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.
2. Overview of QR & 2D barcodes
QR codes & mobile marketing
best practices
Examples: what to do/not to do
Final thoughts and questions
3. 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….
4. Encodes along a line…one dimension
Limited in what it can store…12 decimal
digits
5. Created by Toyota subsidiary Denso-Wave in
1994
Distinctive three-corner square design
ISO standards-based and license free!
7. Composed of modular ‘cells’
Solid border in an ‘L’ shape
Generally used for industrial applications
ISO standards-based and license free!
8. 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!
9.
10. 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.
11. 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)
12.
13. 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.
14. The Three P’s: You’ve been
given Permission to reach a
Pocket…treat it as a Privilege.
15. 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.
17. 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).
19. Full URL. No Error Correction Bit.ly URL. High Error Correction
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
20. 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?”
21.
22.
23.
24. ✔ Standard QR
Code
✔ Readable
✘ Flash!
✘ No unique value
62. What the…?
✘ Full site
✘ Zero mobile
optimization
✘ Nothing special
✘ …and it’s FLASH!
63.
64.
65.
66. Are QR codes for real or can I
safely ignore them until
something better comes
along?
67. 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
68. 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
70. 2009 Japanese 35% 32% 31%
Study 30%
25% 23%
76% Aware of
20%
QR scanning
15%
Used average of
10%
1.24 time/wk
5%
0%
Use a Apply for a Get More
Coupon Promotion Information
Source: http://2d-code.co.uk/qr-code-hype/ quoting NetAsia Research
71. 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.
72.
73. A newer
technology
that lets your
phone
communicate
wirelessly to
anything
equipped with
a ‘target’ radio
antenna
74. 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.
76. 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