2D Bar Code Strategy

In today's Luxury Daily, I'm quoted in an article which discusses a new QR Code-based print ad by luxury watch maker Christoper Ward. My comments and summary are in bold.

Christopher Ward aims for mobile sales via QR code
By Erin Shea May 15, 2013

British watchmaker Christopher Ward is aiming to trigger mobile sales through a QR code on its print advertisement in the spring issue of Aston Martin magazine.

The QR code links to Christopher Ward’s U.S. Web site, which allows consumers to learn more about the C900 Harrison Single Pusher Chronograph and make a purchase. Although the site is not mobile-optimized, it contains images and a video that can be viewed from the pinch-and-zoom site.

"We currently place QR codes on all our ads," said Mike France, cofounder of Christopher Ward, Berkshire, England.

"We know that those in our target market are high users of smartphones and also like to use mobile technology for both researching and buying luxury products, so the QR code allows immediate access to more information about our watches and, if necessary, a purchase," he said.

"The Aston Martin magazine has an upscale readership that correlates very closely with the upper quartile of our market."

Print to purchase
Christopher Ward placed the QR code on the top right of its print ad, so that it is easily accessible to consumers. The ad shows the C900 Harrison Single Pusher Chronograph, priced at $3,365.


Scanning the code brings consumers to the watchmaker’s U.S. Web site, which is not mobile-optimized. The landing page shows the same watch in the ad.

From the Web site, consumers can explore close-up images of the timepiece, watch a short video, read about the product’s features, read  reviews and make a purchase.


The 56-second video shows a quick overview of the timepiece and its details.

The images show multiple views of the product.

However, since there is no call to action on the ad, consumers may not even scan the QR code.

“If there is no call-to-action or any meaningful reason for a consumer to scan the code then I do not believe the code will generate many scans,” said Roger Marquis, expert on print-to-digital technologies and author of 2D Bar Code Strategy, New York.  

Buying dilemma
Many watchmakers use QR codes on their print ads, but few offer a purchase option through the code.

Hublot, Bell & Ross, Franck Muller and other watchmakers use QR codes to drive consumers from print to mobile, but this effort could be ineffective since often products cannot be purchased online.

QR codes can effectively take magazine readers from a print ad to a mobile site where products can be explored and purchased. However, luxury marketers need to up their strategy to engage consumers with QR codes, experts say (see story).

Even though Christopher Ward offers a purchase option on its Web site, consumers are likely going to use their computers to purchase since the site is pinch-and-zoom on a mobile device.

"For a company all about time, Christopher Ward inexplicably takes mobile users back with a non-mobile-optimized site that disappoints," said Jeff Hasen, Seattle-based mobile marketing consultant.

"Magazine readers who go there have no clear path to educate themselves, learn more about the products and, most importantly, buy," he said.

"Rather than drive purchases, I think that it puts a huge hurdle in the way."

Summary
In addition to the comment made above, I don't believe luxury marketers need to "up" their strategy to engage consumers with QR Codes, as much as they need to simply "think about and plan" their strategy more from the consumer's perspective. Great that a purchase option is offered, as this should be considered a best practice, but if it's not easy to make the purchase on a non-optimized mobile site, how useful is this? Not a whole lot.
 
The company does do a good job placing the code, as upper left- and right-hand locations are most prominent, based on left- or right-hand ad placement, but code placement is only half of the equation, the other being call-to-action. Enough said.
 
Lastly, if the company knows that most consumers will not purchase a luxury watch online, whether it be off a desktop, tablet or mobile phone, how does the company go about breaking down this resistance? What hurdles are being removed and, by the same token, what incentives or rewards are being given?  From what I can see, none across the board.

Every so often, I'll read a magazine and see two separate companies, both in the same industry, making use of QR Codes, and I say to myself, let's see which one of these companies gets QR Codes, and mobile in general, and which one doesn't.

The two companies are Carlyle and Resource Furniture, both furniture retailers.

First, the Carlyle ad. The QR Code stands alone with no descriptive copy nor any call-to-action. Scan the code, and the reader of the ad is brought to the company's desktop website. Need I continue?


Second, the Resource Furniture ad. The QR Code stands alone with no descriptive copy nor any call-to-action. Scan the code, and the reader of the ad is brought to the company's desktop website. Need I continue?


Both companies offer something unique and different, but it gets buried. Buried in an interactive, if you want to call it that, mobile-based experience that is nothing more than, here's our main corporate website, read through it as you wish Mr./Ms. Consumer, and best of luck finding your way further down the purchase decision path.

On the heels of the article I posted the other day, the one talking about mobile as a service, here is a perfect example of how two companies simply don't see mobile that way. The marketing staff at both companies probably thought it was hip and cool to use a QR Code and just leave it at that. What a waste. What a shame. So much could have been done with these two campaigns and QR Code scan experiences from a service, as well as a sales, perspective, but why should I just give it away. Maybe the marketing team can think better of their ways and put out something worth scanning, acting on and possibly even sharing with others.

With so much written about best practice, I'm at a loss to understand the motivation for putting out sub par code and mobile-based experiences. It just doesn't add up. Or, should I say, given the nature of the businesses being reviewed, sit well?

2D Bar Code Litmus Test: FAIL and FAIL

At the recently held Custom Content Conference, Julie Ask (VP, Forrester Research) gave a presentation titled "Real Time Marketing," which focused on three main topics about mobile: 1) the state of mobile today, 2) the key trends in mobile and 3) the implications that mobile has for marketers. While Ms. Ask's 56-slide presentation was packed with useful information, there was one sentence/concept that I found to be more insightful than others, which was "Mobile will be a service layer." Simple concept, but I wonder how many marketers really view and consider mobile in this manner, as opposed to concentrating on how to monetize mobile in some manner, or how to conduct search and/or advertise on mobile.

While the offering of an app might be considered a "service," I believe what Ms. Ask is saying goes much deeper than that. To me, it seems as though mobile can become an extension of a company's desktop website, call center, product owner's manual, advertising and promotion, packaging, sales representatives, marketing collateral, retail location, trade show booth, etc., etc. In some shape or form, mobile can work to extend all of these aspects of a company's business and marketing and, as a result, serve to enhance the overall interactive, and very personal, experience a consumer might have with a brand, product and/or service. And, it's also very much worth mentioning and realizing that all of this can happen in real-time. Pretty powerful stuff or, at least, the potential is certainly there.

To illustrate all of this, pick two campaigns that I have reviewed on the blog, one labeled "pass" and the other labeled "fail," and you'll notice that the "pass" has more components of mobile as a service than the "fail." Maybe it was a listing of local retailers, maybe it was the offering of a white paper, maybe it was the offering of a time or location sensitive coupon, as opposed to simply showing a self promotional corporate video or linking to general/generic web content.

As the functionality and capabilities of mobile continue to evolve and mature, there's little doubt that marketers will be lured into many different directions. But to keep the use of mobile focused and in perspective, as well as to extract the greatest long-term value out of the channel/medium/platform, I believe, marketers need to heed Ms. Ask's advice and concentrate on mobile as a service enabler more than anything else.

There's a new and different print-to-digital technology/platform on the market and it's name is Bleam.

Developed by Ubleam, a French company, Bleam offers advertisers an alternative to QR Codes in that they are designed in a totally different manner and, it's reported, they can be scanned more easily. Instead of the overall square design and format of a QR Code, Bleams are circular by nature and use a configuration of dots to encode the underlying data.

While Bleam is a proprietary technology, the app that the company makes to scan and read its codes can also scan and read QR Codes. Smart of the company to do that, as QR Codes are not going away anytime soon. With that being said, how does the company plan to get in front of QR Codes? I think of JAGTAG, Microsoft Tag, SnapTag, and some others, and none have been able to knock QR Codes off the mountain top, as the leading print-to-digital technology. As I have always said, I don't see this industry as a zero sum game, but I do believe that it would be extremely difficult for any company to introduce something new and expect that it will over take QR Codes in a relatively short amount of time. Please don't misinterpret my comments here, I believe it's great that a new company wants to push the envelope and launch something different into the marketplace, as this is what keeps everyone on their toes...I'm simply raising the point for thought, consideration and discussion.

As a side note, as a company in general, I believe Ubleam has to be more on the 'strategic marketing' ball. Ubleam, if you are a company that is looking to conduct business in the U.S. then make sure all of the copy and content on your website is written in English or, at least, provide a translation service. And, with respect to your References, it's great that you have them, but instead of simply linking to their corporate home pages, why not write a use case and let people see exactly how and why they are a reference.

Good luck Ubleam, time will tell.  

  

The other day, I had a conversation with someone about QR Codes and brand value, and it went something like this:

Question: Does a QR Code in a print advertisement add value to a company's brand?
2DBS Answer: No. 
Question: Why not?
2DBS Answer: Because QR Codes are merely a technology, a tool. Nothing more, nothing less. 
Question: Then, what does add value to the brand when a QR Code is placed in a print advertisement, or on a billboard, or on a package, etc.?
2DBS Answer: When a QR Code is placed in an advertisement, the value to the brand comes as a direct result of the engagement or interaction a consumer experiences once the QR Code is scanned. If the engagement/interaction provides value, meaning, relevance, benefit and usefulness to the consumer then brand value will rise. If the engagement/interaction is anything less than that then brand value will suffer. In addition, when the engagement/interaction happens flawlessly and seamlessly, meaning all content to be viewed and experienced is mobile optimized and there are no interruptions or glitches from start to finish, brand value will rise. Just the opposite and brand value will fall. It's all a matter of managing expectations...pretty simple. 

To see the above in action, look at the double-page spread found in Cigar Aficionado from cigar company Room101Brand.

When the QR Code is scanned, the reader of the ad is brought to the page shown below, which displays a symbol/logo of some sort, and small icons for Facebook and Twitter. Yup, that's it. So, based on the above conversation, do you believe this QR Code-based campaign adds value to the brand or not? I'm pretty sure you know my thoughts.


When I touch on the Facebook icon, I'm brought to a Facebook log-on screen, but what happens if I don't have a Facebook account? Game over. You lost me Room101Brand. When I touch on the Twitter icon, I'm brought to the company's Twitter page. As I start to read the page, I ask myself, why am I reading this? From what I can tell, there's virtually nothing that I see that would lead a consumer to want to actually purchase the company's cigars, or move in that direction. Yes, I know there are restrictions to cigar advertising and promotion, but I'd like to believe the marketing and creative team can do better than this. I say that, but then these are the same people that developed this very ad. It's a vicious cycle, isn't it?

While I don't know the true objective of this ad (there is an objective, isn't there?), I'd assume it's to sell more cigars. If that's the case then how will this ad, and the QR Code, work to achieve this? And, to the point of adding value to the brand, how does the company see this happening when the scan experience is lackluster (i.e., no value, benefit, relevance, meaning, usefulness, etc.).

Lastly, if the marketing and creative team knew anything about QR Codes, they would use a URL shortener to generate the code, so the code is less pixelated and easier to scan.

2D Bar Code Litmus Test: FAIL

In an article in today's Luxury Daily, I'm quoted about the use of QR Codes. Enjoy.

Kiton bridges print, mobile via QR code experience 
By Erin Shea 
April 19, 2013 

Italian apparel brand Kiton is connecting its print and mobile marketing through a QR code on its advertisement in Bentley magazine’s spring issue.

The one-page ad has a simple image of a man wearing a suit with its London boutique’s address is displayed at the bottom next to a standard QR code. Scanning the code leads consumers to Kiton’s mobile-optimized Web site where consumers can contact the brand, find a location or view the collections.

“It is always a 50/50 chance that a reader will notice, scan and interact with a QR code placed in a print advertisement,” said Roger Marquis, expert on print-to-digital technologies and author of 2D Bar Code Strategy, New York.

“To increase the odds of success, it is in the advertiser’s best interest to place the QR code in an area of prominence on the page, use a relevant and meaningful call-to-action with the QR code and make certain the scan resolve content is of value, benefit, relevance and meaning to the consumer,” he said.

Mr. Marquis is not affiliated with Kiton, but agreed to comment as an industry expert.

Kiton was not able to comment before press deadline.

Bridging the gap 
Kiton’s ad is fairly simple and shows Wishnu Wardhana, an Indika Energy executive, wearing one of its suits and holding a cup of coffee.

The ad has the brand logo and tagline “The best of the best,” and then has a quote from Mr. Wardhana saying “More than a feeling.”



Scanning the code leads consumers to Kiton’s mobile-optimized site’s main screen that gives the choices of visiting the Web site, emailing Kiton, calling Kiton and finding a location.

Clicking through to the Web site leads consumers to another menu with additional choices.



From there, consumers can learn about the company, view various catalog collections, see a list of shop locations, read about and view images on the making of various products, contact the company and view orders.


Although the mobile-optimized content seems valuable, many consumers may not make it over to the mobile site since the QR code is not prominent on the print ad.

“With this specific ad, the advertiser could have chosen a more prominent location to display the code,” Mr. Marquis said.

“If the code is placed in the gutter of the magazine, chances are it will not be noticed as much as if it were placed on the outside edge of the page,” he said.

“The overall experience from start to finish must be seamless and flawless, meaning the scan resolve content is optimized for mobile and the code is sized and displayed in accordance to best practice.”

However, Kiton is going after its target audience by putting this QR code on a print ad in Bentley magazine.

“Magazines are the No. 1 media outlet for QR Code scans,” said Matt McKenna, founder and president of Red Fish Media, Miami, FL.

“Placing a QR code ad in Bentley magazine brings Kiton closer to engaging and interacting with its target market,” he said. “The largest demographic of people who scan QR codes are affluent males ages 18-44, which coincides with the readers of the magazine.”

Sensitive placement
QR codes can be effective marketing tools if used correctly. Marketers that choose to use them should make the transition from print to mobile as easy as possible for the consumer.

“QR codes can be sensitive and when using them, a brand really does not want to leave anything to chance, such as the code being too close to the bind and not being in full view,” Mr. McKenna said.

Also, telling consumers why they should scan a code can encourage more consumers to do so.

“A call-to-action goes a long way to act as an incentive or enticement for a consumer to scan a QR code,” 2D Bar Code Strategy’s Mr. Marquis said.

“There needs to be a reason, cause and purpose for a consumer to want to interact and engage,” he said.

“Without that, why should a consumer bother?”

If, at first, your company doesn't succeed, partner with another company. Such is the case with AT&T.

Some time ago, AT&T developed a proprietary mobile bar code platform, which enabled companies to generate Data Matrix bar codes. The mobile bar codes were proprietary in that they could only be scanned by AT&T's code reader app (not very consumer friendly, but I digress). The company also offered rudimentary metrics to track and measure code scan performance. After a soft roll out of the platform, it seemed as though AT&T caught wind of the popularity and acceptance of QR Codes in the marketplace, so the company changed its game plan a little and enabled the generation of QR Codes, as well as the scanning of QR Codes via their code reader app (sounds a little like the JAGTAG and Microsoft Tag stories, doesn't it?). Now, it seems as though the company realizes it needs some outside assistance to help build out a comprehensive and competitive QR Code platform, so it has partnered with a leader in the mobile engagement field, Scanbuy.

Working with Scanbuy, AT&T will be able to provide its business clients with the ability to use a variety of code call-to-actions/triggers, create mobile-optimized landing pages, create designer QR Codes and access real-time reporting on code scans and usage.

With a partnership of this size and scope, the question can be asked, will other QR Code-based partnerships start to take hold, and might we start to see some consolidation in the industry? Hard to say but, in my mind, it doesn't really matter. Why? Because QR Code service providers like AT&T, or Scanbuy for that matter, can offer however much or however little they want, at the end of the day, all that truly matters is if advertisers and agencies truly understand the technology that's at their disposal and how best to implement and make use of it from a best practice perspective. That's the game changer.

In a recent article (see below), the author compares, and touts, a print-to-mobile technology called SnapTag to QR Codes, but does so knowing very little about QR Code technology. Or, at least, that's the impression given based on the comments made. Take a closer look. My comments/questions are in bold.

SnapTags: The beautiful (and more useful) alternative to QR Codes
By: Aby Sam Thomas
April 5, 2013

While it is an abbreviation for Quick Response Code, one has to admit that it is hard to see what exactly is “quick” about the QR code. Sure, there is something to be said about the ease with which one can scan a QRcode and be directed to some kind of information about a brand or a business,but at first glance, there is really nothing a customer can instantly gleanfrom what is essentially an enhanced version of a barcode.

Now, take a look at Spyderlynk’s alternative to the QR code: the SnapTag. First ofall, it is definitely more aesthetically pleasing than the Rorschach blot-likeappearance of the QR code. SnapTags allow brands and businesses to put theirdefinitive stamps on the codes they present to their customers—the SnapTag’s“code ring” is almost like a halo over a company’s specific logo, andbrand recognition can be easily achieved.

2DBS: QR Codes do not have to be printed in the generic version (i.e., black and white modules/pixels). Instead, QR Codes can be customized with respect to shape, orientation, size, embedding, logo design and/or colors, just ask QR Code customization expert Philip Warbasse, CEO of Print2D. To say "there is really nothing a customer can instantly glean from what is essentially an enhanced version of a barcode" is simply not true. 

Butthere’s more to SnapTags than just their obvious visual advantages. To use a QRcode, a customer needs to have a smartphone with an app to scan the tag, whichthen transports them to what is almost always a static link. On the otherhand, a SnapTag has a wider user base—a customer needs only a phonewith a camera to work with a SnapTag, and the responses can be a lot moreinteractive than those obtained through the use of a QR code.

2DBS: First, we need to define what's meant by "static" link.  If the author is referring to a link that leads a consumer to a simple website page, fine. QR Codes can certainly do that but, if the complaint/argument is that the link goes to a simple website page, that has to do with the way the advertiser set up the scan resolve content, it has nothing to do with QR Code technology in and of itself. QR Codes can be just as interactive as SnapTags, as they offer the ability to link consumers with a webpage, a video/audio file, click-to-call, email, coupons, radio tie-in, maps, social sharing (Facebook, Twitter, LinkedIn, etc.), product payment, vCard and many other functions. 

Second, if the word static refers to the code itself, as opposed to the scan resolve content, here too QR codes shine. QR Codes can be created to be static or dynamic. In this sense, static refers to when the scan resolve content of a code stays the same from one day to the next, from one campaign to the next. Dynamic, however, is much different. With a dynamic code, an advertiser can use the same code, but with different scan resolve content. For example, a retailer might offer a 10% mobile discount coupon on Mondays and on Saturdays change the discount coupon to read 25%, all from the same code.

Third, if it's a matter of an advertiser wanting to play to a "wider user base" (i.e., feature phone users, as well as smartphone users) then they can easily add descriptive copy to a QR Code-based advertisement explaining how the consumer can access the scan resolve content via a text message or email.  Last I checked, ads that use SnapTag technology work in much the same way. SnapTag scan resolve content can be accessed by an app, taking a picture and sending an email, or by texting a short code. So, what's SnapTag's great advantage or difference in this area? (Note, the argument for playing to a wider audience diminishes from month to month, as from month to month more and more consumers are purchasing and using smartphones.) 

"You’re not dependent on an app,” explains Jane McPherson, chief marketing officer atSpyderlynk. “A consumer can take a picture of a SnapTag and text [or email] itto us. We read the SnapTag and return the marketing response.” Of course,smartphone users have the option of using SnapTag reader apps as well.These readers can be installed by brands into their ownspecific apps, and thus, customers can be given a very user-friendly, engagingexperience.

This level of engagement is made possible thanks to the variety of responses thatcan be delivered with the use of a SnapTag. Unlike a QR code that directs usersto what is usually just a singular website, a SnapTagresponse is much more customizable users can be sent a video, or alink to a Facebook page. According to McPherson, the SnapTag platform allowsmarketers to customize the responses so that consumers have a more“personalized experience” when interacting with a brand.

2DBS: As mentioned above, QR Codes can be just as interactive and just as customized as a SnapTag. Let's not confuse how an advertiser might decide to use QR Codes with the technology and its capabilities. They are two drastically different things. Also, to the article's author, I believe there is a big difference between customization and personalization, might want to look that one up.  

Brands can also configure SnapTag responses to be specific to a campaign, but sincethis is done by changing the positioning of the gaps in the “code ring,” thedifferent SnapTags will look virtually the same to the consumer. The SnapTagplatform also allows for marketers to measure analytics for alltheir various campaigns with SnapTags, and this data allows marketers to betterunderstand their customers and their preferences.

2DBS: QR Codes scan rates can also be easily tracked and measured. And, depending on the advertiser's level of sophistication and knowledge as it relates to deploying QR Codes, analysis can also be done on the web pages and content that are linked to the code.

With so many advantages to using the SnapTag, it’s not a surprise to learn that manybig brands have already implemented this revolutionary new technology for theirbusinesses. Spyderlynk’s long list of clients includes names likeCoke Zero, Dior and Toyota, and if all goes well, they could soon be addingWonderful Pistachios to their impressive resume, since Spyderlynk is a finalistin the Mobile Commerce Challenge at ad:tech San Francisco’s Startup Spotlightthis year.

2DBS: SnapTag technology is not new and not revolutionary. The technology is many years old, as is QR Code technology. With respect to big brands using SnapTag technology, my guess is that for every one brand using SnapTags there's probably 1,000+ brands using QR Codes.  

What the author fails to mention in the article is that SnapTag is a proprietary code platform, not an open-source platform like QR Codes. From JAGTAG to Microsoft Tag, other proprietary platforms, SnapTags have seen very limited use in the marketplace and an advertiser really should consider this when deciding which format to use. There are reasons why JAGTAG is no longer on the market. There are reasons why Microsoft Tag and SnapTag are hardly ever used by advertisers. QR Codes have become the de facto standard in the print to mobile space, and for good reason...the technology works.  

Lastly, if its a matter of questioning the viability and feasibility of SnapTag, let's ask Spyderlynk's CMO this one question. How many paying clients have used SnapTag technology for more than one campaign (i.e., how many repeat, paying customers have there been)?  Yeah, I thought so.

Catch Spyderlynk as they present SnapTags as a viable means to drive mobile purchasesfor Wonderful Pistachios at the Startup Spotlight Mobile Commerce Challenge at ad:tech April 10 at 3.30p.m. Note that the company will be also present for both days of the conferencein the Innovation Alley on the expo floor at Booth #2459.

In publishing an article like this and making the comments that I do, my goal is to help others learn, plain and simple. Time and time again, people want to make it seem as though QR Codes are plagued with problems and, the fact is, they aren't. The technology works, period. Some implementations and executions of the technology work better than others, but that's only because the marketers behind those campaigns make use of best practice, the user experience and ask, "what's in it for the consumer, not the company?" Good luck to Spyderlynk in the Commerce Challenge.

It's been a while since I've seen an article such as this, one from an author who claims to know what they are talking about with respect to QR Codes, when, in actuality, they have absolutely no clue. The article, written by B.L.Ochman, internet marketing strategist and blogger, is titled "QR Codes Are Dead, Trampled by Easier-to-Use Apps," and appears in its entirety below. My comments/analysis/questions are in bold. 

QR Codes Are Dead, Trampled by Easier-to-Use Apps 
New Technology Can Make Almost Any Product Interactive, No Download Needed 
By B.L Ochman
March 26, 2013

I was an early proponent of QR Codes, but now I have to admit that they are history. Invisible ink and augmented-reality apps are replacing the clunky codes. The new technology is superior in that you don't have to take a picture of the code, which then records your contact information and sends you to a website, video or document, or sends you a text message giving a web address. With the new apps, you just run your smartphone over the content and get the enhanced features immediately. Here's a sampling of the new technologies that will surely supplant QR Codes, permanently.

2DBS: First, Ms. Ochman's headline. Because any app, easy-to-use or not, needs to be downloaded, I'm not certain as to which 'new' technology Ms. Ochman might be referring to. If it happens to be any of the 'new' technologies mentioned in the article, as best as I can tell, some sort of app needs to be downloaded.

Second, Ms. Ochman can you please reference your research which proves that "invisible ink and augmented-reality apps are replacing clunky codes." Based on my assessment, QR Codes remain the dominant print-to-mobile technology which is being used for advertising and promotion purposes. Also, to help our viewers playing at home, when you write "invisible ink" I assume you are referring to digital watermarks, intelligent print technology and the like, as opposed to the James Bond 007-type of invisible ink. Yes? No? 

Third, Ms. Ochman, when you write "The new technology is superior in that you don't have to take a picture of the code," may I ask, when was the last time, or even the first time, you ever interacted with a QR Code? QR Codes are scanned, not photographed. Period. Never, ever, does a consumer have to take a picture of a QR Code in order for the code to work. All a consumer has to do is scan the code. If, by chance, you are referring to proprietary 2D bar codes, which operate differently than the open-source QR Code, then, yes, those codes might require the taking of a picture. Let's get the terminology, as well as the technology, correct. 

Fourth, when you mention "enhanced features" via the use of the "new apps," to what enhanced features are you referring? QR Codes can go from directing a consumer to a simple web page to delivering a truly interactive experience. Also, when you write "you just run your smartphone over the content and get the enhanced features immediately" let's remember that 'immediate' only comes after 1) the app is already installed, 2) the app is launched and 3) the content/image to be scanned needs to be in range and within focus of the smartphone camera. (Gee, sounds just like what's done with a QR Code.)     
 
As Springwise reports, the Japanese newspaper Tokyo Shimbu has launched the AR News app, which enables kids to scan specially marked articles with smartphones to reveal more kid-friendly versions of the stories.

The app was developed by Dentsu, which was challenged to make newspapers appealing to younger readers. Articles suitable for children are printed with blue borders. Using AR News app, readers who place tablets or smartphones over those articles will see a simplified Japanese alphabet for those still learning to read, along with animated characters and graphics, pop-up headlines and explanations that make the topics easier for kids to understand.

Blippar is a mobile app that lets users pull information, entertainment, offers and augmented-reality 3D experiences from markers placed on newspapers, magazines, products and posters. No clicks, no delays, no codes, says Crunchbase: just instant gratification.

2DBS: Ms. Ochman, 'blue borders' and 'markers' sound a bit like a QR Code. Sure, different shapes and different scan resolve content, but the interactive process is much the same--scan a boarder, scan a marker, scan a QR Code.

You write "No clicks, no delays..." and the same can be said for QR Codes. Consumers don't click a code, they scan a code. There might not be a delay in viewing the scan resolve content if the code is generated and displayed according to best practice. So, with that, Ms. Ochman, what's your point here? 

Another new technology, Touchcode, is an invisible electronic code printed on paper, cardboard, film or labels. When you touch your smartphone or tablet to it, tickets sing, toys come to life, or you can confirm the authenticity of a brand, just to give a few examples. Items imprinted with Touchcode's invisible ink look no different from standard print products, until you touch them with your smartphone.

The QR codes did have some brilliant and successful applications, like the mobile-code campaign for an independent music store in Hong Kong that sold music by allowing users to listen to and buy the tunes of 14 bands, half of which sold out their inventory. But more often, the codes were deployed poorly in spots where they couldn't be scanned, like billboards, or -- perhaps lamest ever -- on license plates. Some QR Codes require a proprietary scanner good only for that code, which few people are likely to want to download. And, while many people still have no idea what a QR Code is or how to use one, instructions rarely have been included.

2DBS: Not sure what to make of this last paragraph. At first, Ms. Ochman applauds the use of QR Codes and sites a very relevant example of how it was used successfully, but then she seems to turn on codes again. It has been said time and time again, on this blog and in many other forums, when used in accordance with best practices, QR Codes can be extremely useful in driving response, interaction and engagement for a brand or product.    

With respect to the need for a proprietary scanner, if Ms. Ochman was up-to-date on the state of QR Codes she would know that proprietary codes (JAGTAG, SnapTag, Microsoft Tag, etc.) are virtually none existent. The QR Code has become the de facto standard.

Yes, many consumers still do not know what a QR Code is, but research indicates that, over time, more and more people have been interacting with them. The 'number' that Ms. Ochman refers to is not a static figure...it's constantly changing, as more consumers purchase and use a smartphone and as more advertisers make use of QR Code technology over time. 

With respect to Ms. Ochman's comment about the lack of instructions being used with QR Codes, I agree.  More often than not this happens and it goes against best practice. But, over time, it will only make sense that instructions are no longer needed, as consumers become familiar with the technology and adapt to it. 

What are the lessons of QR for brands using the new technologies?

• Make it easy for consumers to use.
  
• Explain how it works, in clear, concise language.
  
• Employ it only when it can add something unique to the user experience.
  
• Make sure content or ads that contain it won't be put in places where cellphone service is unavailable.
  
• Make the apps available only for situations when using them makes sense.

It will be fascinating to see whether these new technologies are used both creatively and effectively. The potential is vast. Hopefully agencies won't blow it this time around.

2DBS: Ms. Ochman, why will it be 'fascinating' to see how the new technologies are used? They either will or they won't, just like with QR Codes. And, why do you blame agencies on blowing it with respect to QR Codes? Based on my research, advertisers are to blame just as much as the agencies for the improper use of QR Code technology.

In summary, QR Code apps are just as easy to use as most any augmented reality, digital watermark, visual search, intelligent print technology (i.e., 'new technology') app on the market. Success with QR Codes, or any print to digital technology for that matter, will only come as a result of using best practices. It's that simple. Lastly, to Ms. Ochman's comment that there are "new technologies that will surely supplant QR Codes, permanently," I have read this time and time again, and for the past two to three years it has not come true. Why must people make such an issue of codes...the technology works, it has been proven. Does it work in every situation? No. Is it meant for every situation? No. All print to digital technology is is another arrow in a marketer's quiver. Aim and use it wisely.   

In today's New York Times, Gillette launched a full-page advertisement, which prominently features a QR Code, as well as super model Kate Upton. Sure the ad will garner attention and generate buzz thanks to the image of Ms. Upton, but what of the QR Code?

The company's marketing/creative team did a good job linking the QR Code with the ad's call-to-action (How Does Kate Upton Like Her Man's Body Styled? Read Her Mind.), which is something that is often missing from a QR Code-based ad.
 

When the QR Code is scanned, the reader of the ad is brought to a 30-second You Tube video, which features Ms. Upton talking about grooming tips for men. When the video finishes, two touch buttons appear on screen, one titled "Buy Now" and the other titled "Learn How." When the "Buy Now" button is touched the reader of the ad is linked to a page that lists a number of on-line merchants where Gillette products can be purchased. When the "Learn How" button is touched the reader is linked to a page on Gillette's main corporate website, which features the new product for which the ad campaign has been created.

While it's hard to determine just how successful the campaign may or may not be, I can say that, although rather simple in its execution, the QR Code experience works from end to end. It's also interesting to see how prominent Gillette placed the QR Code in the ad, all without any copy points talking about the code itself (i.e., Scan the QR Code, or Download a QR Code Reader App, etc.). I believe this speaks to how popular QR Codes have become and how that many consumers now know what to do with a code when they see one.

To know how CPG companies like Gillette rely so heavily on market research, I wonder if Gillette researched QR Codes specifically before developing the campaign.

2D Bar Code Litmus Test: PASS

After reading, scanning and interacting with this QR Code-based print ad from Michael Aram, it dawned on me, this ad benefits neither the consumer nor the advertiser. So, the question could then be asked, why produce and launch the ad in the first place?


The Consumer
When the reader of the ad scans the QR Code, they are linked to a two-minute YouTube video, which features Michael Aram talking about the design and manufacture of the company's Botanical Leaf Collection, the collection displayed in the ad.

While I can understand the value and usefulness of putting a face, voice and/or personality behind the company and the person who founded it, what I don't understand is why, when the video ends, it leads to nothing. There's no link to the company's main website, product pages, a purchase page, a retail locator page, click to call for more information, a mobile coupon, or anything else for that matter. Yes, the consumer benefits by gaining some company/product information for the brief period of time while the video is being viewed, but then the interactive experience and benefit just ends. So, what's the consumer to do? Or, it could be asked, what does the advertiser assume the consumer will do? If it's to make a purchase keep on assuming.

The Company
If the consumer has no means or incentive to move further along the purchase decision path because, as in this case, the video leads to nothing, then what are the odds that a purchase will be made and the company can realize revenue? In my mind, the odds are extremely low. See my point? Not only does the consumer not benefit from a poorly thought out and executed QR Code campaign, but so does the company with respect to making sales. Again, what's the point of incurring the cost of producing and placing the ad if the ad is not even positioned to succeed. Maybe the goal is not to sell product?

Instead of simply linking a QR Code to a video, why not create a feature- and information-rich mobile website, where tons of company and product information is provided and links to retailers, discounts, customer reviews, etc., can be found? Hey, here's another thought, why not use a call-to-action with the code to drive scans and interactions (currently, there is none)? I bet if the call-to-action was "win a private dinner with Michael Aram" or "attend a new product launch event" people would respond, share and get excited about the product offering and might even purchase something.

2D Bar Code Litmus Test: FAIL

This afternoon, I went to JPMorgan's main corporate website to research something, and I noticed a top-line navigation tab that I have yet to see on other websites. Tucked in among the navigation tabs for Home, About Us, Investor Relations, Contact Us and Careers, there is a tab titled Mobile Apps. At first glance, I thought the tab to be rather clever, but then, after clicking on the tab and realizing just what was on the page, I thought less so.


When I clicked on the Mobile Apps tab, I was brought to a page that provided descriptions of the many apps that the company offers its retail and institutional clients. At the end of each app description, there are links to download the apps from either iTunes or Google Play. Makes sense, right? No, not really. When was the last time you could download an app to the desktop, or am I just missing something? Wait, the plot thickens.


I was curious to know how the company's mobile website appeared and functioned, so I went to find out. Once on the mobile website, I noticed that the bottom navigation tabs were very similar to the desktop website tabs mentioned above, including the tab titled Mobile Apps. When I touched on the Mobile Apps tab, I was brought to the exact same page that appears on the desktop version of the website. Strange, yes, but at least the offering to download apps via iTunes and Google Play makes sense in this situation.


So what's going on here? To me, it appears as though the company's marketing team is attempting to, or actually does, repurpose content. It seems as though the Mobile Apps page's content was created for both sites when, in actuality, it only works correctly on the mobile platform. Of course, time, money and resources can be saved by repurposing content, but should the user experience weigh in the balance and suffer? In my mind, it shouldn't.

As with campaigns which feature QR Codes,  my question to JPMorgan's marketing team is, did you thoroughly test the user experience and judge how well it works from the client's perspective, or did you just try to take the easy way out and work off of the lowest common denominator (i.e., the 'solution' for both desktop and mobile platforms)?

Note: I did not even get into how the design and layout of the company's mobile website seems to be a mix between mobile (top half of home page) and desktop (lower half of home page). Strange.

This morning, I read an article on Mobile Marketing by Dale Remie, founder/CEO of Grapevine QR, titled "The Missing Link in QR Code and Facebook Marketing."

If I read Dale's article correctly, he is basically saying that, when a company uses a QR Code for promotion or advertising purposes, it should link the code to Facebook, so as to take advantage of the "power of Facebook," specially Facebook "Likes," in order to generate something viral and to increase exposure and sales.

While I can understand Dale's point to a certain degree, I believe it needs to be ironed out a bit more.  First, if a consumer has never actually bought, used, tested, tried, sampled, seen, held, etc., the actual product or service being advertised then how relevant and meaningful is a Facebook "Like?" In my opinion, not very. So, instead of using a QR Code to promote or ask for a "Like," maybe companies should focus on using a QR Code to help sell the product or service first and then worry about or ask for a "Like" later.

Second, and I have written about this before, social sharing via Facebook or any other social network, or even by email, should always be part of a QR Code-based campaign. Companies should always provide readers of their QR Code-based advertisements a mechanism by which they can easily pass along and share the experience and/or scan resolve content that was triggered via the QR Code. (Does word-of-mouth marketing ring a bell?)

Third, as much as it makes sense to offer consumers the ability to share an experience socially, the most important aspect of all of this is that the experience in and of itself needs to be worth sharing. I see so many QR Code-based campaigns that are nothing more than a link to a website or a landing page or a product page, and that's it. Or, a link to a video and that's it. No real experience, engagement or interaction to speak of, no exciting or innovative presentation of product information, no fun or different game to play to learn about the company or product, etc. So, the question can then be asked, why would a consumer wish, or be expected, to take the time to share the experience if they themselves were not that overwhelmed by it?

It's all very simple, as the QR Code-based campaign is being developed, put yourself in the consumer's shoes and ask yourself some of these questions. Dale makes some good points in his article, but I believe it goes beyond relying on the "power of Facebook" and whatever that might mean from one person to the next.

"Time is a woman's most precious commodity," says luxury watch maker Patek Philippe. But, if that's the case, why does the company like to waste a woman's time with a QR Code campaign (targeted towards women) that simply fails to deliver?
 
 
When the QR Code, a custom QR Code at that, is scanned, the reader of the ad is brought to a page inside the company's desktop website. So, from the get go, the company is wasting a woman's time by having them pinch, flick, expand, etc., through the desktop website, as opposed to simply developing and offering a mobile website. On top of that, once the reader gets to the web page, there is nothing of any real or perceived value or benefit being delivered. Yes, there is a video about what inspires the Patek Philippe family to produce what they do (a self-promotional corporate commercial), and there is some product information, but to drill down into all of that is difficult using a mobile phone.

With nothing to really hook a consumer in with (i.e., no real call-to-action, no unique or innovative experience or offer, etc.), I can only imagine the dreadful ROI this campaign will produce.

Can a marketer from Patek Philppe please explain the strategic thought process behind this campaign, or am I wasting your time? 

2D Bar Code Litmus Test: FAIL

Recently, I spotted two print ads which feature a mobile bar code, one from Moen and one from Delta, both manufacturers of kitchen and bath faucets, and I thought it would be interesting to compare the ads side by side to see which one is compelling enough to move me further along the purchase decision path (assuming that is the goal of the advertisement).

Moen's ad is single page and features an open-source QR Code in the lower right-hand corner of the page (see image above). Delta's ad is a double-page spread and features a proprietary SnapTag in the top center portion of the spread (see image below). For our players at home, QR Codes are based on open source technology and can be read by any QR Code reader app. SnapTags are based on proprietary technology owned by SpyderLynk and can only be read by a SnapTag reader app. While the chances that a smartphone comes preloaded with a bar code reader app capable of reading a QR Code is fair to midland, there is almost no chance that a phone will come with the SnapTag reader app. Regardless, both ads do a commendable job informing the reader of the ad that a code reader app is necessary and where to locate one for download. 


When Moen's QR Code is scanned, I'm brought to a mobile website, which features a video about the product featured in the ad, as well as tabs to click on to learn more about the product, what others have to say and to view other kitchen products. There is also a link to the company's main mobile website, where additional product specifications and information is provided, in addition to a retail locator.

When Delta's SnapTag is scanned, I'm brought to a mobile landing page, which shows three product images of the product depicted in the ad, and buttons to "pin" the product to Pinterest. Other than that, nothing else is offered to the reader of the ad. Question for the marketing/creative/digital folks at Delta. If the advertisement is targeted to consumers who have never purchased this particular product (my assumption), why are you asking them to pin the product on Pinterest? Is a consumer to pin something just because it looks good or, because they are a raving fan of the product, use it everyday and love it and want to share this experience with others? Not to digress, but this is what I don't get with pinning or likes, etc. How can a company, or I should say, why would a company solicit pins and likes from consumers who have never bought, tried and/or used their products or services? This seems awfully shallow and somewhat meaningless. Is there a reason for this that I just don't get?

Back to the campaigns and analysis.

While the code formats used in these ads can be debated, as I said, I'm more concerned with and interested in how successful either of these ads are at getting me (or any consumer) closer to purchasing a faucet. To know that Delta's ad stops at requesting a pin, and that Moen's ad goes that much further to provide useful and relevant product/company information, I believe Moen's ad wins hands down. Delta's ad is an interruption. Moen's ad is anything but.

The one feature that I believe could benefit both ads is more of an incentive to purchase (i.e., a discount code, coupon, etc.).
 2D Bar Code Litmus Test: Moen - PASS, Delta - FAIL

Ever since I began writing this blog, I've tried to remain agnostic with respect to showing support for one type of bar code format over another but, after seeing a recent print ad (see images below) from Ekornes, a Scandinavian furniture manufacturer, I believe it's finally time to show some support for what, I believe, has become the de facto standard in the mobile bar code industry, the QR Code.

Articles written about QR Codes often help to raise awareness about the technology and its usefulness for marketing and advertising purposes but, after reading a recently published article on Luxury Daily titled, "Should luxury marketers move on from QR Codes?", I'm not so sure this one does.

First, the article's author, Erin Shea, never really answers the question that she poses in the article's title. All Ms. Shea writes about is how QR Codes help consumers and brands bridge the gap between the physical and digital worlds, how some luxury brands have used QR Codes in the past, and what are some of the high level best practices a company should use in a QR Code-based campaign. While it's a great question to ask, the real answer, in my opinion, really must come from the luxury brands/marketers themselves who have used codes in the past. Based on their past experiences, along with other forms of research, others may then get an idea of whether or not it makes sense to use QR Codes for themselves. But then, with all things being equal, what may work for one brand may not work for another.

Second, the individuals that Ms. Shea interviews in the article (Melody Adhami, president and chief operating officer of Plastic Mobile Inc., Sara Read, vice president of business development at Red Fish Media and Shuli Lowy, marketing director at Ping Mobile), do very little to answer Ms. Shea's question as well. In fact, I'm not sure what to make of the remarks made by these three individuals. Let's take a closer look.

Ms. Adhami states, “I believe that QR codes have the potential to enhance the consumer experience, but are often misused in advertising. For example, QR codes set on inaccessible billboards or underground in subways with no connectivity. I do not think that more advertisers should be utilizing QR codes because there just is not the consumer knowledge at this point to make them effective.” Ms. Adhami, if I may, a comment/question or two. Consumer knowledge does not make QR Codes effective, rather brands control the effectiveness (usefulness, relevance, value, meaning, benefit, etc.) of QR Codes. If marketers and brands were to wait until a technology reaches the mainstream, as opposed to just the early adopters, for how long should this wait be? While blindly jumping on the technology bandwagon is not necessarily a recommended strategy, there is something to be said for doing so with some research, fact finding and caution. As stated in one of my recent posts, the CMO of Unilever puts it very well, he said, "I want to get to the future first and welcome consumers as they arrive. That way we don't have to chase them." Again, this is not to say a firm blindly jumps into the use of QR Codes or other technologies, but to wait until the mainstream understands and makes use of the technology does not make much sense.

Ms. Lowy states, “QR codes are intrinsically different because they require the consumer to pull out his or her phone, open an application and scan the code. The consumer has to take the primary initiative. However, having the consumer take the initiative to scan a QR code could be beneficial to a marketer. This reversal of roles creates a deeply engaging brand experience and the illusion that it was the consumer who took the first step to interact with your brand." Ms. Lowy, can we be a little less convoluted in how we think about this? It's simple, a consumer takes the 'primary initiative' when they decide to stop and read an advertisement. They take another initiative to scan a code, but only after they have been enticed, motivated, made curious, etc., to do so, and all of that comes as a result of the advertisement's various creative components. Then, once the scan is made, it's up to the scan resolve content to keep the consumer engaged and interested to act as requested or intended by the advertiser. There is no need to get bogged down in role reversals, initiatives, etc., marketers just need to deliver a code experience that they themselves would want to experience.

Towards the very end of the article, Ms. Shea writes, "Although some QR codes could be adjusted to create a better user experience, those that do not engage consumers are not likely to diminish the brand’s value." I'm not sure what Ms. Shea was trying to say here, because it makes little sense. To the contrary, if a code experience does not work properly or serve to effectively engage the consumer with the brand, product or service, then the brand will most certainly suffer and find its value diminished by however much. There's nothing quite like setting an expectation in a consumer's mind and then not delivering on that expectation.

Lastly, Ms. Read responds to Ms. Shea's comment above, “I do not believe that if a brand utilized a QR code incorrectly that it would diminish the brand’s value. It would, however, create a bad user experience.” Here too, I'm not sure what Ms. Read is thinking. In my mind, a bad user experience most certainly diminishes a brand's value. How can it not?

SEAT, an automobile manufacturer based in Spain, is using augmented reality technology, from Blippar, in its showrooms to help promote and sell the company's new Leon range of motor cars. Here's how it works.

Blippar markers (icons which instruct/entice shoppers to scan) are placed on various parts of a Leon car and, when one of these markers are scanned using a smartphone which has the Blippar app installed, an augmented reality session begins and the car shopper can learn more about that particular part of the Leon. For example, when the Blippar marker on a Leon's headlamp is scanned, an augmented reality session begins on the shopper's smartphone and detailed information about the car's LED headlamps appears. Scan the marker on the hood of the car and information about the car's new badge is given.


While this is a great way for shoppers, automotive or otherwise, to be able to learn about, interact with and remember (just as critical) a brand and/or product, I have a question, what's the sales representative suppose to be doing while the shopper interacts with the augmented reality markers? In a situation like this, do markers make sales representatives obsolete? Do shoppers alienate the sales representatives and simply flock to and rely on the markers for information, facts and figures? I believe most would find the augmented reality sessions of use, value and benefit to the shopper, but at what cost to the sales representatives?

As with QR Codes, I'm all for making use of other marketing channels, mediums, technologies, etc. to increase a marketer's chances of success (i.e., to sell product, win loyal fans, generate word of mouth, etc.), but at what point does a company ask itself, should the technology we use have more answers and information than our live sales representatives? In all fairness to SEAT, maybe the company did make an investment in sales training, and the showroom sales representatives are just as informed as the augmented reality sessions but, for some deep dark reason, I tend to doubt it. And, if that's the case, at what point does the brand suffer? Meaning, at what point do poorly trained sales or customer service representatives impact the brand in a negative manner? Think of walking into an electronics box store retailer and ask a sales representative for deep product information, technical or otherwise, and you'll know what I mean.

In the bigger picture, I raise this point only from the perspective that, I believe, it needs to be discussed among marketing, sales, customer service, operations, etc. personnel, as technology like this is being considered and/or rolled out into the field.

Lastly, back to the campaign itself, it would be interesting to know how many shoppers actually purchased a Leon after scanning the markers versus those that didn't scan, and how many shoppers moved that much further along the purchase decision path after scanning the markers versus those that didn't scan.

On Forbes.com, there's an article titled "When QR Codes Go Rouge," which talks about how a QR Code can be hacked and, if scanned, it can lead a person to a malicious website or wreak havoc with the workings of a person's mobile phone. While this topic has been talked about before, and it's certainly one worth taking note of, there is one paragraph in the article that I just don't understand. Granted, I'm not a technologist, and maybe what the author writes is correct, but it just sounds off to me.

The paragraph in question reads as follows: "So how do you protect yourself from rogue QR Codes? Be careful about the apps you install on your smartphone. Stick with the major apps. Check reviews. Be skeptical. Consider online tools, like Unfurlr, that show the long URLs hiding behind short URLs and provide a security report assessing the safety of the underlying web site." Um, question, what do apps have to do with a rouge QR Code? I would think the best way to guard against a rouge QR Code is to not scan a code that might appear on paper or a package or a sign, etc. that looks tampered with (i.e., a label placed on the paper, package or sign, etc., over the code and looks out of place, meaning not of the original format).

Similar to junk email, consumers need to learn about and understand the difference between an authentic and non-authentic QR Code, and maybe it's up to advertisers using codes, or others in the mobile industry (e.g., Mobile Marketing Association, etc.), to help educate and lead this charge. To do so, I can only imagine that it would help all involved in a positive manner. Or, perhaps there is verbiage that can accompany a code, which helps to indicate to consumers that it's authentic.

Any thoughts?  

After reviewing dozens of advertising and promotion campaigns, it gives me great pleasure to announce that the winner of the 3rd Annual Best Mobile Bar Code Campaign Award is Scandinavian Airlines. Congratulations! The grand prize of $250,000 and a Tiffany-made silver loving cup are being delivered as this is being written (that's a joke).

But, seriously, after reading through, scanning and experiencing many different campaigns, whether they were print, in-store, packaging, out-of-home, etc., the campaign from Scandinavian Airlines showed itself above all others and here's why.

First, a brief summary of the campaign. Early last year, Scandinavian Airlines launched a campaign called "Couple Up to Buckle Up," to promote its 2-for-1 travel packages. The company developed a multi-channel (e.g., print, email, banners, etc.) campaign where two QR Codes were displayed side by side. The copy accompanying the QR Codes instructed consumers to scan the left and right codes simultaneously with two different mobile phones, and to then bring the two phones together. When the scan resolve video played, the separate left and right mobile phone screens essentially made one split screen, which then enabled the two participating consumers to view the video properly and discover the special 2 for 1 promotional code (see video below). If played individually, the left or right scan resolve video content would be close to meaningless.



In researching the marketplace (yes, market research can be applied to the use of QR Codes), the company discovered that when couples book their travel plans they often do it while sitting side by side. So, instead of using one QR Code in the campaign, the company's marketing team decided to use two codes and have them dependent upon one another in order for the message/interactive experience/campaign to work and make sense. How brilliant. How innovative. How different.

To know that the company essentially sold out its 2-for-1 travel packages, as a result of this campaign, is quite impressive, and it speaks directly to the potential of print-to-mobile technology when its used properly and thoughtfully with the consumer in mind.

What I also liked about this campaign, more than the others that were reviewed, is that it created a buzz for the company. When the campaign was launched it quickly became a topic of conversation within the marketing community. Sure, not on a grand scale, but enough to know that people were talking about it and taking notice, and this is something that I believe many companies lose sight of when developing QR Code-based campaigns. There can be a public relations and social share component to the use of QR Codes, but this often alludes companies and the marketers when they develop a campaign. To know that your company might be the first in its industry, region, etc. to use a code might be news worthy. To know that your QR Code campaign might offer something that no other company does might be social share worthy. And, for what? The price of the campaign itself.

In general, it's easy to see the commitment and thought that went into this campaign and it truly is a winner to be studied by others for what and how to develop a proper, meaningful and consumer-driven mobile bar code campaign. Again, congratulations to Scandinavian Airlines.

Today, I read an interesting article on AdAge|digital titled, “CMOs Flock to Consumer Electronics Show to 'Get a Feel for the Pace of Change'.” In summary, the article talks about how an increasing number of marketing executives, not just digital executives, are attending this year’s show in order to learn about the new and varied devices that consumers are using more and more of in their daily lives.

The author of the article interviewed three marketing executives (Keith Weed, CMO at Unilver, Robert Tas, Managing Director-Digital Marketing at JP Morgan Chase, and Marc Speichert, CMO at L'Oréal USA) to find out why they were attending the show and, while each person gave interesting answers to the questions that were asked of them, there was one question and answer which really struck me. When Keith Weed was asked, "Is there a risk of getting too far ahead of consumers?” he responded by saying, “My principle is, I want to get to the future first and welcome consumers as they arrive. That way we don't have to chase them. There is nothing wrong with failing as long as you do it quickly and don't scale the failures.” Is that a brilliant statement, or what?

To me, this marketing philosophy, if it can be called that, or way to conduct business, makes a great deal of sense, especially when it comes to dealing with technology, but I don't believe companies and marketers themselves really think in these terms. For instance, with respect to print-to-mobile technology (i.e., QR Codes, augmented reality, NFC, etc.), my sense is that companies try the various technologies on the market and do so only for the cool or hip factor, and not because they truly want to "get to the future first," as Mr. Weed points out. If companies and marketers were serious about getting ahead of consumers, then I don't believe we would see as many print-to-mobile-based advertisement and interactive experience failures as we do. Instead, companies and marketers would fully understand each technology, application and/or device being used and develop campaigns accordingly (i.e., the experience is optimized for mobile, value and relevance is part of the scan resolve content, best practices are used, etc.).

By getting to the future first, and understanding how certain technologies, applications and/or devices are used before the mainstream, I believe, can help companies to 1) build and establish a comfort level for customers and prospects to interact and engage in, and 2) develop a strategic advantage among competitors. But, in order for all of this to happen, companies must be willing to commit to the technology, application and/or device in question. To merely jump on the technology/application/device bandwagon is meaningless and pointless. Instead, companies must fully commit time, resources, budget, etc., for 'getting to the future first' to really matter and make a difference. This has played out so many times with respect to QR Code campaigns, where an advertiser not only executes a campaign poorly, but there are no other campaigns to follow. One can see quite easily that there was no real and meaningful commitment made to using QR Codes, other than for its one-time use. And, what a shame, because no one wins; the poor execution reflects poorly on the brand and the consumer is no closer to taking the intended action or response.

Maybe, if companies and marketers embraced Mr. Weed's comment, "there is nothing wrong with failure as long as you do it quickly and don't scale the failures" then they would be less inclined to jump on the bandwagon, or be concerned about being cool and hip for a day, and really be able to make the commitment that I spoke about above. Marketing is not a perfect art or science and people (i.e., the C-Suite) need to realize this. Sure, marketers want to make use of objectives, metrics, analysis, etc. in an attempt to maximize marketing returns, but expectations need to be kept in check and part of managing expectations is to recognize that failures may happen along the way.

Lastly, I believe it needs to be said that with so many different technologies, applications, devices, etc, on the market, companies need to take stock in what makes the most sense for them and their customers, prospects, competitive environment, etc., and not to get caught up in believing that they must play in all of them. A perfect example of this would be with social marketing. For one reason or another, a company and its marketing team believes they must have a presence on and make use of Facebook, Twitter, etc., when, in actuality, this is the last thing they need to focus their energies and resources on. What's shiny and new is not always the most useful or necessary. Yes, a company and its marketers need to try and adapt to new things in order to "get to the future first," but to minimize the failures and wrong turns thought, analysis and common sense needs to be present as well.

The other day, I noticed an article titled "QR Codes: Fad, Marketing Trend or ..." on The Social CMO Blog, and I thought it fitting to discuss the content of the article for the first post of the New Year. The article is brief and reprinted below.

QR Codes: Fad, Marketing Trend or...
December 9, 2012, Ted Rubin
"I read a post last week debating whether QR codes are a fad or a marketing trend ripe for growth. My thought was…REALLY?

QR codes are not a fad, that would imply they ever had value or were a phenomenon in the first place. QR codes were dead on arrival. Sure, they have their place, and can be useful here and there, but who needs another thing to do to get information. Just what today’s overloaded, over worked, no hands free shoppers needs… to hold their smart-phone up to a code, wiggle it around, wait for it to load, then observe.

Reminds me of the big plastic keys we used to have at the Bronx Zoo in the 1960′s that you inserted in a box outside the animal cages to hear a story… yeah, let’s bring them back."

After reading an article like this I can only imagine that Mr. Rubin is not a fan of QR Codes.  But, a few comments/questions for Mr. Rubin, if I may.

First, Mr. Rubin, you're right, QR Codes have and never will possess any value but then, why should they? QR Codes, in and of themselves, are a technological by-product, they hold no value. The value to which, I believe, you are speaking about lies in the content and/or experience that the QR Code scans to, not with the QR Code itself. Furthermore, if I follow your line of reasoning, what value is in a fax machine, a PC that generates an email, a television that airs a commercial? These, QR Codes included, are all just different mediums, channels, platforms, by which a brand chooses to communicate, engage and interact with a consumer.

Second, over the past couple of years, research from various sources has shown a dramatic increase in the number of QR Code scans taking place, so I would hardly say they are, or were, "dead on arrival." Sure it has taken some time for consumers, and brands, to adapt and adopt to the technology but, can't this be said for most technologies? Also, now that we have passed the tipping point with respect to smartphone ownership and usage, it will be interesting to see what really starts to happen with scan rates.

Third, Mr. Rubin, you write, "who needs another thing to do to get information," but what, then, do you make of all of the apps that are on the market, which do just that, help provide information? And, since when does information just flow without people having to do something like read a book, listen to the radio or talk with someone else? "Experts" like yourself always want to make it appear as though the process of using a code reader app and scanning a code is so arduous when, in fact, it is just the same as using most any other app. You locate a code reader app in a mobile phone store/market, download the app to your mobile phone and then launch the app when needed. Once the code reader is up and running, all that's left to do is place the phone's camera lens near the QR Code, so it can be read and then scanned. Done. For most people this only takes a few seconds.

Fourth, Mr. Rubin, may I ask, is there anyone holding a gun to a consumer's head to scan a QR Code? Yeah, I didn't think so. Then, what's the problem? What's you're point by writing, "Just what today’s overloaded, over worked, no hands free shoppers needs…"? If a brand wishes to provide an additional means by which they can engage and interact with consumers, why not let them? If a consumer wishes to make use and take advantage of the QR Code experience being offered by a brand, why not let them? Sure, it all goes to pot if the scan resolve is not of value, relevance, meaning and benefit to the consumer, but that's an entirely different situation and problem to contend with. Also, I believe it's somewhat myopic to believe that QR Codes are only for "shoppers." Post-sale there is a myriad of uses for QR Codes. 

In summary, Mr. Rubin, instead of putting down the technology when, in actuality, the technology works just fine, why not put down the people who misuse the technology? Or, better yet, instead of putting them down, why not try to be more helpful, like me, and teach marketers how to make better use of the technology, so that it works to everyone's (brand and consumer) advantage?

Earlier in the year, Bud Light used a SnapTag as part of a Super Bowl promotional campaign, but, for next year's event, it appears as though the company has chosen to replace the SnapTag with an open-source QR Code. If you are not familiar with SnapTag, it's a proprietary "2D bar code" that's based on what SnapTag's owner, SpyderLynk, calls Code Ring technology. Essentially, the advertiser places their logo, or image to be displayed, inside of a circle (the code ring) and the circle is broken up in a certain way, so as to create a unique code symbol (see below for examples).   

For the past several years, I have been an advocate of QR Codes, as well as other print-to-digital technology, for marketing, advertising and promotion purposes but, when I see a company use a QR Code in the way described below, the first thought that comes to mind is to say to the company's marketing team, "Stop using QR Codes, now!" Why? Because the "interactive experience" triggered by the QR Code is a gross inconvenience to the person reading the ad and wanting to interact with the code, let alone a poor reflection on the company's brand image.

The company behind the trade magazine print ad, which featured the QR Code shown below, provides web-based sales, marketing and e-commerce solutions and services to retailers, manufacturers and suppliers in the furniture industry.