With all of the frenzy surrounding mobile and social networking, you may wonder what the next exciting trend will be.
It’s my job to follow these trends, so I recently attended three different trade shows that focused on mobile and social marketing. I started with Blog World in Los Angeles and then attended Ad Tech (the #1 event for interactive marketing) and CETW (Customer Engagement Technology World) in New York City. One common theme at these shows and on manufacturers’ minds is: How do I engage my customers via mobile? With 23% of web surfing now on mobile devices, you want to make sure that engagement is also made for them.
We are increasingly seeing manufacturers creating fun interaction with their consumers through social media. What gets me excited is watching how they use QR codes to direct consumers to a one-on-one interaction with their brands. If the experience is fun and easy, the consumer will share the experience with friends through their social networking sites. It’s free marketing for you and clearly the future!
Barlean’s created a trivia game for Natural Products Expo East that involved questions about flax seed oil. At the end of the quiz, participants could opt in to win a prize.
You can try the test for yourself on your mobile device by scanning this QR code:
Why is this example so effective at consumer engagement?
In the near future, it will be commonplace to see consumers interacting with your products on mobile devices. In fact, this is already starting to happen, with examples such as Best Buy’s on-shelf QR codes. In one of the breakouts at AdTech, one of the panel members said it best: “Our goal is to provide just a little more information at the shelf to generate a sale”. This practice is rapidly gaining popularity as more and more consumers have access to smartphones.
We live in some exciting times. Remember, it’s not too late to be early when it comes to mobile!
Geoffrey Robinson is founder of Digital Earth Network, a leader in the emerging world of mobile and digital marketing content and associated applications. Geoffrey was the former founder of Eye Force Productions, a web based advertising company, and has an extensive professional background, particularly in the Natural Foods industry, in sales, marketing, business operations, consulting, Point of Sale technology and other related verticals.
Posted on WholeFoods Magazine Online, Dec. 2, 2011