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Unit 9: Mobile Commerce

services, it allows advertisers to gain greater footfall to stores and target customers with rewards Notes
for purchasing. Within the affiliate channel location based targeting is used by a number of
affiliate apps who promote offers to be redeemed in store. Location based marketing opens up
a number of opportunities for advertisers to target customers effectively.

Example: Affiliate applications include Vouchercloud and Quidco.

9.4.4 Quick Response (QR) Codes

Whilst the technology is nothing new, it is only recently that Quick Response (QR) codes are
becoming more widely used. They can be seen everywhere from till receipts to billboard
advertising.
With more advanced QR readers becoming available as downloadable apps, the opportunity for
using QR codes is increasing. When mobile devices start to have QR readers built in they will
become even more mainstream. By adding a QR code to a marketing campaign advertisers are
able to create interactive media. QR codes contained in magazine adverts can be scanned to take
consumers through to a mobile site or page giving more details on the product and the
opportunity to transact.
Again, if a fully optimised mobile site is not in place, conversion rates could be compromised.
Mobilecommercedaily.com reports that in the US, usage of QR codes was up by 1200% in the
second half of 2010, representing a potentially massive opportunity for advertisers. They can
serve both as brand awareness and direct response vehicles.
As with location based services being able to drive customers in store from online, QR codes
demonstrate the ability to drive customers in the opposite direction. Adoption of QR codes
remains a challenge, with the majority of consumers unaware of their function and an even
larger number who experience QR code ‘blindness’.

Did u know? A QR code (quick response code) is a type of 2D bar code that is used to
provide easy access to information through a smart phone.

9.4.5 Augmented Reality

Augmented reality is a relatively new technology, but one that opens up exciting opportunities
for advertisers. With a number of apps readily available to overlay a street view with information,
retailers can provide consumers with an interactive view of the high street. Consumers can use
their smart phone to gain information as they walk down the street. Retailers are able to display
their latest products or promotions in an attempt to drive them into stores. When in store, they
then have the ability to up sell and cross sell to them. While QR codes bridges the gap from offline
to online, augmented reality can stimulate interest online to convert offline.
With all of the latest technological advancements to enhance a mobile strategy, it is important
that advertisers have fully optimised mobile sites in place to reap the rewards.

!
Caution Directing consumers to a site that is not mobile ready could result in a poor user
experience and they may be unlikely to return.

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