Thoughts from the Mid Atlantic Marketing Summit

I have posted at the Balance Interactive blog about my takeaways from the Mid Atlantic Marketing Summit.

How to Present Content on Mobile Devices

Mobile devices require a tight focus in content presentation, with the first screen limited to only the most essential information, say the folks at useit.com. After looking at several research studies, the conclusion is that there is one indispensable element: focus.

“When writing for mobile users, focus their attention on the essential content.”

Mobile users have a small area to look at and are typically rushed . Short,  quick and easy rules the day.

The first screen users see should strictly focus on the minimum information needed to communicate the top point.

Read the full analysis and insight at http://www.useit.com/alertbox/mobile-content.html

QR Codes: the Barcodes that Fuel Mobile Marketing

 A QR code (short for Quick Response) is a  matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones.

 

The code consists of black modules arranged in a square pattern on a white background. The images contain a message that can be unlocked by using an application on a smartphone.  The information encoded can be text, URL or other data.

 

Use of the codes started in Japan, but use in the US is increasing, offering up new opportunities for mobile communication.

 

According to a recent survey of smartphone users, commissioned by MGH to determine the usage of QR codes, 72% of smartphone users indicated that they would be likely to recall an ad with a QR code.

Demographics of US Smartphone Users Who Have Used a QR Code (% of Respondents, February 2011)
Demographic	% of Respondents
Gender
Male	51%
Female	49
Age
18-34	39%
35-54	48
55+	13
HH Income
< $25K	6%
$25K-50K	23
$50K +	71
Education
High school or less	11%
College/associate	26
University +	63
Source: MGH Survey, March 2011

32% of smartphone users surveyed said they’ve used a QR code, a much higher percentage than various other previous surveys of QR usage. Top usage of those who said they’ve used a QR code was to secure a coupon, deal or discount (53%).

Reason For QR Code Use by US Smartphone Users (% of Respondents, February 2011)
Reason for QR Use	% of Respondents
Get coupon, discount or deal	53%
Access additional information	52
Enter sweepstakes	35
Register for more information	26
Access video	24
Make a purchase	23
Interact with social Media	23
Other	11
Don’t know	2
Source: MGH Survey, March 2011