Category: Mobile Marketing

A recent study conducted by Forrester revealed that this is the case despite knowing how important these campaigns are.

Though marketers are well aware of the importance of mobile marketing as a part of their overall strategy, only a small minority actually integrate this channel into their overall advertising mix, says Forrester.

In fact, in the research results, it showed that only 13 percent of marketers have strategically integrated mobile.

Because the mobile marketing strategies appear to be established in a way that leaves out a component that the marketers acknowledge as being highly important, it doesn’t come as much of a shock that Forrester reported that only 27 percent of marketers stated that their return on investment (ROI) for their campaigns was profitable. Equally, a massive 67 percent said they were unable to measure the ROI of their advertising.

Only 20 percent of the participants in this study said they had the budget they would require for mobile marketing initiatives.

Most of the marketers who took part in the survey claimed that the resources they had available to them for focusing on mobile advertising were quite limited. Moreover, only 10 percent felt that their companies would be considered to be mobile savvy.

Many marketing firms supplement their capabilities for internal development. The Forrester research revealed that over half – 56 percent – were working with a number of other partners who could support the integration of mobile initiatives. These partners included everything from specialty vendors to agencies and platform providers.

The outcome has been that marketers are still trying to learn the ropes when it comes to how to use mobile marketing techniques, how they work, how they should be implemented and how their successes can be measured. With a lack of in-market mobile programs from which to learn and hone their skills, marketers are trapped in a trial and error phase and are incapable of demonstrating the level of expertise that would be necessary to lure execs, said the research. The report explained that marketers will need to create a solid business case and set aside an appropriate mobile budget to suit the current opportunity available.

For people who wonder what types of trees surround them in these green spaces, quick response codes will help.

In Murrysville, Pennsylvania, it’s becoming easier to get to know the types of trees that share their clean air, shade and gorgeous green color, as QR codes are being added to these green spaces to identify the various species.

Nature enthusiasts carrying smartphones will be able to scan the quick response codes for more information.

The QR codes are being added to the signage by the Friends of Murrysville Parks. The barcode tags have been placed onto park signs so that visitors to the area can use their smartphones to scan the codes and inform themselves about the types of trees that can be found throughout the green spaces. A scan automatically directs a user to one of the webpages hosted by the municipality and that have been created to provide information about the different types of trees that can be found throughout the parks.

At the start of the project, there are four QR codes being added to Duff Park, and five going into Townsend Park.

This, however, will be only the start of the program. With the initial launch, the nine codes in the two parks will get things started. However, it looks as though this will be expanded into more codes and additional parks over time.

Originally, the intention had been to build a gazebo with the municipality’s funds for Duff Park. However, the Friends of Murrysville Parks decided that it would be more appealing to launch a project that would provide tree identification.

A couple of local students were brought in by the Friends as interns and they studied the existing signage. They researched the trees and decided that adding QRcode tags would be the easiest way to update the black locust wood sign posts that are already there, hardy and rot-resistant, but that would now be able to provide far more information when scanned by smartphones.

The Friends are expecting that these QR codes will be receiving a considerable amount of use, particularly considering that Duff Park is likely the busiest of Murrysville’s eleven parks.