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Innovation in Mobile Commerce: Glamour Takes it to the Next Level with Buy-it-Now SnapTags

There has been a lot of talk about mobile wallets recently; Google launched its mobile wallet in May and phones like the Galaxy Nexus are now being manufactured with an NFC chip.  While these technologies certainly represent one innovation and one side to mobile commerce, Buy-it-Now SnapTags launched in the March issue of Glamour represent another.

Buy-it-Now SnapTags have capabilities that extend beyond commerce and giving consumers the opportunity to ‘Like’ the brand on Facebook, obtain additional product information and score and redeem offers in addition to being able to purchase products.

How Buy-it-Now SnapTags Work.  Located in the ad and editorial pages of Glamour, consumers can either snap a picture of the Buy-it-Now SnapTag and text it to 95871, or scan the SnapTag with the SnapTag Reader App.  Consumers then engage in an interactive purchase experience where they can get more information about the product, ‘Like’ the brand on Facebook to get special offers, and select specs for the product, such as quantity and color, all from a single screen. After entering payment information, the product the consumer saw in the magazine will show up on their doorstep in just a couple of days’ time.  The best part is, once consumers have entered their payment information, it is stored in a fully-encrypted ‘mobile wallet’, making future “Snap-to-Buy” purchases as easy as a scan and a single click!

The True Innovation.  While the development around mobile wallets is great, it is really the novel way that SpyderLynk and Glamour teamed up to use the technology that is pushing the boundaries of commerce.  This innovation transforms the way consumers shop for products they see in static places like a magazine ad. Snap-to-Buy also represents the first integrated solution that combines print media, social media, mobile and commerce into one seamless mobile experience.

The convergence of these technologies represents a monumental opportunity; while brands like Aveeno, Express, TRESemmé, Dove and L’Oréal are utilizing the technology in Glamour’s March issue, it is something that more companies need to be paying attention to.

 

SpyderLynk 2012 Predictions: A Look Ahead to the New Year

It’s that time of year!  Here are some of our predictions as the New Year gets rolling for what 2012 will hold.

An increase in right place, right time marketing.  One of the greatest things technology has been able to provide for marketers is the increasing ability to reach consumers at the right place and time.  What I mean is, you want to reach a consumer when they are engaged, and thinking about a need they have that your product meets.  With the increased sophistication of mobile marketing tools, you can connect the offline and online worlds at key places increasing brand relevancy and sales.  Take the point of purchase for example; by putting SnapTags on POP materials, you can engage consumers in an interactive conversation at the most crucial stage of the decision funnel. Moving into the New Year, marketers will increasingly use available technology to create more targeted and effective ways to connect with consumers.

The Mobile Wallet.  With the increase in mobile commerce in recent years, the mobile wallet will offer a way to pay for goods and services using a mobile device.  SpyderLynk’s new product, Buy It Now Tags SnapTags, will provide a conduit to not only create the connection with consumers and provide information, but also to facilitate the purchase of a product, acting as an e-wallet.

The year of 2D mobile barcode education and consideration beyond the QR code. In 2011, QR codes popped up everywhere.  Whether you were flipping through a magazine at the doctor’s office or opening mail from a company you did business with, there was a decent chance it had a QR code on it. With a plethora of free QR code generators available online, low barriers to entry caused companies to create and plaster QR codes on everything.  2012 will be the year of reflection and investigation; companies look back on what they did, evaluate effectiveness, and put some critical thinking into campaign objectives moving forward, including which 2D mobile barcode solution will best equip them to accomplish campaign objectives.

The year of deep mobile integration.  While mobile activation provides an awesome opportunity for marketers, its rapid emergence has left a lot of marketers scratching their heads about the best tools, strategies and ways to integrate mobile activation into their marketing mix.  This will be the year that companies will be educated and organized enough to take a strategic approach in implementing mobile activation; they will create a cross-functional team comprised of brand managers, creative agency representatives and technologists to evaluate the best opportunities to leverage mobile activation. Marketers realize that mobile is a highly functional tool for impacting consumers throughout their decision journey; this will be the year they get organized and put resources behind it.

Integrating Mobile Barcodes into Brand Marketing: Toyota Shows How It’s Done

Toyota viewed mobile consumer activation as an integral part of its 2011 marketing plan. In true Toyota fashion, the company wasn’t looking to get its feet wet or try out a novelty. Toyota wanted to make a meaningful impact on the marketing of 19 different car models, each with its own set of marketing challenges and opportunities. Toyota also wanted a solution that would deliver a rich brand experience, activate lead generation, enable CRM and collect consumer data.

The company that invented the mobile barcode in the 1980s developed its own approach: the ToyoTag, a mobile barcode driven by the SpyderLynk SnapTag platform, which allows for the quick creation of variable direct marketing campaigns tied to each Toyota brand. The six advertising agencies responsible for those brands can set up, activate and manage a ToyoTag campaign. But the most critical element is that Toyota can serve its target consumers a campaign and a message crafted to engage those consumers relative to where they are in the purchase cycle. In advertising, Toyota can engage consumers in the brand message, sharing information about new features and benefits. At auto shows, the company can give consumers access to digital brochures, safety information and price quotes. And at dealerships, they can capture people even further down the purchase path. (more…)

Infographic: Comparing SnapTags to QR Codes

More and more people are learning about SnapTags. And more people are asking just what makes SnapTags different from QR codes.

The obvious difference is that SnapTags feature a brand’s logo front and center, but there are others you can’t tell just from looking at them, and while we offer a comparison on our website, continued interest called for a more in-depth look. So, with the help of Killer Infographics, we created a handy guide. We are excited to unveil this new infographic that displays the differences between SnapTags and QR Codes. A few key points:

  • SnapTags are more accessible: Anyone with a mobile phone camera – approximately 88% of consumers – can snap and send a SnapTag. Only 13% of consumers who have downloaded readers can access QR codes.
  • SnapTags provide more options for tracking. A recent ClickZ post showed that 63% of mobile marketers don’t even try to measure ROI on mobile campaigns. That’s what makes easy, comprehensive tracking so important. Standard insights for SnapTags include number of snaps, users, repeat usage and opt-ins, and they are highly customizable.
  • SnapTags offer greater functionality. QR codes allow for mobile activation, geolocation and social networking, while SnapTags do those plus enable dynamic responses, are easy to update, and are reusable. SnapTags activate a variety of marketing campaigns to meet different objectives, like loyalty campaigns, games and contests, promotional drives, enabling social connections and more. (more…)

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