Digital transformation is happening within all industries today, and marketing is no exception. Two of the key drivers behind this transformation — and the rise of mobile marketing — are the proliferation of mobile devices and the widespread availability of mobile internet access.

The increased ability to reach potential customers around the globe opens up tremendous potential for marketing, but in order to be successful, marketing programs need to be designed and optimized for the mobile channel. As engaging our customers, partners and prospective customers in the ways they prefer has always been important to us at Fides, mobile marketing has become a high priority.

Leading marketing automation provider Marketo defines mobile marketing as “a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.”

Mobile marketing is the most direct channel for marketers today to reach customers and prospects. The global mobile population today amounts to more than 3.7 billion unique users. And according to multiple reports, more than half of all internet traffic worldwide is generated on mobile devices. More people are consuming content through their mobile devices — including cellular phones and tablets —  and that number is predicted to continue to increase.

From our analysis of Fides website traffic, we have determined that more and more visitors are using smartphones and tablets to access our site. Fides’ website is already optimized for mobile devices, but there are still more ways we can add capabilities to streamline and enhance the user experience. We are currently investigating tools like a chatbot to automate responses to frequently asked questions and help site visitors find the information and answers they need.

Another marketing initiative we are actively working on is determining the right ways to communicate with our clients through the mobile channel. We recently participated in several exhibitions where we were able to debut some new QR-code based applications.

QR-codes (the QR stands for “quick response”) is a version of a barcode — but rather than needing a special scanning device, these days most devices have QR readers built into their cameras. All that is needed is to use your phone or tablet camera to take a photo, or scan, the code and you are immediately taken to a landing page that contains the information you need. This could be a web page, or it could be a PDF or another type of document.

Some potential applications of QR codes for marketing include:

  • Ability to directly link to and download brochures and datasheets
  • Links to web pages that contain more expansive information than a handout
  • Surveys
  • Lead registration / registration of interest for future follow-up or mailing list additions
  • Raffle drawings
  • Gamification, or incentives to engage

Fides successfully tested out QR codes as a way to quickly get relevant information to people who stopped by our exhibition booth. We had signs created that contained QR codes, which attendees could scan to get additional information and directly download product brochures or get more information on the upcoming Fides Conference. In addition, we offered a survey and a prize raffle for an Apple Watch, also accessible via a QR code, to attendees of the Finance Symposium Mannheim,  Thomas Wenger, Group Treasurer at Geberit, was the lucky winner of the Apple Watch. “Entering the Fides raffle using my mobile phone was so much faster and easier than having to fill out a paper form,” Wenger said. “It’s nice to see marketing innovation in action. I was also impressed by the face-to-face follow up to deliver the Apple Watch!”

Another benefit of this type of mobile marketing is its ability to reduce waste. Rather than printing out hundreds of copies of brochures and datasheets, many of which are likely to just be discarded, why not let attendees request these documents in electronic format?

QR codes also give us — and our clients — greater flexibility and customization options. For example, Fides has a variety of datasheets but we would not typically bring copies of every brochure to every conference or tradeshow. With mobile marketing, if a prospective customer is interested in a very specific document, they can get immediate access to the information directly on their phone or tablet.

Keeping up with technology and marketing trends and continuously working to become more innovative are important to all departments within Fides. We are currently evaluating additional ways to use QR codes for internal Fides processes as well as marketing campaigns.

Want to test it out for yourself? If you are reading this on a desktop computer, scan the QR code with your smartphone or tablet to get more information on (or even register for) the upcoming Fides Conference.