- What does it cost to learn about the technology?
- What does it cost to generate codes in house or outside?
- What does it cost to manage and track codes in house or outside?
- What does it cost to analyze codes in house or outside?
- What does it cost to create a 2D-based advertisement, packaging, etc.?
- What does it cost to be first/last to market (i.e., use a code) from a competitive standpoint?
- What does it cost to properly execute and maintain a 2D program for the short and long-term?
Second, let me speak to hype. Certainly there is some hype about 2D codes in advertising and creative circles, but I do not believe the hype is that much more than any other new technology or application on the market today. The trick for advertisers is to be able to separate fact from fiction and to know what it means to have realistic expectations with respect to the capabilities of the technology and what campaign response rates can or should be. When speaking with a provider or vendor in the space, advertisers should request referrals and/or case studies to help in this process. It's my suspicion that some providers and vendors are out promoting and selling a bill of goods to those advertisers that are less than knowledgeable or aware.
From one company to the next, from one industry to the next, from one advertising campaign to the next, there are simply too many variables to say with absolute certainty that codes are worth the investment for each and every advertiser out there. And, to rely on any kind of industry benchmarks with respect to response rates, scan rates, etc. is difficult, because the technology is still so relatively new in the U.S. market and many advertisers are not sharing campaign data/metrics. So then, where does this leave us? In my opinion, I believe an advertiser will simply need to try 2D barcodes for themselves, in an earnest manner, in order to determine their true worth.