mobile 2d barcodes

Marketing with 2D BarcodesKelly McIvor

kelly@atomicmobile.com

February 28, 2012

“Mobile marketing is no longer something companies need to try – it's something they need to do.”

A mobile innovations firm focused on creating engaging and interactive experiences.

Marketing with 2D Barcodes

• 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

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)

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

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.

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)

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

Marketing with 2D Barcodes

How to create a 2D code

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)

How to create a 2D code

Marketing with 2D Barcodes

URLs: Direct vs Redirect

http://bit.ly/AmSykz

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:

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”

Design elements

Marketing with 2D Barcodes

Display size

Design elements

Marketing with 2D Barcodes

Lighting and environment

Design elements

Marketing with 2D Barcodes

Color and contrast

Design elements

Marketing with 2D Barcodes

Branding

OK

OK

BAD

OK

Marketing with 2D Barcodes

Who are the 'scanners'?

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

Marketing with 2D Barcodes

When to use a 2D code

When to use a 2D code

Marketing with 2D Barcodes

• Capture impulse

• Augment an experience

• Printed material

• Live events

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

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 instructionsmobile app required

where to get an app

2D codes vs SMS as a call-to-action

Marketing with 2D Barcodes

How to fail

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

Marketing with 2D Barcodes

How to win

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

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

Target – Helping light up the Holidays

Mobile micro-site:

Marketing with 2D Barcodes

How to win with 2D codes

Questions?

Kelly McIvorkelly@atomicmobile.com

206.673.2749

Marketing with 2D barcodes

Marketing with 2D Barcodes