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Importance of Smart Phones in Marketing

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We're Express Printing & Graphics, a local business, located in Sunnyvale, CA. Being locally owned and operated, we take pride in the Silicon Valley community and want to help other Small Businesses and organizations reach their highest potential.


25 years of experience

We've been thriving in Silicon Valley for over 25 years, helping our customers grow their businesses. We transform our years of printing, marketing, mailing, and website experience into articles that are posted here on our website, Twitter and Facebook. Whichever method you prefer to get your local business ideas from, we are happy to inspire all Bay Area Businesses.


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We offer printing, marketing, mailing, and website services from our location in Sunnyvale. Our marketing experts can help you find the optimal method of promoting your business. Whether it's postcards, mobile websites, social coupons, or an array of other choices, we can narrow it down to what works best for YOU and your BUDGET.


Terry Doland, Owner
Terry Doland, Owner

Using Smartphones in Marketing Today

It’s a fact – smart phone use is growing rapidly, and because of functionality, represents the new frontier for accessing the Internet and World Wide Web. There are even some pundits who believe that mobile phones may someday overtake desktop computers for personal use.

Sound improbable? We have a few statistics that might help convince you. We’ve assembled them from comScore, Inc., a global leader in measuring the digital world and preferred source of digital business analytics:
  • For a 3-month period ending August 2010, 60% of smart phone users downloaded applications on their phones, compared with 39% of regular mobile phones.
  • Even though smart phones make up less than 25% of the U.S. mobile market, by August 2010 their users represented the majority of mobile content consumers. The content most accessed was weather (43%), maps (35%), social networking (31%), search (18%) and news (18%).
  • In November 2010, 61.5 million people in the United States owned smart phones, up 10% from the preceding three months.
  • In July 2011, the top three search sites were Google (182.3 million visitors), Yahoo! (177.6 million), Microsoft (174.3 million).

These statistics support a 2009 study by The Nielsen Company that found an escalating rate of smart phone use among American wireless subscribers: 14% at the end of 2008; 19% in Q3 2009 and 21% in Q4 2009. According to Roger Entner, Senior Vice President of Research and Insights in Nielsen’s Telecom Practice, the study findings indicated that in 2009, the United States was “at the beginning of a new wireless era where smart phones will become the standard device consumers will use to connect to friends, the Internet and the world at large.” The Nielsen study concluded that “by the end of 2011, Nielsen expects more smart phones in the U.S. than feature phones.”

Comparing mobile devices to personal computers, it has been estimated that there are almost five times more mobile devices in use than personal computers. Unlike spam messages sent to desktop computers, text messages have a 95% read-rate and are read almost immediately (in an average of four minutes). Mobile content For the last decade, mobile content – any type of media viewed or used on mobile phones – has become increasingly important worldwide. Mobile content includes ring tones, games, movies, video, images, GPS navigation, and applications or apps that perform a variety of functions. Smart phone users can send and receive messages and photographs, make appointments, redeem coupons, get driving instructions, check in for flights and view web sites while on-the-go.

South Koreans are the world leaders in mobile content, followed by the Japanese and Europeans. Mobile content use in the United States and Canada has lagged behind other countries, though large corporations have been quick to adopt mobile sites. Here are some of the top mobile sites of 2007: Amazon Anywhere, eBay Mobile, Facebook for iPhone, Fandango Mobile, Flicker Mobile, National Weather Service Mobile, Netflix Mobile, Orbitz Mobile Flight Status.

QR codes and mobile content

A quick response (QR) code is a two-dimensional (2D) graphical representation of information. That information could be a page on a web site or a myriad of other things – V-card, e-mail address, You Tube video, SMS message.

Developed in 1994 by the Japanese manufacturer Denso-Wave, the first use of QR codes was inventory tracking of vehicle parts. Early on Denso-Wave, who holds the patent and name trademark, freely shared the code specification, allowing others to expand the use of QR codes to other applications. The specifications for QR codes were adopted as ISO standard 18004 in 2000.

When they appear on business cards, brochures, post cards or other printed material, QR codes make the printed piece interactive for smart phone users. This has potential application for marketing and advertising.

•    Display text: send information to a mobile phone. Example information is a coupon, a promotional announcement, or a location.
•    Initiate e-mail: send an e-mail that is prepopulated with text.
•    Initiate an SMS message: display a message with an instruction or suggestion for action.
•    Initiate a browser session: link directly to a specific web site home page, and track who visits the site and what they do while there.
•    Initiate a download of an audio file or video stream: provide information or entertainment directly to the mobile phone handset.

Mobile content goes local

Local businesses and organizations are just now beginning to understand the benefits of mobile content as a sales and marketing tool. Here are some ways to use QR codes to reach smart phone users:

Restaurants and bars

QR code placement: menus, table tents, business cards
Mobile content: ingredient or nutrition information, take-out menu, daily special, coupon or other promotional item, wine pairings, request to add to mail list

Retail Establishments
QR code placement: window sign, direct mail piece, printed collateral, in-store displays
Mobile content: hours of operation, additional product information, product specification sheet, warranty, request to add to mail list

QR code placement: product packaging, print collateral
Mobile content: assembly instructions, product registration, product warning, product specifications, warranty, instructional video

Fundraisers and Special Events
QR code placement:
direct mail piece, brochures, pre-event signage
Mobile content: event description, event registration, sponsor signup form, opt-in e-mail for use during event, request to add to mail list

Trade shows and job fairs
QR code placement: business cards, booth graphics, event invitation, print collateral
Mobile content: company description and history, scope of products and services, employee benefits, current job openings

QR code placement: plant product label
Mobile content: scientific name, planting instructions, growing season, growing conditions, pest and disease control

QR code and the desktop web site
Smart phone users can use a QR code or type a URL into a browser to reach a page on a web site. But if the QR code or URL leads to a desktop web site, the experience will not be very satisfying. Here’s why:

  • Small screen size: screen sizes range of 2.5 to 3.5 inches wide compared to a minimum of 14 inches for a computer monitor. This makes it very difficult to see text and graphics formatted for a desktop web site.
  • Page display: a desktop web site allows for more than one window to be open at a time, which means a single click can return a visitor to a previous page. Mobile devices display one page at a time and they can only be viewed in the sequence they were originally accessed.
  • Navigation: mobile devices primarily use scrolling for navigation; there is no pointer to click.
  • Lack of access to some desktop site pages: many mobile devices cannot access pages with a secure connection.
  • Speed: on many mobile devices, service speed is slow which means graphics-heavy desktop site pages may be very slow to load.

Is it time for a mobile web site?
Mobile content, already established worldwide, is growing rapidly in the United States. No longer just for large national companies, local businesses, organizations and non profits are finding successful ways to provide information or engage in sales and marketing activities using mobile content. Though desktop web sites will display on mobile devices, it is much more effective to engage the viewer with a mobile web site.

It may surprise you to learn that a basic mobile web site is much easier to build than a desktop site and therefore can be practical for even a temporary use (like promoting a fundraising event or a sustaining member campaign). If you would like to explore the possibilities of establishing a mobile web site, contact us at (408) 400-0223. We can demonstrate how your desktop site looks on a smart phone and also show you how much better information can be on a mobile site. Call us now for an appointment.

This information provided to you by Silicon Valley's Express Printing & Graphics, Inc.
located at 1205 Alderwood Avenue, Sunnyvale, CA 94089



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