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Future of Mobile Tagging: PSFK Presents
Future of Mobile Tagging: PSFK Presents
Future of Mobile Tagging: PSFK Presents
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AWARENESS FOREWORD
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Mobile tags offer a unique opportunity for brands and their agencies to interact with potential and existing customers. These two dimensional barcodes can be applied to almost any surface and the information contained within them can be leveraged to create incentives and drivers that lead consumers along the purchase path. By bridging the online-offline divide with a click of a mobile phone button, mobile tags can drive a brand or products awareness. In this report we look at how companies are using competitions and gaming to engage a new audience. When a shopper scans a mobile tag, they can also gather a deeper level of information that will help them decide about the purchase of a product. Marketers are using the technology to provide an insiders view about a brandand they are also using the mobile tag to provide immediate status updates sent directly to a customers phone. Mobile tags can support the purchase stage. Opportunities being explored by brands and their agencies include the ability to scan-topay and also the offering of loyalty rewards.
Beyond the purchase, marketers can use the technology to enhance customer service. For example, how-to instructions can be made easily accessible with the simple capture of a mobile tag. Mobile tags provide an exciting opportunity to interact with customers in ways not previously available to marketers. This report shines a light on to the work of other marketers to both inspire you and present some mobile tagging options as you consider your next campaign.
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AWARENESSCONTENTS TABLE OF
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introduCtion CrEAtiVE usEs AWArEnEss Instant Lottery Mobile Arcade Travel By Tag inForMAtion gAtHEring Product Preview Content Sampling Behind The Scenes Scan-Triggered Updates ACtion/PurCHAsE Scan-To-Pay Unlockable Rewards Post-PurCHAsE Feedback Loop Mobile How-To HoW to MobilE tAg Introduction to Tagging, Benefits and Uses Reporting and Measurement Custom Tag Marketing Execution Showcase
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INTRODUCTION
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PSFKs Future Of Mobile Tagging report presents key trends in the mobile tagging space, so as to inspire marketers and their creative agencies about their future use of the technology in their branding activity and communication campaigns.
PSFK PROCESS PSFK conducted a research cycle during which our researchers searched for signs of change and spoke to opinion leaders about shifts in the mobile tagging landscape. Our researchers gathered hundreds of pieces of data that provided signals of change in usage of mobile tags. At the end of the research period, PSFKs team conducted pattern recognition to identify trends, the strongest of these are featured in this report. ABOUT PSFK is the go-to source for new ideas and inspiration for creative business. The New York City based trends research and innovation company publishes a daily news site, provides research and business consultancy, manages a network of experts and hosts idea generating events. PSFK aims to inspire its readers, clients and guests to make things betterwhether thats better products, better services, better lives or a better world. CONTACT Piers Fawkes - Project Lead piers.fawkes@psfk.com Jeff Weiner - Business Development jeff.weiner@psfk.com For copies of this report, scan the mobile tag on this page or visit: www.psfk.com/future-of-mobile-tagging
SPONSOR
The publication of this report is kindly supported by Microsoft Tag
Throughout this report you will see tags that take the reader to additional information, including videos.
Get your free tag reader in your smartphones app store by searching for Microsoft Tag, or at the URL: www.gettag.mobi
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AWARENESS INTRODUCTION
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ABOUT MOBILE TAGS A mobile tag is a two-dimensional image encoded with information. It is decoded using a cameraphone application. These tag reader applications are able to scan tags and react accordingly based on the patterns within the image. Based on the information contained within the tag, the tag reading software can perform a variety of functions including the display of text or images, hyperlinking to specific URLs, linking to video content and providing contact information. VARIATIONS Information can be encoded into two-dimensional images in multiple ways. There have been upwards of 70 different types of tags developed over the past decade, each with associated applications built to identify their specific method of encoding. Many of these application designs are used for logistical purposes in industrial verticals. For the purposes of this report, it is important to consider three key consumer-facing methods for capturing information through a cameraphone.
MICROSOFT TAG
Microsoft Tag is a barcode designed to deliver encoded information to a phone from a server. When the Microsoft Tag is scanned by a mobile phones reader, it gathers information loaded on a server and sends it back to the phone. This feature allows the tag to be used differently over time as the information can be updated on the backend without changing the design of the encoded image. Microsoft Tag offers an array of tracking metrics including location data.
QR
Originally used as a method for tracking vehicle part inventory, the Quick Response code is an open source platform now used as a form of scannable barcode. QR is a not a proprietary medium, so there are a number of disparate formats available for use. The design of this type of mobile tag contains the entirety of the information being transmitted and therefore doesnt need online access to decode the information held within it. Each code can contain over 4,000 alpha numeric characters.
BARCODES
Various mobile phone applications are using the barcodes found on products to serve up information and services. When a user scans the barcode with their phones camera, services like Stickybits, RedScan and eMoby will identify the product and provide pricing information, user reviews and other product data.
Learn more about creating mobile tags for business and marketing in a special How To Tag section beginning on page 81, brought to you with help from our sponsor Microsoft Tag.
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CREATIVE USES
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For AWArEnEss 1. INSTANT LOTTERY 2. MOBILE ARCADE 3. TRAVEL BY TAG For inForMAtion gAtHEring 4. PRODUCT PREVIEW 5. CONTENT SAMPLING 6. BEHIND THE SCENES 7. SCAN-TRIGGERED UPDATES For ACtion/PurCHAsE 8. SCAN-TO-PAY 9. UNLOCKABLE REWARDS For Post-PurCHAsE 10. FEEDBACK LOOP 11. MOBILE HOW-TO
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Mobile tags can be used to capture peoples attention and draw them into an experience. Marketers can use them to raise awareness, build brand perception and engage an audience that is on the go.
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INSTANT LOTTERY
Rapid entry into contests and competitions
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The organizers behind promotional competitions are leveraging mobile tags as a platform for instant entry into contests. With the ability to quickly access information through a personal phone, people are able to enter contests with less friction around signup and registration.
OPPORTUNiTiES
Turns static media into a live experience where the shopper may win instant prizes. Information like location and contact details can be easily captured from the phone, making it a one-click, opt-in process to enter sweepstakes. Promotions that can be updated through mobile tags give print media a longer shelf life. Downloadable content including contest details can be shared among friends.
Brands are doing a number of things to drive people to sweepstakes. From the consumers point of view, they just want to scan, sign up and have a chance to win. It is simply a more convenient way for somebody to start interacting with them at the beginning of the experience. Aaron Getz Product Unit Manager, Microsoft Tag
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MOBilE ARCAdE
Mobile tags are being used as a platform to initiate social games and group-based challenges. Tags that are tied to one another can be spread across physical and digital spaces to encourage discovery and playful experiences.
OPPORTUNiTiES
Team and group affiliations can be facilitated through the use of mobile tags, giving people the option to scan different mobile tags to show their support for groups and brands. Promotions can deliver an incentive to drive people to particular locations and bring them together for shared experiences. Tags can be used to turn the phone into a console, launching experiences that use a smartphones camera to react to the physical world.
We work with a mainstream audience, and we know theyre playing games on their phones. If we can incorporate gaming into a brands advertising and make it fun with value to the consumer, it becomes a win/win. Theres the potential for these games to add something that people dont already have on their phone. Carlos Lamadrid Senior Vice President & Chief Brand Officer, Womans Day Brand Group
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TRAvEl BY TAg
By delivering rich video experiences and location-specific content, mobile tags can help potential travelers get a better understanding of unfamiliar places. Regional information can be instantly available anywhere, especially via tags on promotional flyers, postcards and travel material.
OPPORTUNiTiES
Destination experiences can be brought to life through pointof-view videos and live webcam previews of actual locations. Mobile tags can give people the opportunity to purchase tickets directly while previewing destinations, at a time when travel is most actively on their mind. Tags can include supplementary information that lives on locationrelevant items like mail, buildings, and regional marketing collateral.
The storytelling ability we have today is so much more advanced than it was even five years ago because of the ability to immediately link people to content. This is a great boon to products and services that are promoted best through demonstrations. Mobile tags are the tool to enable these experiences, quickly changing a static two-dimensional communication piece into a very rich experience. Marty Yaskowich Managing Director, Tribal DDB Vancouver
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Magazine publisher Carlos Lamadrid explains how tags can bring innovation to print advertising
When utilizing a tag in any campaign, its important to go through certain steps. You have to train the consumer, and give them a reason to take action. Alongside this, the actual tag itself has to offer something of true value to the consumer. Tags tied to print can add deeper information or how-tos, but another stand-out use is giving alternative information to different types of readers. A recipe published in print may be useful for the main audience, but theres the opportunity to provide information for readers with alternative diets. Brands that use tags as a platform to launch games need to keep the experience fast and simple, and somehow unique from what these people might already be playing on their mobile phone. One way to do this is by establishing some element in the print context that users can draw from while in the game. If an advertiser can incorporate this into their branding and create a fun experience, it offers real value to the consumer, making the interaction a win/win for both parties. Combining reader familiarity and the reliability of Microsoft Tag, a magazine can easily sell the platform to advertisers as a tool that works and delivers the intended experience. Brands should help consumers understand mobile tagging. One of the most important ways to do that is to make sure it is easy to understand what will be the specific value of scanning a tag. The best examples of this are tools that add to the content with which consumers are already engaging. So, if the product is food, the consumer needs to know that by scanning theyre going to be receiving related information, such as a recipe, that will add to their experience. One challenge is effectively demonstrating product benefits on the small screen of a mobile device. With Womans Day, brands are using print to communicate the benefits and Microsoft Tag to deliver incentives, rather than the other way around.
Carlos Lamadrid SVP & Chief Brand Officer, Womans Day Brand Group
Carlos Lamadrid is the Senior Vice President and Chief Brand Officer of the Womans Day Brand Group. Carlos brings years of leadership experience in publishing and a passion for great brands to help to steward the Womans Day suite of platforms to a new level. Since May 2010 Womans Day has been using Microsoft Tag in both their advertising and their editorial content to bring richer experiences to readers.
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Agency Founder Michael Ferrare shares his thoughts on the uses of mobile tags in advertising campaigns
Mobile tags like QR codes are an emerging technology that people are definitely going to use because its a really efficient means of accessing information. Right now mobile tags are best used for allowing people to initiate a process, rather than to just deliver a coupon or content. Every ad today can have some type of mobile tag in the corner that makes transactions easy for consumers. The general concept of scanning an advertisement to connect with a brand allows for a new path to the consumer, with potentially new experiences. With that, comes an opportunity to create original, and uniquely memorable consumer content that offers more than just coupons. When people have the opportunity to more easily capture information, and they can intuitively understand how they are supposed to use it, they want to bring their friends in to have the same experience. Tags allow for a new strategy of creating content around specific events and locations to complement print media. The key idea is to use the mobile device to unlock digital content from something in a physical space. Great tag design makes dealing with change easiermost mobile tags are unmemorable and similar; its surprising that in a branded world, everyone is using basically the same image. Brands need to differentiate themselves based on thoughtful use of design.
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INFORMATION GATHERING
Mobile tags can guide potential customers towards purchase by providing more information about products, services, retail and more. The quick access to additional information can create personal experiences that can be tailored for each shopper.
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PROdUCT PREviEw
Mobile tags can give people the information they need to make decisions about products they are considering. With additional technical information, people can understand how products will fit their wants and needs and they can also understand what to expect from an experience before they commit to making the purchase.
OPPORTUNiTiES Scanning can direct shoppers to product specifications that provide them with a deeper understanding of potential benefits. Mobile tags can be linked to product reviews and side-by-side comparisons to help influence a customers decisions For customizable products such as automobiles, shoppers can be connected to a site that enables them to add or subtract options, allowing them to see how their selections influence price and/or design.
We see a lot of good uses of tags around recipes. People can scan for additional information, such as nutritional content, before they make a dish. If youre looking at a dish with pork but you dont eat pork, you can scan to find a recipe with alternatives. Carlos Lamadrid Senior Vice President & Chief Brand Officer, Womans Day Brand Group
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CONTENT SAMPLING
delivering experiential media
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Mobile tags placed in relevant locations offer people the ability to quickly experience content that illuminates whatever they are involved with at that moment. This content can give people more information when engaged with physical displays or print media, as well as useful contextual information about the world immediately around them.
OPPORTUNiTiES
Interviews with artists, producers, and directors can be included along with information about upcoming shows. Digital information can be mapped to match physical displays embedded with mobile tags, delivering the experience of exploring the real world with video content. Books can be kept up-to-date with revised contextual information that accompanies the content.
Right now people can be taken to straightforward content like video, and well see that develop into a wider range of options. People will be able to interact with a rich mobile-optimized microsite to get more information on the spot. Aaron Getz Product Unit Manager, Microsoft Tag
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OPPORTUNiTiES
By scanning mobile tags, customers can be shown stories about how products are made from material sourcing to production processes, adding value to the final purchase. For retail store openings, real estate and new building development, people can be given glimpses into construction progress, and tours of what the interior spaces will look like. Mobile tags related to large events like concerts and festivals can resolve to interactive maps and guides, providing visitors with information about what to expect before they attend.
Tags can be used to create a more interactive and personal shopping experience for consumers. By scanning a Tag at an auto dealership, the customer can get an in-depth look at the car they want to buy with the options of their choosing, without it having to be physically in the dealership. Daniele Romeo CEO, mediaKi.it
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SCAN-TRIGGERED UPDATES
instantly capturing status information
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Mobile tags are being used to quickly capture up-to-date status information, whether from personal items or from public transportation. Tags with information that can be updated without changing the physical design are being used to quickly relay changes, often including a layer of information about location.
OPPORTUNiTiES
Mobile tags can link to the latest press, news or social buzz around a product or release, allowing interested consumers to stay up to date and/or participate in the excitement being generated. At events or conferences, informational tags can provide attendees with the latest schedules, speakers and/or performances, ensuring that they dont miss out on any of the experience. Mobile tags can be used to create histories and/or up-tothe-minute statuses of physical objects and/or places. This adds deeper meaning and relevancy to peoples interactions with these properties.
The more our lives are connected, the more we want to make everything we do shareable. Mobile tags give people the tools to do that. If someone sees something on the street, they can actually bookmark it right away or share a link to it immediately. Vincent Jansen Co-Founder, Likify
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Marty Yaskowich talks about creating customer experiences through mobile tagging
As the market matures and evolves, digital becomes a more and more important piece for brands who want to create an immersive, entertaining, and shareable experience for their customers. Mobile tags are a useful tool for transferring a consumer from a somewhat static two-dimensional communication piece, like print, into a very rich experiential piece. Video allows people to dive deep into experiential content. Something like tourism marketing tends to be all things to everyone, so its much more powerful to show those experiences than simply tell somebody about them. The storytelling ability that we have today is so much more advanced than it was even five or ten years ago, because of the ability to quickly link people to this content. When including mobile tags in any marketing message, not only does the content have to be very high-value, but the setup for the content also really has to sell consumers on the notion that participating in the experience is something they really want to do. The best examples of using mobile tags weve seen combine a physical space along with information regarding where that person is. People are now able to get a deeper experience because they are able to interact with content through both the mobile device and the scannable tag.
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ACTION/ PURCHASE
Mobile tags provide a strong opportunity to convert a potential sale. Coupled with the existing profile information often held on phones, these mobile tags can encourage swift purchase.
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SCAN-TO-PAY
instant transactions and payments
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Shoppers can pay for items with the simple scan of a mobile tag. Systems are available that handle significant aspects of the payment process, helping people make swift purchases when they want, where they want.
OPPORTUNiTiES
The inclusion of mobile tags on products can give customers the option of making purchases directly from their phone, lowering barriers to transactions and turning any interaction with a product into a point-of-sale opportunity. Enabling customers to scan tags for purchasing can bring a level of exclusivity to their shopping experience, allowing them to skip lines and expedite their store visit. Scan-to-pay services encourage customers to enter their personal details, enabling retailers to gather data about, and better track their purchasing habits.
Theres a unique opportunity to turn impressions into point-of-sales. If youre at a bus stop looking at a movie poster, you can scan that posters tag. It can bring you to a mobile-optimized website with a trailer of the movie. If you like it, you can use your map to find the closest movie theater in the closest half-mile radius and then buy tickets through your phone. Patrick Donnelly Founder, QR Arts
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UNLOCKABLE REWARDS
Mobile-enabled loyalty programs
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Mobile tags allow consumers to become members of a brands loyalty program by gathering points to gain rewards. Programs are being developed that give shoppers more reason to scan mobile tags, some of which feature new thinking around play and the tagging process.
OPPORTUNiTiES
By enabling people to collect points by scanning mobile tags that can be redeemed at a later date, people are being encouraged to have more brandled interactions. Making coupons available through mobile tags attached to promotional materials or even retail display windows can help drive customers into stores. Scannable coupons available at the point-of-sale offer an additional incentive to shoppers who are considering a potential purchase. Coupons can be added at the end of marketing or brand messages delivered through mobile tags, giving customers a reason to watch all of the directed content.
On-product tags can be the traditional local coffee shop loyalty program, except without requiring the actual paper punch card. In this way, the product experience and value transfer are more immediate, so the rewards are instant. Michael Ferrare Founder, Agency Magma
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Patrick Donnelly shares insight on how mobile tags can provide measureable value
Mobile tagging is beginning to move people from impression to interaction with a brand. When a mobile tag can prompt someone to watch a video, interact with a mobile site, or book a hair appointment, it has gone from just viewing a static ad to actually creating revenue and creating a return on investment. It can also raise the profile of a brand or company, which is an intangible return from the tag experience. By adding a mobile tag to a pre-existing print ad or a kiosk in a store, brands have the ability to turn those impressions into a deeper experience that theyve pre-designed, which can be a very powerful additional return on their investment. With the addition of mobile tags, brands have this unique ability to turn impressions into point of sale opportunities, and because of the speed of the technology, this can occur within the span of two minutes. The value lies in the translation of those impressions into financial transactions, or just great experiences for a brand and consumers. Its important to think about how you can design or theme a tag to ensure they fit within the graphic identity of the parent brand. Something like a designer QR code is essentially a logo that people can take a picture of with their phone within which, a call to action is built in. So its a little, square, beautiful, interactive logo. In general, I think people are more interested in scanning things that are a bit more colorful, especially if they have some wow factors in them. We find that if you scan a mobile tag like a QR code and theres nothing of value on the other end, people get frustrated. So, as youre scanning the tag, its important to consider whether the experience on the other side makes sense. It also needs to make sense in context, so that the tag has something to do with the ad that on which it is printed .
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Daniele Romeo describes innovative ways consumers can benefit from mobile tags
We feel that the goal of mobile tags should be to let the users feel involved in a link between real life and virtual space. Mobile tags allow for instant information and interactive content around products and places using just a mobile device. The aim is to bring people into a digital space that makes their experience more interactive, enjoyable and at the same time expands their knowledge. Mobile tags can be used to create a more interactive and personal shopping experience for consumers. By scanning a tag at an auto dealership for example, the customer can view the car they want to buy with the options of their choosing, and change these before the final decision. There is also opportunity around the buildup of loyalty points by scanning mobile tags. Users can access a merchants network through a mobile tag and by joining the community, can use whatever services the network offers. The build-up of points accumulated while using these services will help them receive discounts and special offers. Simple giveaways can be integrated with tags, providing an intermediary interaction that is both helpful for organizations and informative for the people who are scanning.
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POST-PURCHASE
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Even after the sale, the mobile tag can drive customer satisfaction by providing extra service and support. This could be as simple as providing a how-to guide or additional content to loyal customers.
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FEEDBACK LOOP
Sharing recommendations with others
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FEEdBACK lOOP
By acting as a vehicle through which consumers can quickly share thoughts with brands, friends, and others, mobile tags are emerging as a platform for feedback. Tags can initiate the customer review process, and can trigger recommendations within the customers social networks.
OPPORTUNiTiES
Mobile tags can provide a quick way for people to share products, services or events with their friends on popular social networks like Facebook and Twitter. Whether related to products, services or events, mobile tags can provide a channel that takes people to sites where they can leave more personal reviews about their experiences. During campaigns and events, tag scans can enable customers to get involved and voice their opinions through simple voting systems or polls.
We see good uses of tags in art, with the potential to have people leave digital comments with pieces in a gallery. You could also link to things like videos, where you have an artist actually explain their own piece and give personal tours, through the phone that you bring with you everywhere. Patrick Donnelly Founder, QR Arts
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MOBILE HOW-TO
delivering detailed instructions when they are needed most
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Instructional information is being encoded into mobile tags that helps people better understand products and services. This can take the form of visual how-to content, or suggestions and recommendations for better use.
OPPORTUNiTiES
Attaching mobile tags that contain information about optimal product usage to packaging can offer customers advice on ways to best enjoy a product or service. By making how-tos and usage instructions accessible through simple tag scans, brands can empower their customers to feel more confident about their purchase and ensure optimized ownership. Mobile tags that resolve to troubleshooting guides can cut down on the need for customer service calls, helping people have an ideal brand experience even after purchase.
Mobile tags are very useful tools that can be used by marketers throughout the purchase path. Importantly, they are just as valuable post-purchase when customers need a brands service and support. Piers Fawkes Founder & President, PSFK
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Vincent Jansen and Jesse Wynants describe how tags can be used to share experiences between friends
From a marketing point of view its becoming very important to get Facebook likes from users. Where once upon a time the information valuable to marketers was impressions, email addresses or clickthroughs, the like has become the new metric of engagement. People want everything they do to be much more shareable. When they make a purchase, for example, they want people to know in some way. Mobile tags can be the link between these online and offline activities. People should be able to share what theyre doing, by just pointing their phone at something and scanning. Mobile tags give people an easy tool for sharing. If they see something on the street with a tag, they can actually bookmark it or share it instantly with others. When brands think about how to deliver the best experience to people, its important to take the approach of giving people something they will want to share with their friends first. People are becoming accustomed to interacting with different kinds of digital rewards and content launched through physical actions, like scanning mobile tags.
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TABLE OF CONTENTS
Introduction to Tagging, Benefits and Uses Reporting and Measurement Custom Tag Marketing Execution Showcase Insights from John Puterbaugh, Nellymoser Steps To Get You Started
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INTRODUCTION
Today, businesses can innovate by integrating mobile tags into their marketing activities. Microsofts Tag is a flexible tool that can be used across brand led communicationsfrom advertising to packaging. Consumers simply use mobile applications to scan these codes with the cameras built into their smartphones.
By the end of 2011, over 60% of mobile phone users in the United States will own a smartphone capable of scanning mobile tags.* Microsoft Tag can be used to provide greater interactivity between brands and their customers. They transform static print advertisements and marketing materials into dynamic mobile media. Tags link consumers to helpful product information, promotions, coupons, and more.
* From Peter A. Mayer Research, Three Reasons 2D Mobile Tagging Is Ready to Take Off
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Microsoft Tag offers a solution that can drive awareness, provide an opportunity for a consumer to understand a product or service, drive the shopper to a sale, and offer a way to provide customers with high quality service after the purchase. Microsoft Tags offer brands the following opportunities:
Cross-Media: Use them anywhere: Print, online, TV, billboards, point-of-sale. Engaging: Simple, intuitive, and interactive Microsoft Tags enable immediate response and deeper engagement from your customers, providing a unique vehicle to influence inthe-moment behavior, drive deeper engagement with your brand, and turn interest into action. in-depth Reporting: With built-in tracking, metrics and analysis tools, Microsoft Tag gives companies access to campaign data that can help them make effective decisions about their marketing expenditures. Agility: Microsoft Tags dynamic technology lets businesses change campaigns at any time, enabling companies to react and evolve in real-time and deliver the most powerful outcomes from their campaigns. device Recognition: Tags backend platform tracks device IDs, so it recognizes the phone type and when the user engages with the Tag. This lets marketers create campaigns targeting specific phones. Availability: The Tag Reader can be used with most mobile platforms, widening the audience that can engage with Tags. The Tag Reader is available for Windows Phone 7, Windows Mobile, iPhone, Android, Blackberry, and J2ME devices.
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One of the most powerful features of Tag is its robust reporting tool. Updated in near real-time, Tag Reports can show you where and how many times your Tag is being scanned, allowing you to gain valuable insights into how your customers are engaging with your physical materials. You can also group Tags together under a category to measure the full impact of a campaign.
The Heat Map report delivers the rough geographic location of each scan, letting you see how your marketing messaging is (literally) resonating around the world. The suite of Daily Scan reports allows you to view the total number of times a single, or group of tags has been scanned during a set period of time. Gain valuable insights into when your messaging is making an impact and understand the exact moment that your customers are engaging with your brand.
Tag is helping us solidify our audiences and do better targeting for future campaigns. We found that tag added to the curiosity of the print ad and added a new level of interest.
Adelheid Kutscher, Senior Advertising Manager Microsofts Corporate Marketing Group.
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A great feature of Microsoft Tag for marketers is the ability to customize the design of the Tag. Marketers have been experimenting with the triangle and dot options in highly creative ways.
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The technology behind Microsoft Tag allows for sophisticated use by marketers including tracking and custom content.
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CiARA
Ciaras most recent CD release was complemented by a week of tweets that featured embedded Microsoft Tags linking to exclusive videos, performances, and personal messages.
wE ThE KiNgS
Independent band We The Kings created two unique Microsoft Tags to help promote their Take Action tour. When scanned, the Tags provided fans with access to exclusive content and entered them in a contest for a chance to win tickets to upcoming concerts.
Kv NORdiC
In order to connect with shoppers, KV Nordic leveraged Microsoft Tags on its smoked salmon packaging. When scanned, consumers were connected to a mobile site that details salmon preparation, complete with recipes by famous Italian chefs.
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gET MARRiEd
Get Married magazine was the first bridal publication to incorporate Microsoft Tag into its print content. Select editorial and advertisements appearing in the magazine included Tags that instantly connected readers to videos, websites, photos and additional information.
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ExPERT ADVICE
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To see how easy it is to create your own Tag, visit tag.microsoft.com today.
Get your free tag reader in your smartphones app store by searching for Microsoft Tag, or at the URL
www.gettag.mobi For detailed implementation guidelines, visit tag.microsoft.com/resources/implementationguide.aspx For additional information contact Bill McQuain at taginfo@microsoft.com
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PSFK PROCESS PSFK conducted a research cycle during which our researchers searched for signs of change and spoke to opinion leaders about shifts in the mobile tagging landscape. Our researchers gathered hundreds of pieces of data that provided signals of change in usage of mobile tags. At the end of the research period, PSFKs team conducted pattern recognition to identify trends, the strongest of these are featured in this report. ABOUT PSFK is the go-to source for new ideas and inspiration for creative business. The New York City based trends research and innovation company publishes a daily news site, provides research and business consultancy, manages a network of experts and hosts idea generating events. PSFK aims to inspire its readers, clients and guests to make things betterwhether thats better products, better services, better lives or a better world.
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