MobileWeb2Go

There are two ways to access applications on a mobile device. The first is to simply fire up the mobile Web browser and load a Web application. Existing Web sites are designed for mouse interaction. Mobile interaction is with the finger, thus most Web sites need to be optimized for the mobile Web.

It is thought by many that mobile marketing may become mandatory for business success. As mobile web usage continues to explode, business owners must realize the advantages to mobile-friendly sites are many.

ScanLife’s Q3 Trend Report showed a 440 percent increase in scans year-over-year from the third quarter of 2010, indicating consumers are more willing to interact and engage with content delivered through QR codes.

reveals that more than 20 million scans have been recorded through the quarter. 

Recouping even the typically modest investment needed to deploy a QR code often depends on a few key steps. One is offering those who read the code something they can use. "The codes are a bridge," Strack says. "When the user crosses the bridge, there needs to be something of value." That might be useful information, a coupon or another promotion.

Similarly, the site to which the code leads should be developed specifically for mobile phones. A website designed for computer monitors usually is difficult to view on a phone, Pinto notes.

Finally, in order to reap the full benefits of a QR code, you want to find some way to gather information from the user, such as an email address, so that you can contact them again. The QR codes and the scanning applications don't capture this information.

If you haven’t yet heard of Apple’s Siri, a feature of the iPhone 4S, you may not be aware of how this new technology could transform Search Engine Optimization, especially on the local level.

What can the tools of sales 2.0 do for your small business? Well, if you or your sales team are already effective, the Web tools offered by Sales 2.0 will likely make you better. But be warned. These tools will not turn a bad sales team into a good one. Proven techniques must exist behind the technology.

Online marketing can be effective even for local business and such a campaign need not be expensive if set up correctly.

Many mobile Web users are mobile-only, i.e. they do not, or very rarely use a desktop, laptop or tablet to access the Web. Even in the US 25 percent of mobile Web users are mobile-only.

US consumers prefer mobile browsers for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music. 3) Mobile searches have quadrupled in the last year, fo

The most used mobile apps in the US are games; news; maps; social networking and music. Facebook, Google Maps and The Weather Channel (TWC) rule.

QR codes have been misused and overused lately, but the fact remains that they are a great way to link the printed world with the digital one. Once a PDF document is printed, all the functionality of its hyperlinks are lost, but a QR code can bring a print reader right back to the web.

Here are some best practices for maximizing the return on your QR code direct mail initiative:

Ensure that QR codes link to Web pages that are optimized for mobile devices

Provide online content that adds value for the targeted consumer and makes it worth their while to scan the code.

5 Common mistakes business owners make when using QR Codes and how to avoid them

1.    Not having a clearly defined campaign strategy.

2.    Not testing QR Codes

“QR codes are perfect at bridging the offline with online,” Hodges said at a free seminar for small-business owners on Wednesday. “These are a mystery to some and old hat to others, but it’s basically a bar code to the Internet.”

Libby Schrum, who is the owner of a start-up furniture-making company in Camden said QR codes will be especially helpful to her because she has no storefront and relies on Web traffic to her site for sales.

"We just started using them," explained Abby Suiter, practice manager for Daniel Island Animal Hospital. "…It’s all about clicking a link, so you don’t have to type in an address. You just scan it."

"We are using QR codes to try to get information out to potential patients and anyone who is interested in orthodontics as efficiently as possible," added Dr. Michael Zetz of Daniel Island-based Crescent Moon Orthodontics. "QR codes give you a way to give somebody information or access to information really easily."

Both Suiter and Zetz say they have added QR codes in their practice exam rooms, so patient families can literally tap into additional, relevant information while waiting.

A recent Forrester report, which estimated adoption of QR codes among mobile users increased from 1% in 2010 to 5% this year, noted that the technology has encountered various obstacles to broader use.

These include basic unfamiliarity of what these codes even do, the required step of downloading a 2D barcode reader -- and most importantly for marketers -- disappointing content that turns off potential users. For example, codes that embed long URLs, making them harder to scan, or that lead to content that has not been mobile-optimized and offers little value to end users.

The Yankee Group study also pointed out that QR codes are vulnerable to misuse. What happens when fraudsters place their own codes as stickers on top of legitimate QR codes to obtain personal information by redirecting users to a fake Web site?

The consumer uses his/her mobile phone to scan a simple QR code at the cash register terminal. The terminal is connected to Seamless' transaction platform and the QR code identifies the cash register that the customer is using. Seamless' platform then responds with a list of items entered and an amount to be paid. The consumer can thereafter pay directly using his/her mobile phone. The transaction takes approximately half the time of a standard card payment transaction.

The retail and grocery trade sectors currently pay high fees to credit card companies in order to use their services. In addition, they are required to invest in new card payment terminals every time a new standard is introduced. In the US, retailers pay $49 billion each year in credit and debit card fees. With Seamless`solution, retailers have a chance to halve their current costs.

I can also upload an image of the coupon, include location data, and indicate if there’s an expiry date. After I create the QR code, I will be brought to a customized page (see screenshot below) where I can track analytics and download a high-resolution version of the code.

The QR code program works in conjunction with Wildfire’s new mobile site. The codes are used for a variety of purposes and are located in an assortment of locations throughout Wildfires many restaurants in Chicago and it’s surrounding suburbs. Wildfire has placed the QR codes on everything from posters, to tabletops, to windows. The QR codes help Wildfire to endorse any upcoming events and promotions in order to keep customers “in the know” with the ultimate goal of increased customer participation in store events and promotions. The program gives Wildfire an opportunity to to interact with their guests all the while generating buzz for the restaurant and creating a unique experience for the diner.

"As the number of people with smartphones continues to escalate, marketing to the mobile customer is becoming increasingly more critical to the marketing mix.

a silicon bracelet that carries a QR (quick response) code. Emergency responders and health care providers can use a smartphone to scan the QR code, which also can be printed on a necklace or wallet card, and call up the patient's personal website, maintained by Richardson's Edmond-based company.The website “basically gives customers the ability to create a profile, and they can choose to show or hide illnesses, medication and emergency contacts

The company plans to sell the wristband or necklace for about $10, with a $5 monthly subscription to the website containing the client's medical information, Richardson said. Each customer would fill out a template on the company website, then the client can determine how much of that information will be displayed when the code is scanned, Richardson said.

Youth marketing agency Archival Youth Marketing have conducted a survey of over 500 students on 24 college campuses across the US to find out what they think about QR Codes. Of the students surveyed 81% owned a smartphone and 80% had previously seen a QR code. 21% of the students successfully scanned a QR Code when shown an example and 75% of the students said they are “Not Likely” to scan a QR code in the future. (The infographic below is reproduced with the express permission of Archival)

Dissatisfied consumers could quickly move on to competitors at a time digital sales are one of the few bright spots in holiday retailing, Tack says.

November and December online sales (excluding travel) are expected to grow 16.8% from last year to $46.7 billion, research company eMarketer says.

Nearly half of smartphone and tablet users plan to make holiday purchases with a mobile device this year, according to a study conducted by Ipsos for PayPal.

Why are U.S. retailers slow to adopt NFC payment technology? One reason is the expense and effort required to install NFC-enabled point-of-sale equipment in stores and to integrate it with merchants' systems.

It's a bit of a chicken-and-egg dynamic: Retailers typically don't invest in offering a new payment option until they see widespread consumer demand; but few consumers are likely to prefer a payment option that's not yet widely accepted.

Another Open Mobile Summit panelist, PayPal's VP for mobile, David Marcus, made this point: "Today, retailers learn about customers at the least effective time -- just when they're leaving the store. They'd like to know about you when you arrive at the store, so they can customize your shopping experience and treat you properly."

According to a survey by DDB Worldwide, 27% of people who have liked a brand on Facebook say they often click that little thumbs-up button, and an additional 49% do it occasionally.

Consumers are more willing to interact with branded pages.

Interactions with branded pages will be a key metric to watch in 2011.