Mobile QR codes are the coolest marketing tool that i’ve seen in a long time. The potential online/offline use is endless, and I think they really show the true potential of mobile marketing. iPhone has free QR reader apps, and there are a number of systems available for other phones. See the list of supported phones from BeeTagg.
Mobilize your blog for free at Mofuse, and they will automatically provide you with a QR code.
Everyone keeps asking if 2009 will be the year of mobile. I don’t believe that mobile acceptance and use by brands will come in one big storm, but that it will (and already is) slowly work its way into the overall marketing mix for companies, and significantly increase the reach and connection between a brand and the consumer. The goal of mobile in the marketing mix is not to replace other channels, but to provide a deeper connection for brand communication that will build trust, and carry over into other marketing channels (web, retail stores, etc.)
Mobile marketing & commerce has four main categories:
Mobile marketing
Mobile advertising
Brand content delivery
Mobile commerce
I will try to break each category down in the coming weeks, along with provide some links to companies that are doing some innovative things in the mobile space.
I went to the Shop.org Strategy and Innovation Forum last week in Orlando, FL. The event was focused on “Opportunity from Adversity”, with insights in delivering on digital retail in the challenging economy. Innovation was the theme, but I think “Incremental” would have been more appropriate. Or perhaps “Doing more with what you have” (but that doesn’t sound nearly as cool as innovation).
“Be mature, but never act your age”
The most entertaining presentation was from Bob Thacker. The SVP, Marketing and Advertising for OfficeMax, presented his “Chewing Gum and Bailing Wire. Big Ideas with Little Budgets” keynote with enthusiasm, and hard driving real world examples - delivered in high quality video format. His consistent message that major opportunities come from depression times, was continually supported with OfficeMax marketing campains like Elf Yourself, Schooled, and Save A Penny. Each of these campaigns were risky, but all delivered huge ROI and insane media mentions - and a measurable increase in brand affinity.
Above: AC and Bob dicussing the “Elf Yourself” campaign (or hairproducts:)
Mr. Thacker’s philosophy was refreshing, and his use of relevant quotes did a good job of supporting his message. Here are a few of my favorites:
“Lean and mean doesn’t have to be trim and grim”
“Why run commercials when you can own the whole store”?
“Look before you leap…THEN LEAP”
“Don’t make ads - make news”
“No pessimist was ever a brilliant marketer”
I hope I can apply some of his philosophies to my client campaigns, and look forward to continued marketing innovation from OfficeMax. “Those who say it can’t be one, shouldn’t interrupt those who are doing it”. Right on Bob, right on.
My Twitter network as a visual graph. I’ve linked this site up before, but still find it pretty amazing to plug in some web addresses of real internet rock stars - give it a try.
Verizon Communications recently announced a major victory against cybersquatters, with a $33.15 million award (the largest ever) from a federal court against domain registrar OnlineNIC. Cybersquatting comes in many forms, with each trying to confuse or mislead a consumer who is looking for a trademarked site. Cybersquatters have one goal - to profit (directly or indirectly) on the strength of someone else’s trademark and other intellectual property.
“This case should send a clear message and serve to deter cybersquatters who continue to run businesses for the primary purpose of misleading consumers,” says Sarah Deutsch, Verizon vice president and associate general counsel. “Verizon intends to continue to take all steps necessary to protect our brand and consumers from Internet frauds and abuses.”
Some typical methods used for cybersquatting include:
Cybersquatters often register web addresses close to those of leading retailers and other companies, hoping to lure unwitting consumers and make money by serving them pay-per-click ads. For instance, a consumer who, instead of typing the web address llbean.com, enters llbeen.com is taken to a site that offers links to travel, credit and clothing sites unrelated to apparel retailer L.L. Bean.
Increasing popularity of internet search, regardless of purchasing channel or industry, makes brand control more important (and challenging). The more popular the brand is, the more cybersquatters will try to capitalize on the companies goodwill. CitizenHawk is one company that is leading the fight against cybersquatters, by providing digital brand management solutions that enable companies to protect their brand online. They have a very cool tool on their homepage that will instantly show you how many domains are squatting on your brand.
I’m sure it will take some time, and many more lawsuits, before cybersquatters start following the rules. So take action, and don’t let these bottom feeders mess with your most valuable asset - your brand.
