I have a confession to make. Since my days as the editor of PC World Canada I have adored iMoms. Perhaps it’s the Alan Alda coming out in me, but I just love the way the web and social media are empowering women and especially mothers.
I’m generalizing, but women do seem to understand networking and are more likely to share information than us guys. I know I see it here at home as my wife uses the web to gain and share knowledge regarding parenting and many other areas of interest.
Today I was reading a post at eMarketer about how moms are using smartphones more and more for a variety of tasks. eMarketer estimates that 31% of the US mobile market alone will have a smartphone this year and I don’t think anyone is making the assumption that this growth will only be in the business sector.
I can’t think of a handier device for the typical on the go mom than a smartphone. It’s the family equivalent of a Tricorder from Star Trek! This could be the biggest thing to happen to parents in general since the mini-van and I believe moms will lead the charge when it comes to applying the technology.
Again, I’m generalizing, but I do believe that iMoms (based on my experience) are more practical about how they use technology. They aren’t so taken with bells and whistles and focus more on what they can do with the technology than on what does. At the most basic level, if you can find a way to leverage smartphones to simplify the complex world of being a mom (or parents for that matter), you’ve got a winner.
Maybe you can score some great points just by getting the message across that you understand being a mom isn’t easy and you’d like to help. That help may not always be only about you and your products or services. Maybe it’s just some value added info about how to handle bored kids in the summer and so on.
Mothers have smartphones to make their very busy lives easier. What easy things can you do in your mobile email marketing to help them do that and make them love you for it?
Are you thinking like an iMom? You’ve got them in your company, right? Have you asked the moms who work with you what they would find valuable? That would be the best place to start.
QR code is short for Quick Response code and is basically a kind of barcode which many camera phones can read. The code was invented way back in 1994 by a subsidiary of Toyota. Denso-Wave came up with the idea to track parts in vehicle manufacturing. These codes can accommodate much higher data capacity than the standard UPC bar codes and that makes them pretty powerful as a mobile marketing tool.
As with many other inventions which have gone on to become ubiquitous, no one back then ever imagined these codes would be used in marketing via smartphones. That’s certainly changing as I’ve seen billboards with just a huge QR code on it. In the recent Canadian national elections, one candidate employed the codes on his billboards to draw voters to his website. We’ll be seeing them more and more as people become more and more mobile.
GetResponse has prepared a whitepaper which offers good advice on how marketers can leverage QR codes in their mobile email marketing campaigns. You do have a mobile email marketing plan, right?
You can certainly use QR codes in just about any printed promotional/marketing material you have. In fact, they are a perfect addition to your business cards! Anyone with a mobile phone and QR reader software (which can be downloaded easily) can interact with you by scanning and get such information as:
- Contact info
- Register for a contest
- Sign up for your newsletter
- Follow a link to a web page
- Play a YouTube video
- Like a fan page on Facebook
- Add a calendar event
That’s just to name a few. All the basic tactics can be applied using the QR code, it just makes the process much easier for the user.
In email marketing via mobile devices, you can apply a lot of that creative thinking of yours to build lists and drive traffic to landing pages and so on. On a convenience scale, it ranks right up there with something like speed dialing.
The whitepaper from GetResponse goes into more detail about how you can leverage QR codes for a range of different campaign objectives. Here are the essential rules they suggest when using QR codes:
- Good copy
- Have a clear goal/destination to send the reader to and don’t waste their time
- Give something which makes sense on the phone and that can be delivered instantly
- Tell people what they are going to get and how to use the QR codes to get it
- Make the steps easy to follow and preview them in your newsletter.
- Make sure the pages you send them to are optimized for mobile
One can’t stress that last point enough! If you’re going to use something such as QR codes for mobile marketing or if you are just doing mobile, don’t make yourself look stupid by not having all your bases covered and your digital ducks in a row. Every link in your marketing plan has to be optimized for mobile if that is the channel you are using.
You can download the free whitepaper from GetResponse here.