make it easier to use the Internet on user’s portable devices.

Pros

On-deck. Having an app directly on a phone’s dashboard or dock, is a convenient way for a user to access your brand. When an app is ‘on-deck,’ it provides both utility and convenience within a few clicks.

Targeted. An app is typically a scaled down version of a brand’s website, focused on the few interactions a brand is interested in driving through the use of mobile devices. Well-crafted apps provide baseline information and functionality, taking advantage of the native features and functions of the mobile device.

Cons

Too many apps. There are over 1 million apps in the iTunes App store. There are almost 400,000 Android apps. Making your brand stand out among all these apps can be daunting. Getting people to know that your brand has an app may also be challenging.

Spotty performance. Some apps work great. Others work well. Some work poorly, and a few make us want to throw our phones against the wall. Getting your app to perform right every time is also very difficult to accomplish.

Platform specific. If you’re thinking about a multi-platform app strategy, it’s going to cost you because the app you develop for one device, invariably will not work on another device. If you want to cover the widest range of devices, you’ve got to have a multi-platform approach.

Mobile Websites

What’s a mobile website? Simply put, a mobile website is a site capable of being accessed and rendered properly on a mobile device. As distinguished from a standard website, mobile sites are scaled or designed to take advantage of the features mobile devices and mobile browsers.

How do mobile websites work? Mobile websites work in much the same way as standard sites. Enter a URL into the mobile browser of your device, and you’re taken to the site you’ve requested. But rather than being presented with the typical layout you’d see on a standard web page, you’ll probably have a list of tabs, finger-sized buttons and navigation options formatted for your mobile phone.

Pros

Made for mobile. The beauty of mobile sites is the fact that they’ve been optimized for small screens, and enable users to access a wealth of content on-the-go.

User-interaction resembles an app. While there are architectural differences between mobile apps and mobile web applications, the user experiences on both interfaces are increasingly similar. Most apps utilize real-time web connectivity and mobile web apps provide offline modes which continue to be accessible in the absence of network connectivity.

Cons

Navigation. The mobile phone usually comes with a small screen and no mouse. This means that navigation on a mobile phone may get difficult for the user, even if it has a touchscreen.

Interoperability. Sometimes things just don’t work wel together. Interoperability issues stem from the multitude of competing mobile devices, mobile operating systems, and browsers, developed by the various handset manufacturers, chipset makers and software developers.

Usability. Usability relates to how easy it is to use a thing. Usability problems are presented by the small physical size of the mobile phone form factors (limits on display resolution and user input/operating).

QR Codes

This is an example of a branded QR code. Looks nice doesn't it?

What’s a QR Code? A QR Code is a two-dimensional barcode consisting of black modules arranged in a square pattern on a white background. The information encoded can be made up of four standardized kinds (“modes”) of data (numeric, alphanumeric, byte/binary, Kanji), or by supported extensions virtually any kind of data.

How do QR Codes work? Users with a camera phone equipped with the correct reader application scan the image of the QR code to display text, contact information, connect to a wireless network, or open a web page in the telephone’s browser.

Pros

Use of QR codes expanding. Initially, the adoption of QR codes was slow, especially in the United States, where various standards exist. But the technology is gaining traction in the smartphone market, and many Android, Nokia, Blackberry handsets, have QR code readers pre-installed.

Multiple applications. QR codes are used in a wide range of applications, including commercial tracking, entertainment and transport ticketing, product/loyalty marketing and promotions.

Free to use. There are any number of free QR code generators, which will create a unique QR code for your brand, pointing to any destination or location you chose. You QR code can open a URL, play a video, send a user a text message or deliver content. All for free!

QR Code Error Correction. Through error correction, it is possible to create artistic QR codes that still scan correctly, but contain intentional alterations to make them more readable or attractive to the human eye, as well as to incorporate colors, logos and other features into the QR code block.

Cons

Requires a QR Code Reader. While many smartphone now have QR code readers installed, many older generation phones, and none of the iOS devices have a native reader application. This may impact adoption of this mobile engagement method.

They’re ugly. One of the main complaints that folks lodge against the use of QR codes is the fact that they’re unattractive. Highly stylized brands feel that the black and white block isn’t aesthetically appealing enough to be used with their brands.

SnapTags

This diagram lays out SnapTags quite succinctly. It came from their site, so it better!

What’s a SnapTag? SnapTags are rings, with visual information aligned in a pattern of bars and breaks, that impacts what content is accessed by a compatible reader app. They have been popularized by Spyderlynk, a mobile activation and marketing platform company.

How do SnapTags work? You can either scan a SnapTag with a SnapTag reader or simply take a picture of the snap tag, text the picture to a short code, and receive a code message in return.

Pros

No reader required. What makes SnapTags unique is the fact that each tag also has a unique short code, enabling people without smart phones to send and receive text messages which will connect them with the associated campaign.

Use your logo. SnapTags are appealing because they use the logo of the brand, which enables companies using SnapTags to take advantage of their pre-existing brand recognition, and not get lost in the shuffle of indistinguishable QR codes.

Cons

No widespread adoption. While SnapTags are the proverbial “princess” to the QR code “beast,” they have yet to gain any real traction in the marketplace. It’s difficult to project whether brands will adopt yet another mobile platform to engage audiences.

Too many steps. For users without smartphones, taking a picture, composing a text message, sending it and waiting for a response, may be too much work to interact with a brand. The rule of thumb with mobile is “less is more.” The fewer steps to connect with your brand, the more likely the user is to take those steps.

Ultimately, the appropriate mobile engagement tool is the one that fits your brand’s overall marketing strategy.

You may find that some campaigns warrant the use of a mobile marketing built around a text messaging strategy and print calls-to-action.

Others may fare the best with an iOS app leading the way.

But whatever tool you use, adding a mobile engagement strategy to your brand’s bag o’ tricks is a smart strategy.

The Mobile (R)evolution: 5 Reasons You Need An App

Apps, apps everywhere, but not a brand in sight!

I’m mobile obsessed. I’ll admit it.  It probably started with my first smart phone, a Palm Treo, but my obsession has grown exponentially from there.

With certain technology trends, I was very much ‘wait-and-see.’ But with mobile, I was definitely an early adopter.

As recently as a few years ago, mobile phones were still very much a luxury, the domain of corporate executives and titans of industry.  We all remember the phones in a bag. They were expensive, and therefore, exclusive.

Today virtually everyone has a mobile device. Some (like myself) have two.

With the elimination of two-year contracts, and the entrance of pay-as-you-go services, such as MetroPCS and Boost Mobile, getting a quality phone and inexpensive service, has eliminated any significant barrier to entry.

Where standard feature phones used to be the norm, smart phones are becoming commonplace. Wireless networks are prolific.  Texting has replaced calling as the primary means of communication between people.

What used to be the exclusive domain of PCs has been co-opted by mobile devices. The mobile device has become the first screen.

From my vantage point, educating, training, and generally evangelizing the adoption of technology to further one’s business objectives, brands have been caught off guard by these advances.

As the mobile revolution advances at breakneck speeds, I continually find myself justifying a given. We are beyond ‘proof-of-concept’ and very clearly at widespread adoption (if not completely mainstream).

If you’re asking yourself ‘why do I need an app?’ here are five reasons:

1.  Mobile is ubiquitous. About 78% of the world has a mobile device with a mobile subscription.  Everywhere you look, you’ll see someone on a mobile phone. They’re talking, texting, browsing, playing games, listening to music, watching videos or movies, reading emails or engaging in some other productive activity.

2.  HTML5 will not replace mobile apps. For web productivity, HTML5 will certainly enhance a user’s ability to get things done online from mobile devices. Salesforce is a great example of mobile web utility. But for rich media apps and games, having these processes take place on the device, rather than in the cloud, makes more practical sense.

3.  Apps are hyper targeted. When a person downloads an app to their device, they’ve already determined that they want it. And once it’s ‘on deck’ (and the appropriate preferences are selected by the users) your brand can continuously push targeted messages to the users.

4.  Apps are sexy. Let’s face it, Apple has made mobile sexy. And there is nothing sexier for your brand than having a iPhone or iPad app. Shoot, if you’re really trying to get your sexy on, a universal app (that works across multiple platforms and devices) is even sexier. An app is like wearing a red dress to a funeral – it may be inappropriate, but you’re gonna get noticed.

5.  Apps are unique to your brand. The great thing about apps is that they are all unique. Even when you’re simply re-skinning a templated app, the fact that it’s your brand over that functionality, makes it valuable to the end-user who selects and downloads it.  When a user downloads your app to their device, they do so because they want it. In doing so, they’ve allowed your brand to be a part of their inner circle.  Your brand has become a part of how they identify themselves.

Now there are certainly more reasons than these to justify getting an app, but I’m winded. If you think that there are more compelling reasons for having an app, I’d love to hear them!

10 Billion App Downloads and You DON’T Need One?

Unless you live under a rock, you’ve probably heard the recent announcement by Apple that they’ve just eclipsed 10 billion app downloads in the Apple App Store.

Starting from the release of the iPhone in 2007, the Apple App Store passed the 1 billion download mark in April of 2009, after opening in July of 2008. That’s a ridiculous pace by any standard.

Tap Tap Revenge is one of the more popular iTunes Apps

Even though much of this traffic was driven by highly popular titles like Tap Tap Revenge and Angry Birds, the reality is that apps have captivated much of the public’s attention, and are as common as the devices upon which they are deployed.

If you’re not an Apple-o-phile, you’ll still be impressed by the estimated 2.8 billion Android apps that have been downloaded to date.

Android is making a strong showing in the app space as well.

What does this all mean?

It means that people find great utility in their mobile devices and much of that utility has been driven by apps.

It also means that apps are a useful tool for brands interested in providing utility to their audiences, in what is becoming an increasingly traditional methodology.

Own a brick-and-mortar establishment? You should have an app that at a minimum, provides turn-by-turn directions to your door. Sure, they can go to GoogleMaps and find you, but why give Google those metrics? Why force your potential customer to take that extra step?

Are you an artist? Your app should stream your music (or at least snippets), provide access to your music video, pictures, show dates and special event, like listening parties or release dates. If you’re interested in making money, your app should direct users to your mobile-based store front allowing purchases downloaded directly to their device.

Maybe you’ve got a service-based business. Your app can simply be an abridged version of your website, providing one-click access to your phone, email or full mobile site. You can also use push notifications to send out blog posts, where you showcase your service-specific knowledge and expertise.

Five years ago, when I was working with The Marksmen and we were introducing DOT.TUNES, the first iPhone app which allowed users to remote access their entire iTunes library from any device capable of an internet connections, we realized that we had an uphill battle, as smart phones (and the concept of ‘apps’) were still very niche.

I acknowledge that we were ahead of our time (DT was released prior to the availability of Apple’s software developer’s kit) and were definitely on the leading edge of the entire app movement, but even then we realized that apps were how mobile users would access and consume content.

Mobile phones, including smart phones, would invariably have memory and processing constraints, and apps offered a simple way of providing one-click access to great utility, without compromising memory or processing speeds.

Fast forward five years, and Google, Nokia, Samsung, Blackberry, Palm, Windows all have their own apps, and are all seeking to replicate Apple’s success.

Big brands like Hyundai, Pepsi, Old Navy, Walmart, all have apps. And smaller brands are starting to embrace apps as well. WeHarlem’s app, provides a social media app developed specifically for Harlemites. There’s even a Dutch municipality which allows users to file complaints via an iPhone app.

IMO, if you’re a brand looking to forge deeper connections with your core audience, penetrate the market, provide greater utility to your current customers, or simply take advantage of the numerous opportunities that mobile applications provide, developing an app for your brand is a wise investment.

If you’re interested in learning more about mobile applications, and how they can help your brand, feel free to shoot me an email or give me a call.

I’d love to hear from you!