By M. H. "Mac" McIntosh, CBC
Meet Bill, he's the owner and CEO of a growing, mid-sized manufacturing company. Bill is in his early 40s, wears glasses and tries his best to squeeze in an early-morning workout whenever he can. He prefers to wear golf shirts and khakis, donning a suit only when he has to. Bill drives a late model SUV with a booster seat in the back seat for his four-year-old daughter. He's harried, and worries about managing his company's growth. He wants to leverage technology to increase operational efficiency and customer satisfaction, and to offset the rising costs of doing business, but doesn't know where to start.
Helen is his director of sales. She's 32, single, a competitive runner, and is partial to 80s rock. She drives a new BMW convertible. She struggles with managing a dozen salespeople, many who are 10 to 15 years older then her. Helen wants the company to invest in a new CRM system to replace the contact management they long ago outgrew, but wonders how she'll convince Bill and the company's CFO to spend the money.
Bill and Helen are not real people, but they're examples of one of the most powerful tools you can use to better connect with prospects and customers: persona-based marketing.
Persona-based marketing is part Hollywood characterization and part business analytics. It involves constructing a fictional customer-based on real-life data and intelligence-and then using that character as the touchstone for promotional and selling decisions.
The concept of persona based marketing is extremely interesting and can be directly applied to my Heritage Week event proposals. The primary purpose of the use of mobile devices within the event is to educate inform and interact with the consumer to enhance their visit and place into context what they see. However, like all commercial ventures, revenue must be generated to pay for the initial investment and ensure it can continue once the event has ended.
This model of persona based marketing should be considered when targeting consumers with advertisements through their mobile devices. I need to cater for as many theoretical personalities as possible. For example a family with young children may want to purchase toys for the children, in stark contrast to a middle aged single man who may be interested in something with more substance, such as a book or tour guide. Similarly consumers may wish to utilise services that are not integral to the scheme but can still generate revenue for the Heritage Area site. For example the use of coffee shops within the site.
Tuesday, 12 December 2006
Semacodes
Semacode is a software company based in Waterloo, Ontario, Canada. It is also this company's trade name for machine-readable ISO/IEC 16022 Data Matrix symbols which encode internet Uniform Resource Locators (URLs). It is primarily aimed at being used with cellular phones which have built-in cameras. The Data Matrix specification is given by the ISO/IEC 16022 standard.
Semacoding could be extremely useful within my campaign, allowing users to interact with the objects they encounter at Heritage Areas and given them a broder knowledge of what’s around them on their visit.
Using Semacode SDK software, a URL can be converted into a type of barcode resembling a crossword puzzle, which is called a "tag". Tags can be quickly captured with a mobile phone's camera and decoded to obtain a Web site address. This address can then be accessed via the phone's web browser.
Semacodes could be used to link to websites relevant to specific objects or to utilise search engine technology to provide users with a list of resources to choose from as opposed to directing them to one resource alone.
The Semacode website states that Semacode tags are an "open system" and that tag creation is "completely unrestricted," with the SDK software tools being free of charge for non-commercial use.
It is worth considering that of this where a real venture then it would in some way rely on commercial revenue, therefore it would be necessary to pay a license fee for ht usage of the technology. Also how many consumers will be familiar with the usage of such technology?
Usage Examples:
Potential uses for Semacode tags are still being explored, and will complement development of the concept of using mobile phones as devices for information gathering and exchange. placing Semacode tags on posters, such as those for concerts and public performances. Those interested could use their mobile phone to take a photo of the tag, which could link them directly to the web page where they could order tickets.
Using Semacode tags and mobile phones to enable multilingual museum exhibits - a tag photographed at the exhibition entrance could set a language cookie in the phone's web browser, and subsequent Semacode tags displayed at each exhibit could then link the phone's browser directly to a web page about the item, displayed in the user's language of choice.
Placing Semacode tags on nametags given to conference attendees. These tags could provide the corporate web address of each attendee's company.
Semacoding could be extremely useful within my campaign, allowing users to interact with the objects they encounter at Heritage Areas and given them a broder knowledge of what’s around them on their visit.
Using Semacode SDK software, a URL can be converted into a type of barcode resembling a crossword puzzle, which is called a "tag". Tags can be quickly captured with a mobile phone's camera and decoded to obtain a Web site address. This address can then be accessed via the phone's web browser.
Semacodes could be used to link to websites relevant to specific objects or to utilise search engine technology to provide users with a list of resources to choose from as opposed to directing them to one resource alone.
The Semacode website states that Semacode tags are an "open system" and that tag creation is "completely unrestricted," with the SDK software tools being free of charge for non-commercial use.
It is worth considering that of this where a real venture then it would in some way rely on commercial revenue, therefore it would be necessary to pay a license fee for ht usage of the technology. Also how many consumers will be familiar with the usage of such technology?
Usage Examples:
Potential uses for Semacode tags are still being explored, and will complement development of the concept of using mobile phones as devices for information gathering and exchange. placing Semacode tags on posters, such as those for concerts and public performances. Those interested could use their mobile phone to take a photo of the tag, which could link them directly to the web page where they could order tickets.
Using Semacode tags and mobile phones to enable multilingual museum exhibits - a tag photographed at the exhibition entrance could set a language cookie in the phone's web browser, and subsequent Semacode tags displayed at each exhibit could then link the phone's browser directly to a web page about the item, displayed in the user's language of choice.
Placing Semacode tags on nametags given to conference attendees. These tags could provide the corporate web address of each attendee's company.
Wednesday, 22 November 2006
Initial Plan > "Heritage Week Event"
Here is a quick draft of what i am proposing. It relys on the communication of InCar GPS systems with Mobile Devices supporting GPS via Bluetooth connectivity. Failing the presense of GPS support on the mobile device, a map or visual animation of the directions could be downloaded to the phone. This way users can be taken directly to a location, rather than just the neighbouring car park, which could be miles from the heritage spot.. I am aware that the mobile device could be used as a stand alone GPS but I would like to demonstrate how two different devices could be used in conjunction. The larger screen format of the InCar GPS also makes it more viable for users to be visually tempted by the campaign. The use of audio commentary via the mobile device at the heritage spot further demonstrates its contrasting possibilities and functions from the InCar systems.
>Click to Enlarge<
>Click to Enlarge< Mobile "GPRS" Technologies Assist Interactive Campaigns
The following article demonstrates how some of the technologies i have mentioned with regard to promoting both of my event ideas are becoming a reality, and that other company's are considering technologies such as GPRS(SatNav) to create highly interactive campaignes that utilise mobile technologies.
"Mobile 365 today announced a partnership with digital communications pioneer, Hyro. The Mobile 365 and Hyro partnership opens the way for true convergence of Web and mobile, enabling marketers to conduct high-value mobile marketing campaigns that connect with Websites, customer databases, loyalty programs, and ITV applications."
They mention how the convergence of web and mobile is creating new ways for businesses or campaigns to promote themselves. This is relevant to both of my campaign ideas. Firstly in terms of the "Health Awareness Campaign" this convergence of the websites and mobile technologies could make it possible for users to select their shopping online and then receive a critique on their diet direct to their mobile phones.
"With GPRS, MMS, and 3G handsets more widely available, rich media content via the mobile phone is a reality. Mobile 365 assists our customers in delivering highly effective interactive campaigns utilising mobile technologies. Customers and end-users can now experience a new level of interactivity via mobile campaigns that incorporate colour pictures, video, audio, and animation," said Cameron Franks, Mobile 365 Country Manager. "We are very excited about the long term partnership with Hyro. Hyro works with major brands across a variety of sectors, and has the right unique mix of commercial, creative and technical skills to deliver on their wireless strategies."
The "Heritage Week" campaign seems viable when you consider that GPRS and mobile technologies can be combined, and with the added support mentioned for picturea and animation then perhaps it would be possible to have a map on the mobile screen generated by the GPRS with a moving elements to define a consumers location in relation to the spot of interest they are attempting to navigate to. They mention that they work with many major brands, this kind of collaboration could prove beneficial in promoting GPRS and other interactive technologies as standard on consumers mobile phone screens. This in turn can only be beneficial for the success of the "Heritage Week" campaign in the future.
"Mobile 365's platform is a perfect fit for Hyro's cross platform marketing services, enhancing Hyro's ability to deliver a comprehensive set of mobile services ranging from SMS marketing to sophisticated application development and content management for the latest colour screen mobile handsets," said Chris Flintoft, Group Manager, Wireless & Broadcast, Hyro. "As a regional business, Mobile 365's ability to deliver reliable connectivity across our Asian footprint, particularly in Southeast Asia—as well as a suite of world-class 'out of the box' applications—was critical in choosing them to assist us."
They seem to be focusing on the posspossibilities of mobile technologies providing businesses with a new platform for maremarketing and advertising to consumers. They mention the use of SMS marketing, which i had considered as an approach to my "Health Campaign Event." By targeting users with SMS messages critiquing their diet and offering advice.
"Mobile 365's Application Manager Platform helps companies deliver a broad range of multimedia services, including SMS, MMS, video, and WAP. In one simple package, the platform enables access to global markets, advanced financial clearing and settlement, and robust reporting. This makes it easy for customers to create revenue-generating mobile marketing and entertainment campaigns including voting, alerts, interactive and subscription services, live event contests, and more. Mobile 365, previously Mobileway, was the first global player to set up an office in Australia in January 2001."
The development of such platforms for supporting these new services on mobile technologies is crucial to the success of both of my suggested campaings. If the consumers mobile technologies cannot accomodate such interactivity then it will be hard to market such service based interactive campaigns toward them. This article is very encouraging and reiterates the benefits in marketing terms for such technologies and what we can offer consumers via mobile technologies. No longer are we only targetable in our homes via TV, we could effectively be exposed to advertising wherever we go via cross platfrom technologies, that we can essentialy take anywhere with us.
What is Possible with Emerging Technologies: Campaigns and Applications
"Mobile 365 today announced a partnership with digital communications pioneer, Hyro. The Mobile 365 and Hyro partnership opens the way for true convergence of Web and mobile, enabling marketers to conduct high-value mobile marketing campaigns that connect with Websites, customer databases, loyalty programs, and ITV applications."
They mention how the convergence of web and mobile is creating new ways for businesses or campaigns to promote themselves. This is relevant to both of my campaign ideas. Firstly in terms of the "Health Awareness Campaign" this convergence of the websites and mobile technologies could make it possible for users to select their shopping online and then receive a critique on their diet direct to their mobile phones.
"With GPRS, MMS, and 3G handsets more widely available, rich media content via the mobile phone is a reality. Mobile 365 assists our customers in delivering highly effective interactive campaigns utilising mobile technologies. Customers and end-users can now experience a new level of interactivity via mobile campaigns that incorporate colour pictures, video, audio, and animation," said Cameron Franks, Mobile 365 Country Manager. "We are very excited about the long term partnership with Hyro. Hyro works with major brands across a variety of sectors, and has the right unique mix of commercial, creative and technical skills to deliver on their wireless strategies."
The "Heritage Week" campaign seems viable when you consider that GPRS and mobile technologies can be combined, and with the added support mentioned for picturea and animation then perhaps it would be possible to have a map on the mobile screen generated by the GPRS with a moving elements to define a consumers location in relation to the spot of interest they are attempting to navigate to. They mention that they work with many major brands, this kind of collaboration could prove beneficial in promoting GPRS and other interactive technologies as standard on consumers mobile phone screens. This in turn can only be beneficial for the success of the "Heritage Week" campaign in the future.
"Mobile 365's platform is a perfect fit for Hyro's cross platform marketing services, enhancing Hyro's ability to deliver a comprehensive set of mobile services ranging from SMS marketing to sophisticated application development and content management for the latest colour screen mobile handsets," said Chris Flintoft, Group Manager, Wireless & Broadcast, Hyro. "As a regional business, Mobile 365's ability to deliver reliable connectivity across our Asian footprint, particularly in Southeast Asia—as well as a suite of world-class 'out of the box' applications—was critical in choosing them to assist us."
They seem to be focusing on the posspossibilities of mobile technologies providing businesses with a new platform for maremarketing and advertising to consumers. They mention the use of SMS marketing, which i had considered as an approach to my "Health Campaign Event." By targeting users with SMS messages critiquing their diet and offering advice.
"Mobile 365's Application Manager Platform helps companies deliver a broad range of multimedia services, including SMS, MMS, video, and WAP. In one simple package, the platform enables access to global markets, advanced financial clearing and settlement, and robust reporting. This makes it easy for customers to create revenue-generating mobile marketing and entertainment campaigns including voting, alerts, interactive and subscription services, live event contests, and more. Mobile 365, previously Mobileway, was the first global player to set up an office in Australia in January 2001."
The development of such platforms for supporting these new services on mobile technologies is crucial to the success of both of my suggested campaings. If the consumers mobile technologies cannot accomodate such interactivity then it will be hard to market such service based interactive campaigns toward them. This article is very encouraging and reiterates the benefits in marketing terms for such technologies and what we can offer consumers via mobile technologies. No longer are we only targetable in our homes via TV, we could effectively be exposed to advertising wherever we go via cross platfrom technologies, that we can essentialy take anywhere with us.
What is Possible with Emerging Technologies: Campaigns and Applications
Using an intuitive Web interface, you can:
- Configure a variety of interactive campaigns, such as voting, trivia, competitions, subscription, alerts, and broadcast services
- Modify campaign parameters on-the-fly to enhance/change participant interaction
- Build subscriber databases by exporting the participant list from each campaign
- Monitor live campaign progress and traffic volumes
- Track historical performance, and analyze campaign and subscriber behavior
- Create and upload mobile content, including text, images, sounds, and rich mobile applications for delivery via SMS, MMS, and WAP/GPRS
- Categorize and organize content in convenient folders
Using an intuitive Web interface, you can:
- Automatically trigger content delivery to subscribers from the Web interface or from a third-party server using Content Manager's remote API
- Store "handset-ready" content (according to handset templates) that enables Content Manager to "intelligently" deliver the correct version of content to known handsets
- Content Manager links to Sybase 365's Application Manager, enabling a rich and compelling mobile experience
- Content Manager also links to Sybase 365's distribution gateway to facilitate billing, reporting, and message sending
Event Viability > 78% of households have a mobile phone
Both concepts one and two of the Health Awareness Event rely on the consumers owning a mobile device. Without these devices it will be hard to target consumers with the message of the campaign or navigate them via GPS (SatNAv) to the position of foods in the supermarket to improve their overall diet. The following statistics have been researched to ensure that there is or will be a market for the event proposals mentioned.
Percentage of households with selected consumer durables, UK
These statistics taken from www.statistics.gov.uk demonstrate the marketability of the concepts proposed. One of the first things i will point out is the rise in ownership of mobile phones. This consumers durable has seen the biggest rise in ownership of all the durables included since 1998. These statistics demonstrate how mainstream ownership of such devices is becoming, which is crucial to the success of the event proposals. If users don't possess the technology to accommodate the proposals then in the short term the event could not be marketable.
In contrast you may also notice that ownership of land line telephones has dropped, this can only be attributed to the rise in mobile telecommunications. Internet connections in houses has seen an equally dramatic rise in ownership, thus supporting the campaign outlines further. With this increase in ownership you would expect an increase in the use of online shopping methods, as well as a general open mindedness to the possibilities other technologies can provide. This open minded approach to technology and acceptance of it as a part of our every day lives is crucial to the success of both the Health Awareness Week campaign concepts.
Percentage of households with selected consumer durables, UKThese statistics taken from www.statistics.gov.uk demonstrate the marketability of the concepts proposed. One of the first things i will point out is the rise in ownership of mobile phones. This consumers durable has seen the biggest rise in ownership of all the durables included since 1998. These statistics demonstrate how mainstream ownership of such devices is becoming, which is crucial to the success of the event proposals. If users don't possess the technology to accommodate the proposals then in the short term the event could not be marketable.
In contrast you may also notice that ownership of land line telephones has dropped, this can only be attributed to the rise in mobile telecommunications. Internet connections in houses has seen an equally dramatic rise in ownership, thus supporting the campaign outlines further. With this increase in ownership you would expect an increase in the use of online shopping methods, as well as a general open mindedness to the possibilities other technologies can provide. This open minded approach to technology and acceptance of it as a part of our every day lives is crucial to the success of both the Health Awareness Week campaign concepts.
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