As technology evolves at a breakneck pace and new tools are created to reach and connect with customers, many businesses are losing focus on how to effectively utilize the tools to drive the results they are seeking.
As a business, you have to think about more than just the tools, you have the think about your audience and context. This becomes even more important as customer touchpoints and interactions increase.
For example, let's take QR codes. Say that you are using a QR code in an advertisement or even a window display. There are two pieces of context that you must take into consideration. The first is that your potential customer, should they scan the code, will be using a mobile device to retrieve information. Therefore, any information that is linked to that code needs to be mobile-ready.
Second, is that if they are scanning the code, they have already gotten some information that is interesting enough for them to want to learn more. As Greg Slapp, CEO of leading free QR Code generator QRStuff.com said:
Once a customer pulls out their smart phone to scan a QR code, they want to continue the conversation, not start it over from scratch. Far too many businesses don't think about the logical next call to action once a code is scanned. They often take a customer back to a web home page or other information that repeats the same information the customer learned before scanning the code to begin with. This is very ineffective.
So, what does this mean for your business and its mobile efforts? It means that you need to design a strategy where your collateral introduces a concept that is worthy of the customer taking action (i.e. scanning),
Then it means that your web presence needs to be mobile friendly. Remember, the only gateway to your offer is through the smartphone, so once a customer engages with his or her phone, the information should be accessible in a mobile-compatible format.
Finally, continue the dialogue. Know what collateral is driving the interaction and move the customer to the next logical step, whether that is delivering next-level information or letting the customer consummate a purchase without having to go back to square one. Don't repeat what you have just told them to get them to scan the code in the first place.
If mobile engagement is going to work, you have to move past the form of the tool to get into the nitty-gritty of its function and relevance to your business and your customer.
Follow Carol Roth on Twitter: www.twitter.com/caroljsroth