What? Did you actually expect to see a sexy looking designer QR Code here? I guess I set a certain expectation in your mind, but failed to deliver. Sorry, maybe I'll get it right next time.
Have you seen or experienced this scenario before, an advertising or promotional message that says one thing, but delivers on another or fails to deliver at all? You will, if you look at or interact with the vast majority of 2D barcode-based advertising campaigns in the marketplace today. As more and more companies choose to incorporate 2D technology into their advertising, fewer and fewer are actually delivering content, an experience and/or an offer that is of meaning, value and relevance, let alone meets or exceeds a consumer's expectation.
When a consumer decides to read a 2D-based advertisement, takes the time and makes the effort to take out his/her smartphone, launches a code reader app, scans the code and then is linked to a page or website that does not meet his/her expectations, this is when a consumer may not only shy away from scanning 2D codes in the future but, more importantly, the brand as well. Advertisers must recognize the fact that their 2D-based campaigns may trigger a variety of expectations in the minds of their audience, and that they not only need to manage these expectations, but meet them, especially as the expectations may relate to the 2D/mobile/user experience.
When trying to get a handle on setting and managing consumer expectations, as it relates to 2D, one of the more popular best practices that I refer to is for a company to base its campaign around the consumer and to ask, what's in it for them (i.e., the consumer), how do they win? Not, what's in it for us (i.e., the company), how do we win? Working from this frame of mind, companies will find it much easier to develop campaigns that truly deliver without disappointing. Also, it never hurts for a company to conduct some preliminary market research to understand what a consumer's expectations may or may not be with respect to the process of scanning a code, linking to a landing page, viewing and/or interacting with content and so on.
Because so much of what consumers hear or know about a product or service these days comes via word of mouth and/or social networks, the last thing an advertiser wants is for a negative experience or an unmet expectation (i.e., a failed 2D campaign) to get out and spread.
In summary, and I've written this before, advertisers need to do their homework regarding how best to make use of 2D technology, and they cannot be lazy if and when it comes time to implement the technology. And, mind you, all of this falls under the guise of setting, managing, anticipating and delivering on consumer expectations.
7.27.2011
7.26.2011
City of Santa Monica uses QR Codes
Recently, the City of Santa Monica launched a QR Code-based out-of-home campaign to promote two local summer-time events, "Cinema on the Street" and "Dating Downtown."
As always, it's great to see local communities making use of 2D technology but, in this particular instance, most every marketing related best practice has been simply ignored and, I believe, the scan rates will bear this out. For example, there is no call-to-action associated with either QR Code, no descriptive information about either code (i.e., what they are, how to use them and what to expect) and no instructions on where and how to download a QR Code reader app. All of these elements, and plenty of others, should be a part of this and most any other 2D-based campaign to ensure the highest degree of response and interaction.
With respect to scan resolves, the top code links to a Facebook page and the bottom code links to a Wordpress page. The Facebook page offers the same information that can be found on the poster, so the question is, why have the consumer scan the code? The Wordpress page provides information that is more up-to-date than the poster, but again, why is a consumer spending the time to scan the code? In both instances, what should happen is that the consumer scans a code and some sort of incentive should be delivered (i.e., a discount or offer on something related to either event). Codes should not be used to redirect consumers to the same information, or close to it, which is provided in the advertisement itself. Where's the excitement, let alone the value, in that?
2D Barcode Litmus Test: FAIL
As always, it's great to see local communities making use of 2D technology but, in this particular instance, most every marketing related best practice has been simply ignored and, I believe, the scan rates will bear this out. For example, there is no call-to-action associated with either QR Code, no descriptive information about either code (i.e., what they are, how to use them and what to expect) and no instructions on where and how to download a QR Code reader app. All of these elements, and plenty of others, should be a part of this and most any other 2D-based campaign to ensure the highest degree of response and interaction.
With respect to scan resolves, the top code links to a Facebook page and the bottom code links to a Wordpress page. The Facebook page offers the same information that can be found on the poster, so the question is, why have the consumer scan the code? The Wordpress page provides information that is more up-to-date than the poster, but again, why is a consumer spending the time to scan the code? In both instances, what should happen is that the consumer scans a code and some sort of incentive should be delivered (i.e., a discount or offer on something related to either event). Codes should not be used to redirect consumers to the same information, or close to it, which is provided in the advertisement itself. Where's the excitement, let alone the value, in that?
2D Barcode Litmus Test: FAIL
Government use of QR Code
The other day, my family received this direct mail newsletter from Liz Krueger, a local New York State Senator.
Good luck trying to scan the QR Code. I tried for some time and wasn't able to, because it's too small and too dense. Either Liz and her marketing/technology team did not do a decent enough job learning about 2D barcode use, or they are just trying to find one other way to tick off constituents. And, besides all of that, I won't even bother mentioning all of the marketing best practices that have been totally ignored.
Way to go Liz!
2D Barcode Litmus Test: FAIL
Good luck trying to scan the QR Code. I tried for some time and wasn't able to, because it's too small and too dense. Either Liz and her marketing/technology team did not do a decent enough job learning about 2D barcode use, or they are just trying to find one other way to tick off constituents. And, besides all of that, I won't even bother mentioning all of the marketing best practices that have been totally ignored.
Way to go Liz!
2D Barcode Litmus Test: FAIL
Mobile Monday's State of the Mobile Barcode - A Recap
The other week, I mentioned that I was going to be a member of Mobile Monday NY's panel discussion on the "State of the Mobile Barcode." Here's a recap of last night's event.
The presentation was attended by about 150 people and, based on a quick show of hands, I had the impression that most people in the room knew about 2D barcodes, had scanned a code or two, but were not really involved with the development or implementation of an actual 2D-based campaign.
The panel discussion lasted for a little over an hour and was moderated by columnist and web strategist Angie Schottmuller. Angie did a fine job keeping the discussion on track, synthesizing and summarizing the panelists' comments and offering her own knowledge about the subject, which is immense. The panel consisted of Dan Frommer (editor and founder, SplatF), William Hoffman (CEO, Mobile Tag), Adam Shapiro (Business Development Manager, Microsoft Tag), Taylor Burton (Director of Sales, Augme) and myself.
The main questions which the panel focused on consisted of the following: Which campaigns worked best using 2D technology and why? What are some best practices that advertisers should pay attention to? How aware are people when it comes to recognizing one code from another? What are the main differences between QR Codes and Microsoft Tag? How does the QR Code's error correction level (i.e., the ability to design a customized code) factor into its use by advertisers? What is near field communication (NFC) and does it spell the death knell for 2D barcodes?
In summary, I would say that nothing new was reported with respect to best practices. We all agreed that advertisers need to help educate consumers on the use of the technology, the campaign itself needs to offer value, meaning and relevance to the end user, the code used in a campaign needs to be thoroughly tested and the advertiser needs to develop a campaign based on a consumer's perspective, not their own.
With respect to the main differences between QR Codes and Microsoft Tag, here the panel got a bit bogged down in the discussion, as there is much to say and debate on the subject, and by having representatives of different code formats/platforms in the room each one wanted to get their two cents in. I'll expand on my thoughts here below but, suffice it to say, there are differences, advantages and disadvantages to each code format and it all depends on an advertiser's goals, objectives, capabilities and comfort level as to which format/platform to use.
In regard to error correction level and the ability to produce designer codes, Angie summarized this well and explained that with QR Codes an advertiser has the option of developing a customized code, but this may or may not make the most sense from a tactical/branding perspective. What also stemmed from this topic, and which is somewhat of a best practice, is the fact that advertisers need to pay attention to how and where they plan to display a code, QR, Tag or any other. Where a code is displayed can have repercussions with respect to code scanability and this is something to consider when formulating a strategy.
On the subject of NFC, over the past year or so, many people have opined that this technology will cause the end of 2D, but after hearing the panel and others in the room speak about it, my thoughts are that it won't. Or, at least, it won't anytime soon. Although NFC might offer some technological and/or user advantages over 2D, there is a great cost aspect associated with the technology for advertisers and this, I believe, is what will slow roll out and adoption.
Going back to the topic of code differences and which format might be better, here is my great take away. The providers/platforms in the space (e.g., Microsoft Tag, Augme, Mobile Tag, ScanLife, etc.) have all built their own sandbox to play in and, more importantly, to defend. A lot of money has been sunk into platform development and infrastructure, etc., so this defense posture should come as little surprise. While I agree with what one panel member was saying with respect to code format scalability and not having to force the consumer to be a technologist (i.e., the need to figure out which reader app goes with which code format, etc.), in my mind let there be a competitive landscape, and let the decision and responsibility rest with the advertiser to choose which platform/code format is best for them and their audience. As with most of anything in a competitive environment, over time, the best (i.e., company, product, service, application, etc.) will rise to the surface, be recognized by the masses and adopted. Last week, we started to see some consolidation take place among major providers in the space and I believe this will happen more and more, as time goes by and the advertisers learn that much more about what makes the most sense for their needs and for those of their customers.
On a final note, I would like to comment on a few of the business cards I received last night. Take from it what you will. First, I scanned the two Data Matrix codes found on Mr. Hoffman's card using two of my favorite reader apps (NeoReader and i-nigma) and they both failed to resolve the codes. Since it just so happens that I have the AT&T reader app on my phone (Mobile Tag is the technology behind AT&T's mobile barcode platform, see article), I used this to scan Mr. Hoffman's card and it worked. This episode points to something proprietary about Mobile Tag, but let's not get mired in that. I will say, however, that the mobile website that I was brought to defaulted in French (Mobile Tag is a French company) and could be better designed. Second, I was given business cards from three different people at Augme and only one had a 2D code on it. When I scanned the code, I was brought to the desktop version of the company's website. As a "leader" in the space, shouldn't they be leading by example and have a mobile site linked to the code? Third, the business card from Mr. Shapiro displays a customized/designer Microsoft Tag. The Tag has a picture of Mr. Shapiro in the background and in the foreground are the multi-color dots which make up the code itself. Whether it is a self image or that of a company's logo, why have it obstructed by dots? This is the one thing I don't understand about designer Tags. It's too distracting.
Overall, I believe the topic was well presented/moderated and the discussion well received. I would like to thank David Harper and Mobile Monday NY for asking me to participate.
The presentation was attended by about 150 people and, based on a quick show of hands, I had the impression that most people in the room knew about 2D barcodes, had scanned a code or two, but were not really involved with the development or implementation of an actual 2D-based campaign.
The panel discussion lasted for a little over an hour and was moderated by columnist and web strategist Angie Schottmuller. Angie did a fine job keeping the discussion on track, synthesizing and summarizing the panelists' comments and offering her own knowledge about the subject, which is immense. The panel consisted of Dan Frommer (editor and founder, SplatF), William Hoffman (CEO, Mobile Tag), Adam Shapiro (Business Development Manager, Microsoft Tag), Taylor Burton (Director of Sales, Augme) and myself.
The main questions which the panel focused on consisted of the following: Which campaigns worked best using 2D technology and why? What are some best practices that advertisers should pay attention to? How aware are people when it comes to recognizing one code from another? What are the main differences between QR Codes and Microsoft Tag? How does the QR Code's error correction level (i.e., the ability to design a customized code) factor into its use by advertisers? What is near field communication (NFC) and does it spell the death knell for 2D barcodes?
In summary, I would say that nothing new was reported with respect to best practices. We all agreed that advertisers need to help educate consumers on the use of the technology, the campaign itself needs to offer value, meaning and relevance to the end user, the code used in a campaign needs to be thoroughly tested and the advertiser needs to develop a campaign based on a consumer's perspective, not their own.
With respect to the main differences between QR Codes and Microsoft Tag, here the panel got a bit bogged down in the discussion, as there is much to say and debate on the subject, and by having representatives of different code formats/platforms in the room each one wanted to get their two cents in. I'll expand on my thoughts here below but, suffice it to say, there are differences, advantages and disadvantages to each code format and it all depends on an advertiser's goals, objectives, capabilities and comfort level as to which format/platform to use.
In regard to error correction level and the ability to produce designer codes, Angie summarized this well and explained that with QR Codes an advertiser has the option of developing a customized code, but this may or may not make the most sense from a tactical/branding perspective. What also stemmed from this topic, and which is somewhat of a best practice, is the fact that advertisers need to pay attention to how and where they plan to display a code, QR, Tag or any other. Where a code is displayed can have repercussions with respect to code scanability and this is something to consider when formulating a strategy.
On the subject of NFC, over the past year or so, many people have opined that this technology will cause the end of 2D, but after hearing the panel and others in the room speak about it, my thoughts are that it won't. Or, at least, it won't anytime soon. Although NFC might offer some technological and/or user advantages over 2D, there is a great cost aspect associated with the technology for advertisers and this, I believe, is what will slow roll out and adoption.
Going back to the topic of code differences and which format might be better, here is my great take away. The providers/platforms in the space (e.g., Microsoft Tag, Augme, Mobile Tag, ScanLife, etc.) have all built their own sandbox to play in and, more importantly, to defend. A lot of money has been sunk into platform development and infrastructure, etc., so this defense posture should come as little surprise. While I agree with what one panel member was saying with respect to code format scalability and not having to force the consumer to be a technologist (i.e., the need to figure out which reader app goes with which code format, etc.), in my mind let there be a competitive landscape, and let the decision and responsibility rest with the advertiser to choose which platform/code format is best for them and their audience. As with most of anything in a competitive environment, over time, the best (i.e., company, product, service, application, etc.) will rise to the surface, be recognized by the masses and adopted. Last week, we started to see some consolidation take place among major providers in the space and I believe this will happen more and more, as time goes by and the advertisers learn that much more about what makes the most sense for their needs and for those of their customers.
On a final note, I would like to comment on a few of the business cards I received last night. Take from it what you will. First, I scanned the two Data Matrix codes found on Mr. Hoffman's card using two of my favorite reader apps (NeoReader and i-nigma) and they both failed to resolve the codes. Since it just so happens that I have the AT&T reader app on my phone (Mobile Tag is the technology behind AT&T's mobile barcode platform, see article), I used this to scan Mr. Hoffman's card and it worked. This episode points to something proprietary about Mobile Tag, but let's not get mired in that. I will say, however, that the mobile website that I was brought to defaulted in French (Mobile Tag is a French company) and could be better designed. Second, I was given business cards from three different people at Augme and only one had a 2D code on it. When I scanned the code, I was brought to the desktop version of the company's website. As a "leader" in the space, shouldn't they be leading by example and have a mobile site linked to the code? Third, the business card from Mr. Shapiro displays a customized/designer Microsoft Tag. The Tag has a picture of Mr. Shapiro in the background and in the foreground are the multi-color dots which make up the code itself. Whether it is a self image or that of a company's logo, why have it obstructed by dots? This is the one thing I don't understand about designer Tags. It's too distracting.
Overall, I believe the topic was well presented/moderated and the discussion well received. I would like to thank David Harper and Mobile Monday NY for asking me to participate.
7.24.2011
La-Z-Boy uses QR Code
La-Z-Boy, the furniture company, recently launched a magazine print campaign, which features a QR Code.
To begin, the QR Code is prominently displayed in the ad and next to the code is copy (Scan this QR Code to learn more about the furniture featured in this ad.), which serves three functions, 1) it instructs the reader on what to do with the code, 2) it provides a call-to-action and 3) it informs the reader about what they will see or be linked to once the code is scanned. Although the company could have gone one step further and informed the reader on how and where to get a code reader app, at least the company identified the code as being QR. So many times, advertisers just write the word "code" and, in doing so, they leave the consumer guessing as to what type of code it really is and where to turn for a reader app.
When the code is scanned, the reader of the ad is linked to a well-designed mobile website. On the website, there is almost no stone left unturned, as it includes the following: "Browse" button to view all products by category type; store locator; "Print Ads" button to view other print ads and the furniture featured therein; list of products in the ad, which also includes product review information and links to individual product description pages; social links to Facebook and Twitter; contact us information and a link to the desktop version of the site.
While there are a few other useful features on the desktop version of the website, what's found on the mobile site is plenty and more than enough for a consumer to start shopping or inquiring.
What I also like about the campaign is that it integrates well with the main website. The image featured in this ad can also be found on the main website, so there is a consistency in branding.
One thing I did notice on the main website is that the company lists all of their print ads for viewing. When I scanned them quickly it did not seem as others are using a QR Code, so I wonder if this particular ad is just a test or experiment with the technology. I also wonder if La-Z-Boy has taken the leap to make use of 2D codes in-store.
2D Barcode Litmus Test: PASS
To begin, the QR Code is prominently displayed in the ad and next to the code is copy (Scan this QR Code to learn more about the furniture featured in this ad.), which serves three functions, 1) it instructs the reader on what to do with the code, 2) it provides a call-to-action and 3) it informs the reader about what they will see or be linked to once the code is scanned. Although the company could have gone one step further and informed the reader on how and where to get a code reader app, at least the company identified the code as being QR. So many times, advertisers just write the word "code" and, in doing so, they leave the consumer guessing as to what type of code it really is and where to turn for a reader app.
While there are a few other useful features on the desktop version of the website, what's found on the mobile site is plenty and more than enough for a consumer to start shopping or inquiring.
One thing I did notice on the main website is that the company lists all of their print ads for viewing. When I scanned them quickly it did not seem as others are using a QR Code, so I wonder if this particular ad is just a test or experiment with the technology. I also wonder if La-Z-Boy has taken the leap to make use of 2D codes in-store.
2D Barcode Litmus Test: PASS
7.21.2011
How to Select a 2D Barcode Provider
As a company considers the use of 2D barcodes for advertising, promotion or general business purposes, the one question that will inevitably be raised or asked by the organization's marketing and/or creative team is, how should we select a 2D barcode provider?
Before delving into this subject matter, let's first define what is and/or makes for a 2D barcode provider, and an exceptional one at that. Search for a provider on Google and typically you will get results for companies that offer one to three basic services and/or capabilities: code generation, code management and code tracking/reporting. Some of these services/capabilities might be free, while others have an expense associated with them. While these might be the most common services/capabilities provided, they really don't describe or include some of the more important services/capabilities that a company or its agency might need in order to produce and implement an effective and efficient 2D barcode-based strategy or campaign. In addition to the three basic services mentioned above, companies/agencies should also consider whether or not a provider or platform can offer strategic marketing advice, creative ideation and production, mobile website development, mobile device detection and content optimization services, as well. While often overlooked, these additional services/capabilities are really the ones that will make or break a strategy or campaign, especially if the company does not have these resources in-house or at their disposal.
Searching the 2D barcode provider landscape, there are very few companies, whether they be a major player or boutique, which offers the very basic, as well as the additional services/capabilities outlined above, but they are out there.
With a better understanding of what a 2D barcode provider could or should be able to offer, now let's focus on the process of selecting one. To begin, a company's marketing and/or creative team needs to look inward and ask questions of itself and then of the provider. Listed below, in no particular order, are the types of questions which should be asked:
Before delving into this subject matter, let's first define what is and/or makes for a 2D barcode provider, and an exceptional one at that. Search for a provider on Google and typically you will get results for companies that offer one to three basic services and/or capabilities: code generation, code management and code tracking/reporting. Some of these services/capabilities might be free, while others have an expense associated with them. While these might be the most common services/capabilities provided, they really don't describe or include some of the more important services/capabilities that a company or its agency might need in order to produce and implement an effective and efficient 2D barcode-based strategy or campaign. In addition to the three basic services mentioned above, companies/agencies should also consider whether or not a provider or platform can offer strategic marketing advice, creative ideation and production, mobile website development, mobile device detection and content optimization services, as well. While often overlooked, these additional services/capabilities are really the ones that will make or break a strategy or campaign, especially if the company does not have these resources in-house or at their disposal.
Searching the 2D barcode provider landscape, there are very few companies, whether they be a major player or boutique, which offers the very basic, as well as the additional services/capabilities outlined above, but they are out there.
With a better understanding of what a 2D barcode provider could or should be able to offer, now let's focus on the process of selecting one. To begin, a company's marketing and/or creative team needs to look inward and ask questions of itself and then of the provider. Listed below, in no particular order, are the types of questions which should be asked:
- What is our overall budget, what can we afford?
- How or on what is provider pricing determined (i.e., codes generated, scan rates, report delivery, etc.)?
- How does the provider bill for products and services (i.e., hourly, project, retainer)?
- What in-house capabilities, resources, manpower do we have?
- Does our agency have the necessary capabilities, resources or manpower? If so, at what cost?
- Will creative ideation and production services be needed and does the provider offer such services?
- Will website (desktop or mobile) development be needed and does the provider offer such services?
- Will content management and optimization be needed and does the provider offer such services?
- Will mobile device detection and optimization be needed and does the provider offer such services?
- What 2D barcode format to use, open source (e.g., QR Code) or proprietary (Microsoft TAG), and what does the provider offer?
- Will technology support be needed and does the provider offer such services?
- What will be the duration, frequency and reach of the 2D-based campaign?
- What are the goals and objectives of the 2D campaign?
- Does the provider have the ability to test the code and to what extent?
- Does the provider assist with code/advertisement print production?
- Does the provider offer strategic marketing advice?
- Does the provider offer competitive analysis?
- Does the provider offer code tracking, reports and analysis?
- Does the provider offer code management?
- Does the provider offer dynamic codes versus static codes?
- Does the provider offer a code reader app or the white labeling of an app?
- Can the provider work virtually or just in-person?
Augme Buys JAGTAG, Who's Next?
This morning, it was reported that Augme purchased JAGTAG for approximately $5.25 million. Over the past several months, there has been some speculation about whether or not the 2D barcode industry will start to see some consolidation of providers/platforms, is this the opening salvo?
One item to note or question about the purchase. The press release states that "Following its acquisition of the business of JAGTAG, Augme expects that its complete account list will include over 150 brands that are either currently running active mobile marketing campaigns or have recently purchased such services." Question for the viewers at home, what constitutes a client in the 2D barcode marketplace? Technically, I suppose a consumer (business or individual) only has to purchase a company's product or service once to be considered a client or customer. In my mind, however, I see this differently with respect to the 2D barcode industry. Sure a code provider can claim to have a dozen, two dozen or a hundred plus client accounts but, how often are those clients coming back after the initial purchase of product or service (i.e., how many clients are doing multiple campaigns versus a stand alone or one-time only campaign)? From what I see and hear, not very often. What we typically see in the 2D space are companies that launch one 2D-based campaign, big or small, and that's it, with nothing more to follow. Why is that? I certainly have my ideas and opinions on the subject, but would love to hear about it from the code providers. Perhaps at Mobile Monday's presentation next week on the "State of the Mobile Barcode" that question can be asked and/or answered.
Stay tuned.
One item to note or question about the purchase. The press release states that "Following its acquisition of the business of JAGTAG, Augme expects that its complete account list will include over 150 brands that are either currently running active mobile marketing campaigns or have recently purchased such services." Question for the viewers at home, what constitutes a client in the 2D barcode marketplace? Technically, I suppose a consumer (business or individual) only has to purchase a company's product or service once to be considered a client or customer. In my mind, however, I see this differently with respect to the 2D barcode industry. Sure a code provider can claim to have a dozen, two dozen or a hundred plus client accounts but, how often are those clients coming back after the initial purchase of product or service (i.e., how many clients are doing multiple campaigns versus a stand alone or one-time only campaign)? From what I see and hear, not very often. What we typically see in the 2D space are companies that launch one 2D-based campaign, big or small, and that's it, with nothing more to follow. Why is that? I certainly have my ideas and opinions on the subject, but would love to hear about it from the code providers. Perhaps at Mobile Monday's presentation next week on the "State of the Mobile Barcode" that question can be asked and/or answered.
Stay tuned.
7.20.2011
Tom's of Maine uses Microsoft Tag
Tom's of Maine, the all-natural toothpaste company, recently launched a full-page print ad that features a Microsoft Tag.
The company does a good job informing the reader of the ad about how to scan the Tag, where to download the Tag reader app and what the Tag will resolve to but, as we have seen a countless number of times, the code leads straight to a You Tube video and nothing more.
For two minutes, the reader of the ad is "stuck" watching a video which features singer/songwriter Sheryl Crow and, at the very end of the video, there is no link to the company's website, a list of local retailers, a mCoupon to motivate a trial purchase, etc., etc. Also, it's not until about half way through the video does Ms. Crow actually even mention the Tom's of Maine brand name, but that's an issue all its own.
The creative team that developed the ad is certainly trying to make the piece as cross channel as possible (i.e., mobile, desktop, Facebook, etc.), but I wonder if too much is going on, meaning there's quantity but not quality in the message being sent.
Bottom line, there is no real value or benefit being delivered to the reader of the ad via the Tag and there certainly could be. Another missed opportunity.
2D Barcode Litmus Test: FAIL
The company does a good job informing the reader of the ad about how to scan the Tag, where to download the Tag reader app and what the Tag will resolve to but, as we have seen a countless number of times, the code leads straight to a You Tube video and nothing more.
Bottom line, there is no real value or benefit being delivered to the reader of the ad via the Tag and there certainly could be. Another missed opportunity.
2D Barcode Litmus Test: FAIL
7.18.2011
Mobile Monday's State of the Mobile Barcode
On July 25th, Mobile Monday, the global community of mobile industry visionaries, developers and influentials, will host a sold-out panel discussion and debate on the "State of the Mobile Barcode," and has been kind enough to invite me as a panel member.
The event will discuss topics such as whether or not mainstream America is ready for barcodes, if 2D barcodes can be used successfully for marketing, who's winning the battle of code formats (QR Code or Microsoft Tag), are mobile barcodes a fad or a revolution and will near field communication (NFC) kill 2D barcodes.
The discussion will be moderated by columnist and web strategist Angie Schottmuller and include the following panelists and companies: Dan Frommer (editor and founder of SplatF), Mobile Tag, Microsoft Tag, Augme, and a major retailer to be announced.
In the past, I have written about a recent Dan Frommer article, AT&T's Mobile Barcode Service, which is based on Mobile Tag technology, an Augme-based 2D campaign and Microsoft Tag, so I look forward to a lively discussion and debate. Stay tuned for a recap.
The discussion will be moderated by columnist and web strategist Angie Schottmuller and include the following panelists and companies: Dan Frommer (editor and founder of SplatF), Mobile Tag, Microsoft Tag, Augme, and a major retailer to be announced.
In the past, I have written about a recent Dan Frommer article, AT&T's Mobile Barcode Service, which is based on Mobile Tag technology, an Augme-based 2D campaign and Microsoft Tag, so I look forward to a lively discussion and debate. Stay tuned for a recap.
7.14.2011
My Apologies
For those who regularly follow this blog, as well as for those who may have been referred here, please allow me to apologize for any inconvenience that you may have experienced the past day or two with respect to locating the blog's new URL address.
In summary, yesterday, a most unexpected administrative glitch occurred and I was forced to select and use a new and different domain name. As a result of all of this, I can tell you 1) the customer service offered by Google and GoDaddy is horrendous and 2) the customer service offered by Google and GoDaddy is horrendous. Yes, it bears repeating, because for a company (Google) not to offer customers the ability to speak with a live customer service representative in this day and age is inexcusable. And, for a company (GoDaddy) to have two Customer Care Center supervisors say two different things to the same customer is ridiculous. Question to the CEOs of these two companies, have you ever pretended, even for a split second, that you were a customer in need of product/service help and tried contacting and/or speaking with a customer service representative? Yeah, I figured as much. What a shame.
Why companies are so set on operating at the expense of customer care, loyalty, satisfaction, etc., I have no idea. As a marketer, it simply boggles my mind. Oh, right, it's all about saving money for shareholders, blah, blah, blah. If more customers were that much more satisfied with a company's product/service and/or customer service, wouldn't that translate into an increase in sales, an increase in spreading the word, etc.? Either I don't get it or I don't know what.
Sorry to rant and go off on a tangent. I really just wanted to apologize.
In summary, yesterday, a most unexpected administrative glitch occurred and I was forced to select and use a new and different domain name. As a result of all of this, I can tell you 1) the customer service offered by Google and GoDaddy is horrendous and 2) the customer service offered by Google and GoDaddy is horrendous. Yes, it bears repeating, because for a company (Google) not to offer customers the ability to speak with a live customer service representative in this day and age is inexcusable. And, for a company (GoDaddy) to have two Customer Care Center supervisors say two different things to the same customer is ridiculous. Question to the CEOs of these two companies, have you ever pretended, even for a split second, that you were a customer in need of product/service help and tried contacting and/or speaking with a customer service representative? Yeah, I figured as much. What a shame.
Why companies are so set on operating at the expense of customer care, loyalty, satisfaction, etc., I have no idea. As a marketer, it simply boggles my mind. Oh, right, it's all about saving money for shareholders, blah, blah, blah. If more customers were that much more satisfied with a company's product/service and/or customer service, wouldn't that translate into an increase in sales, an increase in spreading the word, etc.? Either I don't get it or I don't know what.
Sorry to rant and go off on a tangent. I really just wanted to apologize.
7.13.2011
Zappos Pre-Announces use of QR Codes
The other day, Zappos, the online retailer, announced via a New York Times article that a new multi-channel advertising campaign will be launched in the next few weeks and, when it does, QR Codes will be featured in their magazine print ads.
The premise behind the campaign is to promote the fact that Zappos is much more than shoes and should be considered by women for all of the clothing and accessory items that the company now offers and sells, across price points, brands, designer labels, etc. The creative of the campaign (see example below) is centered around "naked" women doing everyday activities and how Zappos can serve to outfit them.
When the QR Codes are scanned, readers of the ads will be linked to a mobile site, which features fictional videos of what happens to the naked women in the ads. Readers will also be able to select outfits for the model to wear and can enter the Zappos mobile site to buy the items that appear in the ads and on the mobile site.
In reading about the campaign, it seems as though, from the very beginning, a great deal of thought has been put into how the QR Codes will work and the purpose they will serve. By no means does it appear as though the placement of QR Codes has been an afterthought. This is the way campaigns, which make use of 2D technology, should be designed.
Will this campaign be successful with respect to the use of codes?Obviously it's too early to tell but, what I can tell you, the company and its agency have made use of a 2D barcode best practice that I often preach about and that is public relations.
Before and after a 2D barcode-based campaign is launched, rarely, if ever, do we see a corporate press release or some form of announcement stating the fact. Why is this? If a company is the first in its industry to make use of 2D, why not draft a statement and proactively use it for promotional purposes? The same if a company has a new and clever campaign that incorporates 2D, just as Zappos is doing. Public relations, when done correctly, can serve to enhance an ongoing or soon-to-be launched 2D campaign, and work to power the social media/networking engine that is so vital to spreading the word and driving sales and/or brand awareness. All of which are positives for a company, and can often be accomplished at no or little cost.
Stay tuned for an update next month once the print ads hit the newsstands.
(Thank you, Eric W.)
The premise behind the campaign is to promote the fact that Zappos is much more than shoes and should be considered by women for all of the clothing and accessory items that the company now offers and sells, across price points, brands, designer labels, etc. The creative of the campaign (see example below) is centered around "naked" women doing everyday activities and how Zappos can serve to outfit them.
In reading about the campaign, it seems as though, from the very beginning, a great deal of thought has been put into how the QR Codes will work and the purpose they will serve. By no means does it appear as though the placement of QR Codes has been an afterthought. This is the way campaigns, which make use of 2D technology, should be designed.
Will this campaign be successful with respect to the use of codes?Obviously it's too early to tell but, what I can tell you, the company and its agency have made use of a 2D barcode best practice that I often preach about and that is public relations.
Before and after a 2D barcode-based campaign is launched, rarely, if ever, do we see a corporate press release or some form of announcement stating the fact. Why is this? If a company is the first in its industry to make use of 2D, why not draft a statement and proactively use it for promotional purposes? The same if a company has a new and clever campaign that incorporates 2D, just as Zappos is doing. Public relations, when done correctly, can serve to enhance an ongoing or soon-to-be launched 2D campaign, and work to power the social media/networking engine that is so vital to spreading the word and driving sales and/or brand awareness. All of which are positives for a company, and can often be accomplished at no or little cost.
Stay tuned for an update next month once the print ads hit the newsstands.
(Thank you, Eric W.)
7.11.2011
Boccia Titanium uses QR Code
For the past couple of months, Boccia Titanium, a men's and women's watch and jewelery manufacturer, has been running a QR Code-based advertisement in The New York Times. The ad features one of their men's watches, and displayed in the ad is a QR Code with no explanation, instructions or call-to-action attached (if memory serves, as I deleted the image file from my phone by accident).
When the code is scanned, the reader of the ad is brought to the corresponding product page on the company's, wait for it, main website. No mobile site here, sorry. Instead, those who are interested in reading more and, dare I say, wish to purchase this particular watch right then and there, are forced to pinch and pull the phone screen, so product information can be read, the product image viewed and the website navigated.
From a luxury marketing perspective, luxury brands should deliver a superior or remarkable user experience and/or customer interaction, on- or off-line, but in this situation neither are happening. Luxury companies need to fully understand the channels, platforms and technologies they intend to use for markeitng and communication purposes, and deliver a messgae or experience that is appropriate for and worthy of a luxury brand.
What's more, where's the offer, incentive, motivation behind this ad and the request for consumers to take the time to scan the code? No need to look far, because there is none. (Yes, I know it would be easier to see the ad, sorry.)
2D Barcode Litmus Test: FAIL
From a luxury marketing perspective, luxury brands should deliver a superior or remarkable user experience and/or customer interaction, on- or off-line, but in this situation neither are happening. Luxury companies need to fully understand the channels, platforms and technologies they intend to use for markeitng and communication purposes, and deliver a messgae or experience that is appropriate for and worthy of a luxury brand.
What's more, where's the offer, incentive, motivation behind this ad and the request for consumers to take the time to scan the code? No need to look far, because there is none. (Yes, I know it would be easier to see the ad, sorry.)
2D Barcode Litmus Test: FAIL
7.08.2011
Death To The QR Code - A Response
On Business Insider, Dan Frommer wrote an article titled "Death To The QR Code." I have a couple of comments and questions for Mr. Frommer. Below is his article with my comments and questions in italics. I apologize for the length of the post.
DF: "Over the past few years, "QR codes" -- those square, mobile barcodes -- have started to show up in some U.S. advertising. Enough already. While QR codes are cute and novel, and may be big in Japan, they're not the future of advertising here. So it's time to drop them. Even Google is."
2DBS: Why is it enough already, because companies and consumers are just starting to understand and adopt to the technology? Sure there may be some bumps along the way, and advertisers still need to figure things out to make the 2D/QR barcode experience meaningful for the consumer, as well as themselves, but I am quite certain that it was not all smooth sailing for advertisers and consumers alike when radio, television, the Internet, email, etc., were first used for advertising and promotional purposes. Also, just because Google decides to focus on other technologies that means we all have to follow suit and think the same way. Sounds a bit myopic.
DF: "For the uninitiated, mobile barcodes work with the camera in your smartphone, and generally tell your phone to take you to a web address. You take a picture of the barcode, and the barcode reader software does its thing. In theory, they are supposed to be a shortcut, so you don't have to type anything in."
2DBS: For the uninitiated, there is no picture taking with respect to using 2D/QR technology. One merely launches the code reader app on their phone and then aims their phone's camera over the code. No snapping involved. Once a code reader app is installed on the phone, the process of scanning a code is all but one step or keystroke...touch the code reader app icon. That's it. Show me any URL, short or long, that is more of a short cut.
DF: "But in practice, they don't often work out that way. Mobile barcodes can be confusing and can waste time. And as mobile technology progresses, they probably aren't even necessary."
2DBS: Most often, the only time that codes don't work the way they were intended is when the advertiser has not fully thought through a 2D/QR code strategy and/or made use of best practices. Also, barcodes are only as confusing as an advertiser wants to make them. If an advertiser chooses not to explain and help educate the public on codes then, yes, they will be confusing. But, if the opposite happens, watch how fast the market then catches on.
DF: "Most people, before scanning their first barcode, have to download scanning apps manually and figure out how to use them. Then, each time there's a barcode to scan, they have to make sure they're using the right scanning app for the right barcode. That's because different types of barcodes, like Microsoft's "Tag" codes, don't always work in all the same apps. And then there are the inevitable delays in finding the barcode app in your phone, waiting for the camera to prepare itself to shoot photos, getting the right distance and focus on the barcode, and hoping the mobile data network responds to your query quickly enough to be worthwhile. That's just on the user's end."
2DBS: Most people don't have many of the apps/games they use pre-loaded on their smartphone. So, what point are you trying to make? That it takes a few minutes to go to one of the app markets, search for a code reader app and then download it. Most people don't know how to use an app or play a game the first time either, but they quickly learn. With respect to knowing which reader app to use, it only needs to be as confusing as the advertiser wants to make it (i.e., they either work to explain or they don't). Currently, there are only two primary code types in the U.S. market, QR Code and Microsoft Tag, for consumers to contend with. Does not seem so insurmountable to me. In regard to the "inevitable delays in finding the barcode app in your phone" why not give people some credit. I would like to believe that most people know where they store certain, if not all, of their apps. Please.
DF: "Then there's the complexity of creating and managing mobile barcodes on the advertiser's end. And making sure different types of phones get the right kind of content. And the space the barcode takes up in the ad. And the decision about how much space in the ad to devote to instructing people what to do with the barcode, etc. By that time, you've spent more time teaching people what to do with the barcode than the time they'd spend doing whatever it is you want them to do. All that for what? Never mind the advertisers who have been putting QR codes on their ads underground -- such as on the NYC subway -- where there is no Internet connectivity at all."
2DBS: With a little planning and knowledge, many of these issues become non-issues; let's not blow them out of proportion. There are applications and companies that can help to optimize scan resolve content based on the device being used to scan the code. The space the barcode takes up need not be much more than one inch square. The space the instructions take are but two or three lines of copy, which can be in footnote size under or next to the code. With respect to placing codes in Internet dead zones, all an advertiser needs to do is get a handle on best practices.
DF: "So, what could be better? There are several options. The simplest could be just to ask people to do what the barcode was going to take them to, anyway. "Go to Facebook.com/mybrand." Or "follow us on Twitter." Or "find our closest store on Google Maps." Or "download the MyBrand app from the app store." That sort of stuff isn't actually very tricky to type in. If you insist, you can even use a custom short URL for each ad placement, and that can get you some of the traffic measurement tools you were (theoretically) going to use mobile barcodes for. But, remember: The easier this is for people, the better -- and the more likely it's going to work."
2DBS: Last I checked, many companies do not have an intuitive URL address for their Facebook and/or Twitter page, and the typing in of a URL, short or long, becomes that many more keystrokes than what 2D/QR requires (see comment above).
DF: "If you're going to ask people to photograph something, you might as well just let them photograph the whole thing. Image recognition is getting good enough -- and servers fast enough, and apps smart enough -- to recognize the whole thing you're taking a picture of, instead of asking someone just to zoom in on a barcode. Even if that "whole thing" is an ad. For example, a recent Buick magazine ad encourages people to use the Google app's "Goggles" feature for iPhone or Android to photograph the entire ad to "unlock" its interactive features. In our informal test, it worked quickly, on our first try -- in low light. Perhaps Google will roll this out broadly."
2DBS: There's that word photograph again. No photo necessary with QR Codes. Yes, image recognition is here as a technology to consider and use, but what's so very different than QR? A consumer has to find the appropriate app, launch it, scan the image and then wait to see the scan resolve. The steps are identical. In an informal test that I took using Digimarc image recognition technology none of the whole picture scans I took worked the first time, but they did the second time. So, who's to say what works and what doesn't work and why?
DF: "And in the future, if "near-field communication" mobile technology takes off, you may be able to just bump your phone up against a sensor to tell it to do something, whether it be to check you into a bar on Foursquare, take you to a website, or even pay for dinner. That's faster and easier than a barcode, too."
2DBS: Okay, so NFC does take off, what does that mean? Advertisers are still going to have to explain to consumers how the technology works. I sure hope they can find the space in their ads to do so. And, while I am not an expert on NFC, a question I have is, how can a NFC chip be reprogrammed? For example, say a Google Places NFC chip directs a consumer to a certain URL but, in time, the advertiser wants to change the URL to something totally different. How is this accomplished? With QR Codes the code can be reprogrammed on the back end with relative ease.
DF: "Big picture: Yes, obviously, barcodes have a place in the world. They are simple and cheap for commerce and logistics, and barcodes are widespread. There are cool consumer experiments where people use QR mobile barcodes for shopping in virtual supermarkets in Korean subway stations. And for now, they seem to be a novelty for some U.S. advertisers."
2DBS: You are either for us or against us. You are either for 2D/QR or against 2D/QR? Mr. Frommer, it sounds like you are hedging your bet here. As with any and all marketing related applications and/or technologies, they are not for everyone and they are not for every situation. Each has its own advantages and disadvantages, strengths and weaknesses, plus and minuses, and it is up to the marketer/creative to figure this out.
DF: "But as far as the future of advertising goes, particularly in the U.S., it's hard to see them really taking off. Their utility hasn't yet made up for their awkwardness."
2DBS: I said it once and I'll say it again, 2D/QR barcodes need only to be as awkward as an advertiser chooses to make them. By paying close attention to best practices and testing prior to launch, advertisers and consumers will do just fine by 2D/QR technology. Lastly, who's to say what the future of advertising holds. In the early 1990s, did companies really know what to make of the Internet? No. Does it make sense to try and out guess the market? No. But a company certainly wants to spend the time and energy to stay current on things and know what options are available to them.
DF: "Over the past few years, "QR codes" -- those square, mobile barcodes -- have started to show up in some U.S. advertising. Enough already. While QR codes are cute and novel, and may be big in Japan, they're not the future of advertising here. So it's time to drop them. Even Google is."
2DBS: Why is it enough already, because companies and consumers are just starting to understand and adopt to the technology? Sure there may be some bumps along the way, and advertisers still need to figure things out to make the 2D/QR barcode experience meaningful for the consumer, as well as themselves, but I am quite certain that it was not all smooth sailing for advertisers and consumers alike when radio, television, the Internet, email, etc., were first used for advertising and promotional purposes. Also, just because Google decides to focus on other technologies that means we all have to follow suit and think the same way. Sounds a bit myopic.
DF: "For the uninitiated, mobile barcodes work with the camera in your smartphone, and generally tell your phone to take you to a web address. You take a picture of the barcode, and the barcode reader software does its thing. In theory, they are supposed to be a shortcut, so you don't have to type anything in."
2DBS: For the uninitiated, there is no picture taking with respect to using 2D/QR technology. One merely launches the code reader app on their phone and then aims their phone's camera over the code. No snapping involved. Once a code reader app is installed on the phone, the process of scanning a code is all but one step or keystroke...touch the code reader app icon. That's it. Show me any URL, short or long, that is more of a short cut.
DF: "But in practice, they don't often work out that way. Mobile barcodes can be confusing and can waste time. And as mobile technology progresses, they probably aren't even necessary."
2DBS: Most often, the only time that codes don't work the way they were intended is when the advertiser has not fully thought through a 2D/QR code strategy and/or made use of best practices. Also, barcodes are only as confusing as an advertiser wants to make them. If an advertiser chooses not to explain and help educate the public on codes then, yes, they will be confusing. But, if the opposite happens, watch how fast the market then catches on.
DF: "Most people, before scanning their first barcode, have to download scanning apps manually and figure out how to use them. Then, each time there's a barcode to scan, they have to make sure they're using the right scanning app for the right barcode. That's because different types of barcodes, like Microsoft's "Tag" codes, don't always work in all the same apps. And then there are the inevitable delays in finding the barcode app in your phone, waiting for the camera to prepare itself to shoot photos, getting the right distance and focus on the barcode, and hoping the mobile data network responds to your query quickly enough to be worthwhile. That's just on the user's end."
2DBS: Most people don't have many of the apps/games they use pre-loaded on their smartphone. So, what point are you trying to make? That it takes a few minutes to go to one of the app markets, search for a code reader app and then download it. Most people don't know how to use an app or play a game the first time either, but they quickly learn. With respect to knowing which reader app to use, it only needs to be as confusing as the advertiser wants to make it (i.e., they either work to explain or they don't). Currently, there are only two primary code types in the U.S. market, QR Code and Microsoft Tag, for consumers to contend with. Does not seem so insurmountable to me. In regard to the "inevitable delays in finding the barcode app in your phone" why not give people some credit. I would like to believe that most people know where they store certain, if not all, of their apps. Please.
DF: "Then there's the complexity of creating and managing mobile barcodes on the advertiser's end. And making sure different types of phones get the right kind of content. And the space the barcode takes up in the ad. And the decision about how much space in the ad to devote to instructing people what to do with the barcode, etc. By that time, you've spent more time teaching people what to do with the barcode than the time they'd spend doing whatever it is you want them to do. All that for what? Never mind the advertisers who have been putting QR codes on their ads underground -- such as on the NYC subway -- where there is no Internet connectivity at all."
2DBS: With a little planning and knowledge, many of these issues become non-issues; let's not blow them out of proportion. There are applications and companies that can help to optimize scan resolve content based on the device being used to scan the code. The space the barcode takes up need not be much more than one inch square. The space the instructions take are but two or three lines of copy, which can be in footnote size under or next to the code. With respect to placing codes in Internet dead zones, all an advertiser needs to do is get a handle on best practices.
DF: "So, what could be better? There are several options. The simplest could be just to ask people to do what the barcode was going to take them to, anyway. "Go to Facebook.com/mybrand." Or "follow us on Twitter." Or "find our closest store on Google Maps." Or "download the MyBrand app from the app store." That sort of stuff isn't actually very tricky to type in. If you insist, you can even use a custom short URL for each ad placement, and that can get you some of the traffic measurement tools you were (theoretically) going to use mobile barcodes for. But, remember: The easier this is for people, the better -- and the more likely it's going to work."
2DBS: Last I checked, many companies do not have an intuitive URL address for their Facebook and/or Twitter page, and the typing in of a URL, short or long, becomes that many more keystrokes than what 2D/QR requires (see comment above).
DF: "If you're going to ask people to photograph something, you might as well just let them photograph the whole thing. Image recognition is getting good enough -- and servers fast enough, and apps smart enough -- to recognize the whole thing you're taking a picture of, instead of asking someone just to zoom in on a barcode. Even if that "whole thing" is an ad. For example, a recent Buick magazine ad encourages people to use the Google app's "Goggles" feature for iPhone or Android to photograph the entire ad to "unlock" its interactive features. In our informal test, it worked quickly, on our first try -- in low light. Perhaps Google will roll this out broadly."
2DBS: There's that word photograph again. No photo necessary with QR Codes. Yes, image recognition is here as a technology to consider and use, but what's so very different than QR? A consumer has to find the appropriate app, launch it, scan the image and then wait to see the scan resolve. The steps are identical. In an informal test that I took using Digimarc image recognition technology none of the whole picture scans I took worked the first time, but they did the second time. So, who's to say what works and what doesn't work and why?
DF: "And in the future, if "near-field communication" mobile technology takes off, you may be able to just bump your phone up against a sensor to tell it to do something, whether it be to check you into a bar on Foursquare, take you to a website, or even pay for dinner. That's faster and easier than a barcode, too."
2DBS: Okay, so NFC does take off, what does that mean? Advertisers are still going to have to explain to consumers how the technology works. I sure hope they can find the space in their ads to do so. And, while I am not an expert on NFC, a question I have is, how can a NFC chip be reprogrammed? For example, say a Google Places NFC chip directs a consumer to a certain URL but, in time, the advertiser wants to change the URL to something totally different. How is this accomplished? With QR Codes the code can be reprogrammed on the back end with relative ease.
DF: "Big picture: Yes, obviously, barcodes have a place in the world. They are simple and cheap for commerce and logistics, and barcodes are widespread. There are cool consumer experiments where people use QR mobile barcodes for shopping in virtual supermarkets in Korean subway stations. And for now, they seem to be a novelty for some U.S. advertisers."
2DBS: You are either for us or against us. You are either for 2D/QR or against 2D/QR? Mr. Frommer, it sounds like you are hedging your bet here. As with any and all marketing related applications and/or technologies, they are not for everyone and they are not for every situation. Each has its own advantages and disadvantages, strengths and weaknesses, plus and minuses, and it is up to the marketer/creative to figure this out.
DF: "But as far as the future of advertising goes, particularly in the U.S., it's hard to see them really taking off. Their utility hasn't yet made up for their awkwardness."
2DBS: I said it once and I'll say it again, 2D/QR barcodes need only to be as awkward as an advertiser chooses to make them. By paying close attention to best practices and testing prior to launch, advertisers and consumers will do just fine by 2D/QR technology. Lastly, who's to say what the future of advertising holds. In the early 1990s, did companies really know what to make of the Internet? No. Does it make sense to try and out guess the market? No. But a company certainly wants to spend the time and energy to stay current on things and know what options are available to them.
7.07.2011
BMO Financial Group uses QR Code
BMO Financial Group recently launched this print advertisement in The New York Times, and featured in the ad is a QR Code. We don't often see a financial services company make use of 2D, so this one could be interesting. Then again, maybe not.
When I first saw the code, I thought it would not scan, because the quiet space surrounding the code was not as wide as it should be but, after a few tries, it brought me to the "About Us" page on the desktop version of the bank's website. For an organization that is keen on informing the public about how much it has grown by way of a recent merger and how it plans to be better all around and deliver excellence (the message of the print ad), it seems as though someone in marketing dropped the ball, because to direct the reader of the ad to a non-mobile website via a 2D code is hardly better or excellent.
Once on the "About Us" page, the reader of the ad can view a letter from the bank's executive management, which discusses the recent merger and how things will change and get better for customers going forward. To read how much this merger means to the bank, it seems as though there could have been a more creative and/or graphical way to present the news and information to potential and/or existing clients, especially if the platform for delivery is a mobile device. Yes, it's one thing for a nearly 200 year-old bank to leap into the present and make use of 2D technology in an advertisement, but it is another to really have thought out an integrated and comprehensive strategy behind it. Once again, a mere afterthought.
On another note, non 2D related, something strikes me about the company's website. When you click on the elements under the "About Us" tab, the site shifts from www.bmo.com to www2.bmo.com and I don't know why. Some of the pages under www2.bmo.com are formatted differently and it just seems odd that the bank would do this. Also, the navigation on some of the www2 pages works strangely, because you can't easily get back to the home page. While I realize financial institutions often have a number of divisions, groups and separate legal entities all on the same website, someone in marketing should take a look. Same with the "Capital Markets" section of the site. From a brand standards perspective, let alone a user experience perspective, something seems off.
Barcode Litmus Test: FAIL
When I first saw the code, I thought it would not scan, because the quiet space surrounding the code was not as wide as it should be but, after a few tries, it brought me to the "About Us" page on the desktop version of the bank's website. For an organization that is keen on informing the public about how much it has grown by way of a recent merger and how it plans to be better all around and deliver excellence (the message of the print ad), it seems as though someone in marketing dropped the ball, because to direct the reader of the ad to a non-mobile website via a 2D code is hardly better or excellent.
Once on the "About Us" page, the reader of the ad can view a letter from the bank's executive management, which discusses the recent merger and how things will change and get better for customers going forward. To read how much this merger means to the bank, it seems as though there could have been a more creative and/or graphical way to present the news and information to potential and/or existing clients, especially if the platform for delivery is a mobile device. Yes, it's one thing for a nearly 200 year-old bank to leap into the present and make use of 2D technology in an advertisement, but it is another to really have thought out an integrated and comprehensive strategy behind it. Once again, a mere afterthought.
On another note, non 2D related, something strikes me about the company's website. When you click on the elements under the "About Us" tab, the site shifts from www.bmo.com to www2.bmo.com and I don't know why. Some of the pages under www2.bmo.com are formatted differently and it just seems odd that the bank would do this. Also, the navigation on some of the www2 pages works strangely, because you can't easily get back to the home page. While I realize financial institutions often have a number of divisions, groups and separate legal entities all on the same website, someone in marketing should take a look. Same with the "Capital Markets" section of the site. From a brand standards perspective, let alone a user experience perspective, something seems off.
Barcode Litmus Test: FAIL
7.05.2011
QR Code vs. Microsoft Tag...If Search Is Any Indicator
Last year, I did a simple analysis on terms found in the 2D barcode space and, after receiving a comment by a member of my LinkedIn group (2D/QR Barcode Strategy and Creative), I thought to revisit the research and provide an update.
The charts below are from Google Trends and serve to illustrate the search volume (top chart) and news reference volume (bottom chart) for the terms "QR Code" and "Microsoft Tag" in the U.S. for the past 12 months. The blue lines represent QR Code and the red lines represent Microsoft Tag. From these charts, it is easy to see that QR Code far outpaces Microsoft Tag with respect to Internet search/news and what people want to know more about or report on.
What's interesting to see in this research is where within the U.S., on a state and city level, the great appeal for QR Codes lies. Here are the top 10 states:
On a city level, I am most certain last year's SXSW Conference is the reason why Austin ranked so high, but what about the other top-ten cities, what's happening there? Also, why don't cities like New York, Portland or Boston rank?
While I realize there are some caveats with Google Trend numbers, I believe the snap shot above provides a general enough statement as to which code type advertisers, agencies, consumers, news reporters, etc., are gravitating towards. It's too bad we don't hear from the soldiers on the ground (i.e., advertisers, agencies, code providers) as to what's going on and why to help us understand the interest on the local level. It's one thing to report gross scan rate numbers from month to month, it's another to drill down a few layers to try and understand the how's and the why's.
The charts below are from Google Trends and serve to illustrate the search volume (top chart) and news reference volume (bottom chart) for the terms "QR Code" and "Microsoft Tag" in the U.S. for the past 12 months. The blue lines represent QR Code and the red lines represent Microsoft Tag. From these charts, it is easy to see that QR Code far outpaces Microsoft Tag with respect to Internet search/news and what people want to know more about or report on.
What's interesting to see in this research is where within the U.S., on a state and city level, the great appeal for QR Codes lies. Here are the top 10 states:
- Iowa
- Colorado
- Minnesota
- Utah
- Illinois
- Kansas
- Wisconsin
- District of Columbia
- Washington
- Ohio
- Austin, TX
- Minneapolis, MN
- Denver, CO
- Cincinnati, OH
- Raleigh, NC
- San Francisco, CA
- Chicago, IL
- Seattle, WA
- Washington, D.C.
- Philadelphia, PA
On a city level, I am most certain last year's SXSW Conference is the reason why Austin ranked so high, but what about the other top-ten cities, what's happening there? Also, why don't cities like New York, Portland or Boston rank?
While I realize there are some caveats with Google Trend numbers, I believe the snap shot above provides a general enough statement as to which code type advertisers, agencies, consumers, news reporters, etc., are gravitating towards. It's too bad we don't hear from the soldiers on the ground (i.e., advertisers, agencies, code providers) as to what's going on and why to help us understand the interest on the local level. It's one thing to report gross scan rate numbers from month to month, it's another to drill down a few layers to try and understand the how's and the why's.
Valpak uses SPARQ.ME QR Code
Valpak, one of the leading direct marketing companies in North America, is teaming up with SPARQ.ME (formerly SPARQCode) to launch a new direct mail package on behalf of two of its partners, TNT and HGTV.
Valpak wanted to deliver greater value for these two companies above and beyond a simple print advertisement, and thought QR Codes would be a new and different way to 1) engage with consumers via their mobile device and 2) make the engagement that much more sticky in the hope that it boosts show ratings for these networks.
Through July and August, over 80 million U.S. households will receive a Valpak envelope with a SPARQ.ME generated QR Code, and I would venture to guess that this might be the largest potential audience in the U.S. to see a single QR Code-based campaign. Once the code is scanned, consumers will be brought to a mobile website that is tethered to social media, TV show alerts/reminders, mailing list opt-ins and other call-to-actions.
While it is too early to tell how successful this campaign may or may not be, there are a couple of items that I would like to briefly mention. First, this campaign illustrates how 2D can be used for more than just magazine and/or out-of-home advertising. There's plenty of ways to incorporate 2D into direct mail. Second, the term "sticky" used above is not mine, it actually comes from a brief I was given by SPARQ.ME. Never before have I used the term sticky or seen it used by others to describe a 2D-based campaign, but it is very apropos. With other types of digital and even traditional marketing, how often do we, as marketers, talk about making a site, page or content sticky, so that a consumer interaction and engagement can be that much longer, more meaningful and hopefully of greater value to the company, as well as to the consumer? The idea that 2D helps make a campaign sticky is great, however, as with everything else, that stickiness needs to be built on content and/or an experience worthy of keeping the consumer engaged. So, as it has been written plenty of times before on this blog, the 2D/mobile/interactive experience that is wrapped around a campaign or advertisement needs to be spot on from square one.
It will be interesting to see if and how Valpak will continue to make use of 2D technology. Stay tuned.
Valpak wanted to deliver greater value for these two companies above and beyond a simple print advertisement, and thought QR Codes would be a new and different way to 1) engage with consumers via their mobile device and 2) make the engagement that much more sticky in the hope that it boosts show ratings for these networks.
Through July and August, over 80 million U.S. households will receive a Valpak envelope with a SPARQ.ME generated QR Code, and I would venture to guess that this might be the largest potential audience in the U.S. to see a single QR Code-based campaign. Once the code is scanned, consumers will be brought to a mobile website that is tethered to social media, TV show alerts/reminders, mailing list opt-ins and other call-to-actions.
While it is too early to tell how successful this campaign may or may not be, there are a couple of items that I would like to briefly mention. First, this campaign illustrates how 2D can be used for more than just magazine and/or out-of-home advertising. There's plenty of ways to incorporate 2D into direct mail. Second, the term "sticky" used above is not mine, it actually comes from a brief I was given by SPARQ.ME. Never before have I used the term sticky or seen it used by others to describe a 2D-based campaign, but it is very apropos. With other types of digital and even traditional marketing, how often do we, as marketers, talk about making a site, page or content sticky, so that a consumer interaction and engagement can be that much longer, more meaningful and hopefully of greater value to the company, as well as to the consumer? The idea that 2D helps make a campaign sticky is great, however, as with everything else, that stickiness needs to be built on content and/or an experience worthy of keeping the consumer engaged. So, as it has been written plenty of times before on this blog, the 2D/mobile/interactive experience that is wrapped around a campaign or advertisement needs to be spot on from square one.
It will be interesting to see if and how Valpak will continue to make use of 2D technology. Stay tuned.
7.01.2011
PSFK Conference - Here's the Video
Earlier in the year, I was invited by PSFK, a leading New York-based marketing and trend spotting consultancy, to sit on a panel and discuss the topic of mobile tagging. The video of the panel discussion has just been released by PSFK and can be viewed here. An article recapping the event can be found here. Enjoy.
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