Real-World Assessment: Mobile Boarding Passes

June 19, 2009 – 12:07 pm
Brian DeaganI recently had the opportunity to use Continental's mobile boarding pass. It worked. It was convenient. It saved time. As a clutter-phobe, it was a monumental step in eliminating one more piece of useless paper from my life. Nice job, Continental Airlines. I will use it again and recommend it to everyone, with some qualifiers.
Qualifier #1: Check the spam folder

After I did the online check-in, I didn’t receive the email containing the mobile boarding pass. I figured something like this would no doubt hit my inbox. I checked my junk mail folder and it wasn’t there. My junk mail folder is the equivalent of email purgatory. I have so many rules to keep my inbox clean (back to my clutter-phobia), that valid emails can easily end up there. The last possibility, my spam folder, is the equivalent of email hell. Three emails usually end up there in a week. To my surprise, my mobile boarding pass containing my scannable QR code, was one of them. This is a great example of why everyone – including savvy IT departments – needs to work with partners who understand email deliverability.

Qualifier #2: Be prepared

Organize your email so the boarding pass is readily accessible. If you’re checking a bag, you’ll need to show it to the security person and again when you’re boarding the plane.

Qualifier #3: Don’t use it if you have a mobile phone / device with a very small screen

My experience with the security guy was pretty telling in terms of the current state of scanning QR and bar codes on a mobile device. When I first showed the security guy my phone, he stared at the screen and said “I don’t see nothing.” Oops, the screen turned off. I turned it back on and gave it to him again.

At that point, he reached under his podium and pulled out a fancy-dancy scanner. He aimed it at the phone, scanned the QR code, and handed the phone back to me. When I enthusiastically said, “Hey, it worked!” he sarcastically replied, “This time.” When I questioned him further, specifically about why it works better on some phones than others, he explained that they have trouble scanning phones with small displays. If they can’t scan it, the customer has to go back and get a paper boarding pass, which would totally suck. So, if you think you have a small display you might just want to start off with a paper boarding pass.

Qualifier #4: It’s more complicated than it seems

It’s wild how little things like touch screens really can make this entire process more complicated than you’d initially think. For example, when I was boarding the plane I gave the lady my phone to scan the boarding pass. She looked at it and said, “It’s blank.” She handed the phone back to me. With people waiting behind me ready to board, I opted to step out of line and see what went wrong.

It turns out that when she was preparing to scan the phone she accidentally touched the display, and inadvertently scrolled the QR code off the screen. After scrolling it back into position, I got back in line and handed her the phone for the second attempt. This time, she typed the boarding pass number into her computer instead of scanning. When I asked why she didn’t scan it, she replied, “This is easier. I should have just typed it in, in the first place.”

As I mentioned, I think Continental did a great job with their mobile boarding pass. The above qualifiers (other than #1) should not be interpreted as gripes. They are definitely pushing the envelope and innovating. It’s extremely valuable for the direct digital marketing industry – companies and vendors alike – to look at (and experience firsthand, when possible) real-world implementations like Continental’s. It definitely provides a glimpse of the convenience and simplicity mobile can deliver when flying, assuming the screen isn’t too small, it doesn’t shut off, and it doesn’t scroll too much.

By Brian Deagan | Posted in Best Practices Insight, Mobile Marketing | Tags: , , , , , , , , , , , , , , , , , , , , , , | Comments (1)

Buzz Words Demystified! Episode 5: The Cloud

June 17, 2009 – 11:52 am
Chris HolmokFootball stadiums are an interesting study. They cost hundreds of millions of dollars to build and usually sit on the most prime real estate in a major city. They contain hundreds of employees and are guaranteed to be open only eight days each year. It's hard to believe this is a very profitable business model - but it is.
Now imagine this. That football stadium that spends most of the year empty can be built in 15 minutes, for a fraction of the cost, and after the big game it’s replaced with office buildings (that were closed on Sunday anyway). The stadium only exists when it’s needed, and only costs money when it does exist. This is the idea of “The Cloud,” or “Cloud Computing.”

Cloud computing is using virtual resources that are hosted on the Internet in lieu of physical hardware. One of the main features is elastic scaling. This allows you to add resources as you need them with push button ease, and scale back just as easily. Another good feature is all of the maintenance and defect failover is no longer a direct issue for the business because the cloud is hosted virtually on server farms across the Internet. Farms that are managed by a third-party provider.

Many websites need their resources to be built out based on their peak usage, not their everyday usage. Hardware, software licenses, and other cost centers focus on dealing with the heaviest possible load that may only occur a few times a year.

A good example to look at is a flower company. They get huge amounts of traffic on Mother’s Day and Valentine’s Day. They buy or lease hundreds of servers to cover these few days, and then leave some of the servers to sit practically unused for the remainder of the year. It takes weeks to allocate space in a data-center, get the physical servers delivered and have them setup. There is also the risk of a defective server.

With cloud computing, those hundreds of servers are brought up in a virtual environment… in less than an hour. Once the rush is over, all of those servers are turned into a more cost effective 20 servers that fulfill the flower company’s needs during the non-rush portion of the year.

Cloud computing is not the be-all, end-all answer for resource scaling on the Web. But, its maintenance free elastic scaling does make it an effective option for doing business on the Web.

By Christopher Holmok | Posted in Buzz Words Demystified, Meet The Developers | Tags: , , , , , , , , , , , , , , | Leave a Comment

Avoiding Mistakes in Technical Project Management

June 15, 2009 – 11:56 am
Companies need to adjust quickly in order to be successful. Project drivers need to use new methods to keep up with the fast-paced technology world while maintaining up-to-date priorities, avoiding new mistakes, and not repeating past ones. We all know mistakes will happen on rare occasions, so how they are handled determines a project’s success. An agile approach to marketing-driven technical projects helps overcome the problems experienced in previous situations, and also works to prevent new obstacles from derailing or delaying a project.

Knotice’s Scrum method helps us recognize that potential problems cannot always be completely defined or even flushed out, initially. The goal is to maximize the project team’s ability to deliver projects quickly and respond to incoming requests or changes, no matter when they are made. That process and approach makes project teams more productive, reduces mistakes, decreases development time, and delivers a project on time.

Frequent communication helps team members know what’s already been done, what needs to be done, and what hurdles exist that may prevent a project goal from happening on time. Also, team members may be working on a variety of projects at the same time, so everyone needs to know what others are working on, who is responsible for what and when each piece of the project is due. Using this approach in marketing-driven technical projects allows for quick recognition of any potential troubles and also enables a rapid response and resolution from the development team.

Things can go wrong during the lifecycle of any project, so the best thing a project manager can do is plan for unanticipated issues, monitor the development process, and proactively keep the communication channels open to all team members. The agile management method Knotice employs makes our project plans flexible and helps us react more quickly to evolving needs while revealing possible mistakes well in advance.

By Scott Cooper | Posted in Meet The Developers, Software Development, Technical Project Management | Tags: , , , , , , , , , , , | Leave a Comment

Knotice Continues to Add Talent

June 12, 2009 – 12:20 pm
Micah HattonTo say that Brian Burns knows his stuff is a bit of an understatement. Knotice's new Director of Infrastructure and Messaging brings a laundry list of accomplishments to the table. From acting as founder and CTO of American National, to Director of IT at Bock & Clark, and Director of Technical Operations at Advanced Elastomer Systems (a subsidiary of ExxonMobil Chemical), Brian knows how to make things happen in the digital world. Knotice is happy to have another savvy team member as we continue to push the envelope.

But, this isn’t the first chapter of Brian’s story with Knotice. He teamed up with Knotice co-founders CEO Brian Deagan and CTO Bill Landers to form their first company, Lynk Media, in the mid-nineties. Later, Burns consulted with Knotice to build the foundation for what would evolve into Knotice’s current on-demand infrastructure.

“Brian, Bill, and I all went to high school together, so we go way back,” Burns said. “We got together in 2003 and laid the initial foundation for Concentri’s on-demand infrastructure.”

Since then, Concentri has increased its capabilities.

“After the initial planning phase, I was out of the loop as far as Concentri goes,” Burns said. “When I came back and started with Knotice I was blown away at how far it had come since the beginning,” Burns added. “The three product offerings – SiteTarget, EmailPlus, and Mobile – have made Concentri a really stout platform.”

Knotice believes the digital marketing landscape is always in flux, making adaptability and innovation key.

“The most interesting thing to me is where the industry is going,” Burns said. “We’re working hard to stay on top of the trends and technology to provide world-class dependability, performance, and scalability to our customers.”

By Micah Hatton | Posted in Knotice, Meet The Developers | Tags: , , , , , , , , , , , , , , , , , | Leave a Comment

Mobile Strategies for Local Restaurant Marketers

June 10, 2009 – 12:05 pm
Bryce MarshallIn my previous post I relayed the first two direct digital marketing challenges – and opportunities – local restaurant marketers face. The foodservice industry stands to gain by approaching email marketing and mobile marketing with equal weight and similar tactics. Here are two more challenges that are easily overcome, allowing restaurant marketers to capitalize on the enormous local-marketing opportunities available with direct digital marketing.

Challenge #3: A blanket approach doesn’t always win customers

Blasting a single message to every customer in the email or SMS list doesn’t reflect the relationship diners have with their local restaurant. Broadcast media is great for building loyalty with a brand, but terrible for establishing loyalty at the community level. A substantial benefit to direct digital marketing is the ability to customize messages and offers based on simple segmentation, such as a diner’s preferred location or zip code. In contrast to offline community-focused media alternatives like FSIs and mailers, this level of targeting is readily available and cost-effective only with sound direct digital tactics.

Flexibility pays huge dividends in establishing a local connection. Important details like local or regional features, promotions and discounts, variable store hours, or catering and to-go services can all be lost in a blanket marketing approach. When email and SMS programs are managed together – ideally from a single database – effective segmentation and targeting opportunities exist within a community-by-community context. It’s a best-case scenario where LSM (local store marketing) insight is married with corporate marketing muscle.

SMS programs are a huge win for LSM efforts because they provide local store managers the opportunity to distribute real-time text-message campaigns to a sub-segment of opted-in customers in their community. Having a slow Thursday dinner? Within minutes an SMS message can be drafted with a pre-approved offer, and sent to customers within driving distance. This is marketing at the micro-level; the flexibility to impact the business on a day-to-day basis.

Challenge #4: Make the Web matter

By now, most quick-service or casual dining chains – whether national or exclusively regional – have invested in a significant web presence. Websites in this category share some basic information: menu, features, coupons, and store locations. Beyond the basics, most restaurants struggle with monetizing this information and tying business value back to the investment. Using email and SMS together helps make this information relevant to diners, and translates information into dollars spent at the store.

Some ways to make the Web more effective:

  • Make the menu interactive by providing a call-to-action alongside new menu announcements. For example, offer site visitors the option to send a coupon to themselves via email or SMS. The site is already doing the work of making the visitor hungry – now let them act on it!
  • The same basic principle applies for any offer found on the site. There’s no reason why a coupon should be impossible to send via email or text message. Consumers have growing expectations about the usability of web properties, demanding access to savings across their digital devices. Failing to respond to consumer demand in this respect hurts sales.
  • Monetize the store locator functionality in the same manner as the online menu and offers by allowing visitors to forward location information to their mobile phone for easy lookup when they’re on the road. Better yet, include a coupon in the SMS message, giving them further motivation to jump in the car. Improving the interactive nature of the web property turns location browsers into location visitors.

Every tactic is feasible. However, they become difficult to accomplish in a cost-effective way for quick-service and casual dining operators unless the cornerstone components of direct digital marketing – email and SMS – are managed together as a single solution. Once the efficiency of an integrated approach is realized, the traditional hurdles to successful direct digital marketing begin to disappear.

By Bryce Marshall | Posted in Direct Digital Marketing, Mobile Marketing, email marketing | Tags: , , , , , , , , , , , , , , , , , , , , , , , | Comments (3)

Email, Mobile Work Together, Make People Hungry

June 8, 2009 – 12:41 pm
Bryce MarshallThe foodservice industry - specifically quick-service or casual dining restaurants - has traditionally sold themselves short on direct digital marketing. Having extensive personal experience in the industry, I have seen this first hand.
Why have restaurant chains typically been slow to adopt direct digital marketing competencies as a core part of their marketing outreach? There are several factors. At the top of the list is a combination of low margins and small marketing budgets; plus, a general lack of dedicated resources and expertise in marketing. Additionally, when resources are applied at a corporate level, there is difficulty translating a broad-based messaging platform into store traffic within a specific community.

A simple and cost-effective marriage of email and mobile programs – two cornerstones of direct digital marketing – is well suited to accomplish the goal of every marketing effort for any quick-service or casual dining chain – getting people into the store.

Over the next two posts I’ll introduce the four primary, traditional direct digital marketing challenges in the restaurant category, and how a unified email + mobile channel approach impacts the customer experience and drives traffic.

Challenge #1: Reaching critical mass with opt-in lists

A significant challenge for restaurant operators is justifying the expense of opt-in programs when it may be several months (or longer) before the program pays for itself with a critical mass of active subscribers. Servers and cashiers are not going to ask for an email address (nor should they be responsible for this). Marketers can spend a ton of money on a branding campaign that drives people to a website, only to have the registration form buried.

If a fledgling email program already exists, use the next email campaign to tout the SMS program. With a few mouse-clicks the user is opted-in for mobile promotions sent straight to their phone. Better yet, this allows marketers to assign those same email preferences – geographic, demographic, etc. – to the profile of the SMS subscriber. Using email – alongside in-store POS, print, outdoor, broadcast, and event marketing –builds critical mass for the SMS database.

Likewise, use the SMS program to drive opt-ins to an email relationship. An email relationship is great for delivering new menu announcements, seasonal features, promos, and coupons – using great food images to create the appetite. SMS is a more customer-friendly gateway into an email relationship because the restaurant is able to respond to an opt-in call-to-action immediately, in the presence of the POS signage. Or, send an email opt-in request to the SMS subscriber, delivering a 10% reward coupon in exchange for the email opt-in.

When email marketing and mobile marketing work together they build the critical mass a restaurant operator needs for their online and mobile-friendly guests.

Challenge #2: Coupon redemption

Do all restaurant marketers track the redemption rates of the traditional, printed coupons? Whether from newspapers, FSIs, or local mailers, it’s bound to be a small number. Leverage email + SMS to allow customer-friendly coupon publishing and redemption. Mentioned above, email is a great medium for promotional communications. While some customers may be happy to print and carry a coupon to the store, a better experience for many consumers allows them to forward the coupon to their mobile phone. When email and SMS programs are managed together, this “Send-to-Phone” tactic creates a quick, friendly user experience with relatively little pain for the marketer to deploy.

Check back for the conclusion to this post on Wednesday!

By Bryce Marshall | Posted in Direct Digital Marketing, Mobile Marketing, email marketing | Tags: , , , , , , , , , , , , , , , , , , , , , , , | Comments (1)

Mobile and Knotice Press Round Up

June 5, 2009 – 12:18 pm
Josh GordonIt's been a busy time here at Knotice thanks to extra attention from our friends in the digital marketing media and our recent series of posts on mobile marketing.
In case you missed some of the recent posts about mobile marketing, our contributors covered many aspects, from program calls-to-action, to advanced mobile tactics, to how recent Verizon-Alltel news will impact the mobile marketing industry.

Bryce Marshall recently completed a 3-part series of posts devoted solely to the mobile program call-to-action. These posts should be required reading for any mobile marketer. The first post explains the equation necessary for a mobile marketing program to influence a sale. His second post was devoted to a pro/con analysis of two of the three primary mobile calls-to-action. The first is having a consumer input a URL into a mobile browser; the second is using a keyword and short code combination. The final post of the series takes an in-depth look at QR codes, including their prevalence in the North American market and the likelihood that they will be widely adopted in the US. He drew some interesting conclusions about the best option for mobile marketers.

Dutch Hollis contributed a piece on the virtues of mobile marketing’s red tape. Seasoned mobile marketers understand the difficulties inherent in getting a mobile program up and running, and Dutch provides a unique perspective, reminding us why the red tape is necessary.

For marketers ready to grasp more advanced mobile tactics, Knotice CEO Brian Deagan offered the three keys to implementing advanced mobile tactics with an accompanying screencast that steps through exactly how to do it.

Writer Chris Bucholtz over at InsiderCRM recently did a story on how mobile marketing should “be a critical part of [the direct digital] marketing mix.”

Last, we recently announced another new customer, reminded everyone of our devotion to customer support, and mentioned some new advanced mobile capabilities.

With all of the posts devoted to mobile marketing lately, let us know if there is something you’re curious about that we didn’t touch on – we’ll be glad to tackle it!

By Josh Gordon | Posted in Direct Digital Marketing, Knotice, Mobile Marketing | Tags: , , , , , , , , , , , , , , , , , , , , , , , | Comments (1)

A New Era of Coupon Clippers

June 3, 2009 – 11:45 am
Amy ChubbuckAh… Sunday morning. A casual walk to the corner newspaper stand or a quick drive to the corner market to pick up the Sunday paper and can check out the coupons. HA! Only if it’s still 1989.
Coupon clipping is not just a Sunday morning event anymore, and your Grandma is not the one with the scissors.
Why wait until Sunday when we’re an on demand society. We want what we want, when we want it. Coupons are no exception to that rule. On your way to the book store, one quick search on the Internet and you’ve got yourself a coupon.

So, who’s doing the searching? Well, lots of people. But, guess who’s doing the majority of the searching. Young Consumers!! Can you believe it? Those 18-24 year-olds are the primary audience searching for coupons online.

A recent study conducted by Platform-A and IRI revealed that while 40% of the general population would be “very likely” to use coupons online, that number grew to 51% with the 18-24 audience.

These 18-24 year-olds are the widely marketable audience advertisers covet. They’re accessing coupons online more than any other age group. Whatever should we do?

Well, for starters, get your coupon online. The digital channel offers opportunities that marketers (and coupon clippers) of the past only dreamed about. The ability to segment, the ability to target, and the ability to be seen across many different channels are easily done. Offer a coupon on the website; deliver a coupon via email, and/or mobile phone. Sophisticated technology offers the opportunity to know about your customers and prospects, giving us marketers the ability to target and deliver a coupon tailored to that younger audience.

It is no secret that those 18-24 are concerned with relevance. If it isn’t about them, they don’t want to hear it. Hence the growing popularity of the DVR, the iPod, YouTube, and the Internet overall. Like I said, they want it now and they want it about them. Coupons are no exception.

Is your target demographic 18-24? If so, pay attention to how they are interacting with your product and offer them a timely, relevant, easily obtainable coupon. Use all the resources at your fingertips to get these coupons into the hands of young consumers and watch the redemption rates climb!!

By Amy Chubbuck | Posted in Best Practices Insight, Direct Digital Marketing, Mobile Marketing, email marketing | Tags: , , , , , , , , , , , , , | Leave a Comment

The Virtues of Mobile Marketing's Red Tape

June 1, 2009 – 12:32 pm
Dutch HollisTalk with mobile marketers over a beer and you might hear a couple gripes about all of the hoops we spend time jumping through in order to get SMS campaigns live and messages out. But, why, in the age of Twitter, microwave baking, and dual onboard DVD players – when everything is immediate - is there so much red tape? Why so many hurdles when so many other tactics are basically laissez-faire?

One reason (and perhaps the most cynical explanation depending on your point of view) is that unlike the Internet and email, the distribution channel for SMS is owned and controlled by a few companies. Unlike the open standards and loose regulation prevalent on the Internet, each carrier makes its own set of standards for how SMS and MMS messages should be sent on their networks.

While it’s tempting and easy to blame red tape on large companies, the simple fact that this oligopoly exists doesn’t account for the red tape. So why?

A better (and less cynical) explanation is the responsibility these carriers take, on behalf of their customers, to act as a gatekeeper to prevent fraud and spam. Unlike email, SMS messages can incur a per-message cost to the recipient. Premium services can also be purchased using SMS, allowing the charges to be placed on the customer’s phone bill. Both of these are situations where their customers are exposed to the possibility of fraud, and they want to protect their customers.

In addition, the carriers want to be sure their customers aren’t receiving unwanted text messages (spam, or m-spam) because these cause unwanted fees to be charged, thereby devaluing the overall product the carriers are trying to produce.

At this point, the cynic in you is probably saying, “Yeah, but they only do that so they save money by paying fewer customer service people to haggle over text message bills.”

Perhaps. But, to show you how serious the carriers are, Verizon recently sued a company that allegedly “sent at least 800,000 wireless spam messages promoting mortgage products to Verizon Wireless customers.” They’ve taken a tough stance against m-spam with this and about 10 other lawsuits. This will likely benefit all customers across all carriers. In addition, a spam-free mobile landscape will benefit mobile marketers by keeping the signal-to-noise ratio favorable in the mobile space.

If we ever have a beer and talk about it, I still won’t pretend I’m happy about the red tape involved in getting a mobile campaign off the ground. But, when I think about what the mobile marketing experience would be if mobile spam were to become rampant, I get it. I totally get it.

By Dutch Hollis | Posted in Direct Digital Marketing, Mobile Marketing | Tags: , , , , , , , , , , , , | Comments (1)

Evaluating Mobile Calls-To-Action, Part 3

May 29, 2009 – 12:39 pm
Bryce MarshallOn Monday I introduced this week's topic, calls-to-action in mobile marketing. On Wednesday I analyzed the pros and cons of the two primary mobile calls-to-action. Today, let’s take an in-depth look at “QR” or 2D codes, and how the potential for success is very high.
Call-to-Action #3: Using a “QR” or 2D code

Caution – emerging technology information! While currently far less common in North America than Europe or Southeast Asia, the opportunities with “QR” or 2D codes are so promising that we need to include this technology within our assessment of mobile calls-to-action.

For more background on this technology you can go here and here. Generally, “QR” and “2D” are used synonymously, though technically speaking, “QR” is a specific type of 2D code. Both are distinctly different from “bar codes” which are 1-Dimensional, or 1D. For those of you who may not know what a “QR” code looks like, click here.

Boiled down to its essence, 2D codes provide a couple key benefits:

  • Rendering and reading: 2D codes are distinguished from 1D bar codes because they can be read/scanned horizontally or vertically by optical scanners – not just laser scanners. QR codes afford enormous flexibility in how and where they are rendered, placed, and scanned. They can be rendered in virtually any size on all sorts of media including packaging, print ads, billboards, and digital displays. They can also be read from a broader range of devices with optical scan capability, such as camera phones.
  • More Information: 2D codes can be encoded with vastly more information than traditional 1D bar codes. This provides tremendous flexibility for the marketer to define various user experiences on the mobile device. Encoding in a 2D code can tell the user’s phone to connect to a web page, play a video, or automatically send an SMS-text to a phone number or shortcode.

But, is our brand ready to roll with 2D codes?

Pros:

  • Bypass the carriers! 2D codes are the workaround to bi-directional SMS. While SMS is still the call-to-action for the masses, bypassing the carriers has large value for marketers, and is a time-saver.
  • With vastly more coded information than traditional bar codes, marketers can create the diverse campaign experiences brands demand. Because 2D codes can be easily rendered in infinite iterations and sizes, the flexibility extends easily from print, to online, to event marketing.
  • Assuming the software is downloaded, the call-to-action is simple (a couple of clicks) in relation to the diverse, rich user experiences that can be created. This means big wins for consumers and marketers, and we begin realizing the true promise of powerful mobile devices.

Cons: I touched on a couple downfalls to “QR” or 2D code technology in a recent debate on SMS vs. QR in a Lunch Pail post a few months ago. To summarize:

  • The only way for a user to scan a 2D code from their mobile device is to have the requisite software downloaded. Phone manufacturers are not yet pre-installing this software for devices sold in North America, so consumers have to go online to download. The provider landscape is still very fragmented, and finding and downloading the correct software can be extremely frustrating depending on your device.
  • Though widely adopted in Europe and Southeast Asia, the American consumer just doesn’t appear ready for this. Technophiles and mobile geeks will recognize and react to the sight of a 2D code. Those who aren’t in the know… will be utterly confused. This is not what we call a compelling in-store experience. But, if your brand’s image fuses with technology, the bleeding edge, and the exclusivity of coolness, then now’s the time to look at 2D solutions. For everyone else, 2D codes will have to be bolstered with parallel SMS calls-to-action for the next 12-24 months – at least.

Conclusions

The SMS call-to-action gets high marks for consumer comfort level, adoption, and flexibility. However, incorporating monolithic organizations, such as wireless carriers, is a significant drawback. Nonetheless, SMS is the strongest call-to-action available today.

Entering a URL within a mobile browser directly scores points only for minimizing the moving parts and keeping costs down. However, expect far lower adoption and response rates. Therefore this call-to-action should only be used in extreme circumstances or as emergency backup to an SMS program.

Using 2D codes is the next step. Unfortunately, the North American market is not yet ready for widespread adoption. While usability, flexibility, and efficiency are all superior to SMS, until the required reader software is widely distributed it just can’t be evaluated as the strongest call-to-action mechanism for the masses.

In all cases, these calls-to-action can be used in parallel, empowering the consumer to choose a method that suits them best. A single POS display can include the keyword + short code call-to-action as well as a 2D code. Rather than causing confusion, you’re simply respecting the diversities of the consumer audience and mobile technology adoption. That is a good thing.

By Bryce Marshall | Posted in Direct Digital Marketing, Mobile Marketing | Tags: , , , , , , , , , , , , , , , , , , , , , , , , , | Comments (2)