After reading the getfugu article at Mobile Marketing Watch, I found myself wondering could getfugu be the next BIG thing in mobile marketing? Sure, it sounds  really cool, but can a marketer leverage it’s capabilities?

First, a slight background of getfugu. Releasing this month, getfugu is a mobile app that allows users to ‘search’ for something using location and image or voice recognition. Somewhat similar to 2D barcode marketing, an advertiser can send the user in whatever direction they want the user to go. With a 2d barcode a user snaps a photo of a unique barcode that directs them to a mobile website that may contain a coupon or information the user may find valuable. With getfugu a user can take a picture of a brand logo and the advertisers can offer promotions, information, games, ringtones, etc. The app is reported to work on all mobile phones with a camera…but that I will believe when I see it.

Can Advertisers Take Advantage of getfugu?

Without being able to really test or actually see the capabilities, I would say yes, but my initial thoughts are that it will not be as effective as a 2d barcode…at least for the time being. Theory and functionality behind getfugu is awesome. Similar to pay-per-click advertising, advertisers will only pay whenever their ‘ad’ is watched. Additionally, advertisers can geo-target based on location and demo-target based on key demographics. So in theory you are only paying for a high quality audience. Here’s the trick…mobile users have to actually use getfugu.

In my opinion the only thing that will allow this app and advertisers to really prosper, is if enough advertisers take advantage of it. From viewing the website it appears that the user will have to just go out on a whim and hope the advertiser has created an ARL (Augmented Reality Links) or VRL (Voice Resource Locator) through getfugu. If users are constantly trying and the app never produces any results, the mobile user will just forget about it.

Do 2d barcodes have the same issue? Yes and no. First, users only snap a picture of the 2d barcode when there is a 2d barcode there. They aren’t just snapping pictures left and right hoping it will take them somewhere. The current issue with 2d barcodes and marketing is the wide variety of 2d barcodes that are available and the fact that each of them require a specific application to be able to read them. Once there is a universal 2d barcode reader or a specific type that dominates market share, that issue will be relieved.

Don’t get me wrong. I think getfugu is extremely innovative and can be HUGE for advertisers in the future, but I do think it will take some time. I am sure there will be a list of advertisers that are using the program, but that is just another step for the user. The more steps there are, the less effective it will be for the advertiser. The success of the app will require a good amount of big – medium size brand support, then I believe it will really take off.

If you taken a look at the available options for 2D barcoding, it likely lead you to walk away from it entirely.  There has yet to be a declared winner in terms of finding “THE WINNER” and platform to use.  In times like this, as a company, we have to make decisions based on the data at hand. 

While there are certainly other 2D barcode suppliers and reader software makers that support a wide range of phones, I really like the Microsoft Tag platform.  In my testing, I found that Tag was the easiest to install and get going on each phone. 

Microsoft Tag is also beginning to work on support for more than the traditional barcode look.  They have come out with solutions to embed an image behind the barcode and not interfere with the barcode itself. 

I will be sure to do some follow-up posts about 2D barcoding and show how it can be useful for your business.

I have been thinking lately about how the mobile industry is evolving and how it compares to the PC industry.  It’s interesting to me how similar they are. 

The PC Industry started very application-focused, as the Internet was still evolving.  Over time, we have leaned more towards the software as a service model.  It’s now apparent that the web is an excellent cross-platform way to run applications.  I don’t know if that means software as a service is better than desktop applications, but it seems to be the trend.

If we take a look at the mobile industry, it occurs to me that the exact same path is being taken.  We have the App Store by Apple, App World by BlackBerry, and Microsoft’s coming App store.  The mobile web is growing, but the popularity is not there, relative to Mobile Applications. That is, at least for the every day Joe.

So, if we’ve learned from the past, and we have willingly moved towards a web-based platform for desktop software.  Why is it that mobile browsers still have so far to go?  Don’t get me wrong, the introduction of browsers like skyfire make huge strides towards a more robust mobile web browsing experience, but the sites just aren’t taking advantage of the capabilities yet.

Some Differences

One major difference between the PC and Mobile industry’s evolution is that the majority of successful mobile applications are in fact Internet applications.  This was not true at the start of the personal computer craze. 

One reason mobile apps may be more popular is that they are very inexpensive or free.  This is obviously a huge difference between PC and mobile applications. 

Some Arguments For The Mobile Web

My biggest argument for moving away from mobile apps and towards the mobile web is that it provides a SINGLE platform to develop for and market through.  As I mentioned above, there are now multiple app stores to develop for.  There are even more Mobile OSs to develop for.  This obviously increases the cost of reaching all of the handsets, and requires that we leave out the majority of cell phone users.  Making apps for a mobile browser on the other hand, is a much more inclusive way to develop.

Another consideration that all businesses should make is the success of businesses (I mean real businesses, with real business plans) that really invested in the Internet from the beginning.  Take a look at Amazon.com, eBay, etc… All very successful over time.  Making the investment in a Mobile Web Strategy today will reap huge rewards tomorrow.

I would be interested to hear your opinion on this topic!

Forrester Research released an Interactive Advertising Forecast detailing their projections for digital advertising spending from 2008 through 2014. Mobile Marketing is expected to grow by 27% and Social Network Marketing is supposed to grow by 34%.

Check Out our Video

I’ll admit it, I am a failed Country Music fan.  I tried real hard for a few days to listen to it and connect, but it just didn’t happen.  One thing that may entice me to try again is the growth of Mobile Marketing by country music stars. 

It all started with Kenny Chesney deciding to use the mobile channel to power his 2009 Corona Extra Sun City Carnival Tour.  Chesney fans will have the ability to text in for chances to win seat upgrades, and join his mobile fan club.  Members of the mobile fan club get special updates and content from him.

Chesney fans will also be able to snap a shot at any of his concerts and post it to Chesney’s official website for anyone to see.  It really makes the website up-to-the-second and dynamic. 

Another HUGE country star, Taylor Swift, has now entered the mobile marketing channel by offering 3 exclusive tracks to Verizon Wireless customers through Verizon’s V Cast service.  Like Chesney, she’ll also have contests that fans can text in to enter.  Winners of free tickets will have the tickets sent to their mobile phones with barcodes, getting them VIP entrance through a Mobile Ticketing gate. 

Perhaps the sweetest part of Swift’s campaign is that fans can record a “virtual duet” with swift, and Verizon will mms the video to their handset, allowing them to forward on to their friends’ mobile devices. 

This is excellent news for the growth of the Mobile Channel. 

I am a daily reader of Mobile Marketer, because they keep up with what large brands are doing in the mobile channel.  Today’s list of articles is loaded with great info on the outcome of some of the panels at the Direct Marketing Association’s Event in New York.

Some of the headlines include:

Brands want action in mobile, not just awareness: DMA event

Integrating mobile into traditional media is essential: DMA panel

Mobile can solve brands’ marketing challenges: DMA event

Mobile outperforming online, although metrics still evolving: DMA Panel

Leverage partner’s expertise to navigate mobile ecosystem: DMA panel

Mobile good for loyalty programs: DMA panel

You can see, just by reading the headlines that Mobile is exploding and even the traditional channels that brands use are greatly enhanced with the addition of mobile marketing.  I think that’s a great point in itself.  Take a somewhat boring channel like the traditional newspaper ad, and include a 2D barcode or short-code campaign, and it makes that ad much more interesting and interactive.

Check out the links when you have a second.

An article at eMarketer called "Mobile Advertising is (Finally) Moving" explains why US mobile users and advertisers are finally catching up to the rest of the world. With the growth in popularity of advanced mobile devices, the mobile web is becoming more popular everyday. The iPhone brought advanced mobile devices to the mainstream. Previously smartphones were used by mainly business men and women to be able to access their work email and information at all times. Basically these business people were chained to their job 24 X 7 in one way or another. Now that everyday users are picking up smartphones and 3G  mobile devices, they are being used for the mobile web and social media. This is why mobile advertisers are finally catching on. More and more people that make buying decisions are using the mobile web on a daily basis...so advertisers must have a presence where the users are.

Will mobile advertising keep growing? Yes...and it will become more sophisticated. Mobile advertisers will be able to reach their exact target market. This is the ideal situation for any marketer! It is not too late to develop a mobile marketing strategy that suits your business.

Check out the full article at eMarketer here.

The Unites States has become the number one mobile web browsing country after many years of being a laggard.  It’s no secret that the US has been behind the curve in catching on the mobile web, but that appears to be changing. 

Another great sign for marketers is that the US accounts for 57% of mobile payments.  This bodes very well for the future of mcommerce!

This latest data was provided by Bango, a mobile payments and reporting company.

An article at Andy Beal's Marketing Pilgrim pointed out a survey done by Foresee Results which shows shoppers turn to their mobile phone to make their shopping decisions. This is smart on the shoppers part, but are retailers doing enough to keep the sale? According to the results of the survey:

• 72% of the respondents said they use their device to ask someone about the product. This may be through text, calling, or micro-blogging sites such as twitter.
• 40% snap a picture of the product and send to someone before making the decision.
• 24% compare prices using the mobile web.
• 15% read product reviews using the mobile web.

This ability provides a unique advantage for the shopper. Not only can they ask the people they trust about the product, but they can find out if a store on the other side of the mall has the same product for cheaper. This strategy can be used by shoppers of all types from retail to people searching for their new car. By finding similar products for cheaper prices, the shopper can gain a significant negotiating tactic.

So what can retailers do? First of all, they should meet the shoppers needs. Take part in the mobile web. By using short codes or similar strategies, retailers can offer coupons and discounts to shoppers which can push them to make their buying decision. They can offer price matching for products that users find on their mobile device (within reason). It is often difficult for offline stores to compete with strictly online stores due to the high overhead. Another idea is for the retailer to create their own mobile app that a user can download to see reviews, prices, etc.

The bottom line is if retailers don't meet the needs of the users, they will lose sales. Currently 29% of the shoppers turn to their mobile device, but as their devices get smarter, the mobile web gets faster, and more people have data plans this number will certainly grow.

For more ideas of how a custom mobile web application can help your company contact us, or visit the Life's Mobile mobile web application page.

Sometimes I think back to the days before mobile phones. It seems weird to me that not that long ago I had not even thought about having a mobile phone...now I can't go anywhere without it. What is even more evident to me is the amount of people that have them now and the number is still growing. I can count on one hand the amount of people that I know WITHOUT a mobile phone. According to eMarketer 39% of the world's population had mobile phone subscriptions in 2008 and this number is projected to grow to  53% by 2012.

If this isn't a reason to target to mobile users I don't know what is. When more and more people started using the Internet a it finally clicked and someone said, 'hey, should we market to these people?' YES! You have to market where the people are. When is it going to become evident that advertisers MUST market to the mobile users. It seems as though everyone but the U.S. is ready to jump on board.

The good news is that Google is making it easier to use Adwords to send your campaigns to iPhone and other mobile devices. I do recommend not setting all of your campaigns to reach mobile users because you will waste your money. Make separate campaigns which meet the mobile users need and that also go to a mobile friendly page. You will not get conversions if the users are being sent to a non-mobile-friendly page.

So I am fairly confident that at some point, most marketers will use the mobile channel and they will say, why didn't I take advantage of this sooner? The users are there...take advantage of it now.