HardLink Advertiser Benefits
HardLink enhances Mobile Tagging by adding advanced management, reporting and device identification support.
HardLink allows you to:
Segment marketing based upon device / customer
As HardLink knows which device is being used when a Tag is Snapped, your Mobi site can use this information to make decisions on which advertising / content to display. HardLink also captures how often a given device has Snapped a certain Tag. Combine these two pieces of information for some exciting advertising options – an iPhone user who has Snapped your Tag 5 times in the last 24 hours probably has relatively high disposable income and is clearly interested in your product; time to push for a sale!
HardLink will soon support Customer Profiles. These allow a Customer to register once on the HardLink platform and manage all their HardLinks and related profile information centrally. This information, should the customer choose to share it, is available to HardLink clients so you can see exactly who is using which device to view your content – the opportunity to deliver highly personalised targeted experiences is only limited by your imagination. The ability to detect the type of phone a customer is using offers completely new marketing opportunities such as offering iPhone users a discount this week, Nokia users next week and so on.
By using HardLink, you have access to full details of the customer’s mobile device – the screen resolution, audio and video support and so on. Use this information to adapt your Mobi content and experience appropriately to deliver the best possible brand message every time to everyone.
Adapt Mobi pages to device capabilities
Want to know the screen resolution of your customer’s device when they Snap a Tag? Or the colour depth? How about the mobile data speed capability of the device or perhaps the operating system? HardLink captures all of these and much, much more. By delivering Mobi site content based on the capability of devices and not just the make and model, your site will support historic, current and future phones.
Support any future Tag formats
HardLink currently supports the creation and management of QR Code and MS Tag formats but the platform is Tag-format independent meaning that it will be enhanced to support other Tag formats as they come onto the market. One HardLink campaign can include any number of Tag formats, and single campaign items can be related to multiple formats meaning that you don’t have to choose one format in preference over another. HardLink’s advanced analytical functionality means that you will know which Tag formats are being used more often than others, and which devices are being used to Snap them.
Manage all your channels in one place
The HardLink platform brings together reporting for all Tagged material in one place, so all Snaps, whether from packaging, posters, TV, billboards, menus, etc., can be viewed in one place irrespective of the Tag format. This allows you to see the full impact of all your Mobile advertising rather than just a subset of it.HardLink will shortly respond to email and SMS requests for information, so you can manage your entire campaign in one place while your customers consume your content via Mobi sites, email and SMS! HardLink’s centralised reporting brings all these channels together so you can see what’s working in the market, and what’s not, at a glance.
Integrate with other systems
The HardLink platform has been designed to readily integrate to your in-house systems. A set of Application Programming Interfaces (APIs) allows your in-house systems to communicate with HardLink to create Tags, manage campaigns, update the targets to which Tags point and much more. All APIs use common web standards and are platform independent meaning that HardLink can be connected to any existing system that can make web service calls.
Use the Cloud to scale
The HardLink platform runs in the Cloud meaning that it can scale to accommodate any demand your Mobile Tagging campaign may generate. You don’t have to worry about the HardLink platform being a limiting factor in your ability to serve your customers.
Measure the effectiveness of your offline campaign spend
The advanced reporting available from the HardLink platform allows you to measure how effective your offline campaign spend is, just like you do with your online advertising. It’s long been said that you waste half of your marketing spend, you just don’t know which half – with HardLink you know exactly what’s working and what’s not!
Well-Known Devices
HardLink can alter the behaviour of a Tag if it’s Snapped by a Well-Known Device (‘WKD’). A WKD is a mobile device that you register against your HardLink account by following a simple wizard process. You can then instruct HardLink to deliver a completely different Mobi page for a Tag when it’s Snapped by a WKD, or even display a real-time statistics page for the Snapped Tag. Your marketing personnel can Snap a poster in the street and instantly see how it’s performing!
