Category — 2-d codes

I’m thrilled to see an accelerated adoption of 2d codes (most usually QR codes) in the Canadian marketplace. They’re popping up everywhere and at this rate they may actually replace SMS shortcodes as the most common way of engaging consumers in the “wild.”

Having said that, I’m also seeing many poor executions of the codes in marketing campaigns.

Today I was at a local burrito spot near my work hood when I spotted this LCD screen near the check out counter (pictured above).

There are a few things they missed that makes this execution a fail in my books:

1. No instructions on how to get a free QR code reader if the user doesn’t have one
2. The call to action is weak – why would i click on the QR code for more info? Who cares? What’s in it for me? Tell me there is a special offer, coupon, access to information etc…
3. I actually scanned the code and it brought me to their website… which is not optimized for mobile. If you’re going to have a QR code, at least ensure the end experience is made for the platform you are driving people to.  Better yet, make sure the experience is built specifically for the mobile context.

Do you have other examples of QR code fails in the marketplace? If so, feel free to comment & share

It’s been nearly two years since I first published my article on decoding the mobile QR Code. It’s still a great primer and has stood the test of time so far.

What has changed?

Not a lot – except maybe  consumer awareness.  Marketers also have a lot more awareness – but still only a little bit of knowledge…. which can be dangerous to your ROI!

Here are a 6 things marketers and brands need to keep in mind as they look to integrate 2d bar codes in their OOH, Retail, POS, Print or Television campaigns:

1. Learn the difference between a QR code and everything else. “QR” or “Quick Response” codes are the most commonly used format. Most people use “QR” as the generic term for 2d bar codes. Nearly all 2d bar code readers will read a QR code – so this is a safe format to go with. If you go with an EZ-Code (used by the National Post and other publications), you’ll need a specific reader to decode it. Given that the consumer has to download a reader to begin with, why go with a proprietary code? There are dozens of other formats that will do the exact same thing – but may require specific readers. When looking at a code – make sure you know whether or not it’s a QR code or something else before you print that poster…
2. It’s not the reader, it’s the code. Some marketers think it’s all about the reader. There are many free readers that read most formats… but if your code is not being interpreted properly, chances are you’ve chosen a 2d code format that is not universally readable. Don’t create your own reader, borrow somebody else’s.  Quickmark and ScanLife are two great free Apps available – but do a search on your mobile phone’s App store to search for one.
3. You need to incorporate the code where somebody will want to interact with it. If you are integrating a 2d code in a transit shelter, make sure the code is at eye level. If it’s at the consumer’s knees or way above eye-level, they will be less likely to see it and scan it.
4. Creating a code is virtually free – don’t pay thousands for a code (and shame on marketers who charge thousands to produce them). What costs money and time is what the code does – like linking to a campaign or brand mobile website. It’s the destination that costs money. Having said that, you don’t have to spend a lot to get a lot.
5. Codes can’t just go to your current online website. Your current website likely looks like crap on a mobile browser. If it’s got flash, it won’t work at all. You need a mobile specific experience. If your code is going to your facebook, linkedin,or other social media site you are probably ok as they are already mobile enabled
6. You don’t need a smartphone to read a 2d code. Actually, all you need is a mobile device that has a camera. “flip” phones and other non-traditional smartphones have free readers too… it’s just often more difficult to download and use the reader initially.

With nearly all our clients either expressing interest or actively engaging in 2d code integrations within campaigns, my prediction is that the 2d bar code will replace the need for SMS marketing within 18 months.

If you’re excited by that prospect, just wait until flash lite makes it’s way to your mobile device so that we can start using Augmented Reality (AR) codes with our mobile browser…

Over the last 2 weeks I had the opportunity to travel to Europe for a ski and adventure trip to Zermatt, Zurich, Paris, and London.  It was my first time back in Europe for pleasure in a few years and it gave me an opportunity to observe & immerse myself in European mobile culture.

Here are some highlights of what I learned:

1. SMS is ubiquitous. We took a bus from Luton Airport to Heathrow (coming from Paris to London to home) and the Coach bus we took had cling-on signs on many of the windows encouraging passengers to text their feedback on the driver, comfort or experience to a shortcode. Who needs to write a letter, send a fax or call an automated IVR system when you can simply text instantly?
2. Even Grandma is mobile.  Standing on a train I watched as an older and white haired women gleefully shared an MMS picture of her grandson and his dog to her friends that she had just received
3. Many phones but not necessarily smart phones.  I saw very few blackberrys, iphones, or other smartphones. People we interacted with mostly carried Nokia, LG  or Samsung phones
4. Wifi is everywhere but not very reliable. Having turned off my data roaming ability on my iphone in order to keep my phone bill under $1,000, i was constantly searching or checking for wifi.  Many cafes had wifi – but it either wasn’t working or you had to go through a 7 step process to get access. I tried to pay a few times on some of the city services, but the sites weren’t optimized for mobile and only in French… which made it difficult to figure out what to do.
5. Roaming rates are killer. If you go to Europe, make sure your mobile device is unlocked so that you can buy a local SIM card for data so that you can cost effectively use your GPS, check email, or look for things to do.
6. 2d codes are not yet ubiquitous. The Metro paper in Paris didn’t have any 2d bar codes, but interestingly enough many of the free tourist guides came with QR Codes. The call to action sent consumers to 2dscan.com – the same site the National Post uses to auto-download 2d bar code readers for their paper. It’s also the same one I’ve used recently for our SKI PRO Ontario magazine.

Like in Canada, it’s expected that the iphone will be offered from multiple carriers all over Europe over the next 6 months.

In combination with the next generation android-based devices about to hit the market, I’m sure my next visit will yield very different observations about how mobile fits into the European culture.

Microsoft has introduced their own 2d bar code called the “Microsoft Tag” (how original) which differentiates from most other types of 2d codes by being colour based and using a different shape pattern than what has been typically seen.  See article here at onedegree.ca for overview of 2d codes.

Microsoft makes it sound like they invented this space, but the reality is that their distribution reach and power online and offline (especially through gaming) means this could quickly become the de-facto standard worldwide for 2d bar codes – even though the QR code has been around since 2002 and already widely adopted in Japan, Korea, and even the Uk.

What are the advantages of the Microsoft Tag over other 2d codes?

Functionally there doesn’t appear to be anything unique. You can encode your own Microsoft tag to link to your facebook profile, blog, video or whatever you like – just like every other 2d code.

Having said that, the Microsft Tag is the first 2d code that works really well on my iphone. 

I’m not sure if that’s because the code reader is better equipped to handle low resolution cameras (like the one on my iphone), or if their 2d code is just easier to read & interpret due to fact that it may be easier to interpret colour over little black lines.

Getting my iphone setup was as easy as doing a search on the app store and downloading the free reader.

Check out their promotional video here. What do you think?

Now that you know what 2-D codes are, the next question is… how do you get one for yourself?

It’s simple really.

1. Contact codes. If you are looking to add a 2-D code to your business card to impress your friends at home while running with the hip crowd at the next CTIA or WMC conference, check out the contact matrix code generator at mobiletag.com 
2. URL codes. If you are looking for a simple 2-D code that will simply redirect to a mobile URL, go to shotcode.com
3. facebook codes. Create a QR 2-D code like the one in this post that will redirect users to your facebook profile. To get your own, login to facebook and do an application search for “qr codes”
4. Phone number, text, or SMS codes. Looking for a simple 2-D code that will display a message, send an SMS or phone number? Check out this free QR-code generator.
5. Do a google search for “free 2-d code generator.”

Remember – having your own 2-D code is only step one. Unless you live in Japan, chances are you also need to download a 2-D code reader to your mobile device. iphone users can download imatrix to their phone through the installer application with a jailbroken phone. 

Do you want to learn more about 2-D codes? Be sure to check out the site of two industry leaders; Scanbuy and Neomedia.

SMS mobile marketing is so 2007. 

2-D codes will do for mobile marketing what web 2.0 site have done for digital media.