This issue covers a lot of mobile marketing tactics between the cover story on ToyoTags, a feature on mobile ticketing and transpromo and the mobile resource guide. We hope it answers some of the question you have about this emerging channel.
One of the best ways to gain insight into new channels like mobile is to use them yourself. Unfortunately, that's also a good way to build a strong personal bias.
No matter how much research you read or advice you solicit, your own impression from using a channel is going to shape how you view it strategically, often in subtle ways.
For example, if you've been using "smartphones" since the PalmPilot, you're going to have a different reaction to the newer generation of smartphones and their apps, 2D codes and mobile video than a user who jumped in with the full-Internet, touch screen iPhone.
It's the same with social media. I've been on LinkedIn for five years, and at this point, I can't stand some of its newer features (like news sharing) because that's not what I joined the network for five years ago. That's my bias when I use it.
To really understand a channel, you have to find perspective on your own viewpoint and account for your own biases. How do your experiences relate to those of your customers and prospects in that channel?
I got a smartphone late in the game, and one of the first things I did was download a QR Code reader. I scan most 2D codes I see. I don't care if that code is a QR Code, Microsoft Tag or SnapTag, I just don't ever want to have to type a link into my phone again. Please, put those on 2D barcodes so I can scan them.
So I was really surprised to see the recent research that found 80 percent of college students don't even know what to do with a QR Code.
That's perspective—realizing I am not the whole audience. Likewise, you're probably not your entire target market. And, even if you are now, that will likely change with time.
What channel biases have you developed? How do you account for them? Tell us in the Integrated Marketing Mix group on LinkedIn.