Download - Mobile 2D barcodes
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Marketing with 2D BarcodesKelly McIvor
February 28, 2012
“Mobile marketing is no longer something companies need to try – it's something they need to do.”
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A mobile innovations firm focused on creating engaging and interactive experiences.
Marketing with 2D Barcodes
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• What are 2D barcodes?• How to create them• Who is scanning them• When and where to use them• How to fail• How to win
Contents
Marketing with 2D Barcodes
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What is a 2D barcode?
Marketing with 2D Barcodes
Wikipedia: A barcode is an optical machine-readable representation of data, which shows data about the object to which it attaches.
1D Barcode (UPC) 2D Barcode (QR)
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Types of 2D barcodes
Marketing with 2D Barcodes
ProprietaryOpen
= QR
= Data Matrix
= MS Tag
= BeeTag
Aztec Code
Jag Tag Semacode Shot Code Trillicode AT&T
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What is a QR code?
Marketing with 2D Barcodes
QR = Quick Response
A trademark name for a particular 2D/matrix barcode.
Created by Denso Wave, a Toyota subsidiary, in 1994 to track cars during the manufacturing process.
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How do 2D codes work?
Marketing with 2D Barcodes
Scan with a barcode scanner application on your smartphone.
• Proprietary (MS Tag, AT&T Barcode Scanner)
• Open (i-nigma, ScanLife, QR Droid)
• Integrated (Google Goggles, ShopSavvy)
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What can a 2D code do?
Marketing with 2D Barcodes
Connect the physical and digital worlds.
Standard actions include:
• URL (web site, video, map, social)
• Contact (vCard)
• SMS
• Phone call
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Marketing with 2D Barcodes
How to create a 2D code
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How to create a 2D code
Marketing with 2D Barcodes
It's Easy!
• Online sites/services (Google, Bit.ly, ScanLife)
• Web API (Google, QRserver.com, myQR.co)
• Internal software library (open source)
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How to create a 2D code
Marketing with 2D Barcodes
URLs: Direct vs Redirect
http://bit.ly/AmSykz
Direct:
http://mobilemarketingfail.com/2011/12/30/bravo-tv-fails-with-a-now-moment/
Web page
http://mobilemarketingfail.com/2011/12/30/bravo-tv-fails-with-a-now-moment/
Web page
Redirect:
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Design elements
Marketing with 2D Barcodes
Amount of data affects size and density
URL:Http://bit.ly/bvzOLF?r=qr
Plain text:“Create a listing for your Biz/Org or search for help with your next project on our FREE Global Print & Integrated Marketing Services Directory http://directory.printmediacentr.com”
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Design elements
Marketing with 2D Barcodes
Display size
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Design elements
Marketing with 2D Barcodes
Lighting and environment
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Design elements
Marketing with 2D Barcodes
Color and contrast
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Design elements
Marketing with 2D Barcodes
Branding
OK
OK
BAD
OK
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Marketing with 2D Barcodes
Who are the 'scanners'?
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Who are the 'scanners'?
Marketing with 2D Barcodes
• 6.2% of U.S. mobile users, 17% smartphone users
• 61% Male
• 53% are 18-34yrs old
• 55% have HH income >$75k
Location of QR code:– Printed magazine or newspaper (49%)
– Product packaging (35%)
– Website on PC (27%)
– Poster, flyer or kiosk (25%)
Source: ComScore MobiLens, June 2011
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Marketing with 2D Barcodes
When to use a 2D code
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When to use a 2D code
Marketing with 2D Barcodes
• Capture impulse
• Augment an experience
• Printed material
• Live events
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Business cards
Product packaging
Flyers and brochures
Posters
Table tents
In-aisle displays
Magazines and newspapers
Marketing with 2D Barcodes
Where to use 2D codes
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How to present a 2D code
Marketing with 2D Barcodes
• Size matters!
• Give a reason to scan“Get a behind the scenes look at...”
“Sign our petition”
“Enter to win”
• Provide instructionsmobile app required
where to get an app
2D codes vs SMS as a call-to-action
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Marketing with 2D Barcodes
How to fail
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How to fail with 2D codes
Marketing with 2D Barcodes
• Direct to a non-mobile URL
• Put QR in inappropriate places (moving vehicles, out-of-reach/awkward)
• Don’t test
www.mobilemarketingfail.com
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Marketing with 2D Barcodes
How to win
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How to win with 2D codes
Marketing with 2D Barcodes
• Direct to a mobile URL
• Add value to the experience
• Provide a good reason
• Test on many devices and at all stages
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Target – Helping light up the Holidays
QR code and SMS CTA on in-aisle display.
Marketing with 2D Barcodes
How to win with 2D codes
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Target – Helping light up the Holidays
Mobile micro-site:
Marketing with 2D Barcodes
How to win with 2D codes
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Questions?
Kelly [email protected]
206.673.2749
Marketing with 2D barcodes
Marketing with 2D Barcodes