ADMA’s first Techmix conference presented the latest digital marketing technology to over 500 marketers in Sydney. The conference was delivered some fascinating morning keynotes from companies including Phillips and Westpac NZ. The three streamed sessions that followed included sessions from Google, Facebook, Marketo, Microsoft, Adobe, Salesforce, Twitter, Ensighten and many others.
ADMA in conjunction with iProximity and HelloLocal created the first Digital Show Bag which enabled attendees to download the sponsor’s digital information using the Digital Wall and Beacon Technology.
The Digital wall featured iProximity’s Dynamic NFC Tags and QR Codes when tapped or scanned these units instantly direct the attendee’s phone or tablet to the sponsor’s content. Being a dynamic deployment the NFC and QR Code content was controlled by the cloud with each interaction being measured.
Our video will run you through how the wall works
We were a little surprised that many of the marketers in the room were not across NFC or QR code technology, however, they all enjoyed the experience and gained an understanding on how the technology could be used in future marketing campaigns.
The QR codes were scanned 586 times and the NFC tags 190 times – which was impressive as ours stats told us at 79% of attendees were on iPhones that do not have NFC capabilities.
Beacons At TechMix
Beacons were also installed at Techmix providing a range of time of day and stream related content. Attendees were encouraged to download the HelloLocal proximity App before arriving and also during the conference introduction.
On arrival or logging in guests received a welcome notification and a personalised welcome message. We had on display the different ways that the HelloLocal app could be downloaded including NFC tag, QR Code, SMS keyword, email keyword
Beacons were placed in the different streams of the conference with each each room showing the stream agenda and a menu that allowed you to check out what was happening within the other streams.
HelloLocal was downloaded almost 200 times on the day with 85% of downloads for iPhone and the balance on Android.
The program content was delivered over 9,ooo times during the sessions.
The digital wall was also delivered via the Beacon content in the HelloLocal App. Compared to the NFC and QR codes the sponsors logos were interacted with on 1134 occasions.
In total there were almost 2000 interactions between the attendees and the sponsors content which is a great result for the initial trial.
Hotels and conference venues really need to improve their wifi services – they continue to be appalling at every event I attend.
The biggest lesson is that some brands and (some you think should know better) still don’t understand how to build content for mobile devices. There was a great opportunity to push specialised landing pages targeted at the event content – some sponsors did this well – others lost the opportunity and just pushed enquiries to their home page.