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Presentation on QR Codes to the Midwest Direct Marketing Association's 2011 Direct Marketing Conference. This presentation provided an overview of QR and other 2-D barcodes, their relationship with mobile marketing best practices, and examples of QR code use in printed material.
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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 [email protected] ruxter.com @ruxtermobi