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Mobile 2D barcodes
The document discusses mobile marketing utilizing 2D barcodes, particularly QR codes, emphasizing their role in connecting the physical and digital worlds. It covers the basics of 2D barcodes, methods for creating them, target demographics for scanners, and strategies for effective usage while highlighting common pitfalls. The author, Kelly McIvor, underscores the necessity for businesses to engage in mobile marketing as a critical component of modern advertising.
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Mobile 2D barcodes
- 1. Marketing with 2DBarcodes 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 innovationsfirm focused on creating engaging and interactive experiences. Marketing with 2D Barcodes
- 3. • What are2D 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 a2D 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 2Dbarcodes Marketing with 2D Barcodes ProprietaryOpen = QR = Data Matrix = MS Tag = BeeTag Aztec Code Jag Tag Semacode Shot Code Trillicode AT&T
- 6. What is aQR 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 2Dcodes 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 a2D 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 2DBarcodes How to create a 2D code
- 10. How to createa 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 createa 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 with2D 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 with2D Barcodes Display size
- 14. Design elements Marketing with2D Barcodes Lighting and environment
- 15. Design elements Marketing with2D Barcodes Color and contrast
- 16. Design elements Marketing with2D Barcodes Branding O K O K BA D O K
- 17. Marketing with 2DBarcodes 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 2DBarcodes When to use a 2D code
- 20. When to usea 2D code Marketing with 2D Barcodes • Capture impulse • Augment an experience • Printed material • Live events
- 21. Business cards Product packaging Flyersand brochures Posters Table tents In-aisle displays Magazines and newspapers Marketing with 2D Barcodes Where to use 2D codes
- 22. How to presenta 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 2DBarcodes How to fail
- 24. How to failwith 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 2DBarcodes How to win
- 26. How to winwith 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 – Helpinglight up the Holidays QR code and SMS CTA on in-aisle display. Marketing with 2D Barcodes How to win with 2D codes
- 28. Target – Helpinglight 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 with2D barcodes Marketing with 2D Barcodes