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PRODUCTION PRINTING SOLUTIONS 877-623-4969 OceProductionPrinting.com WHY MOBILE Mobile Marketing Everywhere you turn, people are using mobile devices. Strolling down the street, sipping lattes in a café, or shopping at their favorite store, consumers are turning to their mobile devices to do just about everything – map out travel routes, download music, order a pizza – you name it!

While traditional media, like TV, radio, print, outdoor, and brochures, remains a critical component of the marketing mix, mobile media is playing an increasingly greater role in helping marketers connect with customers. Recognizing that WHAT YOU NEED TO KNOW ABOUT MOBILE MARKETING mobile can be used to enrich the experience of traditional media, marketers are weaving it into their overall programs, linking consumers to mobile apps via print ads and encouraging them to interact with the brand in a multitude of ways. Why Mobile As a result, more consumers are using and tablets to research their options and buy products and services right from their mobile device.

Before you mobile The rapidly increasing prevalence of , iPads, Androids, and Blackberrys has resulted in a society where nearly • Start with a Strategy every man, woman, and child has a mobile device. By 2015, Cisco predicts there will be 1.4 mobile devices per person. • Best Practices That presents a tremendous opportunity for marketers to reach current and potential customers where they are. • Build a Mobile If you’re still on the fence, consider these findings: • Measure Success • In 2013, the time U.S. consumers spend using mobile devices is projected to grow 51.9 percent to an average of 82 minutes per day – and that doesn’t include time spent talking on the phone! (Source: eMarketer) Mobile Options • In 2012, 30 percent of all restaurant searches, 25 percent of all movie searches and 20 percent of all telecom • SMS searches were performed on a mobile device. (Source: Google) • QR Codes • Mobile coupons are redeemed at 10 times the rate of traditional coupons. (Source: Mobile Marketing Association) • Image Recognition • Mobile ads cost half as much as Internet ads and one-tenth that of television advertising. • Augmented Reality (Source: Wall Street Journal) • Mobile Apps • By the end of 2013, the primary way consumers connect with brands will be via their mobile devices. • Location-Based Services (Gartner Inc.) • Clearly, mobile marketing is the wave of the future. It is a tremendous opportunity that can no longer be ignored. While developing a mobile marketing strategy may seem like one big question mark, it’s not all that difficult to get started down the path to mobile success.

* See Appendix for a glossary of Mobile terms.

2 CANON SOLUTIONS AMERICA MOBILE MARKETING GUIDE 3 Build a Mobile Website BEFORE YOU MOBILE Excited by all the possibilities afforded by mobile channels, marketers have been quick to incorporate mobile strategies, like QR codes, into their marketing efforts, only to fail to provide a mobile website where customers Launching and managing a mobile marketing campaign need not be an overly cumbersome process, but you do could respond. The importance of building a mobile website for mobile-based offers cannot be overstated. When need to take a carefully calculated approach to developing a mobile strategy and employing best practices. customers attempt to connect with your brand via their tablet or , it’s crucial that they find mobile- optimized content. Mobile must never be viewed as a marketing strategy in and of itself. Rather, it must be integrated into a more broad-based, multi-faceted approach. At the heart of that approach is traditional print, which is poised to play even According to Google research, today’s consumers are multi-screeners. They don’t use TV’s, computers, a greater role than ever before. Magazine ads, brochures, direct mail pieces, and other print vehicles serve as an Smartphones, or tablets to research brands and make purchases. They use TV’s, computers, Smartphones, AND entry point into the world of mobile, directing consumers to new and exciting mobile applications. tablets to research brands and make purchases. This finding has led to the latest trend in website design. Instead of creating multiple versions of a website, web designers and developers are taking an adaptive or responsive approach. As mobile has emerged as an increasingly critical component of the marketing mix, the initial approach was to While one is server driven and the other is device driven, in either case web content is automatically optimized reverse-engineer the mobile campaign by simply inserting a mobile campaign into the larger program. Increasingly, whether your audience is viewing it on a laptop, desktop, tablet, or Smartphone. marketers are adopting a more sophisticated approach that has them developing their mobile campaign first and making it the foundation of the marketing program. Use Best Practices • Always ask for permission (opt-in) before sending consumers any mobile content. Start with a Strategy • Incorporate mobile calls to action into your existing communications (direct mail, newsletters, , etc.) Mobile technology presents a wealth of exciting opportunities. However, it’s important not to get carried away and • Capture data as you go to develop more relevant messages over time. dive headfirst into the world of mobile without a cohesive strategy. • Identify objectives. Measure Success Are you looking to attract new customers or build loyalty among your existing ones? Likewise, you must develop an understanding of your customer. How old are they? Are they primarily male or female? Are All marketing initiatives must be measured – and mobile is no exception. You must continually assess how well they married? Do they have kids? Beyond mere demographics, however, you must look into how exactly your strategy is doing in terms of helping you reach your desired goals. your customer expects to interact with your business in mobile. Are they looking for a way to learn more • Establish a set of specific, measurable, quantifiable goals (increase interactions with existing customers; about your products or services? Do they want to make purchases on the go? Would they welcome timely increase sales by X percent; boost customer loyalty; etc.) messages containing special offers? • Put metrics in place to track how many people click on your ad, download your app, or respond to your • Choose tactics. marketing texts Next, determine which mobile options are best suited to your goals and customer preferences. QR codes, • Analyze metrics at pre-determined intervals to assess your success SMS, mobile apps, and location-based services all present wonderful opportunities for marketers to build • Continually refine your efforts to ensure you are reaping the best possible ROI from your initiative customer loyalty and increase sales, but you can’t merely throw a bunch of mobile options out there and expect people to respond. You need to meet them where they are with what they want. • Benchmark. Find out which mobile channels have proven successful in your industry. Find out what channels your customers prefer for specific messages. For example, when it comes to urgent messaging, like financial or travel alerts, SMS has consistently proven the preferred channel by consumers.

Your goal is to deliver something of value to your customers. This can only be accomplished by carefully evaluating your goals, your customers’ desires and preferences, and your mobile marketing options.

4 CANON SOLUTIONS AMERICA MOBILE MARKETING GUIDE 5 Quick Response (QR) Codes MOBILE OPTIONS While they were quick to gain widespread acceptance in Europe and Asia, QR codes have been slow to catch on in North America. It was only after such high- Many marketers don’t have a thorough understanding of the mobile options available to them. Just as traditional profile companies as Calvin Klein, Best Buy, Starbucks, and The Home Depot marketing boasts a variety of mediums, there are also a number of different mobile options. While new mobile began using them that Americans stood up and took notice. Today, QR Codes tools are being developed all the time, there are currently six primary options of particular importance: are cropping up in just about every imaginable place, from print ads and product packaging to store windows and realtors’ “house for sale” signs. • SMS Marketing • QR Codes The premise is simple: Anyone with a SmartPhone and downloadable scanner app can scan a QR code and automatically respond to an offer, access • Image Recognition content or visit a web page without the need to manually enter its URL. A variety • Augmented Reality of third-party barcode apps are available free of charge.

• Mobile Apps How QR Codes Are Used • Location-Based Services Marketers can use QR codes to direct customers to , videos, social * See Appendix for listing of SMS and Coupon Service Providers. media sites, or MP3 files. They can also be used to initiate a phone call or , download a coupon, or receive a multimedia file via SMS. QR codes play a significant role in helping people move seamlessly between the printed page and the mobile-friendly page. Some providers, like TrekkMaps and EasyPurl, even Short Message Service (SMS) offer personalized QR codes that can take direct mail recipients to a personalized Originally popularized in the early 2000s in Europe and Asia, Short Message URL. Service (SMS) has emerged as a legitimate advertising channel throughout much of the world. In its simplest sense, SMS Marketing means texting QR Code Tips: marketing communications to interested customers’ cell phones. • Educate customers by providing instructions on downloading a barcode reader SMS is generating a lot of interest among both large and small businesses – and • Test your QR code before deploying your campaign with good reason. Marketing via SMS is remarkably inexpensive, costing mere • Use multiple QR codes to track by location, recipient, channel, etc. pennies per text. And consumers are generally quick to respond. Unlike email messages, which take an average of four hours to generate a response, SMS • Drive customers to mobile-optimized web pages only messages typically yield a response within 90 seconds, according to Unisys. It’s • For event promotions, ensure your location has good cell phone coverage no wonder SMS is predicted to be one of the biggest marketing efforts of 2013. • Integrate your QR code campaign with other marketing programs How SMS is Used • Incorporate QR codes into your direct mail strategy Marketing uses for SMS are abundant. Restaurants that unexpectedly find themselves quiet one night can send out a text message along the lines of “Visit us before 9pm tonight for 2-for-1 main courses.” Dentists, doctors, or hairdressers can send automated appointment reminders. Service companies can send updates of when their technician is expected to arrive. Mail order retailers can use SMS to send delivery notifications.

SMS Tips: • Encourage customers to share their cell phone numbers by touting the fact that doing so will entitle them to special offers • Keep messages short and to the point • Spread out messages to avoid burdening customers with too many texts • Include a link to your mobile site, product page, etc. • Respect customers’ requests to opt-out/unsubscribe

6 CANON SOLUTIONS AMERICA MOBILE MARKETING GUIDE 7 Image Recognition Augmented Reality (AR) Like QR codes, image recognition connects images to information. A SmartPhone Still in its infancy, augmented reality (AR) combines the physical world with virtual imagery and information. user takes a picture of an object or printed page. Based on objects in the picture, Whereas virtual reality replaces the real world with a simulated world, AR enhances the user’s perception of reality by they are automatically directed to additional mobile content or shopping overlaying information and images onto the real world. These may consist of sound, video, graphics, or GPS data. opportunities. AR allows marketers to take mobile marketing to the next level by connecting interactive, engaging media to a How Image Recognition is Used scannable image. It gives them the power to provide consumers with real-time overlays, giving them access to the As with QR codes, marketers use image recognition technology to direct customers most current content and offers. Consumers find themselves completely immersed in the brand in the form of 3D to a wide array of mobile content, including websites, videos, social media sites, or computer-generated graphics, animations and videos. MP3 files. Typically, consumers are encouraged to snap a picture of a printed page and they are then automatically directed to additional information or content. A How Augmented Reality is Used special scanner app is required for some image recognition technology. Already, some of the world’s largest companies have incorporated the technology into high-profile campaigns. Starbucks employed AR as part of a holiday Some image recognition apps allow consumers to take a photo of a product promotion that brought its cups to life. Using a available to both and then automatically find – and hopefully purchase – similar products on the Android and iPhone owners, consumers were treated to a festive animated show Internet. Others direct consumers to videos which tell them more about the for each five different holiday cups. Outerwear retailer Moosejaw used AR to give selected product or company. One of the most famous uses of image recognition consumers a risqué peak at the products featured in its 2011 winter catalog, as an was by ebay. The online retailer engaged a provider of the technology to customize AR iPad app gave users access to views of scantily-clad Moosejaw models. their offering to give consumers the ability to snap a photo of an item they wish to purchase and then be directed to similar items available for purchase on ebay. Augmented reality is expected to be a game changer for mobile marketers. Before AR can be widely used, however, mobile devices must evolve to accommodate the Image Recognition Tips: advanced functions that bring AR to life. Growth will be facilitated by broader • Educate your customers and provide a clear explanation of how image adoption of digital compasses and accelerometers. Google stands at the forefront recognition works of AR technology, with the introduction of Project Glass Goggles, interactive • Test your image recognition links to make sure they work correctly before glasses which superimpose virtual data onto real world environments. campaign deployment • Drive customers to mobile-optimized content only • Integrate your image recognition campaign with other marketing programs

8 CANON SOLUTIONS AMERICA MOBILE MARKETING GUIDE 9 Mobile Apps Location-Based Services (LBS) In the simplest of terms, a mobile app is a application designed to run on smartphones, tablet computers Launched in the United Kingdom in 2003, location-based services (LBS) have and other mobile devices. They are typically either web-based or native apps. Web apps are accessible to anyone grown in popularity in recent years, particularly among brands with retail outlets. through a mobile website. Native apps are developed and optimized for specific mobile devices and distributed LBS takes advantage of mobile phones’ ability to pinpoint the user’s location via through application distribution platforms operated by the owner of the . These include GPS, even down to the direction they are facing. This enables brand marketers to the Apple App Store, Google Play, Windows Phone Store, and Blackberry App World. target customers with custom advertising, coupons, and special offers when they come within a certain distance of one of their retail locations. Customers can also Their ability to create a feature-rich user experience has caused mobile apps’ popularity to soar. In 2012, more use LBS to “check in” to certain locations to receive discounts and benefits. mobile subscribers used apps than browsed the web on their devices (comScore). According to Gartner, free mobile app downloads are projected to reach 73.3 billion in 2013. How Location-Based Services Are Used LBS provides a wealth of opportunities for retailers, brands, and restaurants to How Mobile Apps Are Used reach relevant mobile audiences. The ability to deliver the right message to the right Originally developed for general productivity, such as email, calendar, contacts, person at the right place and time is powerful. Quiznos, for example, experienced a stock market reports, and weather information, mobile apps have rapidly expanded high rate of mobile coupon redemptions following its launch of an LBS campaign. into other categories, including gaming, banking, order-tracking, and ticket purchases. LBS also provides invaluable behavioral insights about mobile audiences based on both real-time and historical consumer data. Marketers can learn about users’ Smartphones have made it possible for consumers to make purchases or engage travel habits, as well as where they typically shop and eat. This information gives with their favorite brand anytime and anywhere. Waiting in line at the grocery marketers the ability to identify and target mobile consumers before they even store, sitting in a doctor’s office, or riding the subway to work, people are no longer set foot inside their business – when they may still be in the planning stage for limited by their geographic location. Mobile apps maximize the opportunity to future purchases. reach customers during these pockets of free time. Mobile Advertising Data collected through mobile apps allow businesses to deliver just-in-time offers. Appearing right on smartphones and tablets, mobile ads help marketers reach on-the-go consumers with engaging, Movie theaters can use the technology to send coupons to nearby consumers who interactive, media-rich display ads. While mobile ads have been slow to catch on due to high costs, mobile ad looked up that evening’s showtimes, but didn’t buy a ticket. A bar experiencing a prices are coming down out of the stratosphere. While rates still vary widely, the cost per 1,000 iPhone users is slower-than-usual night can reach out to past patrons who just happen to be in the now roughly $2.85, according to Opera Software. That compares to $50 to $100 to reach 1,000 consumers via a neighborhood and make them aware of that night’s drink specials. national newspaper ad. Mobile App Tips: Consequently, marketers are increasingly using mobile ads to keep their businesses and brands in the forefront of • Make sure your app offers real value – in the form of information, entertainment or utility busy consumers’ minds. U.S. mobile ad spending is projected to reach $7.19 business in 2013 and more than $20 billion by 2016, according to eMarketer. • Before building your app, understand how it will increase sales or revenue • Develop a plan for promoting your app to current customers and Marketers have several options when it comes to mobile ads: potential ones • Image Banners for Tablets • Track post-download activity • Videos Ads InStream • Expandable/Canvas Ads • Interstitial Ads with Interaction

Mobile Ad Tips: • Avoid the temptation to simply plop static advertising into a Smartphone application • Disguise your ad as a game, coupon, or desirable information • Make your ads worth consumers’ while by paying them rewards • Employ “takeover” ads that briefly fill the device’s screen

10 CANON SOLUTIONS AMERICA MOBILE MARKETING GUIDE 11 APPENDIX II: TECHNOLOGY/SERVICE PROVIDERS Appendix SMS Messaging Providers SMS providers offer a variety of services ranging from simple texting to full-blown marketing automation systems covering texting, emailing, social media and campaign building. There are a multitude of providers to choose from, with most targeting small retail and service businesses.

APPENDIX I: GLOSSARY OF TERMS Here are a few examples with estimated pricing:

SimpleTexting FTEU (FREE TO END USER) – An opt-in program which sends SMS/MMS messages to a subscriber, for which they do not incur any premium or standard messaging charges from their wireless carrier. http://simpletexting.com/ Allows businesses to send targeted texts to customers, then track the results and additional business generated. KEYWORD – An identifying word or name used to differentiate a message. Pricing: Choose between unlimited subscriber plans or unlimited message plans (i.e. 200 messages to an LONG CODE – A 10-digit phone number that can be used to send messages both intra- and inter-country. unlimited number of subscribers is $10/month; Unlimited messages to 1-100 subscribers is $10/month; 101-250 is $22/month) MESSAGES – SMS and MMS messages sent to mobile phones/devices. Betwext MMS (MULTIMEDIA MESSAGING SERVICE) – A message that contains multimedia objects, such as video, http://betwext.com/ pictures, and/or longer messages. Offers unlimited SMS keywords, subscribers and lists. Businesses can use keywords to let customers request a MT (MOBILE TERMINATED) MESSAGE – An SMS/MMS message received by a mobile device. special offer or subscribe to a list to receive future special offers. Pricing: 1 cent per message per recipient; send 100 people a message for $1 MO (MOBILE ORIGINATED) MESSAGE – An SMS/MMS message sent from a mobile device. TellMyCell OPT-IN – The process by which a subscriber must provide explicit consent before the marketer can send them messages. http://www.tellmycell.com/ Especially useful for giving customers a specific keyword to text in and receive a special offer. OPT-IN: DOUBLE OPT-IN – The process of requiring a subscriber to opt-in twice in order to confirm their desire to Pricing: Unlimited contacts and unlimited groups, but paid on a per-message basis. Pay-as-you-go for five cents receive marketing messages. per message or plans start at $29/month after free trial. Starter package is 100 messages and one keyword for OPT-IN: SINGLE OPT-IN – The process of requiring a subscriber to opt in to a program via a $29 per month subscriber-initiated message. Reach People OPT-OUT / UNSUBSCRIBE – The process by which a subscriber revokes consent to receive mobile http://front.reachpeople.com/ marketing messages. Offers a platform for email, , SMS keywords and voice broadcasting. Resellers welcome. SMS (Short Message Service) – Displays a maximum 160 character message to a /device. Pricing: Based on contacts and messages. You buy credits for SMS and voice broadcast. (i.e. 100-499 contacts is $4.95/month; <100 is free; 1000 message credits is $80) SMS: PREMIUM SMS – Content for which the subscriber is levied a separate surcharge in addition to any fixed charges. Fanminder SHORT CODE – A 5- or 6-digit phone number that companies use for mobile marketing. A short code can be http://fanminder.com/ shared (used by more than one company); private (used by one company to run only one messaging service at a Allows small business owners to send offers to their fans via , , email, mobile phones or their own time); random (assigned to the company leasing the short code); or vanity (a specially requested short code number website. A marketing interface helps you create image-based offers, gives you a control panel to manage promotions that spells out a content provider’s name, brand, or an associated word). and offers and lets you track response via a dashboard. Pricing: For $30/month, you get unlimited offers to 200 phone numbers or 500 email addresses

12 CANON SOLUTIONS AMERICA MOBILE MARKETING GUIDE 13 Signal iLoop Mobile http://www.signalhq.com http://www.iloopmobile.com Uses a marketing dashboard to send text messages as well as emails/enewesletters and social media messages. Tracks Sends coupons, quizzes, sweepstakes information and other offers via text message. Particularly helpful when delivery and click through stats. You can create coupons, emails and even simple landing pages. establishing brands and creating compelling and effective mobile marketing campaigns and mobile interactivity with Pricing: Depends on the number of campaigns per month and number of subscribers. (i.e. six campaigns per month consumers. to 200 subscribers costs $20/month and includes the marketing hub) Reach: As many customers as you sign up Cost: $1,500 and up for one campaign, or $2,500 a month for ongoing campaigns COUPON SERVICE PROVIDERS A variety of providers offer mobile coupons. Some are free, while others require a sign-up or monthly fee. Foursquare http://www.foursquare.com Here are a few examples along with estimated pricing: Cell phone application that lets users broadcast their location to friends. Members “check in” when they are at a local establishment and sometimes add tips about what to buy. Yowza!! Reach: 100,000 users http://getyowza.com Cost: Free for now, although the company plans to eventually charge for the service This location-based system allows anyone with an iPhone, Android, or other mobile device to see coupon offers from businesses right in the area where they are shopping. Businesses have the option of using “push notifications,” which enable them to have new offers sent to those shoppers who have flagged their store as a “favorite.” Advanced analytics Keypons let businesses determine which offers are working and which ones aren’t. http://www.keypons.net Reach: 725,000 users Allows businesses to create an offer, complete with images and maps. Offer may be promoted via social media and Cost: About $50 a month per business location SMS. Businesses can track the performance of their offer and create new ones. Reach: As many customers as visit your social media sites or sign up for your SMS offers. Coupon Sherpa Cost: Free http://www.couponsherpa.com| iPhone application that displays coupons by proximity, category, and brand. Also boasts exclusive coupons that can’t Google Places be found elsewhere. New coupons are added daily. Users can create their own favorite list of stores. http://www.google.com/placesforbusiness Reach: 80,000 users Allows businesses to set up a coupon on their Google Places page. Customers discover the offer on Google Maps for Cost: Free Android when they are in the vicinity of your location. Businesses can cap their promotion to a limited number or limit the number of times any single customer can use the offer. They can also view how many offers have been saved and redeemed. Money Mailer Cost: Currently free during a limited time trial period. Users will be notified about pricing details before the trial http://www.moneymailer.com period ends. Lets companies send text message coupons when they purchase a direct mail campaign. Can be offered at a specific day or time each week. Redemption rate is approximately 10 percent. Reach: As many customers as you sign up Cost: $25 to $75 per mailing zone of 10,000 homes

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