The document provides an overview of QR codes and 2D barcodes, highlighting their applications in mobile marketing and best practices for usage. It discusses the rise in QR code usage and consumer engagement, outlining the importance of providing relevant value and optimizing content for mobile platforms. The document also emphasizes the need for a strategic approach to incorporating QR codes in marketing efforts, along with resources for further information.

1. MDMA Mike Craig
May 24, 2011 Ruxter Mobile

2.  Overview of QR & 2D barcodes
 QR codes & mobile marketing
best practices
 Examples: what to do/not to do
 Final thoughts and questions

3.  A 2-dimensional barcode is a two-axis
graphical representation of data – a matrix.
 It can be read by dedicated barcode readers
(like FedEx drivers carry) or mobile phone
apps designed to read particular (or multiple)
types of barcodes.
 Barcodes come in many designs. “QR Code” is
just one of many type of 2D codes….

4.  Encodes along a line…one dimension
 Limited in what it can store…12 decimal
digits

5.  Created by Toyota subsidiary Denso-Wave in
1994
 Distinctive three-corner square design
 ISO standards-based and license free!

6.  Distinctive “bulls eye” look
 Patented in 1995, but in the public domain

7.  Composed of modular ‘cells’
 Solid border in an ‘L’ shape
 Generally used for industrial applications
 ISO standards-based and license free!

8.  A New! Improved! 2D barcode! Now in Color!
 Distinctive colored or B&W triangles.
 Higher capacity because information is not
self-contained - connects to MS servers.
 Surprise! Requires a different reader!

10.  Browse to a website
 Bookmark a website
 Make a phone call
 Send an SMS
 Send an email
 Create a calendar event
 Connect to Google/Bing Maps
 Search for an app
 Connect to a YouTube clip
 Send a Tweet
….and many, many others.

11. Barcode Scanner v3.53 (Android only)
i-nigma v3.10 by 3GVision (iPhone, Android)
Quickmark v3.8.9 (iPhone, Android, Windows Mobile)
QR Scanner Pro (Blackberry)

13.  You can’t click paper.
 URLs get mistyped or forgotten.
 Typing URLs on mobile phone? Ugh.
 Keywords+shortcode (text MYBIZ to 12345)
makes the connection – but QR’s provide
more flexibility.

14. The Three P’s: You’ve been
given Permission to reach a
Pocket…treat it as a Privilege.

15. 1. Permission: Mobile is a permission-based
channel – whether opt-in or downloaded
app – the consumer rules.
2. Pocket: Mobile is a small screen with
interaction different from a desktop, as well
as a personal space to be respected.
3. Privilege: Use the immediacy of mobile and
its personal nature to provide your mobile
consumer with something of unique and
relevant value.

16.  Plenty of online resources

17. Rule #1 – Mobilize the content (see Pocket
above).
Rule #2 – Keep the URL or content as short as
possible.
Rule #3 – Provide unique and relevant value
(see Privilege).

18. Not like this:

19. Full URL. No Error Correction Bit.ly URL. High Error Correction
http://www.mobilemarketer.com/cms/news/advertising/9651.html?
utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+homepage-news+
%28Mobile+Marketer++Homepage+Feed%29

20.  Think before you link:
◦ “Is my content providing the best experience to a
mobile consumer?”
◦ “Am I providing opportunities for ongoing
engagement?”
◦ “What am I doing that’s fun and unique?”
◦ “Will my consumer be interested in sharing this link
with others?”

24. ✔ Standard QR
Code
✔ Readable
✘ Flash!
✘ No unique value

26. ✔ Mobile optimized
✔ Readable QR
✘ Different format
(MS Tag)
✘ No unique value

28. ✔ Standard QR
✔ Readable
✘ Flash!
✘ Regular website
✘ No engagement

30. ✔ Mobile optimized
✔ Readable QR
✔ Social Integration
✘ Unique value

32. ✔ Standard QR Code
✔ Readable
✔ Fun
✘ Unique value -
the sweepstakes is
not always
accessible on the
Facebook page.

34. ✔ Standard QR Code
✔ Readable
✔ Engaging Ad
✘ C’mon Kohler…is
this a Bold Look?

36. ✔ Mobile optimized
✔ Readable QR
✔ Social Integration
✔ Permission,
Pocket & Privilege
✘ Direct mobile
engagement
option (push
notifications)

38. ✔ Standard QR Code
✔ Readable
✔ Fun
✔ Amazing potential!
✘ Slow-loading
✘ Flash!
✘ No unique
content – just links
to big web page

40. ✔ Cool QR Code!
✔ Readable!
✔ Fun!
✔ Amazing potential!
✘ No iPhone = no
connection

42. ✔ Standard QR Code
✔ Readable
✔ Social
✔ M-purchase
✔ QR & SMS options
✘ No unique value
specifically
mentioned.

45. ✔ Social
✔ Fun…if you want
another social
network.
✘ Another app to
download
✘ Unique?

52. ✔ Mobile optimized
✔ Standard QR
✔ Readable
✔ Rich information
✘ No social or opt-
in connections

54. ✔ Fun ad!
✔ Standard QR
✘ Long URL
✘ Full catalog…
yawn.

56. ✔ Nicely integrated
✔ Instructions on
use of Tag
✘ Instructions are
okay, but it’s still a
new download
✘ Full site

58. ✔ Standard QR
✔ Informative,
mobile-specific
content.
✔ Social links
✘ Long URL

61. ✔ Integrated
campaign!
✔ Standard QR
✔ Social!
✔ Unique content!
✘ A winner!

62. What the…?
✘ Full site
✘ Zero mobile
optimization
✘ Nothing special
✘ …and it’s FLASH!

66. Are QR codes for real or can I
safely ignore them until
something better comes
along?

67.  Worldwide use has grown by 61.9 %
since the last quarter.
 In the US, growth has been particularly
striking - mobile barcode scans grew
by 181.1 % over the last quarter of
2010
 Up 630 % when compared to Q1 2010.
Source: 3GVision Report Global Growth in Mobile Barcode Usage - Q1 / 2011

68.  32% of smartphone users said they’ve used a
QR code.
 72% of smartphone users indicated they
would likely recall an ad with a QR code.
 Demographics split: 51% Male / 49% Female
 Most respondents reported seeing QR codes
on a product, followed by in a magazine or
on a coupon. And they were typically used to
get coupons or discounts, or to access
information.
Source: MGH February 2011 smartphone users survey - http://bit.ly/gHPpiC

69. 60% 53% 52%
50%
40% 33%
30% 26% 24% 23% 23%
20%
11%
10%
0%
Source: MGH February 2011 smartphone users survey - http://bit.ly/gHPpiC

70.  2009 Japanese 35% 32% 31%
Study 30%
25% 23%
 76% Aware of
20%
QR scanning
15%
 Used average of
10%
1.24 time/wk
5%
0%
Use a Apply for a Get More
Coupon Promotion Information
Source: http://2d-code.co.uk/qr-code-hype/ quoting NetAsia Research

71.  QR codes that provide deep discounts, free
samples, exclusive content etc., can increase
sales but the number of scans and
conversions will depend on the value of the
offering.
 QR codes that don’t provide value to the
consumer will enjoy novelty niche success in
the near term and trail off in response.
 Other technologies (like NFC & AR) will work
alongside QR’s as mobile matures.

73.  A newer
technology
that lets your
phone
communicate
wirelessly to
anything
equipped with
a ‘target’ radio
antenna

74.  QR codes & other 2D codes are a growing
trend.
 They are simple to create and use.
 They are open and inexpensive.
 Provide a bridge from print to mobile.
 Always new technologies on the horizon.
QRC’s are one component of a good overall
mobile strategy – which is just one element
of a good overall marketing strategy.

75. Revise Create
Learn Measure

76.  QR Code Resources
◦ http://2d-code.co.uk/
◦ http://keremerkan.net/qr-code-and-2d-code-
generator/
 Mobile Industry Portals
◦ Mobile Marketer – www.mobilemarketer.com
 Mobile Trade Associations
◦ Mobile Marketing Association (MMA) -
www.mmaglobal.com

77. Mike Craig
VP Marketing
Ruxter Mobile Marketing
mike.craig@ruxter.com
ruxter.com
@ruxtermobi