_____ & Marketing phenomenon enabled by advances in mobile technology. We’re going to have a little something for the technical folks & something for the marketers, so ignore the parts that don’t turn you on. We’ll talk about this in terms of brands interacting with fans, but put it into your own context if you’re an artist or have non-commercial intentions.
Open with quote from Great OneGot something relevant to say about internet marketingWe all know the mobile web is comingIt was supposed to get here in 2010; will surely be here in 2011This’ll be a web that’s delivered & experienced a little differently than 1 we’re used to interacting withThis one takes context into accountSo where and when the user is when they interact with your informationMobile tagging & QR codes are 1 of the gateways to this new contextual web.
For anyone who’s really new to the subject, this is what we’re talking about: this is what a QR code looks like in its basic form.
So what ARE QR codes? What does the QR stand for?
The ‘Q’ stands for ‘quick’. The process or transaction is immediate—ie, when the user wants it.
The ‘R’ is for ‘response’. The consumer responds to the brand or advertising by offering to connect. The brand responds by delivering something valuable to the potential fan.
Open in that specification is disclosed & the patent right isn’t excercised.
Doesn’t have to be a smartphone; Blackberry Curve has reader software (part of BBM). Probably a good idea, though. Japan & Korea phones all come with them. Feature phones use SMS couponing so not taking advantage of full possibilities. Must have autofocus camera to read 1D code.
To illustrate the process for you, I’ve developed this little image sequence infographic.
As I learned more about QR codes in researching this presentation, I discovered you don’t actually need to communicate with a server for every possible use of a QR code.
- Data encoded in the graphic &doesn’t need an internet connection to a server to decode it.-One bizarro use for QR codes I came across was using them to label the contents of boxes when you’re moving. Just generate codes with a list of the stuff inside the box, slap ‘em on, and read the codes off the boxes with your phone. Not sure why this is handier than using a Sharpie. But more often then not you’ll be using this to add a little ‘internet’ to physical stuff. So that’s pretty neat. We’re connecting real life stuff to the internet.
Originally, barcodes represented data by varying the widths & spacings of parallel lines in units of 1, 2, 3 or 4.2D developed to put more information in a smaller space.A charge-coupled device (CCD) is a light-sensitive integrated circuit that stores and displays image data by convertingpixels into electical charges (digital cameras & videocameras).
Macro of 35mm film audio tracks, from left to right: Sony SDDS, Dolby Digital, analog Optical, and finally DTS time code.Unfortunately there’s a strong competitor out there vying to take over the North American code market.
Just so you know what they look like: Level 40 QR code.Version 1 (21 x 21 modules) up to Version 40 (177 x 177 modules). Each higher version number comprises 4 additional modules per side. As the amount of data increases, more modules are required to comprise QR Code, resulting in larger QR Code symbols.
URL shortening service. Fewer characters = less info to include = a more robust QR code that produces fewer errors and can be used at a smaller size.Codeword=unit of data area = 8 bitsReed-Solomon=mathematical error correction method used for music CDs.The technology was originally developed as a measure against communication noise for artificial satellites and planetary probes.Because of the robust error correction, you can do stuff like this. Smallest code=good for small print / Largest code=best for fancy design
Takashi Murakami x Louis Vuitton.If anyone tells you QR codes are ugly, now you know they don’t have to be.Still scans. I’ve found if you cut off any part of the position detection patterns squares, it won’t.
NYC Resistor is an electronics hacking collective located in Downtown Brooklyn.
Some generators are simple.
And some have all kind of options.
Company trying to own QR in the US.“Many studies that have shown our markings can yield a significant increase in discoverability and scan rates”Maximum reach by making sure it works with most scanners out there (reverse engineer what scanners can read & use the most common subsets. This means what they choose to support tends to become the standard).
Metrics need to be paid attention to at the “create” stage, because different code generators provide different stuff.
Size: How big should they be? Huge on a billboard, small enough in print that you don’t have to move your hand superfar away.Is it the ad’s focal point? Or additional information?
Do they belong on TV or on a moving bus?Jimmy introduces Odd Future Trailer for HBO’s True Blood Season 3 – split second, exclusive trailer content – might work by WOM for cult fans
Codes that don’t work waste money, brand equity, and the user’s goodwill towards the technology.This code didn’t have the http, so most readers returned it as plain text instead of a URL
Worldwide:10%Germany 19% France & UK 185Rest of Western Europe: 36%
Smartphone owners command the majority of mkter’s attention, driving adoption (because it seems cool & you feel left out) targeted because they do more with device & spend more time messaging, gaming, listening to music, watching videos, social networking, shopping, using apps and browsing the we
Includes 1D scanning.Women UP 13% from September
Includes 1D scanning.Women UP 13% from September
What info, product, sevice do you have that is BEST DELIVERED to someone’s phone?
Engages users when & where they’re most interested.
Cannes Lion.Bonus points for essentially doubling site traffic & sales.No mobile site: maybe because it was 2009? No best practices yet? Com
MARKETING on a high level, but not a marketing campaign. Customer service. Best Buy redesigned their product tags with star-rating & lets users peruse the product ratings. That’s the one thing that slows me down when I’m buying electronics: the urge to go home first & read all the reviews. See star ratings on the tags.Email details to a friend who may be helping; compare features among products.Best Buy app has QR reader installed. Each store has its own codes, allowing for greater customization (not ready yet) (like how many are in stock) & amazing metrics (how interesting what products are where).
Smart of MTS, who are selling expensive smartphones & data plans, to show the cool & possibly indispensible things you could do with a smartphone.
AT THE POINT WHERE YOU WERE INTERESTED IT MADE THE CONNECTION. Rolex Miami Regatta – Olympic hopefuls. Feb 2011. Thought it was gimmicky but really, it’s a great quick method of connecting with someone you want to know more about. That little ‘like’ click lets you remember who they are, get them into your information stream, subscribe to their news. Easy enough to get rid of later if you decide they’re boring. Instead of impersonal website, it’s a chance to actually know these guys.Can you shoot this if it’s moving?!
Josh Nekrep Winnipeg 2 months 62 mobile scans
A person with a product, like an artist, can offer something. Brazil.
Canadian artist JeffTallon – resolves to Wikipedia for metacommentary.
Artisitc commentary: hiding in plain site. Like his artwork, subtly invading spaces.
There are competing systems, so to contexualize, let’s delve into the world of 2D barcodes for a minute.Handset manufacturers may be reluctant to preinstall QR readers until the 2D code wars are settled
70 different types of bar codes!2D Barcodes. Most used = QR, Datamatrix (electronics) (ATT&T), & EZ code (Scanlife)Symbol in centre = orientation of scanner
Developed by Microsoft. Basis for Microsoft Tag mobile tagging app. 3500 char/sq inch.8, 4 or 2 colour (b&w) palette.
2 billion tags have been printed since Jan 09 launch, appeared in 100 million magazines.Allure had 450,000 scans in annual Free Stuff Giveaway in August 2010.100,000 Tag accounts have been set up by advertisers.Has the Xbox platform as a channel to promote Tag use.
Stuffed Kinectimal comes with Microsoft Tag—scan to unlock his character in the game.Next-level Webkinz.
I’m just showing you these because they’re pretty & some of you are artists. This won’t be on the test. Hidden data in pictures is called steganography. Halftone dots at 45° always went in the same direct; Rob Tow @ Xerox figured you could orient some of them the other way to represent 1s & 0s. Colorzip/ColorCode: “aesthetically pleasing”; works in video, curved/clothing & at distance.
It costs 0.5¢ (U.S.) to provide a barcode, while passive Radio Frequency IdentificationRFID still costs about 7¢ to 30¢ per tag.RRID and near-field communication require a hardware investment that probably makes QR the best option for the next several years.“contactless” = mobile payments / RFID being rolled out NOW (before phones are even ready) because Visa wants it to happen – Mastercard Canada reports 25% higher spending Pay PassiPhone RFID skin, stickers with NFC tech, memory card into SD slots on other phones: Visa Paywave—Visa’s offering external memory card solution as a jumpstart so people don’t have to wait 2 yrs for new NFC phonesCoca-Cola Village Amusement Park / 650 teens at a time / “nonstop”
Paper [or any other real
life item] - based hyperlinks</li></ul>[But they don’t necessarily need an internet connection]<br /><ul><li> Open a website, dial a phone number,read an RSS feed, send a text msg or email, schedule a calendar event, retrieve location data to help you get somewhere, share a contact card, download audio, and/or launch any app on your phone!</li></li></ul><li>
Tells you what time of
day your customer is active</li></li></ul><li>If you can’t afford fancy metrics...<br /><ul><li>You might use custom landing pages or PURLs</li></ul>or<br /><ul><li> Bit.ly & goo.gl URL shortenerslet you create & track QR codes
Demographics<br />Age<br />Income<br /><$50k<br />18%<br
/>$150-200k<br />16%<br />>$200k<br />10%<br />45-54<br />22%<br />55+<br />11%<br />< 18<br />5%<br />35-44<br />25%<br />$50-$100k<br />32%<br />18-24<br />16%<br />$100-$150k<br />24%<br />25-34<br />22%<br />Scanlife Mobile Trend Report, December 2010<br />Global data Oct 2010 – Dec 2010<br />
Demographics<br />Gender<br />1 & 2D
codes<br />QR codes<br />Female<br />30%<br />Female<br />64%<br />Male<br />70%<br />Male<br />36%<br />Scanlife Mobile Trend Report, December 2010<br />Global data Oct 2010 – Dec 2010<br />The Naked Facts: QR Barcode Scanning in 2H-2010 North American data July 2010 – Dec 2010<br />
Mobile OS<br />Symbian<br />3%<br />J2ME<br
/>1%<br />Windows<br />Mobile<br />1%<br />iPhone<br />18%<br />Blackberry 23%<br />Android 54%<br />Scanlife Mobile Trend Report, December 2010<br />Global data Oct 2010 – Dec 2010<br />
“QR Campaigns are gimmick ridden
at this point. They don't create naturally extended story experiences from the real world to mobile. They are wasting people's time & people will simply cease to engage with the technology before it goes mainstream in the States”—samiam22, comment on Mashable<br />
Save the user time</li></li></ul><li>Context =
location [what makes sense/is useful where I am now: transit update, historical photos]ORContext = phone-specific [perfect info to have on my phone: contact info, Google map] ORContext = conversion [what i want to do next: buy tickets, get a deal]ORContext = attention [I’m currently interested: entertain me with more info]<br />
Educate them & experiment with
it</li></ul> If it makes sense & you can deliver a useful experience, go for it<br /><ul><li>Already have mobile-ready Facebook page, YouTube</li></ul>**It’s your responsibility** as a marketer / lover of new media not to:<br /><ul><li>Let clients do inane or frustrating things with QR