The Quisenblog

Ever since the first marketer included an 800-number or a web URL in an ad or commercial, marketers have dreamed of the possibility of “integrating” or supplementing their messages. The goal was to somehow provide a more in-depth experience for the ad reader/watcher, that hopefully would “close the deal”, or at least help work prospects down the sales funnel. And for more than two decades, we’ve been watching as invitations to “log on” or “follow us on Facebook” have resulted in less-than-outstanding results.

Technologies and consumer patterns that have emerged in recent years have helped feed the hope. Inbound links, social log ins and behaviorally targeted ads have provided an easier path towards integration. But until now, the “killer app” of creating truly rich experiences for prospects has been non-existent.

A few years ago, QR codes seemed to hold some promise (more on those in this blog post), but even these had their limitations. Those ugly little squares were difficult for a lot of smart phone cameras to read, and even then, the user was redirected somewhere online: to a website, product catalogue page or a shopping cart. Rarely could you describe the experience as “richer.”

Now, however, another technology seems poised to truly “enrich” the consumer’s experience: Augmented Reality.

While A.R. has long been used in the video game world, today it is actually a way to “unlock” hidden content using just your smart phone or tablet, without being redirected to an online destination. The great thing about A.R. is there does not seem to be a lot of limitations to where they can be used, or what type of content they can “hide.”

Augmented Reality can be accessed through ads, product labels, brochures and booklets, web sites, on TV, or just about anywhere else you can find content (okay, maybe not radio…yet). And instead of limiting your “hidden content ‘to a web page, you can devlop content that makes the product experience richer. This two-and-a-half minute video review of an A.R. app called Blippar shows you some of the cool things you can program…interactive recipe booklets, videos, games etc.

Augmented Reality content is super easy (some might say intuitive) to access. Like QR codes, you use a smart phone or tablet app to access the hidden content. My prediction: Augmented Reality will be one of the shining stars of 2013.

If you’re interested in creating an Augmented Reality program, or are interested in learning more about it, please feel free to drop us a line.

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Mickey Mobile Marketing, On Clients, On Customers, customer experience augmented reality, blippar, media integration, QR codes, rich experience

“How will this work in mobile?”

A Say Media survey of 1,200 smartphone and tablet users is just one of many studies that show how the adoption of mobile is now past its tipping point (download the whitepaper here). Sixty-one percent of respondents said they researched a product on their mobile device before making the decision to buy, while 37% said they validated a price at the point of sale. Nearly half claimed to have redeemed an offer using their mobile device, and 44% said purchased goods directly from their mobile device.

Clearly, if you’re not addressing the mobile audience, you’re leaving a lot of revenue on the table.

Gone are the days when you could get away with designing a website strictly with the 13-inch screen in mind. Websites that are clunky, don’t fit the screen, take forever to load, are built in Flash, require too many clicks, and don’t anticipate the needs of the mobile user are quickly abandoned.

So what’s a marketer to do? First and foremost, design and build your website with the mobile user in mind. Make sure the elements automatically re-size for the 4-inch screen. Don’t make users click through a bunch of pages. Make sure the site can be navigated with a single finger.

In the earliest days of mobile (like, uh, last year…), it wasn’t unusual for an organization to actually create and host two sites: one for the desktop and one for mobile. These days, that’s not really necessary. For example, there are readily-available custom Wordpress themes that allow you to create a site that adapts your content for both experiences. It is possible that one site can be slave to two masters.

The main thing is, avoid making big changes to your existing website without a clear understanding of how that will affect the mobile user. And if your site is due for a refresh or an upgrade, be sure to keep the mobile user in mind.

It’s one customer you can’t afford to let slip away.

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Mickey Mobile Marketing, Research, customer experience, how-to mobile, mobile customer, mobile research, smart phones, tablets, wordpress

It’s not that often we get the chance to watch a monumentally successful company in effect “reinvent itself” in real time right before our eyes. Yet that is what software giant Microsoft is poised to do.

The launch this past week of its newest operating system, Windows 8, along with its newly introduced Surface tablet, gives the company its first foothold in the mobile computing market. It is the key piece in CEO Steve Ballmer’s proclamation that Microsoft needs to evolve from being a software company to a “products and services” company.

Microsoft has a lot riding on Windows 8. With PC sales falling 8.3% worldwide (and 12.4% in the U.S., according to IDC), Microsoft can ill afford being forever tethered to the desktop. Yet it is years behind companies like Apple and Google (and even Amazon and Samsung) when it comes to mobile computing.

The product itself, relying on such accepted tablet features as touch screens with “live tiles” seems to be worthy of buzz: analysts proclaim Windows 8 represents the most radical redesign of the operating system since 1995. And according to Forbes, the budget Microsoft is putting behind the Windows 8/Surface launch could be as high as $1.8 billion. Here’s an example of one of the launch spots you may have seen.

Yet somehow, this buzz isn’t getting through to consumers.

A telephone survey by The Associated Press of nearly 1,200 adults in the U.S. found 52 percent hadn’t even heard of Windows 8 leading up to Friday’s release of the redesigned software. Among the people who knew something about the new operating system, 61 percent had little or no interest in buying a new laptop or desktop computer running on Windows 8, according to the poll. And only about a third of people who’ve heard about the new system believe it will be an improvement (35 percent).

More troubling for Microsoft is the fact that the company’s bread-and-butter, its business customers, are equally skeptical. One poll reported that while more than 50% of enterprise users upgraded to Windows 7 upon its release in 2009, only 33% are saying they intend to upgrade to Windows 8.

So let’s recap: Sexy new product. Loyal fan base. Tons of money behind it. Yet so-so consumer acceptance. So what’s the big disconnect here?

In looking at the launch, it seems to me there are a few missteps Microsoft made.

1. Microsoft picked the wrong name. “Windows 8” sounds as if it’s an iteration of Windows 7–if anything an incremental improvement. With such a “company redefining” product, Microsoft owed it to itself to let the name reflect that. Perhaps “Windows 8″ is fine for the desktop and notebook upgrade. And the tablet platform should go by a more edgy name (and have its own separate launch).
2. Microsoft so far has failed to make its case for the new software. The fact that more than ⅓ of Windows users believe upgrading wouldn’t be an improvement, and that 70% of enterprise users see no reason to upgrade, is a giant red flag. The software business is a crazy-making industry where you’re continually trying to make your existing products obsolete. To do that, you not only have to demonstrate the additional value a user will get from an upgrade, but you have to create some kind of “I gotta have it” moment. Which leads me to my next point.
3. Product messaging has been about lifestyle, not functionality. If Apple proved anything in its simple product-as-hero demonstration ads, it’s that there’s a little geek in all of us. And that geek is swayed by features and functionality. The quick-cutting, rock soundtrack-backed commercials introducing Windows 8 (to the theme “Your life. Playing live.”) give us glimpses, not reasons. Compare that to the Apple iPhone spot where Apple demonstrated how Siri worked.
4. Failing to make the sales proposition easy to understand. Windows 8 is a tablet/mobile platform. But what if you don’t want to buy a new tablet? Does that mean it doesn’t run on my notebook? Do I have to spend the $500 for a new Surface tablet to even use it? These questions are fundamental, yet somehow they aren’t answered in the launch campaign. Even upon visiting Microsoft’s web site, a Windows 7 user is greeted with statements like “Windows has been reimagined to focus on your life” and “Windows 7, only better…Windows 8 was designed with Windows 7 apps in mind, because you probably have older apps you need to use.” Such a sales pitch is hardly enough to make me line up outside the store the night before the launch.
5. Microsoft hasn’t yet justified the Surface price. Upgrading from Windows 7 to Windows 8 is only $40, no huge expense. But if you want the mobile computing part of the equation–the new Surface tablet–be prepared to shell out $500. While Microsoft insists it would be a mistake to insist on calling it “only a tablet,” that’s how consumers are going to view it. And when they do, they’ll see iPads priced $100 less, Amazon’s Kindle Fire priced at $199 and Android tablets also under $200. Google even sells its Chromebook cloud computer for $249. So in 12 words or less, tell me why I should spend the extra $250?
6. Failure to launch with a single focus. It seems like Microsoft is trying to catch up in the world of tablet computing with one gigantic gesture. But consider the “moving parts” to this launch: a new operating system for desktops and notebooks; a new tablet product that can serve as the hub of your online world; a new app store (and all the questions surrounding that); the promise of a free pony with every upgrade (okay, I’m kidding about that). In short, not one announcement, but at least three HUGE announcements. Saying it louder and with more bucks behind it doesn’t make it any clearer, either. If Microsoft had put all this emphasis behind the Surface (ignoring Windows 8), it would be more likely that people would buy in to Ballmer’s idea of Microsoft as a products and services company. No need to eat the whole apple in one bite.

I’m really pulling for Microsoft to succeed in this venture. It’s one of the biggest employers here in the state, and bring a lot of prestige to our area. It can’t afford to be left behind as the mobile/tablet market hits hyperdrive. The key is to not let these missteps become setbacks.

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Mickey Mobile Marketing, On Clients, Ramblings, strategy

Links to five great articles we found this week. Check ‘em out:

The Scoop on “Digital Watermarks.”

Digital watermarks are basically QR codes without the clunkiness. Here’s how they work, how to create them, and why you should include them in your demand generation toolbox.

How Many Lives Does A Brand Have?

Martin Lindstrom is one of my favorite writers when it comes to following trends in the business of advertising. This treatise on how brands can be repurposed and many times be “risen from the dead” helps us envision how our own brands can evolve over time.

Declare Your Radicalness.

This article from the Harvard Business Review poses the question, are you an “incrementalist” or a “revolutionary.” More than just a Myers-Briggs personality test, this article challenges us to consider our personal styles and how we can adapt to different situations.

11 Ways To Incorporate Video Into Your Business.

Face it, wouldn’t you rather watch a five-minute video of someone putting together an IKEA bookcase than pouring through an instruction sheet? That’s one of the appeals of video, and being that 2/3 of us are visual learners, there are plenty of opportunities to use video in our marketing trees that we may not have considered before. This article from OPENForum is a good starter.

Okay, so that’s only four. But hey, it was a short week, right?

As always, you can follow me on Twitter at @mickeylonchar or @Quisenberry. See you next week.

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Time again for our weekly “Fab Five”: five share-worthy articles we’ve come across this week.

The Seven Biggest Creativity Killers. (Fast Company)

While IQ levels have been rising owing to enriched environments (the Flynn effect), creativity scores have actually been falling over time. What gives? This article identifies seven archetypes that can stifle creativity, and provides some advice for how to overcome them.

Facebook to Debut Real-Time Bidding on Advertising Prices. (Bloomberg Business)

In its latest attempt to add horsepower to Facebook advertising, Facebook is poised to launch Facebook Exchange, a Google-like ad platform that will let advertisers reach specific types of users on the social network based on their browsing history. This article from Bloomberg provides some excellent background. For a what-it-means perspective, check out this article from Ad Age.

One in five Americans will use a tablet by the end of 2012. (eMarketer research)

In just over 12 months, tablet ownership has expanded beyond the early adopter set to include nearly all population groups. What’s more interesting is how consumers are actually using them–a growing number see online shopping as the preferred use. Check out this article for more wonky stats about tablets.

10 Ads Starring Great Dads for Father’s Day. (ADWEEK)

In honor of dads everywhere, here are ten great commercials featuring iconic dads. Proof that dads don’t always have to be portrayed as the good-natured bumbling idiots that show up in so many communications.

Hey, that’s it for this week.

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Mickey Friday LinkFest, Mobile Marketing, New Media, Research

End of another big week in the glamourous business of advertising! Time again for another edition of our popular end-of-week feature, “Friday LinkFest.” Plenty of good stuff this week:

Mobile Drives Direct Response for Other Ad Channels

The US is still several years away from seeing a smartphone in every pocket, but the rise of mobile and the fast adoption of smartphones have led to many consumers carrying their very own “portable direct-response tool.” According to research from Google, 43% of smartphone owners used their device to search in response to television ads at least monthly. Unearth more amazing smart-phone-as-second-screen stats in this article from eMarketer.

The Uneven Aging of America

Infographic of the week: Every day, 10,000 American Baby Boomers are turning 65. Where exactly are they living (hint: they’re not all in Sun City)? And how does this affect your marketing? (from Ad Age)

Facebook Paid Status Promotion Platform Is Official

By Facebook’s own accounts, 84% of your page’s “fans” won’t see your most recent post. Ah, but Facebook has a solution: “sponsored updates,” basically like ordinary status updates, but for a fee, Facebook’s EdgeRank will place them at the top of your fans’ walls. Perhaps a worthwhile option to Facebook ads or sponsored stories. Get the skinny here. (From PC World)

Is Pinterest Really Leading to Product Purchases?

Consumers are spending more and more time with image-sharing social networks like Pinterest and Polyvore. They are also clicking through to product websites more and more frequently. And apparently buying, too: this research report from eMarketer show that 32% of online buyers in North America have made a purchase as a result of seeing an image on a social image-sharing site, such as Pinterest. See who’s had the most success.

Why Brands Are Missing The Mark With Moms.

With 83 million moms in the U.S. controlling more than 85% of all household purchases (representing $2 TRILLION a year), it’s critical marketers know exactly how to reach this group. Yet most seem to view “Moms” as a monolithic (or rather, “momolithic”) demographic, when nothing could be further from the truth. So what’s the best way to segment this market and have maximum impact? This POV piece from Eric Porres in MediaPost gives some pointers.

That’s it for another week. Happy reading, and we hope to see you next week.

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Mickey Friday LinkFest, Mobile Marketing, New Media, On Customers, Research, Social Media, Uncategorized, customer experience baby boomers, facebook paid updates, Friday LinkFest, marketing to moms, Pinterest, smart phones

Got room on your list for one more resolution for the upcoming year? If you’re a marketer, you won’t go wrong picking one of these:

1) Think mobile. Already, it is reported that more than 40% of smart phone owners have made a purchase by using their smart phone. In fact, about half of them made the purchase while in the store. The mobile phenomenon is just getting bigger. By 2014, it is predicted more people will access the Internet via smart phones and tablets than with all other computers combined. So if your web site isn’t mobile-friendly, you’ll miss a lot of web traffic.

Use 2012 to shore up your mobile interface. Optimize for the 4-inch screen. Make the experience rewarding for your visitors. Don’t make them scroll or endlessly click to open more pages. Forget Flash. Make your site clean, readable and well-organized.

2) Get serious about online video. Be honest. Would you rather plod through a bunch of IKEA assembly instructions, or watch a video of someone putting the piece together? It is this preference that has propelled YouTube into being the #2 search engine in the world (and the #3 most-visited site). People aren’t just going there for cat videos anymore. With more than 40 hours of video being uploaded EVERY MINUTE, there’s a staggering array of all types of content hosted on YouTube. Internet viewing is up over 35% this year (with mobile viewing up even more). The average American web user spends 7 hours a month on YouTube (stats from Pixability). Videos with key word-rich titles and descriptions work wonders with getting you found on Google and other search engines. And—going back to resolution #1—YouTube is already optimized for mobile, so your videos are available to a much wider market.

3) Plan ahead for the Election season from hell. This year, with the Citizen’s United ruling in the books, money will be pouring into political campaigns like never before. And probably 99.99% of it is going to be spent in the same mass media (TV primarily) that you’re planning to use to reach YOUR audience.

Chances are, Q-4 air time is going to be a scarce commodity. Darned expensive, too. So make 2012 the year to think tactically. Traditionally, it is thought you must make 12 mass media impressions on a subject to incite action. Challenge yourself to cut that number in half. Create edgier commercials. Reach your audience in unexpected ways. Make sure your online efforts complement what you are doing offline. Make sure the communications all grow from the same “brand narrative.” Speaking of which…

4) Integrate, integrate, integrate. Sounds obvious. Yet recent studies show only about 17% of businesses feel they do an “adequate” job of integrating their social media into their overall marketing mix (source: eMarketer.com). Understand how you can best use the platforms available to you. Don’t slide into the habit of “dumping” content on as many social media pages as you can. Have a content strategy for each platform, and stick to it.

5) Focus on what works. The last few years have been more than a little overwhelming when it comes to new opportunities in the way of engagement platforms (Google+ is but one of the latest examples). It’s easy to get the feeling that if you’re not on board with the latest and greatest, you’re falling behind.

In 2012, take a trip up to the 10,000 foot level and decide what’s really working for you. Forget the pundits. What works for YOU? Find the platforms that produce, and stick to them. Don’t be afraid to experiment, but also, be careful not to spread yourself too thin. If you’re going to invest your time and resources into a platform, do it right. Then make sure it delivers.

So go ahead, pick a resolution. And revisit it every month or so just to see how you’re doing. And with a little planning, you can count on a killer 2012.

Happy Holidays one and all, and thanks for reading in 2011!

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As marketers, we’ve eagerly anticipated the day when the marketing-to-sales process was one continuous, seamless effort. A prospect sees a communication for our product, is intrigued by it, immediately finds more information on it, then follows through with the purchase right then and there. The sales cycle reduced from weeks to moments.

QR code linking to Circling Raven's video tour.

I think most of us expected a scenario like this to be most likely to come about through the medium of television. What we are seeing though is that it is actually playing out right now in print media. Thanks to development and use of QR codes.

A QR code is basically a cell phone readable bar code. QR (or Quick Response) codes automatically direct users of mobile devices (like a smart phone or an iPad) to a specific destination online.

QR reader apps are readily available, and basically turn every smart phone into a QR reader (by the end of 2012, smart phone are projected to outnumber feature phones). The idea is, if you see an ad, shelf talker or product package that intrigues you, and if it has a QR code, your smart phone will read the code as a URL, and take you to the web content that’s linked to the QR code. No need to open your browser or type in a URL. It’s all done automatically.

It could take you to a page on the company’s web site with more information on the product, or client testimonials, FAQs, or even coupon offers. QRs can even link to phone numbers, email addresses or pre-formatted SMS (text) messages.

The thing is, this tiny bit of real estate of less than 1 square inch can be used to help “fill out” the story on your product. You can even include a means to purchase the product (or make a reservation) at the QR destination.

QR codes can be easily generated right online without any special equipment, expertise or software. A couple of good places to visit would be Kaywa or QRstuff .

There are literally hundreds of creative uses for QR codes. One of our clients, Circling Raven Golf Course in Worley, Idaho, used a QR code to link from a magazine ad to an eight-minute video tour of the course. To date, the video has received more than 33,000 views on YouTube (not all driven by the QR code, obviously).

As useful as QR codes are to consumers, they could prove to be the savior printed media has been waiting for. It is no secret that ad spending in newspapers and magazines has plummeted over the past few years. Could having QRs serve as a new “link” between the ad and the sale breathe new life into these media?

Bottom line, advertisers are all about performance. And if printed media can quantify how ads with QRs are driving sales, expect to see a renaissance from the “dead tree guys.”

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Mickey Media, Mobile Marketing, On Clients, Social Media, customer experience Circling Raven, iPads, Mobile Marketing, print media, QR codes, sales cycle, smart phones