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.
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Mobile 2D barcodes
- 1. Marketing with 2D Barcodes Kelly McIvor kelly@atomicmobile.com February 28, 2012 “Mobile marketing is no longer something companies need to try – it's something they need to do.”
- 2. A mobile innovations firm focused on creating engaging 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 win Contents Marketing with 2D Barcodes
- 4. 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)
- 5. 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
- 6. 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.
- 7. 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)
- 8. 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 • Email • Phone call
- 9. Marketing with 2D Barcodes How to create a 2D code
- 10. 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)
- 11. How to create a 2D code Marketing with 2D Barcodes URLs: Direct vs Redirect http://bit.ly/Am Sykz 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:
- 12. 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”
- 13. Design elements Marketing with 2D Barcodes Display size
- 14. Design elements Marketing with 2D Barcodes Lighting and environment
- 15. Design elements Marketing with 2D Barcodes Color and contrast
- 16. Design elements Marketing with 2D Barcodes Branding O K O K BA D O K
- 17. Marketing with 2D Barcodes Who 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 >$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
- 19. Marketing with 2D Barcodes When to use a 2D code
- 20. When to use a 2D code Marketing with 2D Barcodes • Capture impulse • Augment an experience • Printed material • Live events
- 21. 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
- 22. 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 instructions mobile app required where to get an app 2D codes vs SMS as a call-to-action
- 23. Marketing with 2D Barcodes How to fail
- 24. 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
- 25. Marketing with 2D Barcodes How to win
- 26. 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
- 27. 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
- 28. Target – Helping light up the Holidays Mobile micro-site: Marketing with 2D Barcodes How to win with 2D codes
- 29. Questions? Kelly McIvor kelly@atomicmobile.com 206.673.2749 Marketing with 2D barcodes Marketing with 2D Barcodes