Each week, marketers from around the world join the ExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and best practices in the interactive marketing industry. We call the virtual coffee chat the Nexus Café.Last week we had the opportunity to chat with Jay Jhun (@emailrocks), Director of Email Services at Engauge, an ExactTarget partner. With 16% of smartphone users saying they’ve made a purchase as the result of a marketing message they received on their phone, we wanted to discuss how to capture that momentum to drive purchase behavior through innovative mobile marketing campaigns. A summary of our conversation is below:
@ETNexus: Marketers, are you using mobile, QR codes, and other technologies to capture new #emailmarketing subscribers?
- @brandColby: In my opinion, QR serves B2C marketing. Anyone use it for B2B or have a creative idea about how to?
- @emailrocks: B2C is definitely the most active so far, but QR is an interesting way to bridge offline to online
- @kkestler: We use a QR code at industry conferences has sort of a digital "handshake"
@ETNexus: Where do you place QR codes? Is it always a giveaway? How are people using it now?
- @emailrocks: I've seen some pretty creative attempts (magazine ads, posters, real estate signs), but none for email acquisition yet
- @emailrocks: Our Technology at @engauge also put a QR code on a t-shirt they recently made. Definite attention grabber right now
- @brandColby: What about a QR scavenger hunt at a trade show? Place the first QR at entry, give hints that lead to your booth for the prize.
@ETNexus: Do you give consumers without smartphones other options to text in to a campaign?
- @emailrocks: SMS is a more accessible method of acquiring email addresses if #QR isn't a good fit
- @kristeneal: if you just have only QR codes, then you are most likely hitting a certain demographic. Working professionals.
- @emailrocks: What’s interesting is, the SMS in, Email Back dynamic. What's cool is that it can happen in real time #alwaysgood
@ETNexus: What are different things marketers are using for QR code response? Which is most effective?
- @emailrocks: Golf Digest had a cool QR code (via Microsoft Tag) that paired video tutorials w/ their teaching tips of the magazine
- @kmschroeder: I am seeing QR codes in magazines now to promote music downloads and more product information online.
- @emailrocks: Most are trying to tie print to online: Buick & Google Goggles (anti-demo) - recently blogged about it
- @kristeneal: @jaybaer's book has QR codes to use as you read for supplement reading on each chapter #sosmart
@ETNexus: How do you incorporate mobile-optimized landing pages?
- @emailrocks: When we see a high concentration of website visitors on mobile, we can make the case to develop mobile-optimized landing pages/sites
- @emailrocks: Analytics definitely guides when and why you focus mobile-optimized
- @emailrocks: What's amazing is how quickly online retailers have developed mobile sites to pay off both QR and email sourced traffic
@ETNexus: Are there smaller budget mobile technologies that marketers can leverage for opt-in for future email marketing?
- @emailrocks: I would argue that QR + mobile landing page is one of those low-cost avenues to test/explore
- @emailrocks: There are lots of free and powerful QR code generation tools out there with decent analytics. delivr.com is one I've used
@ETNexus: What are some good resources on the topic to share with the group?
- @spencerabrams: Great story about how @HomeDepot uses QR codes to enhance the shopping experience.
- @ETNexus: Check out the latest research from @ExactTarget, Mobile Dependence Day
- @emailrocks: Other QR technologies worth investigating include; Microsoft Tag
- @jbellbu: Fantastic read on #QR code marketing from @griner
To view the entire conversation, check out the full chat transcript.
Follow @ETNexus and join us for #NexusCafe every Thursday from 11am - 12pm EST to discuss emerging topics and trends from across the digital marketing world. Add the hashtag to your tweets to join the conversation.
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