SOCIAL MEDIA
for a quick transaction, making this the perfect technology for theme parks and attractions, where purchases are small and time is of the essence. Mobile payment tools enable
purchase points to be set up almost anywhere, creating increased opportu- nities for sales. For example, fl oating sellers armed with mobile payment tools could service queues for theme park rides and not be restricted by location or cash-only transactions. Mobile phones offer several ways
for users to make payments. Set up by Twitter founder Jack Dorsey, Square is a small credit card reader dongle that can be attached to any smartphone, turning it into a payment point. It’s popular with small retailers, who might not be able to take electronic payments otherwise. Square provides the card reader for free, but charges a fee of 2.75 per cent on each transaction. More than two mil- lion small merchants have signed up to Square already, and, as of August 2012,
the company has had a £25m (US$39m, 29.6m) investment from Starbucks.
floating sellers armed with mobile payment tools could service queues for theme park rides and not be restricted by location or cash-only transactions
Another payment method is the mobile wallet, which stores a user’s payment information on their phone. The most common iteration is Google Wallet, a Google offering that stores a user’s credit and debit card informa- tion online and uses that information to pay online or offl ine via NFC (Near Field Communication). One advantage of this is that retailers can also set up special offers and coupons and can link Google Wallet to their loyalty programmes. However, there are still many consum-
ers who are concerned about storing so much personal information on a single device and the security risks that could
surround simply needing to tap your phone to make a monetary transaction. Also, there are still some enormous
infrastructure challenges – not only do users need to install a mobile wallet, retailers need to equip themselves to manage these types of transactions. As of yet, there isn’t suffi cient buy-in on either side to turn the mobile wallet into a must-have element of all digital campaigns. However, be prepared to revisit this in the years to come.
COMBINING ONLINE AND OFFLINE COMMERCE While pop-up shops and paying with a tweet showcase the more creative side of a digital campaign, we can’t forget the data. Chances are that no matter how gorgeous your site or Facebook cover photo/banner ad is, the powers- that-be will always want to know just one thing – where’s the return on my investment (ROI)? Luckily, Google Analytics recently
unveiled its new Measurement Protocol and a feature that it dubbed Universal Analytics. This feature is now open to all users and can go a long way to proving the use of online to offl ine commerce. Essentially, Universal Analytics offers
three core benefi ts – the fi rst being the ability to track users by their profi les, as opposed to assigning information and behaviour to visits alone. This means that if a user has a pro-
fi le and has signed into a site on their desktop, and then subsequently logs in on their mobile, Google Analytics will be able to assign the complete user journey across both devices. So, if a user clicks on one of your PPC ads on their desktop, signs up to your site, and then makes a reservation via their mobile, you can still attribute the reservation to your PPC ad and see what the complete user journey was. Crucially, this lets you see how users
Square can be attached to any mobile phone to turn it into a payment point 64 Read Attractions Management online
attractionsmanagement.com/digital
behave across devices and can play a critical role in proving the effectiveness of elements of your digital campaign.
AM 2 2013 ©Cybertrek 2013
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