Connecting People Print and Mobile: an Intro to QR Codes

Mike Craig Ruxter Mobile

MDMA May 24, 2011

 Overview of QR & 2D barcodes  QR codes & mobile marketing best practices

 Examples: what to do/not to do  Final thoughts and questions

  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….

  Encodes along a line…one dimension   Limited in what it can store…12 decimal

digits

  Created by Toyota subsidiary Denso-Wave in 1994

  Distinctive three-corner square design   ISO standards-based and license free!

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

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

  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!

  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.

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)

  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.

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

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.

  Plenty of online resources

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).

Not like this:

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

Full URL. No Error Correction Bit.ly URL. High Error Correction

  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?”

✔  Standard QR Code ✔  Readable

✘  Flash! ✘  No unique value

✔  Mobile optimized ✔  Readable QR

✘  Different format (MS Tag) ✘  No unique value

✔  Standard QR ✔  Readable

✘  Flash! ✘  Regular website ✘  No engagement

✔  Mobile optimized ✔  Readable QR ✔  Social Integration

✘ Unique value

✔  Standard QR Code ✔  Readable ✔  Fun

✘ Unique value - the sweepstakes is not always accessible on the Facebook page.

✔  Standard QR Code ✔  Readable ✔  Engaging Ad

✘  C’mon Kohler…is this a Bold Look?

✔  Mobile optimized ✔  Readable QR ✔  Social Integration ✔  Permission,

Pocket & Privilege

✘  Direct mobile engagement option (push notifications)

✔  Standard QR Code ✔  Readable ✔  Fun ✔  Amazing potential!

✘  Slow-loading ✘  Flash! ✘  No unique

content – just links to big web page

✔  Cool QR Code! ✔  Readable! ✔  Fun! ✔  Amazing potential!

✘  No iPhone = no connection

✔  Standard QR Code ✔  Readable ✔  Social ✔  M-purchase ✔  QR & SMS options

✘  No unique value specifically mentioned.

✔  Social ✔  Fun…if you want

another social network.

✘  Another app to download ✘  Unique?

✔  Mobile optimized ✔  Standard QR ✔  Readable ✔  Rich information

✘  No social or opt-in connections

✔  Fun ad! ✔  Standard QR

✘  Long URL ✘  Full catalog…

yawn.

✔  Nicely integrated ✔  Instructions on

use of Tag

✘  Instructions are okay, but it’s still a new download ✘  Full site

✔  Standard QR ✔  Informative,

mobile-specific content. ✔  Social links

✘  Long URL

✔  Integrated campaign! ✔  Standard QR ✔  Social! ✔  Unique content!

✘  A winner!

What the…?

✘  Full site ✘  Zero mobile

optimization ✘  Nothing special ✘  …and it’s FLASH!

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

  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 

  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

53% 52%

33% 26% 24% 23% 23%

11%

0% 10% 20% 30% 40% 50% 60%

Source: MGH February 2011 smartphone users survey - http://bit.ly/gHPpiC

32% 31%

23%

0% 5%

10% 15% 20% 25% 30% 35%

Use a Coupon

Apply for a Promotion

Get More Information

Source: http://2d-code.co.uk/qr-code-hype/ quoting NetAsia Research

  2009 Japanese Study

  76% Aware of QR scanning

  Used average of 1.24 time/wk

  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.

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

  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.

Create

Measure Learn

Revise

  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

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