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Mobile 2D barcodes

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A webinar presented to the members of CCA. Includes details on the origins, creation and use of QR codes, MS Tags and other 2D barcodes.

A webinar presented to the members of CCA. Includes details on the origins, creation and use of QR codes, MS Tags and other 2D barcodes.

Published in: Business, Technology

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  • 1. Marketing with 2D BarcodesKelly McIvorkelly@atomicmobile.comFebruary 28, 2012“Mobile marketing is no longer something companiesneed to try – its something they need to do.”
  • 2. A mobile innovations firm focused on creatingengaging and interactive experiences.Marketing with 2D Barcodes
  • 3. • What are 2D barcodes?• How to create them• Who is scanning them• When and where to use them• How to fail• How to winContentsMarketing with 2D Barcodes
  • 4. What is a 2D barcode?Marketing with 2D BarcodesWikipedia: A barcode is an optical machine-readablerepresentation of data, which shows data about the object towhich it attaches.1D Barcode (UPC) 2D Barcode (QR)
  • 5. Types of 2D barcodesMarketing with 2D BarcodesProprietaryOpen= QR= Data Matrix= MS Tag= BeeTagAztec Code Jag Tag Semacode Shot Code Trillicode AT&T
  • 6. What is a QR code?Marketing with 2D BarcodesQR = Quick ResponseA trademark name for a particular2D/matrix barcode.Created by Denso Wave, a Toyotasubsidiary, in 1994 to track cars duringthe manufacturing process.
  • 7. How do 2D codes work?Marketing with 2D BarcodesScan with a barcode scanner application on yoursmartphone.• Proprietary (MS Tag, AT&T BarcodeScanner)• Open (i-nigma, ScanLife, QR Droid)• Integrated (Google Goggles, ShopSavvy)
  • 8. What can a 2D code do?Marketing with 2D BarcodesConnect the physical and digital worlds.Standard actions include:• URL (web site, video, map, social)• Contact (vCard)• SMS• Email• Phone call
  • 9. Marketing with 2D BarcodesHow to create a 2D code
  • 10. How to create a 2D codeMarketing with 2D BarcodesIts Easy!• Online sites/services (Google, Bit.ly, ScanLife)• Web API (Google, QRserver.com, myQR.co)• Internal software library (open source)
  • 11. How to create a 2D codeMarketing with 2D BarcodesURLs: Direct vs Redirecthttp://bit.ly/AmSykzDirect:http://mobilemarketingfail.com/2011/12/30/bravo-tv-fails-with-a-now-moment/Web pagehttp://mobilemarketingfail.com/2011/12/30/bravo-tv-fails-with-a-now-moment/Web pageRedirect:
  • 12. Design elementsMarketing with 2D BarcodesAmount of data affects size and densityURL:Http://bit.ly/bvzOLF?r=qrPlain text:“Create a listing for your Biz/Org orsearch for help with your next projecton our FREE Global Print & IntegratedMarketing Services Directoryhttp://directory.printmediacentr.com”
  • 13. Design elementsMarketing with 2D BarcodesDisplay size
  • 14. Design elementsMarketing with 2D BarcodesLighting and environment
  • 15. Design elementsMarketing with 2D BarcodesColor and contrast
  • 16. Design elementsMarketing with 2D BarcodesBrandingOKOKBADOK
  • 17. Marketing with 2D BarcodesWho are the scanners?
  • 18. 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 >$75kLocation 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
  • 19. Marketing with 2D BarcodesWhen to use a 2D code
  • 20. When to use a 2D codeMarketing with 2D Barcodes• Capture impulse• Augment an experience• Printed material• Live events
  • 21. Business cardsProduct packagingFlyers and brochuresPostersTable tentsIn-aisle displaysMagazines and newspapersMarketing with 2D BarcodesWhere to use 2D codes
  • 22. How to present a 2D codeMarketing 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 requiredwhere to get an app2D codes vs SMS as a call-to-action
  • 23. Marketing with 2D BarcodesHow to fail
  • 24. How to fail with 2D codesMarketing with 2D Barcodes• Direct to a non-mobile URL• Put QR in inappropriate places (moving vehicles,out-of-reach/awkward)• Don’t testwww.mobilemarketingfail.com
  • 25. Marketing with 2D BarcodesHow to win
  • 26. How to win with 2D codesMarketing with 2D Barcodes• Direct to a mobile URL• Add value to the experience• Provide a good reason• Test on many devices and atall stages
  • 27. Target – Helping light up the HolidaysQR code and SMS CTA on in-aisle display.Marketing with 2D BarcodesHow to win with 2D codes
  • 28. Target – Helping light up the HolidaysMobile micro-site:Marketing with 2D BarcodesHow to win with 2D codes
  • 29. Questions?Kelly McIvorkelly@atomicmobile.com206.673.2749Marketing with 2D barcodesMarketing with 2D Barcodes