THE NOVELTY of THINGS

!!WARNING!!Play at your own risk
Who really cares about a Quick Response?   What businesses measure are Quick Results!   The entire mobile audience (pretty much everyone on the planet) uses at least one Quick Response Tool (SMS, NFC and QR Codes) on a regular basis.  What we may not recognize is every time we scan, tap or touch we run the possibility of an unexpected experience known as a "HACK".  Where most hackers are more mischievous than anything else, a mobile hack is malicious with only 1 motivation -

A SCARY MOBILE EXPERIENCE!

QR Codes Drive Fast Results

QR Code Scanning continues to increase as our mobile audience recognizes the value added proposition to do so. Depending on the service, product and/or call to action scanning can range from 21% to 52%.
  • % of Men who scan a QR Code 59%
  • % of Woman who scan a QR Code 41%

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of men who can/know how to scan a QR Code will scan! *QR Code Marketing Tip: Target Men with a QR Code

SMS is the most effective way to reach users, with a 90 percent read rate in minutes

SMS is still the most powerful mobile audience communication tool for mobile marketers. The "TEXTER" is more likely to share, decide to make a purchase within the first hour and the SMS Benefits list goes on!
  • 76% of people will check their SMS/Text before an email 76%
  • 70% of users say brands get their attention faster via SMS 70%

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of consumers, who have subscribed to mobile messages, have said brand messages have influenced purchases. SMS *TIP: craft really clear offers or product promotions so your Smartphone users can make a quick decision to buy or not!!

NFC Use will grow to 5% in 2015 (Finally!)

NFC (Near Field Communication) or Contactless Payment (new buzz phrase for the technology) is a very smart and cool technology which has a very bright future!
  • 45% of men are more likely to use NFC 45%
  • 32% of women are likely to use NFC 32%

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of UK smartphone owners are willing to make NFC Payments but Women are concerned about security. *NFC Tip: Start small and use NFC as a quick way to connect with your BRAND. Don't push as a transactional tool at first.

MOBILE AUDIENCE CULTIVATION

HOW WELL DOES YOUR GARDEN GROW
It should be obvious at this point, between the media and agencies like ours, that a mobile strategy is an incredible asset to any organization.  Mobile internet usage has surpassed the desktop, Social - Mobile - Local Marketing Strategies work well and our mobile audience is well into the recognition and usage phase of quick response tools.  If your organization has adopted or is adopting a mobile audience strategy you have already realized growth.  
If your organization has not adopted a mobile marketing or growth strategy you should get to it! Cultivating your B2C relationships requires a broader brush stroke today than just a monthly or weekly email campaign (you need email as well don't substitute one for the other).  

BUT.........

Treating Quick Response Tools Like Novelty Items is a Bad Idea!

  • They're quickly becoming our first line of communication with our mobile audience!
  • They allow us to communicate with the entire mobile audience spectrum!
  • Distribution is cost effective and flexible. From packaging to tv, they can be placed anywhere!
  • Built using a flexible backend means you can create new campaigns without having to change them.
  • Finally, they're a powerful set of technology tools which run complex business models like automotive assembly lines, logistics, OTC drug tracking and more than we can even dream up today!

THEY'RE NOT TOYS!

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What Will Happen If We Continue To Misuse The Tools?

  • Consumers will lose confidence and trust in your brand.
  • Consumers will stop using them.
  • Small Locally Owned businesses will struggle to maintain market share.
  • And more importantly for all of us, We will invite the MOBILE HACKER into our lives!!

Unfortunately He Has 1 Foot In The Door Already!

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The MOBILE HACKER And The Scary Mobile Experience

What is he after?

  • Your Identity
  • Transaction Skimming
  • Planting a Virus

How does he do it?

  • URL Re-Writing
  • Drive-By NFC Hack
  • Mimicking and switching out the Call to Action tool
  • Inserting malicious code during a credit card swipe or tapping their phone to an unsecured NFC or RFID Tag
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TO ADD INSULT TO INJURY

If we, as business owners, marketing professionals and digital agencies continue to misuse quick response tools we'll have no one to blame but ourselves. And our mobile audience will hold us responsible. To add insult to injury:
  • people will get hurt
  • organizations will be sued
  • un-knowledgable bureaucrats will have no choice but to add tedious and expensive regulations to the process
  • and worse of all, limit our abilities to build a relationship with our mobile audience

BUT IT'S NOT TOO LATE!

WHAT YOU CAN DO

  • brand your Quick Result Tools
  • actively monitor your analytics
  • stop using generic free tools
  • hire a professional

WHAT HAPPENS WHEN IT'S DONE RIGHT

  • more shares
  • more sales
  • more long term mobile audience relationships
  • the mobile experience comes to life!