Shamed as I am to look at the last time I wrote a blog post, I thought I'd try and get back in the groove on a topic that's been bugging me for a while.
We often talk about how mobile is uniquely positioned as, not just a channel in it's own right, but also as an integrator of channels - able to connect an offline user to a digital destination. I've blogged before about how too much activity that is talked of as "integrated" is often more like "parallel" activity with two activations running at the same time and no real integration.
However, using mobile you can engage with a consumer with a poster while they are walking down the high street; from a magazine ad they see when they are on the bus; or with a TV commercial they watch whilst sitting on their sofa, and drive them to a destination where they can get more information, register an interest or even complete a purchase.
That is a far more compelling capability than it seems to be based on the prevalence of such calls to action.
But there is an issue... There is yet to be smooth and seamless way, a completely intuitive and simple call-to-action, that enables a mobile user to respond and interact. So how do we get users to hit a URL, whether that be to visit a mobisite or download an app, for example?
Well, what have we got now? In truth, there are four credible alternatives available right now:
1. Just show the URL and ask the user to enter it themselves. One benefit of this is that the same CTA can work across desktop and mobile (assuming device redirection is in place). In addition, there is no dilution of the branding on any marketing material - the URL is often included anyway. The downside is that we are asking the user to manually type a URL, beyond the fact that this is not as easy as on a desktop (although not such a chore as it is often portrayed), it is a bit clunky and shouldn't it be easier with a smartphone?
2. Ask the user to "Search". I actually quite like this as a CTA - it's simple and familiar for users and, as with manual entry, is a consistent across desktop and mobile. That said, it forces you to ensure that your SEO is flawless and potentially require you to direct budget at search if you were not already.
3. Include an SMS shortcode/keyword CTA. Familiar for users and requires little effort, with the URL returned via SMS this is clickable and so drives the user to the destination without much fuss. That said, it's generally not liked amongst creatives for aesthetic purposes and, if a brand doesn't already run SMS activity, requires that they get this in place (that's not to say it's difficult or expensive, but it is still a barrier).
4. QR codes (or MS Tags, Shot codes etc. etc.). They have their place, and for some reason some people like them (I received an email with one in recently - ask me about it if you want a 30 min rant on the nonsensical things that some mobile companies get up to). On the plus side, they are the quickest/smoothest way of driving online from ATL. That said, this is only if you know what they are and have a reader app on your device. Oh, and they are also ugly.
So the other day it struck me, why do I have to type a URL into my mobile browser?
My phone has a camera right? Jeez, my phone can translate text so there's no reason that it couldn't recognise a URL and open the URL. So why haven't Apple or Google added it as a feature to Safari or the Android default browser? Surely they can add a button that activates the camera, recognises the text as a URL (think Google Goggles but within your browser, not a different app), and then opens the page, or even performs a search.
Am I missing something?
[Bear in mind that this is possible as it's not a webpage that accesses the camera but the browser itself, which as a native app, of course can do this.]
I may be being immensely naive but having this capability would mean that both of the routes 1 (URL) and 2 (search) above become much easier. In fact, it means that anywhere a URL may appear, it becomes 'clickable' and a call to action. Doesn't this make "integrated" activity even more feasible?
So come on Apple, get a move on Google and pull your finger out Microsoft/Nokia. Why not do this...?
Showing posts with label SMS. Show all posts
Showing posts with label SMS. Show all posts
Friday, 11 November 2011
Wednesday, 16 March 2011
O2 More #JAPAN #FAIL
I've written about O2 More previously and, to be fair, have had both good and bad experiences - from being sent a Maternity wear offer and then receiving an apology, only to get then get the same message again, twice; to receiving an MMS, with a uniquely discount voucher and the address of the nearest store to me that I could redeem it at.
Unfortunately, the day after it is announced that O2 More have hit 2 million users, this post is about one of the poor ones...
We all know what is going on over on the other side of the world right now - it feels like Armageddon over in Japan and I think we can all see that the scale of the devastation and destruction. Given this, there are of course a number of efforts being made to raise support and money to aid the relief efforts - which should of course be applauded. So my following criticism isn't in the act itself but, as we see way too often and from those who should know and do better, the execution of such.
So... I received an SMS from O2 More, asking me to donate.
All good there? Well, not really. This is from a mobile network. A carrier, who owns the network and is responsible for all the data, voice and (relevantly in this case) messaging. So why is the call to action not "reply" or "send a message to"? Why have O2 not set up a premium SMS route (and waived all their fees on it)? Surely a message such as "If you want to donate £5 to the Japan Tsunami appeal text DONATE to 20502" would allow them to to hit a broader base and illicit a greater response?
I know that this message has been delivered to by a different part of the O2 behemoth than that which would be responsible for setting up such a route but surely this is an obvious conversation to have...
Ok, so I am one of the minority of people likely to click on the link in order to donate. What do I see?
Yeah. I know. And it isn't much better in landscape:
I am trying to avoid sounding churlish and criticising something that is, inherently commendable. But I can't help thinking that it could have been so much more effective were the site that you click through to be mobile optimised and ideally allow on-bill donation.
But ultimately, it should have been an SMS mechanic - we've seen with previous appeals how effective these can be and if anyone should be doing it, O2 should.
Shouldn't they...?
Unfortunately, the day after it is announced that O2 More have hit 2 million users, this post is about one of the poor ones...
We all know what is going on over on the other side of the world right now - it feels like Armageddon over in Japan and I think we can all see that the scale of the devastation and destruction. Given this, there are of course a number of efforts being made to raise support and money to aid the relief efforts - which should of course be applauded. So my following criticism isn't in the act itself but, as we see way too often and from those who should know and do better, the execution of such.
So... I received an SMS from O2 More, asking me to donate.
All good there? Well, not really. This is from a mobile network. A carrier, who owns the network and is responsible for all the data, voice and (relevantly in this case) messaging. So why is the call to action not "reply" or "send a message to"? Why have O2 not set up a premium SMS route (and waived all their fees on it)? Surely a message such as "If you want to donate £5 to the Japan Tsunami appeal text DONATE to 20502" would allow them to to hit a broader base and illicit a greater response?
I know that this message has been delivered to by a different part of the O2 behemoth than that which would be responsible for setting up such a route but surely this is an obvious conversation to have...
Ok, so I am one of the minority of people likely to click on the link in order to donate. What do I see?
Yeah. I know. And it isn't much better in landscape:
I am trying to avoid sounding churlish and criticising something that is, inherently commendable. But I can't help thinking that it could have been so much more effective were the site that you click through to be mobile optimised and ideally allow on-bill donation.
But ultimately, it should have been an SMS mechanic - we've seen with previous appeals how effective these can be and if anyone should be doing it, O2 should.
Shouldn't they...?
Monday, 14 February 2011
I'm falling in love with Ocado
It may be that I'm getting caught up in the general romantic atmosphere that prevails today (and I thought that I was past all that!) but I think that I am falling in love with Ocado.
Can you fall in love with an online grocer you may ask? Well... maybe not, but they are certainly ticking as many of my boxes as it is possible for an online grocer to do, and my wife is becoming increasingly jealous of the way I talk about them so maybe we can have a future together...
Ok, so maybe I've over-played it slightly but I've just seen another great example of why Ocado seems to "get" mobile and is integrating it into their activity so nicely. I've already talked about their use of SMS notifications, to remind their customers about a delivery and advise them of the details of the delivery (including the driver's name and the van they'll be driving). They were also one of the first retailers off the mark in releasing transactional apps for the iPhone (store) and Android (store) devices. In fact, considering the general service and quality of the food (I'm sure covered in blogs/articles elsewhere) the one blemish that I can note is their lack of a mobile optimised site - they have retired their 'lite' site, stating that because of "huge improvements in mobile technology" most customers shop with Ocado "via our main Ocado website".
I think that this is a bit of a missed trick as a mobile site would better, and more appropriately, support the mid and lower range smartphones. Certainly, they realistically have the majority of their potential mobile traffic (and indeed revenue) tied up with the iPhone/Android apps and yes, other phones can use the main website, but it would be good to see a mobile optimised site nonetheless.
Anyway, the latest tick in one of my boxes came along this afternoon:
An Ocado delivery truck, with an SMS call-to-action, whereby new users can get £15 off their first shop.
Sure enough I gave it a go and received an SMS back with a unique code that can be redeemed online. A simple mechanic to set up, executed nicely, and driving new users from ATL to online and with tracking of unique codes to prevent mal-redemption and ongoing analysis.
Doesn't it make you wonder why more companies don’t do the same...?
Monday, 7 February 2011
One man can't lift half a piano, but two men...
As I start writing this, I haven't made my mind up about the title of this post.
This is mainly because I'm not 100% certain where this post will lead itself (a slightly damning enditement on my writing, I accept). I opened up my thinking by wanting to talk about the affective use of multiple channels, something that we've talked about quite a bit to existing and potential clients, and is a pet peeve of our Client Services Director, Sarah Cantillon. However any piece talking about the use of different channel needs to not just reference how channels can co-operate, but also how they should integrate.
But that said, I've written a few times before about how mobile can act as the "integration-glue" between offline and online and also how we in the digital industry, need to understand that whilst we recognise the differences between mobile and online, consumers don't, meaning that we should be taking a more holistic view and so, cater for the user who mainly reads his email on an iPhone; or who uses their mobile device for messaging but doesn't have a data bundle and so will only use their home PC for browsing. So I'll try my best to not drag myself off on a tangent and focus on the point in hand - using different channels for each others mutual benefit and the use of appropriate comms that support and compliment each other.
Basically... channel sequencing.
Unfortunately, too many comms programs are black and white - there is a preferred channel and underneath that a hierarchy of alternatives. This may be that Direct Mail is used if they hold your address and you have opted-in, or if not, will contact you using email, or then outbound call, and then maybe mobile if nothing else is possible. However this plays out, the last choice channel will most likely get the poorer "quality" consumers and so suffer from a lower response rate and be seen as less effective (note that this isn't a pop at the lack of use of mobile, just the lack of using multiple channels effectively).
This could be symptomatic of a number of things - one being a company using different agencies, each responsible for a different channel and so with vested interests in pushing their own at the cost of others; or maybe lazy thinking on behalf of the brand and their planners; or maybe both of these. In any event, what seems clear to me is that, to effectively use multiple channels is to do so by using each in a coordinated, consistent and (a word we use a lot here) appropriate manner.
Why not prompt the consumer, who's given you the email address of the account that he checks once a fortnight, that you've just sent him an email with some exclusive offers by sending him an SMS, or even an MMS (which can compliment the email content and design) and so improving open and possibly click-through rates?
How about sending an email to a customer, letting them know that they'll be receiving a DM piece in the next week with details about changes and new feature to their account, so that they are less likely to file it in the bin without opening it?
And why the devil not send a text to a customer, asking them when they would be able to receive an outbound call and so reduce hang-ups and non-answers?
Channel sequencing is an evolution and extension of using each channel in the right way - where I would always advocate using the right channel, to say the right thing, at the right time. For example, don't use SMS to introduce or demonstrate a new product - use a richer channel such as email or MMS; don't use an email to send important information that the consumer needs to retain - use DM; and don't send a discount voucher that they user needs to take into a store by email - use DM or, even better, SMS or MMS.
Of course, it's not as straight-forward as just saying it. Putting in place the capability to manage your customer communication in this way is not an overnight job - particularly as most businesses, both technically and in terms of their comms rules, are not set up to support talking to their customers in this way.
But thinking about it, why not use all of the channels available to you to support each other, making them work harder together, and generate a higher response rate, RoI or opt-in* than they would otherwise do independently and so, together, enabling them to carry the proverbial piano.
* insert relevant KPI here
This is mainly because I'm not 100% certain where this post will lead itself (a slightly damning enditement on my writing, I accept). I opened up my thinking by wanting to talk about the affective use of multiple channels, something that we've talked about quite a bit to existing and potential clients, and is a pet peeve of our Client Services Director, Sarah Cantillon. However any piece talking about the use of different channel needs to not just reference how channels can co-operate, but also how they should integrate.
But that said, I've written a few times before about how mobile can act as the "integration-glue" between offline and online and also how we in the digital industry, need to understand that whilst we recognise the differences between mobile and online, consumers don't, meaning that we should be taking a more holistic view and so, cater for the user who mainly reads his email on an iPhone; or who uses their mobile device for messaging but doesn't have a data bundle and so will only use their home PC for browsing. So I'll try my best to not drag myself off on a tangent and focus on the point in hand - using different channels for each others mutual benefit and the use of appropriate comms that support and compliment each other.
Basically... channel sequencing.
Unfortunately, too many comms programs are black and white - there is a preferred channel and underneath that a hierarchy of alternatives. This may be that Direct Mail is used if they hold your address and you have opted-in, or if not, will contact you using email, or then outbound call, and then maybe mobile if nothing else is possible. However this plays out, the last choice channel will most likely get the poorer "quality" consumers and so suffer from a lower response rate and be seen as less effective (note that this isn't a pop at the lack of use of mobile, just the lack of using multiple channels effectively).
This could be symptomatic of a number of things - one being a company using different agencies, each responsible for a different channel and so with vested interests in pushing their own at the cost of others; or maybe lazy thinking on behalf of the brand and their planners; or maybe both of these. In any event, what seems clear to me is that, to effectively use multiple channels is to do so by using each in a coordinated, consistent and (a word we use a lot here) appropriate manner.
Why not prompt the consumer, who's given you the email address of the account that he checks once a fortnight, that you've just sent him an email with some exclusive offers by sending him an SMS, or even an MMS (which can compliment the email content and design) and so improving open and possibly click-through rates?
How about sending an email to a customer, letting them know that they'll be receiving a DM piece in the next week with details about changes and new feature to their account, so that they are less likely to file it in the bin without opening it?
And why the devil not send a text to a customer, asking them when they would be able to receive an outbound call and so reduce hang-ups and non-answers?
Channel sequencing is an evolution and extension of using each channel in the right way - where I would always advocate using the right channel, to say the right thing, at the right time. For example, don't use SMS to introduce or demonstrate a new product - use a richer channel such as email or MMS; don't use an email to send important information that the consumer needs to retain - use DM; and don't send a discount voucher that they user needs to take into a store by email - use DM or, even better, SMS or MMS.
Of course, it's not as straight-forward as just saying it. Putting in place the capability to manage your customer communication in this way is not an overnight job - particularly as most businesses, both technically and in terms of their comms rules, are not set up to support talking to their customers in this way.
But thinking about it, why not use all of the channels available to you to support each other, making them work harder together, and generate a higher response rate, RoI or opt-in* than they would otherwise do independently and so, together, enabling them to carry the proverbial piano.
* insert relevant KPI here
Friday, 28 January 2011
Why aren't more companies using SMS notifications?
My wife is what I would regard as a digital housewife.
She is an eBay veteran (on more than one occasion I have asked where something is only to find that it was sold a month ago) and does a large proportion of her shopping online. She also has an iPhone and when not sat on the sofa with the laptop on her lap, she uses any one of the number of apps she's got to shop or browse retailer apps. With two kids, she's on the go most of the time so this fits nicely with her lifestyle.
Which helps to explain why I am so impressed with what is, on the face of it a really simple thing - the Ocado SMS notifications.
So... we've got a food delivery on order and the day before, she gets an SMS reminder her that the delivery is due the next day and confirms the deadline to change it (so the reminder can act as a prompt if you now need more goods). Then on the day of delivery, another SMS that includes the 1hr time slot; the name of the delivery driver; the type (i.e. livery) and registration plate of the delivery van; and details of any missing items.
So with a couple of simple text messages, including some relevant information, it makes an online and remote transaction into a more comfortable, reassuring and personal process.
Ocado aren't the only guys that do this - my wife has had similar notifications from Sainsbury's and the Home Delivery Network.
And one of my local taxi firms also does the same thing - I called to order a cab and then received one message straight away to confirm the booking and then another a bit later to tell me the car was a couple of minutes away; that would pick me up; and the name of the driver. Great if you're a single female.
It is such an easy thing - there are any number of Mobile Technology providers that offer these kind of capabilities, and of course the more retail moves digital (note that I don't say "online" as mobile retail is growing too) and the more suppliers doing this, the more comoditised and cheaper it will become.
And as I mention above, a simple SMS like this (bear in mind that as a more personal channel than email, SMS can provide a more emotive reaction), can provide both a differentiation in terms of service and build a degree of consumer interaction and brand affiliation than would otherwise not be possible.
She is an eBay veteran (on more than one occasion I have asked where something is only to find that it was sold a month ago) and does a large proportion of her shopping online. She also has an iPhone and when not sat on the sofa with the laptop on her lap, she uses any one of the number of apps she's got to shop or browse retailer apps. With two kids, she's on the go most of the time so this fits nicely with her lifestyle.
Which helps to explain why I am so impressed with what is, on the face of it a really simple thing - the Ocado SMS notifications.
So... we've got a food delivery on order and the day before, she gets an SMS reminder her that the delivery is due the next day and confirms the deadline to change it (so the reminder can act as a prompt if you now need more goods). Then on the day of delivery, another SMS that includes the 1hr time slot; the name of the delivery driver; the type (i.e. livery) and registration plate of the delivery van; and details of any missing items.
So with a couple of simple text messages, including some relevant information, it makes an online and remote transaction into a more comfortable, reassuring and personal process.
Ocado aren't the only guys that do this - my wife has had similar notifications from Sainsbury's and the Home Delivery Network.
And one of my local taxi firms also does the same thing - I called to order a cab and then received one message straight away to confirm the booking and then another a bit later to tell me the car was a couple of minutes away; that would pick me up; and the name of the driver. Great if you're a single female.
It is such an easy thing - there are any number of Mobile Technology providers that offer these kind of capabilities, and of course the more retail moves digital (note that I don't say "online" as mobile retail is growing too) and the more suppliers doing this, the more comoditised and cheaper it will become.
And as I mention above, a simple SMS like this (bear in mind that as a more personal channel than email, SMS can provide a more emotive reaction), can provide both a differentiation in terms of service and build a degree of consumer interaction and brand affiliation than would otherwise not be possible.
Monday, 29 November 2010
Waitrose includes QR code in TV ad. Great News! Well, err, actually...
This weekend Waitrose ran what has been touted as a UK first - a TV ad including a QR code call-to-action. That's pretty big news isn't it? Well, I guess so yes. But not for the right reasons...
For those that haven't seen it, the ad shows Delia Smith (Norwich's most famous daughter) showing us how to cook Roast ribs of beef with Yorkshire pudding:
There it is. An Epiphany for Mobile Marketing. The defining point in the acceptance of a mobile call-to-action in what is, one of the most jealously guarded pieces of advertising real-estate. Mobile has reached the big-time. Everyone in the Mobile industry should raise a toast.
Well... err... I don't think so...
When I heard about this on Friday I got a little bit angry. In fact, I needed coaxing down from the light fittings by one of the Account Manager here. Why? Because it it this kind of inappropriate use of Mobile that really really riles me. As far as I am concerned, it is another example of what I mentioned in my post back in August about the number of poor executions of Mobile in marketing.
Let me explain... The ad is very much in keeping with the recent Waitrose ads - one of Delia or Heston showing a 35 second recipe which, obviously, needs a series of ingredients from Waitrose which are nicely bundled up in-store for you. As I understand it, the run has been very successful for them and an effective response to the "food as sex" M&S ads. And if you watched the video, you will probably have noticed a funny looking square in the final frame. Here it is again:
There, in the final frame is a QR (quick response) code. A 2-dimensional barcode that, when scanned by an application on a mobile phone can include plenty of information (such as a contact record) and do plenty of things (like auto create an SMS), but is most frequently used to launch the phone's browser to a particular URL.
So let me explain with why this isn't as good as it should be...
The QR code is on-screen for 2-3 seconds and, as you can see, is accompanied by absolutely no explanation. So given this, who could respond? Well, you're looking at smartphone users (c.30% of the phone-owning population) who either already know what a QR code is, or are so intrigued by the funny looking square that they do some research to find out about it, and who have (or know that they have) a barcode-reading app on their device. Oh, and they have to get their phone, open the app and scan the barcode within 3 seconds.
When it comes to CTAs, particularly mobile ones, I like to apply what I call the "Bedford Test" - I like to imagine that were I to walk into Bedford town centre (the nearest town to where I live) and ask a random selection of the people that I come across what a QR code is, would they know what to do. Well, what do you think? Does this pass the Bedford Test? I don't think so.
So, just taking the ad and the placement of the QR code at face value, I wonder who the target consumer is? If it's Digital Executives based in London then we're all good. If it's 35-45 year old females then we're not so good...
Ok, so let's assume that the consumers are savvy in this kind of thing, and are able to scan the code using their phone in the 3 seconds that is available to them (or have Sky+). What happens? Given there is no explanation, you may assume that you get pushed to the waitrose.com/christmas URL that is alongside it in the ad (and is not mobile optimsed BTW). Nope. You get pushed to a URL to download their Christmas app. It's pretty clever in that if you have a supported device (iPhone or Android only) you get pushed to the app in the appropriate app store/market. But what if you don't have an iPhone or Android device (there are more smartphones that aren't than are...)? You get pushed to a page like this:
* Sorry for the poor image quality. It was from an N97 after all...
Basically, a page called "Other phones", that says the Christmas app is not supported on your phone. Oh. Thanks for that Waitrose!
So, in short, it'll generate a low response rate and for those that do respond, a fair proportion are likely to get a poor user experience.
There's a few (kind of) counter arguments that have been levied at me over the last few days, so let me address these:
But this is great for Mobile. It's a mobile CTA on TV. Think about the exposure.
Well, I can't argue that the exposure is large. But that is the frustration - there have been a significant amount of projects that I have been involved in where we have deployed something really nice but which has suffered because the client has failed to back it with activity to drive awareness or activity. ATL media space is jealously guarded and there is often a real reluctance from the lead agency to include a mobile call-to-action. So when you do get the chance, you should use it wisely - it's like being given a test drive in a F1 car and crashing on the first corner. If the activity is going to be measured on response, then there is a danger that a poor response will result in all Mobile being tarred with the QR-brush and being consigned to BTL comms.
The exposure at image this gives to Waitrose is great.
If Waitrose want exposure in the Mobile or Digital press then fine, this may very well give them what they want. However, I've also seen an awful lot of "why oh why" type comments from the Twitterati... But I would be very surprised if there isn't a metric around response rates (this is a direct response CTA after all) and I would also be surprised if it meets it. As I argue above, if you've got the chance to include a Mobile CTA, please use it more wisely.
But QR codes are cool. Everyone is talking about them and they're going to be huge.
No they're not. And no they're not.
QR are codes are a nice mechanic, they're a quick and easy way to drive users to an online destination. Used at the appropriate time, in an appropriate way they can be very effective. But they are not widely recognised and the broad consumer understanding doesn't exist - the UK isn't like Japan (where I've seen QR code tattoos!), and the uptake of QR codes will only ever be slow. Let me dispel the thought that these are cutting edge - does anyone remember The Sun trying to introduce them into the mainstream and including a pull-out all about QR codes? In 2007! I just love the line "your technology-crazy Sun is going to be at the forefront of the revolution". If the combined force of The Sun and Keeley don't manage to bring them to the fore of the collective consciousness then I'm not sure what will...
So what would I have done?
Pretty simple really, I'd have included an SMS call to action "Text WAITROSE to 8NNNN":
- Everyone with a phone can send an SMS (it is the only killer-app for mobile) and so no-one is excluded.
- It is memorable, so the consumers don't have to grab their phone and respond whilst the ad is on-screen.
- It allows you to respond to the consumer via SMS, meaning you can set the consumers expectations with your reply.
- You start a conversation - you've got their mobile number and so can have a dialogue with them, and so engage with them in other ways.
At it's simplest level, SMS is the most democratising of channels, as everyone can engage if they want to. After all, what does using a QR code say to Waitrose's customers?
Surprisingly, I don't like knocking other Mobile activity. But equally, I do like to see it done well as, for whatever we say, it is still an industry that is fighting hard to be recognised alongside other channels. And so because of this, everything that "we" do, on whatever scale, needs to be as appropriate and effective as we can make it...
UPDATE: My latest post discusses how Sky TV have done a far better job of executing a QR code campaign: http://blog.the-bods.co.uk/2010/12/now-that-is-how-qr-codes-should-be-done.html
For those that haven't seen it, the ad shows Delia Smith (Norwich's most famous daughter) showing us how to cook Roast ribs of beef with Yorkshire pudding:
There it is. An Epiphany for Mobile Marketing. The defining point in the acceptance of a mobile call-to-action in what is, one of the most jealously guarded pieces of advertising real-estate. Mobile has reached the big-time. Everyone in the Mobile industry should raise a toast.
Well... err... I don't think so...
When I heard about this on Friday I got a little bit angry. In fact, I needed coaxing down from the light fittings by one of the Account Manager here. Why? Because it it this kind of inappropriate use of Mobile that really really riles me. As far as I am concerned, it is another example of what I mentioned in my post back in August about the number of poor executions of Mobile in marketing.
Let me explain... The ad is very much in keeping with the recent Waitrose ads - one of Delia or Heston showing a 35 second recipe which, obviously, needs a series of ingredients from Waitrose which are nicely bundled up in-store for you. As I understand it, the run has been very successful for them and an effective response to the "food as sex" M&S ads. And if you watched the video, you will probably have noticed a funny looking square in the final frame. Here it is again:
There, in the final frame is a QR (quick response) code. A 2-dimensional barcode that, when scanned by an application on a mobile phone can include plenty of information (such as a contact record) and do plenty of things (like auto create an SMS), but is most frequently used to launch the phone's browser to a particular URL.
So let me explain with why this isn't as good as it should be...
The QR code is on-screen for 2-3 seconds and, as you can see, is accompanied by absolutely no explanation. So given this, who could respond? Well, you're looking at smartphone users (c.30% of the phone-owning population) who either already know what a QR code is, or are so intrigued by the funny looking square that they do some research to find out about it, and who have (or know that they have) a barcode-reading app on their device. Oh, and they have to get their phone, open the app and scan the barcode within 3 seconds.
When it comes to CTAs, particularly mobile ones, I like to apply what I call the "Bedford Test" - I like to imagine that were I to walk into Bedford town centre (the nearest town to where I live) and ask a random selection of the people that I come across what a QR code is, would they know what to do. Well, what do you think? Does this pass the Bedford Test? I don't think so.
So, just taking the ad and the placement of the QR code at face value, I wonder who the target consumer is? If it's Digital Executives based in London then we're all good. If it's 35-45 year old females then we're not so good...
Ok, so let's assume that the consumers are savvy in this kind of thing, and are able to scan the code using their phone in the 3 seconds that is available to them (or have Sky+). What happens? Given there is no explanation, you may assume that you get pushed to the waitrose.com/christmas URL that is alongside it in the ad (and is not mobile optimsed BTW). Nope. You get pushed to a URL to download their Christmas app. It's pretty clever in that if you have a supported device (iPhone or Android only) you get pushed to the app in the appropriate app store/market. But what if you don't have an iPhone or Android device (there are more smartphones that aren't than are...)? You get pushed to a page like this:
Basically, a page called "Other phones", that says the Christmas app is not supported on your phone. Oh. Thanks for that Waitrose!
So, in short, it'll generate a low response rate and for those that do respond, a fair proportion are likely to get a poor user experience.
There's a few (kind of) counter arguments that have been levied at me over the last few days, so let me address these:
But this is great for Mobile. It's a mobile CTA on TV. Think about the exposure.
Well, I can't argue that the exposure is large. But that is the frustration - there have been a significant amount of projects that I have been involved in where we have deployed something really nice but which has suffered because the client has failed to back it with activity to drive awareness or activity. ATL media space is jealously guarded and there is often a real reluctance from the lead agency to include a mobile call-to-action. So when you do get the chance, you should use it wisely - it's like being given a test drive in a F1 car and crashing on the first corner. If the activity is going to be measured on response, then there is a danger that a poor response will result in all Mobile being tarred with the QR-brush and being consigned to BTL comms.
The exposure at image this gives to Waitrose is great.
If Waitrose want exposure in the Mobile or Digital press then fine, this may very well give them what they want. However, I've also seen an awful lot of "why oh why" type comments from the Twitterati... But I would be very surprised if there isn't a metric around response rates (this is a direct response CTA after all) and I would also be surprised if it meets it. As I argue above, if you've got the chance to include a Mobile CTA, please use it more wisely.
But QR codes are cool. Everyone is talking about them and they're going to be huge.
No they're not. And no they're not.
QR are codes are a nice mechanic, they're a quick and easy way to drive users to an online destination. Used at the appropriate time, in an appropriate way they can be very effective. But they are not widely recognised and the broad consumer understanding doesn't exist - the UK isn't like Japan (where I've seen QR code tattoos!), and the uptake of QR codes will only ever be slow. Let me dispel the thought that these are cutting edge - does anyone remember The Sun trying to introduce them into the mainstream and including a pull-out all about QR codes? In 2007! I just love the line "your technology-crazy Sun is going to be at the forefront of the revolution". If the combined force of The Sun and Keeley don't manage to bring them to the fore of the collective consciousness then I'm not sure what will...
So what would I have done?
Pretty simple really, I'd have included an SMS call to action "Text WAITROSE to 8NNNN":
- Everyone with a phone can send an SMS (it is the only killer-app for mobile) and so no-one is excluded.
- It is memorable, so the consumers don't have to grab their phone and respond whilst the ad is on-screen.
- It allows you to respond to the consumer via SMS, meaning you can set the consumers expectations with your reply.
- You start a conversation - you've got their mobile number and so can have a dialogue with them, and so engage with them in other ways.
At it's simplest level, SMS is the most democratising of channels, as everyone can engage if they want to. After all, what does using a QR code say to Waitrose's customers?
Surprisingly, I don't like knocking other Mobile activity. But equally, I do like to see it done well as, for whatever we say, it is still an industry that is fighting hard to be recognised alongside other channels. And so because of this, everything that "we" do, on whatever scale, needs to be as appropriate and effective as we can make it...
UPDATE: My latest post discusses how Sky TV have done a far better job of executing a QR code campaign: http://blog.the-bods.co.uk/2010/12/now-that-is-how-qr-codes-should-be-done.html
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