Marketing with 2D Barcodes Kelly McIvor [email protected] February 28, 2012 “Mobile marketing is no longer something companies need to try – it's something they need to do.”
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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.”
A mobile innovations firm focused on creating engaging and interactive experiences.
Marketing with 2D Barcodes
• 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
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)
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
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.
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)
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
Marketing with 2D Barcodes
How to create a 2D code
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)
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:
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”
Design elements
Marketing with 2D Barcodes
Display size
Design elements
Marketing with 2D Barcodes
Lighting and environment
Design elements
Marketing with 2D Barcodes
Color and contrast
Design elements
Marketing with 2D Barcodes
Branding
OK
OK
BAD
OK
Marketing with 2D Barcodes
Who are the 'scanners'?
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
Marketing with 2D Barcodes
When to use a 2D code
When to use a 2D code
Marketing with 2D Barcodes
• Capture impulse
• Augment an experience
• Printed material
• Live events
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
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
Marketing with 2D Barcodes
How to fail
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
Marketing with 2D Barcodes
How to win
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
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
Target – Helping light up the Holidays
Mobile micro-site:
Marketing with 2D Barcodes
How to win with 2D codes
Questions?
Kelly [email protected]
206.673.2749
Marketing with 2D barcodes
Marketing with 2D Barcodes
Related Documents
