Augme Technologies, a leading mobile marketing firm, recently attended the Mobile Marketing Strategies Summit in San Francisco, California. The company has been making a name for itself in the emerging mobile marketing industry through the use of QR codes. We got it touch with Augme’s Nancy Urena, hoping to get some insight on how the company is leveraging the codes in their business.
How are you implementing QR codes in your marketing campaigns?
Augme’s philosophy is that QR codes can be utilized as a multi-modal solution that allows users immediate access to the information they are seeking by the best means possible and how they choose to obtain it. In addition to a QR code, Augme suggests adding a text, scan or “go to this URL” option. Consumers are in all different states of mobile behavior. Augme wants to ensure consumers are reached in the method of mobile response they are most comfortable with (i.e. SMS vs. QR)
Have you hired a third party to help build your campaign?
No. Augme is a full service mobile marketing solutions provider with the ability to provide strategy, an unparalleled technology platform we call AD LIFETM, creative execution and other managed services.
What challenges, if any, have you faced thus far? How have you overcome them?
Augme’s greatest challenge has been brand education. Mobile is still a foreign language for most of our prospects. With this in mind, Augme created the Mobile Center of Excellence (mCoE). Located in Atlanta, GA, it houses our dedicated development team and maintains high industry reputation for innovation and responsive education, training and delivery of technologies. We invite our clients and prospects to partake in learning sessions held at mCoE. These sessions are interactive, allowing our clients access to newest technologies and innovations in mobile marketing.
Market research is important to the success of any campaign – What made you decide to adopt mobile marketing over more conventional methods?
Augme started in the digital technology space as a digital content management systems provider. In late 2007 our own metrics showed a rapidly mobile browsing base. Seeking to feel the need for new process, Augme moved full force into creating AD LIFETM as a next generation mobile delivery system designed to meet the growing needs of our clients.
How has the response been to your use of QR codes?
In a recent campaign for the U.S. launch of Kellogg’s Crunchy Nut cereal, Augme utilized QR codes and SMS options placed directly on brand packaging to help engage customers through enhanced mobile content. The campaign results included approximately 80% of consumers using QR code scans versus 20% opting to use text via SMS; a first time finding. In this scenario, it is important to note that the media and payoff all played a part in the success of the campaign. As the AOR for Kellogg’s, Augme will continue to work on future mobile campaigns for additional Kellogg’s branded products.
Do you think that the codes have a future in mobile marketing, or are they just a fad?
There are a few issues with the barcode space in general. Augme is concerned with the disparity in the marketplace today and the lack of an eco-system. For instance, where is the consumer or client education on the issue of using a Microsoft Tag versus a QR code? We have seen successful brands and companies promoting a product using MS Tag in one ad and opting to use QR code in another. It is confusing to the consumer trying to scan either ad with the wrong reader and missing out on the mobile experience altogether. From a professional opinion, Augme does not know if barcodes will ever get to the place where they should be in the U.S.
QR codes are becoming more widely used in business. How can you stand out amongst the growing number of competitors?
As one of the first purveyors of barcodes in the U.S. dating back to 2007, we have the experience and understanding to promote best practices for our clients. In addition, our AD LIFETM platform goes well beyond QR codes. AD LIFETM provides mobilization of content, consumer response (2D codes, SMS, UPC code activation, Image and Audio Recognition), utilities for coupons, rebates and more; plus a deep consumer data suite for tracking and analytics. Our patents in the area of device detection and content rendering alone give Augme a solid barrier to entry as well.
Many companies are opting to use the “m.” prefix for their mobile domains as opposed to the more widely known “.mobi” . What are your thoughts? Do you think one has an advantage over the other or are they the same?
Augme feels this is a matter of preference. From a behavior perspective, we see more consumers look for the mobile site by typing “m” over “mobi”. Augme is mSolutions for mMarketingTM.
Will you continue to use QR codes in future campaigns?
Augme’s goal is to provide our clients the best possible solutions to their mobile marketing challenges. At the moment, Augme feels that among various forms of 2D barcodes, QR codes provide a solution that is going to drive the maximum engagement potential with a lower barrier of activation. As long as this continues to be the case, Augme will recommend and implement QR codes as a solution. However with a rapidly changing technology environment, Augme will continue to use AD LIFETM to allow our clients access to a dynamic platform that can grow with the market.
You can visit them at augme.com for more information
