menu

John Puterbaugh Explains Why Microsoft Tag Is A Valuable Marketing Tool

John Puterbaugh Explains Why Microsoft Tag Is A Valuable Marketing Tool
Advertising

In this extract from PSFK's Future Of Mobile Tagging Report, the CEO of mobile consultancy Nellymoser gives his advice on the use of mobile tags.

Kyle Studstill
  • 14 january 2011

John has more than 20 years of experience in creating and developing interactive rich media solutions for IP networks, mobile phones and other consumer products. He is the founder & CEO of Nellymoser. Nellymoser is an industry leader in delivering turn-key interactive video, mobile commerce and rich media marketing campaigns to mobile phone users. Customers include Amazon, Target, AT&T, Verizon, San Disk, Adobe, Hearst and Conde Nast. Nellymoser’s technology can be found in over 1 billion consumer products including Microsoft Xbox / Xbox 360, Sony Playstation & Leapfrog’s Leapster game titles and Adobe’s Flash.

  • Mobile scanning has the ability to provide a truly integrated digital experience to consumers. A simple scan of a mobile tag can deliver rapid information that’s both dynamic and real-time. Because of this, the addition of mobile tags has revitalized traditional categories such as print, out-of-home and event‑based marketing.
  • The themes that have emerged around mobile tagging have developed along four key uses: scan and view (video), scan and listen (music), scan and win, and scan and buy. The last two have developed most recently because of the ability to keep track of users after the first engagement­—people only have to enter their information once.
  • Mobile scanning effectively removes friction from the discovery and information gathering process because consumers no longer have to type a URL into their mobile or PC browser.
  • What agencies really need to think about is the form of the mobile engagement and the value that it’s going to bring to the consumer. I think there’s a tremendous opportunity if you build some trust and add value in the process. If you can scan and actually make purchases right out of the catalog or scan and buy right out of an ad, that’s adding value.
  • The great thing about using something like a Microsoft Tag is that it allows an agency to streamline their process. They can print the tags ahead of time and have them direct to a URL, allowing them to do their physical print production like an advertisement, in parallel and almost independently of their mobile engagement. Then their mobile engagement can focus on really considering their audience.
  • When someone actually performs a mobile scan, the intent is at a higher level of engagement than just going to a website. The fact that someone took out a phone and scanned in a print ad or other format needs to be recognized as a very high level of engagement and valued by marketers accordingly.
  • Mobile tags allow for a new kind of digital metric and increased measurability for out-of-home and magazines. The metrics that come along with tags allow for unique device IDs, along with video view times, which both represent much more accurate and detailed reporting than is the norm for the industry.
  • It’s assumed that formats that don’t require a download will have higher response rates; the misconception is that formats without downloads will have a larger user base. Nellymoser’s campaign results indicate that this actually isn’t a factor; the download process on most smartphones is streamlined enough to still allow for quicker access to content by scanning than a user would get by typing information into a browser.

Nellymoser

For your free download of this report please visit www.psfk.com/future-of-mobile-tagging

Advertising
Trending

Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Work Today

PSFK’s Workplace Vision: The Desk Is Transformed Into Dynamic System Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Work Today

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX on why employee fulfillment is a journey and not a destination

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Food Today

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Today

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Today

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them

Design Today

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Today

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Ai Today

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

Travel Today

This Head Hammock Promises The Best Sleep You’ll Ever Get While Traveling

NodPod holds your neck and back perpendicular, hopefully putting an end to sleepless and uncomfortable journeys

Mobile august 26, 2016

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture august 26, 2016

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Design august 26, 2016

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Fashion august 26, 2016

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

Syndicated august 26, 2016

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

No search results found.