Mobile Marketing
We went to a meeting this morning on the growing opportunity of marketing on mobile phones. The interest of all techniques and methods - SMS, MMS, Bluetooth points or QR code - has been proved regarding to different marketing goals and objectives of the advertisers.
Effectiveness of these mobile campaigns was one of the most significant points of the demonstration: opening rates up to 98% for SMS campaigns, return rate of 25% in average for communication campaigns, in addition to a penetration rate of the mobile phone use in Europe that doesn’t stop increasing.
I must confess that I still have some remaining questions about mobile marketing:
- Return rates are still very high today because commercial mobile messages are not very spread, and spam does not exist on this terminal. But what will happen when spam will appear among sms and mms as they are today by emails? Will we all have to get a anti-spam solution on our mobile phones?
- What about answer and/or website connection fees included on these messages? Will they be carried by the advertisers or is it gonna stay the way it is today: surprises?
- As for QR codes (or 2D codes), I must confess I’ve always been puzzled about them, but never really saw them since they appeared.. I barely believe that just by tacking a picture from any angle of a small code, it will really redirect you with no mistake to the good website!
June 20th, 2007 at 9:46 am
QR Code: However it does. There is a URL or SMS, or Phone Number in it. Instead of typing, just scan. In Japan it’s everywhere and it is a huge success.
June 20th, 2007 at 1:10 pm
Hey, don’t even THINK about start spamming mobile phones too!!! People responsible for such actions should just be stabbed in the face and thrown into a tank filled with great whites. No punishment would be too harsh for such a gruesome crime.
June 20th, 2007 at 2:36 pm
Just had a look over Internet about QR success in Japan, yes, looks like it’s really huge!!! Is it spread where you live Roger?
Yars, don’t worry, I promise we won’t! We were interested in services opportunities on mobile, not on user’s spamming technics! You won’t need to stab us
June 21st, 2007 at 10:41 am
Yes in Switzerland there have already been several QR Code campaings. Just see this huge QR Code in Zurich main station (which is up now for 3 months):
http://photo.kaywa.com/roger/detail/488
More photos here:
http://photo.kaywa.com/roger/album/44
See also some videos via these links
http://roger.kaywa.ch/kaywa/13-handy-commerce-morgen-an-der-orbit-iex.html (scroll to videos - Japan and Switzerland)
and here:
http://roger.kaywa.ch/kaywa/der-elektrische-reporter-ueber-qr-codes.html
And in France they also started with Datamatrix Codes - all three telcos (SFR, Orange, Bouyges-Télécom)
October 8th, 2007 at 8:23 am
[...] haben bereits einen Artikel über Mobil Marketing und QR Codes am 29.06.2007 geschrieben. Jetzt sehen wir endlich den ersten großen Versuch der internationalen Modekette [...]
October 8th, 2007 at 9:21 am
[...] have already written an article about Mobile Marketing and QR Codes on June 20, 2007. Finally we see the initial large scale attempt of international retailer H&M who are [...]
October 8th, 2007 at 9:23 am
[...] avons déjà rédigé un article sur le marketing des téléphones portables et les Codes QR le 20 Juin 2007. Nous observons enfin la première tentative à grande échelle par les [...]
December 6th, 2007 at 6:21 pm
QR Codes are also making their debut in the UK. A huge 2 page feature dedicated to QR codes just appeared in a national paper, see http://www.thesun.co.uk/sol/homepage/news/article543394.ece
As for QR Code Marketing… most marketers have been slow to catch on here in the UK. We use QR Codes at Brand Attention to send end users to mobile websites as part of our online marketing service.