http://www.pointit.com - This presentation covers emerging trends in mobile search, and the impact they're having on businesses. It reveals best practices for capitalizing on these trends.

1. Mobile Search and QR Codes
Serge Bondar – Client Manager
Dustin Lewis – Client Manager
April 27, 2011

2. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models

3. Logistics & Introductions
Presentation Agenda
• Being Recorded
• Link to slides will be emailed later this week
• Ask Questions throughout

4. Mobile Search
Dustin Lewis – Client Manager

5. The Revolution of Mobile
Emerging Trends Increased Opportunity!
• Spending on mobile advertising
to grow 50% in 2011 topping $1
Billion in U.S. alone
• Growing faster than social
media advertising spend
• $743 million in ad spend during
2010
• Projected: $2.5 Billion in ad
spend by 2014
• Video and display taking over
messaging
• Source: eMarketer, Sep. 2010

6. The Revolution of Mobile
Catching Up Advertising Tactics Employed
• Not as widely employed
• 30% of advertisers circa 2009
• Barriers: audience, analytic
tools
• Barriers diminishing quickly!
• Source: Forrester Research via “Adobe Online
Marketing Suite”

7. The Revolution of Mobile
Mind Blowing Numbers Smartphone Adoption
• 1.9 Billion internet users. 5
Billion mobile users
• 109.5 Million smartphone users
projected for 2015
• Smartphone searches increasing
4x
• Worldwide mobile search: 2.3
times growth, 5x growth over
two years
• $2 Billion in retail sales via
mobile phones in 2010
• Source: eMarketer, Sep. 2010

8. Some Stats…
Mobile Users Make Purchases
• Dual screen: TV (66%) Computer
(45%)
• 71% learn about a product or
service after seeing an ad
• 73% find a specific manuf. or
product website
• 56% find coupons or deals
• 68% find the best price
• 75% of mobile searches take
place while running errands
• 49% of mobile searches have
purchased in last 6 mo.
Source: Performics “Nearly Half of Mobile Web Users Make Purchases”

9. Impact on Your Business
• Price transparency and comparisons
• Increased competition
• Local results, side by side
• Investing in mobile technology

10. Mobile Drives Revenue
Source: Jeff Licciardi, Performics, SMX 2011

11. Mobile Behavior
Source: Jeff Licciardi, Performics, SMX 2011

12. Mobile Behavior
Source: Jeff Licciardi, Performics, SMX 2011

13. Mobile Behavior
Source: Paul Cushman, Yahoo!, SMX 2011

14. Mobile Behavior
Source: Paul Cushman, Yahoo!, SMX 2011

15. Mobile Is Supplemental
Source: Dennis Glavin, Microsoft, SMX West 2011

16. Mobile Is Local
Source: Dennis Glavin, Microsoft, SMX West 2011

17. Click-To-Call = Results
Source: Jeff Licciardi, Performics, SMX 2011

18. Click-To-Call = Results
Source: Jeff Licciardi, Performics, SMX 2011

19. Landing Pages
Source: Dennis Glavin, Microsoft, SMX West 2011

20. App vs. Mobile Site?
Considerations
• Cost
• Operating System
• Potential Use?
– Rev vs. Branding
• Utility?
• Reach
Source: Aaron Maxwell, “Is Developing a Mobile App Worth the Cost?”

21. Best Practices
Source: Dennis Glavin, Microsoft, SMX West 2011

22. QR Codes
Serge Bondar – Client Manager

23. What is a QR Code?
QR – Quick Response
• Display text
• Initiate an email
(and pre-populate text)
• Initiate a text message
• Initiate a phone call
• Open a web site link
• Create a new contact record (vCard)
• Create a calendar entry (vCalendar)

24. Why Use QR Codes?
• Inexpensive
• Easy to implement
• Drive traffic from multiple sources
• Bring non-digital media to life
• Gather social feedback
• Enhance the shopping experience
• Extend the brand experience
• Bring mystery and fun to campaigns
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

25. Who Uses QR Codes?
“22% of the Fortune 50 have already used mobile barcodes.”
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

26. 1D Barcodes vs. 2D Mobile Tags
1D Barcode (UPC/EAN):
Data
2D Mobile Tags:
QR Code Data Matrix EZ Code Microsoft Tag
Data
Data

27. How does QR Work?
There are two main things that you have
to have when you deal with QR codes:
1. A mobile phone with a camera and
Internet connectivity
2. 2. A QR code reader

28. Where do I find QR Codes?

29. QR Codes Applications
• Product packaging • Maps
• Price Tags • Elevators, bar and restaurant bathrooms
• Printed Ads • Concert posters, venues
• Business Cards • Direct buy links
• Newsletters, emails, websites • Encourage feedback
• Facebook, twitter and online profiles • Napkins
• Billboards • Trade show booths
• Store display and office windows • Temporary tattoos
• For sale and for rent signs • Car stickers for dealers
• Billboards • Food Recipes
• TV commercials • Check-ins
• Mugs, coffee cups, t-shirts, stickers, fridge • Books
magnets etc. • Restaurant menu
• Direct mailers, fliers, sales materials • Discount codes
• Newspaper and magazines • Call us!
• Bus and truck ads • Scan to win
• Bottles of wine and liquor • Video, online games
• Invitations, conferences, meetings, RSVP cards

30. Barcode Usage Worldwide
http://2d-code.co.uk/global-growth-mobile-barcode/
Top 5 growing countries for Q1/2011
1. United States (181.1% Growth over Q4/2011)
2. United Kingdom (166.5%)
3. Netherlands (146.3%)
4. Spain (94.4%)
5. Canada (94.0%)

31. QR Codes & Business Objective
• Drive website traffic
• Generate leads
• Acquire customers
• Retain customers
• Improve conversion
• Capture voice of customer
• Provide customer/product support
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

32. Add Value for the Customer
Reward users for their effort with something
special:
• Exclusive content
• Discounts
• Gifts, freebies
• Mystery clues
• Tips
• “Buy Now” option
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

33. Be Mobile Friendly
Link to a Mobile-friendly site
VS.
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

34. QR Code Best Practices
1. Place Codes in 2. Provide Adequate Time
Scannable Locations. for users to Scan
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

35. QR Code Best Practices
3. Ensure Proper Code 4. Assist Users in Finding a
Size: Mobile Tag Reader
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

36. QR Code Best Practices
5. Tell Users What
Happens Upon Scanning
6. Provide a Code Back-up
or alternative
Source: Angie Schottmuller, Interactive Artisan ,SMX West 2011

37. QR Code Tracking
• Google Analytics URL Builder

38. QR Code Tracking

39. Be creative!
QR codes include an Error
Correction Level up to
30% that helps ensure
damaged codes can be
read. It also allows for
creative license
flexibility.
Japan Red Cross Appeal Code

40. Questions?
THANK YOU!