I’ve had an interesting experience repeat itself lately, and then repeat again, and again. In several occasions lately, I’ve bothered to click a QR code (one of those nifty 3D barcodes like the one you see above), and this effort has redirected me to a non-mobile-formatted web page. This is a missed opportunity.
Mobile Marketing Isn’t a QR Code
While working with Tim Hayden, I’ve come to learn just how powerful mobile marketing can be. He and I have spoken a bunch over the last many years, and more formally (in a business capacity) in recent years, and there’s so much more that could be done for your business when it comes to how people interact with you via their mobile devices. The nuances and opportunities are vast, and the ability to drive off the path and crash your would-be customer into the bushes of a loss are almost equally big.
First, if you have a QR code pointing to a non-mobile-friendly URL, what’s your hope? If you deliver someone to a page that requires they squint, scroll, and otherwise manipulate content in an uncomfortable way, that’s the first experience that person will have with your company. Second, if you are simply using QR codes to redirect people to a URL, you’re missing a lot of opportunities for prospecting, for data delivery, for better service of the customer.
Tim has worked on projects like a QR code that delivers different recipes or food suggestions to go with a certain wine, broken down by region, such that folks in Boston might see a New England Clam Chowder recommendation and people in San Antonio might see a Firehouse Chili recipe. Depending on the systems you have in place, you can do a lot of really interesting work for your prospect that goes well beyond sending someone to your site.
And That’s Just the Start
Ask the person responsible for web sites at your company how much of your traffic is coming from mobile browsers. (If they can’t answer that question, reconsider your web management technology, and/or the person in charge of telling you that answer). If you’re like most companies, that number is up significantly and climbing. What do people want for holiday gifts this year? Smart phones, tablet computers, and thinner laptops. Where do you want them to point those devices? Towards your business.
If you’ve not built out your mobile marketing, that’s something to consider budgeting for in 2012, and now would be the time to start working on it. Tim and I and the team at Human Business Works would be happy to talk with you about that, to see what you could be doing to convert more sales via your mobile channel.
Oh, and if you’re reading this post via a smart phone or a tablet, I’m happy to see you, too. Thanks for reading.