Mobile Tagging

Contact Information:

Al Murray

Phone: 630-595-6800

Fax: 630-595-6868

E-mail: amurray@alphagraphics.com

www.us468.alphagraphics.com

Mobile Tagging with QR Codes and NFC
Mobile tagging case studies

Mobile Tagging Defined Future of Mobile Tagging Mobile with NFC What is a QR Code? Framing QR Codes

Custom QR Codes QR - Top 10 Things to Know Mobile Tagging Site Studies Tracking and Analytics

Table of Contents

Mobile Tagging Defined

The Future of Mobile
Tagging in the U.S.

Mobile with NFC

What is a QR Code?

Framing QR Codes

Custom QR Codes

Top 10 Things to Know About
Mobile Tagging with QR Codes

Mobile Tagging Site Studies

QR Code Tracking
with Analytics


Custom QR Codes QR - Top 10 Things to Know Mobile Tagging Site Studies Tracking and Analytics 2

Mobile Tagging Defined

Mobile Tagging Defined The evolution of smart phones has changed the way people acquire
and share information. Accessing information can now literally be
placed in the palm of one’s hand. Making it easy to get information
is a challenge for all marketers. Mobile tagging helps bridge the gap
between the physical and the digital world.

Mobile tagging is defined as the hyper linking of things or items in
the physical world and connecting them to digital web content.
Providing people hyperlinked access to digital content through the
process of scanning a QR code or tapping an NFC tag through a
mobile device is the easiest and fastest way to engagement.

Acting as a toggle switch between the physical and digital world,
mobile tagging with QR codes and NFC can help marketers interact
seamlessly, more so then texting with short codes, mobile search by
voice, or even simple URL entry. Mobile tagging enables marketers
with the ability to meet customers online no matter where they are
and move them further down the path in their shopping process.

Popular Mobile Tagging Applications Include:
• Product tags and packaging labels
• Magazine and newspaper advertising
• Signage (banners, posters and window decals)
• Television
• Direct mail
• Stickers
• Printed flyers, brochures and handouts
• POP displays
• Tradeshow materials
• And much more



The Future of MobileTagging in the U.S.

The Future of Mobile The mobile web is growing at an astonishing rate, and as
telecommunications networks and mobile devices get faster, they
Tagging in the U.S.
offer new opportunities for brands to engage with mobile consumers
using QR codes and NFC tags.

By interacting with their smartphones, consumers willingly leap into
a conversation with brands like never before.

To get a glimpse of what mobile tagging with QR codes and NFC
tags will look like in the future in the US, Europe and the rest of the
world, one just needs to look at Japan.

In Japan, mobile tagging has been used by marketers for many
years. As of July 2011, over 3 out of every 4 Japanese adults scan a
QR code or tapp an NFC tag every day. QR codes and NFC tags are
used in Japan on everything from gravestones, to McDonald’s menus
to billboards. The fact is, mobile tagging is a part of everyday life in
Asia and it is just a matter of time before it becomes main stream in
the U.S.

Most experts agree that marketers that develop strong mobile
engagement ecosystems now, will be the market leaders of the
future.



Mobile with NFC

Mobile with NFC What is NFC?
NFC (short for Near Field Communications), is a short range wireless
RFID technology that makes use of interacting electromagnetic radio
fields instead of the typical direct radio transmissions used by
technologies such as Bluetooth and Wi-Fi. It is meant for applications
where a physical touch, or close to it, is required in order to maintain
security. NFC is the emerging technology behind Google’s Android
Mobile Wallet application. Soon all smartphones will be enabled with
NFC.

NFC Mobile Marketing
Mobile marketing with NFC is frictionless. NFC enabled smartphones
and tablets can effortlessly exchange digital information between
devices or from external NFC (passive RFID) tags. NFC mobile
transactions simply involve tapping or waving a mobile phone that is
equipped with an NFC reader in front of the NFC hot spot or Smart
Poster at a close range to produce instant results. Nokia estimates
that NFC-based payment transactions alone are expected to reach
$670 billion by 2015. But NFC can be much more than mobile
payment for marketers.

Near Field Communication simplifies web content delivery and
enhances consumer interaction in the physical world with frictionless
exchange. Marketing with NFC is the newest way to connect brands
with their audience using digital hyperlinks in the physical world.

Examples of effective NFC mobile marketing applications
include:

• Sweepstakes entry – NFC tags that encourage sign-up-to-win
and exclusive offerings.
• Coupon redemption – NFC tags contain mobile coupons.
Targeted shopping information - NFC tags that deliver product
availability, information and nearby locations.
• Social sharing and following - NFC tags that automatically
share and like on Facebook and Twitter.
• Mobile Payments - NFC tags that allow tap-to-pay applications.



What is a QR Code?

What is a QR Code? A QR Code is a 2-dimensional barcode.
Created by Toyota subsidiary Denso Wave in 1994 to track vehicles
during the manufacturing process, the QR code is the single most
popular type of two-dimensional barcodes. The QR code was
designed to allow its contents to be decoded at high speed.

The term QR is derived from “Quick Response”. When read by a QR
code reader on a smartphone, the phone’s browser will be directed
to the programmed information embedded within the code.

QR codes can embed web addresses, phone numbers and other text
information. They create shortcuts to make it easy to engage
smartphone users. A QR code scan provides a seamless connection
to whatever is embedded in the code.

QR Codes are used on signs, magazines, billboards, buses, business
cards, product displays or just about any other visual media.

Mobile tagging with QR codes is the fastest way to link physical
objects to the digital world. Information has never been easier to
engage with or share.



Framing QR Codes

Framing QR Codes QR code framing is a unique way to incorporate into your advertising
to enhance engagement and curiosity of your QR code while
separating the code from the ad’s artwork. By putting a frame
around your QR code you can call attention and give it a customized
look. This is not to be confused with “Designer QR codes” or actual
QR code manipulation.

Framing the QR code also offers a creative way to integrate
instructions and call to actions for scanning the code. They can give
the viewer added information to behind what they are going to be
scanning.

QR code “Frames” could be a big step forward in the evolution of QR
(Quick Response) communication because they expose the creative
possibilities of code usage in print advertising.



Custom QR Codes

Custom QR Codes Custom QR codes are a way to separate QR codes from all others.
By manipulating a QR code, eye-catching artwork can be created to
grab the attention of smartphone users. People may be more inclined
to scan a QR code that illustrates what’s behind it.

Placing the company logo inside the QR codes or changing the color,
can separate the custom QR codes from the thousands that are
genarated.

By creating custom QR codes, companies can create recognition so
users will remember the QR codes and scan them again.




Top 10 Things to Know About 1) The mobile web is distinctly different than the desktop
Mobile Tagging with QR Codes web.

Great content that is built for mobile tagging and delivered through
QR codes must be designed for the mobile user experience. Properly
formatting content to fit all Smartphone screens and browsers seems
obvious, but as simple as this concept is, it is often overlooked.
Because of this, just generating a QR code that sends the user
directly to a non-mobile webpage destination is unacceptable.

Screen size differences are just one consideration for a great mobile
experience. Perhaps more important is time. Time it takes to
download content. Time needed to drill down for more information.
Time it takes to execute calls to action. And time the mobile user
is willing to give the engagement. When scanning QR codes, most
users are time constrained and thus have a built in short attention
span.

Special note: Encourage quick transactions such as coupon signups,
geo mapping, and Facebook “likes” within your mobile tagging
landing pages.

Special consideration should be paid to the context. This is what
separates mobile tagging content and QR codes from regular desktop
web browsing.

Large buttons and simple “touch” navigation are crucial to user
experience.

Keep pages informal and 2-way by embedding Twitter profiles,
commenting, and contest form signups.

Also, position the call, email and vCard buttons close by. A typical
smartphone screen is 2” x 3”. Make the most of that real estate.




Top 10 Things to Know About 2) Mobile optimized content is important, but context is king.
As mentioned in #1 above, time plays an important role in a great
(continued) mobile user experience. But even with mobile optimized content
that is quick and takes little time to navigate, a user’s view of
efficient time spent cannot be measured without putting the mobile
content in context with the experience. It is important to make sure
content “fits” the scan event. For example, a scan going directly to a
facebook fan page does not fit unless the print message lets the user
know that is where they are going.

Mobile users expect content that is in context to what the anticipated
experience is. If a user thinks they are scanning a code for special
discounts or coupons, the content better deliver.

Out of context content discourages future scanning and engagement
while proper context and a great user experience is the seed for a
brand / consumer relationship that fosters a viral message through
sharing.

Deliver value anywhere possible. This is all about content and
context. What is value and where can it be delivered? This is the
million dollar question and the answer is evolving.

The mobile environment is a swirling terrain with unlimited
possibilities. Value doesn’t need to always come from monetary
reward like coupons but rather can be the exclusivity of the
information related to the environment. The Yankee Group has
coined this as the ‘anywhere’ era of web content because today’s
content can be consumed anywhere from a web-enabled mobile
device.

Create and deliver content and offerings that makes sense to your
market and help shoppers make honest buying decisions related
to their location. Give customers the feeling of instant education
gratification. If it’s a magazine, consider the readers of that
magazine and offer exclusives to target content around that group of
readers.

It’s not a good idea to have a QR codes lead directly to a video. For
instance, if a user accesses that video while in a noisy environment
they may not be able to view or listen to that video. What would be
more powerful is to create a landing page where the user can select
content that can be read while in the noisy and also include a link to
that video for future viewing

Change mobile tagging content often.




Top 10 Things to Know About 3) Mobile Social sharing fulfills basic human needs.
Sharing content (photos, links, status updates, opinions, location
(continued) ect) over the desktop PC web has become increasingly popular over
the last 7-10 years. Sharing content over the mobile web is still
pretty new, but shows explosive potential as phones get faster at
browsing and scanning QR codes. Research shows that once users
use a mobile device for social media, that becomes the preferred
interaction device of choice.

Use sharing as a motivator to scan. We’ve already seen the
popularity of text messaging (texting) and Twitter (tweets) status
updates which are both mobile born forms of communication and
sharing. Your mobile tagging web pages need to be easy to share
“on the go”, shopping galleries, product pages, instructions ect. and
also easy to share on (e.g. comments, ratings).

Encourage mobile tagging users to share your content on Facebook,
Twitter or email by giving them the opportunity. Today this
interaction can take place literally anywhere. Important Note: Make
sure that mobile content can be accessed on a desktop browser.
Content is often shared from a mobile device but accessed through a
desktop web portal. Mobile to desktop sharing is very prominent and
needs to be considered.

4) New Smartphone users are born every day. Literally 100
thousand of them!

It’s easy to be discouraged by low scan numbers in the early stages
of your mobile tagging efforts. Don’t be. Mobile marketing is about
telling your story thru a series of conversations.

Remember that results are cumulative. They start with the first scan
and will build to lasting relationships with your users. Every new user
is a relationship that you wouldn’t have had without mobile tagging
and it’s important to remind yourself of that.

The growing list of consumer proselytized smartphones like the
Iphone 4S, Evo 3D, Droid and Nexus S are an obvious indication
that the demand for the mobile web is only skyrocketing. Focus
on building a dynamic experience and users will come. Every
engagement you get by a mobile user scanning one of your QR
codes is a connection far beyond any traditional marketing thought
to date.

This is the first step in a new relationship. Some of your consumers
are converting from function phones to smartphones every day!




Top 10 Things to Know About 5) What’s behind the QR code is most important.
Put first things first. Focus on user experience over QR code
(continued) aesthetics. Flashy, designer QR codes can boost QR code campaigns
by building buzz and identity. However, it’s early in the game and
consumer recognition is still relatively low, so don’t spend too much
time trying to make your code look cool. Customized designer QR
codes can’t be duplicated near as efficiently for robust tracking in
different applications.

It gets tricky if you run a nationwide magazine campaign with
6 splits, It is important to understand that it is smart to have a
separate QR code for each split in each magazine.

6) QR Codes are here to stay.

No doubt about it. They fascinate people. There has been an
ongoing debate between marketers on Twitter and Gizmodo about
whether QR codes will hit “mainstream” in the U.S. The answer is a
resounding YES.

There isn’t a better visual prompt than a QR code to engage
mobile users to take action on their phone in the physical world.
Technologies that take a healthy long time to develop into
mainstream culture (as QR has in the U.S), usually don’t go away
quickly. Especially when they’re connected to such an enormous
segment like mobile.

Scanning QR codes will be popular for years to come. There are
several catalysts driving mobile web consumption that will co-exist
effectively in the future. Augmented reality and NFC will only fuel
QR codes and mobile tagging. Over the next 5 years, QR codes will
develop into the most universally recognized prompt for mobile web
use in the world. You can bank on it. Ignore this fact at your own
peril.

7) QR codes are the only universal 2-D barcode used
worldwide.

QR codes are the only OPEN and globally used 2-D barcode and
therefore friendly to entrepreneurs and innovators worldwide.

There are several codes that fall into the “2-D Barcode” family with
QR codes, but are NOT actually “QR codes”. The QR code is widely
known for its three squares in the corners of the code. Microsoft Tag,
Scanlife’s EZ code and JagTag are often called QR codes when they
are not.




Top 10 Things to Know About Proprietary codes really aren’t that cool. The big problem with these
Mobile Tagging with QR Codes proprietary codes is that they can only be read by their propriety app
which has fragmented the entire 2-D barcode sector. So “QR code”
(continued) readers can’t scan Microsoft Tags, ect.

Last we checked there were over 80 different applications (not
including the dozens of retailer apps with QR code readers) that read
QR codes, and none of them could read the Microsoft Tag App. Do you
get it? Yes QR codes are strange looking, but they scream “scan me”
and that makes them valuable and internationally recognized.

8) Instructions are important.

Keep in mind that a majority of users are still “first timers”. Make
it easy for them to download a QR code reader specifically for their
smartphone operating system. This is crucial.

A couple of effective methods are being used to help develop more
users so they can scan QR codes. A lot of marketers use short codes
that can be easily texted and responds with a link back to the user
that will lead them to where they can download a QR code reader.
Another method is to provide a short URL (like QRreader.mobi) that
users can type into their mobile browser and retrieve a reader. The
landing page should be set up to visually guide people to the correct
app with icons for each OS (Apple, BB, Android, Windows, and Nokia).
Once Facebook updates their app with a QR code reader and make it
super easy to have a QR reader, scanning will explode.

9) Using a QR code management software platform yields
superior results.

A typical QR code mobile tagging campaign can utilize 100’s if not
1000’s of unique QR codes to optimize analytic results. Generating
QR codes and viewing analytic data from a QR code management
software platform is so easy. This is the best way to run efficient and
influential QR code advertising campaigns. The advantage to this is
having a complete platform making it simple to build, organize, deploy
and track 100’s of custom mobile landing pages and QR codes all
under one platform. Advertising campaigns that are robust in nature
can target mobile content to publications, retailers, T.V. and the web.

10) Mobile tagging and engagement is fun!

It is the dawn of a new day. Connecting mobile web content and
offerings to existing physical print media is an incredible concept. QR
codes are bridging stagnant and impotent Medias into virile and viral
mobile engagement. The new forms of communication harnessed by
the smartphone device equate to new opportunities to connect with
your customers. Most marketers get goose bumps just thinking about
the possibilities!




Campaign
TAG Heuer Watches

Sector: Watches

QR Code Touch Points: Magazines, Newspapers,
Direct Mail, In-Store
Signage
TAG Heuer is a manufacturer of luxury swiss watches.

The TAG Heuer mobile proposition lets smartphone users to
browse the entire collection.

A series of landing pages were created to provide context to
information show in ads using QR codes.

All information is available within 3 clicks.

The mobile content was constructed so as to be able to copy
and customize for retail partners.




Campaign
Commercial Real Estate
Coldwell Banker

Sector: Real Estate

QR Code Touch Points Outdoor Signage, Indoor
Signage, Brochures

A local Coldwell Banker Broker uses it’s mobile website to give
prospective buyers more information about properties.

Links to embedded walk-thru videos, room by room pictures,
floor plans, map to property and easy call to action buttons to
contact brokers.

Also are links to mobile property search and local newspaper.

All information within 3 clicks.




Campaign
Stubbs Restaurant
Austin, TX

Sector: Restaurants

QR Code Touch Points: City Maps, Signage,
Stickers, Newspaper Ads

Stubbs BBQ is a legend in Texas. It’s more than a restaurant.
Stubbs is a feel good purveyor of great food and sponsor of top
tier music.

The Stubbs mobile tagging site lets patrons peruse its entire
menu and has a link to the latest Stubbs’ sponsored concert
schedule. Want a kickin’ Stubbs t-shirt or snazzy cooking
apron? Stubbs’ mobile makes them easy to order right from
your smart phone. World class BBQ. World class mobile site.




Campaign
Marriott Courtyard

Sector: Hotels

QR Code Touch Points: Signage, Magazines, TV,
Direct Mail, Business
Cards, Billboards

The Marriott Courtyard mobile website is customized by
individual property.

The local property uses QR codes in its adverting materials and
provides a quick portal to information about their hotel and
links to contact information, maps and reservations.

All information is available in 3 clicks or less.




Campaign
Serta

Sector: Mattresses

QR Code Touch Points: In-Store Signage, Trade
Advertising Materials,
Product Tags

Choosing a mattress can be quite daunting. The Average
consumer changes mattresses only once every 15 years, so the
decision can be a very important one.

The Serta mobile website helps mattress shoppers choose the
right mattress to get the best night sleep.

The site smoothly and seemlessly flows between the different
information topics and has proven to be a great tool for
consumers when shopping for a mattress.

All information is accessable within 3 clicks or less.




Campaign
B/E Aerospace

Sector: Aerospace Industry Supplier

QR Code Touch Points: Trade Magazines, Direct
Mail, Trade Show
Materials

B/E Aerospace is the largest manufacturer of aircraft cabin
interior products for commercial airliners and business jets.

The marketing challenge for B/E Aerospace evolves around
rising above the clutter of Aerospace trade advertising. The
B/E Aerospace mobile website helps its audience get quick and
useful information about their products.

QR codes were used in different advertising materials and
created industry buzz and awareness.




Campaign
National Advertising
Albert’s Diamond Jewelers

Sector: Jewelry

QR Code Touch Points: Magazines, In-Store
Signage, Promotional
Flyers

Gems One is one of the largest jewelry manufacturers in the
United States.

The Gems One mobile module features over 250 pieces of
jewelry and reflects the offering in their 2011 Jewelry Fashion
Guide catalog. The entire site was designed to be able to be
customized for retail partners.

All 250 styles can be accessed within 3 clicks or less.




Campaign
Johnston & Murphy

Sector: Shoes & Clothing

QR Code Touch Points: Magazines, Direct Mail,
In-Store Signage

Johnston & Murphy uses QR codes to direct shoppers to
more information and reviews about their new XC4 comfort
collection.

The site has links to their e-commerce store so customers can
place orders right from their smartphones.




Campaign
Tissot

Sector: Watches

QR Code Touch Points: Magazines, In-Store
Signage, Event Signage

Tissot teamed with Danica Patrick and her NASCAR racecar for
2 difference races.

The Tissot mobile website for Danica included links to
information about her races and the Tissot watches she wears.

Tissot not only uses QR codes in advertising placed around the
track and advertising associated with the races, but also placed
a special code on the hood of her racecar.




Campaign
Hendrick Cary Auto Mall

Sector: Automotive

QR Code Touch Points: Newspaper, Signage, Car
Stickers

Hendrick is the largest auto dealership in their market.

Hendrick is using QR codes to enable buyers with an easy link
to more information about different car models.

All information is within 2 clicks of the landing page.




Campaign
Couture Jewelry Show

Sector: Trade Shows

QR Code Touch Points: Event Signage, Mobile
Show Guide

Couture is the premium jewelry trade show in the industry.

The Couture mobile show guide helps attendees find new
products and exhibitors. The “find an exhibitor” function links to
each exhibitor for easy contact and product info.

All information within 3 clicks.




Campaign
Dunlop Racket Sports

Sector: Sporting Goods

QR Code Touch Points: Signage, Product Tags,
Magazine Ads

Dunlop is one of the leading brands of racket sports products in
the world.

The Dunlop mobile website helps tennis enthusiast learn about
the different Dunlop tennis rackets and guides them in choosing
the right tennis racket for their needs.

The site includes images, information, text, and embedded
videos of different products.

All information is available in 3 clicks or less.




Campaign
Diamonds & Dials - Tissot

Sector: Jewelry Store

QR Code Touch Points: Store Front Signage,
Newspapers

Located on 34th street directly across from Macy’s Herald
Square, retailer Diamonds & Dials teamed with luxury Swiss
watch brand Tissot for a monthly “register to win” sweepstakes.

Each month, smartphones users are encouraged to enter to
win a free Tissot watch by scanning QR codes placed on store
signage and newspaper ads.




Campaign
Pretty Young Thing

Sector: Hair Styling Products

QR Code Touch Points: Packaging

Pretty Young Thing (PYT) developed this mobile website to
enable consumers in being able to engage with the brand from
its product packaging.

QR codes placed directly on product packaging helps
smartphone users shop PYT products. Discover the latest hair
styling trends, watch “how to” videos and interact thru social
media.

Using different QR codes for each product packaging used
lets the PYT marketing team track the different product
engagements with analytics that can make future marketing
decisions more effective




Campaign
Seiko USA

Sector: Watches

QR Code Touch Points: Magazine Ads, Instore
Signage

The Seiko mobile site includes watches within their Sportura
collection. By scanning the QR codes placed within magazine
ads or instore signage, smartphone users can view more
information on the watch in the ad and also shop other watches
in the collection.

Users can also read about Landon Donavan, one of Seiko’s
ambassadors and join the Seiko USA mailing list for future
newsletters and updates.

All information is available within 3 clicks or less.



QR Code Tracking With Analytics

QR Code Tracking A professional QR code mobile tagging advertising campaign
with Analytics can utilize 100’s if not 1000’s of unique QR codes for optimum
analytic results. Tracking QR codes and mobile websites from
a QR code management software platform makes this process
simple.

With the right mobile tagging analytics program, you
should be able to track:

• Geographical Location
• Page Views
• Social Shares
• Sign Ups
• Landing Page
• Unique Sessions
• Code ID’s
• Device Access

and more...



Mobile Tagging

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (20)

Similar a Mobile Tagging

Similar a Mobile Tagging (20)

Último

Último (20)

Mobile Tagging