The classic tale of The Wonderful Wizard of Oz as told by L. (Lyman) Frank Baum, begins quite simply by stating, “Dorothy lived in midst of the great Kansas prairies with her Uncle Henry, who was a farmer, and her Aunt Em, who was the farmer’s wife.” This straightforward explanation will be repeated here, just in case we have not traveled somewhere over the internet rainbow.

These three tools, QR, NFC and SMS, are all cost efficient ways to reach and market to mobile users on their omnipresent, handheld devices:

  • QR (Quick Response) Code – The two-dimensional, black-and-white, matrix barcode that is machine-read (usually with a smartphone) and offers a description of the item to which it is attached.
  • NFC (Near Field Communications) – Wirelessly transmitting data from one device to another object providing the two are within a very short distance of each other.
  • SMS (Short Message Service) – The sending of 160 characters (or less) messages from one device to another, usually delivered to mobile, handheld devices.

SMS has evolving into MMS (Multimedia Messaging Service), which allows the attachment of pictures, video and audio to these communications, making them even more attractive to users and recipients. Think of how Dorothy’s bland world of Kansas become much more colorful when she landed in Oz.

With the powerful force of the internet at our disposal, we don’t need to be struck by a tornado to embrace these valuable tools to help boost mobile conversion rates. Or perhaps we’ve already been utilizing them but haven’t quite found our way on the yellow brick road that leads to more sales. Here are some helpful hints from Glinda the Good Mobile Marketing Witch on how to use these tools more effectively:
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A Gift of Ruby Red Slippers

Just as Glinda presented Dorothy with those footwear gems, offer users something valuable to get them enticed to shop with you. Almost 80% of smartphone users find it useful to download coupons onto their devices. Give them what they want, BOGO (Buy One Get One) offers and other discounts in coupon form are very popular with mobile users.

A Basket and a Dog

While she picked up some friends along the way, all Dorothy had with her on her journey to Oz was a basket and Toto. Today’s mobile users always seem to be on-the-go, they are a fickle bunch and don’t like a lot of distractions. Less is more, keep content and messages short and to the point as the majority of users are looking for specific information, things like location (62%), pricing (40%) and product reviews (32%).
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Remembering the Munchkins

Who can forget the adorable singing voices of the inhabitants of Munchkinland, welcoming Dorothy to their town and advising her towards the beginning of her trek. Take some advice from these colorful characters and entertain your recipients with videos, slideshows, games, quizzes, polls, contents and other engagements.

There’s No Place Like Home

Keep mobile users coming back for more by inviting them to return to your mobile homepage, use your SMS, visit your storefront, wherever and however they are engaging with your brand. Things like loyalty programs, buy ten and get one free offers and other promotions that require repeat visits are a great way to get users returning repeatedly.

See the Writing in the Sky

Now we can see that we don’t have to travel to Emerald City and gain audience with a wizard to reap the rewards of these technologies. By sending more effective, powerful and concise messages, remember how “Surrender Dorothy” had a powerful impact, you can get more mobile users moving towards your business and building your brand.

Photo by Beau Giles / CC BY-2.0