Seamless Multi-Channel Experiences and The Dynamic Social Web

Seamless Multi-Channel Experiences and The Dynamic Social Web

Nellymoser's John Puterbaugh talks to PSFK in anticipation of his upcoming presentation at our Future of Mobile Marketing Salon in Austin.

Timothy Ryan, PSFK Labs
  • 7 march 2011

For our upcoming PSFK SALON at SXSW this year, we’ve invited John Puterbaugh to discuss the future of mobile tagging. John is the CEO of Nellymoser. Here are a few questions we asked him in preparation for the event.

What is the most exciting or interesting challenge that Nellymoser is addressing right now?

Mobile seems to be the true connector in tying together print media and online (social). We are focused on mobile engagement and how to create a seamless multi-channel experiences (print -> mobile -> social …). As an example of print->mobile->social, we just launched Mobile Tagging in the Sports Illustrated Swimsuit Issue which contains that ability to view video playlists, vote and share the videos via Facebook, Twitter and email. We are also making mobile videos interactive, shoppable and social for the retail space.

What other projects are currently inspiring your work?

We are inspired by the high quality, rich design tradition coming from print media and the ability to leverage it using the mobile phone and Tagging to harness the rich, interactive and dynamic social web.

What emerging trend, idea, or technology are you excited to see develop in the future?

The ability for mobile tagging to truly be a localized, rich interactive form of engagement and direct response. We believe Mobile Tagging (in particular) and Action Codes (in general) will become a rapid way to rapidly use your phone to engage: scan to check-in, scan to buy, scan to vote, scan to share, etc.

Where will mobile tagging be in five years?

We see Mobile Tagging as part of a larger continuum of action codes that started with SMS short codes and will include not only 2D barcodes like Microsoft Tag but also watermarking, image recognition and NFC – all vehicles / symbologies to utilize the phone as a direct vehicle mobile engagement.


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