2D Bar Code Strategy

The other day, I posted about a Twitter Chat with Nick Martin from Microsoft Tag. Please note the time change:

Date: Tuesday, November 1
Time: 7:00-8:00 PM (EASTERN TIME)
Location: #tagchat

Hope you can join us.

Grant Thornton (GT), the audit, tax and advisory company, recently ran this print advertisement in Fast Company, and featured in the advertisement is a QR Code. One more B2B campaign to add to the list, and another to add to the Litmus Test FAIL pile. Let's take a closer look. 



First, the code itself. Why does GT's marketing team choose use a long URL (http://www.gtwhatwins.com/?utm_source=fastcompany&utm_medium=print&utm_content=ps&utm_campaign=whatwins), as opposed to a short URL? Using a long URL will often result in a QR Code that is too dense and too difficult to scan. In this case, it took me three different code reader apps, and precious seconds, until I was able to scan the code and have it resolve. If it is a matter of tracking and metrics, there is no reason why a short URL cannot provide the same level of tracking and metrics, as a long URL. Also, from a pure image perspective, which looks more appealing to scan, the QR Code in the advertisement, which almost appears as a solid block of purple color, or the one below?

Second, the call-to-action. There is none. Yes, there is copy, which reads, "See what wins at gtwhatwins.com." but this has nothing to do with the QR Code. Instead of driving readers to the URL, why not drive them to scan the code and then provide the URL as a backup for those with a feature phone or who choose not to scan?

Third, the scan resolve. Once scanned, the reader of the advertisement is brought to a mobile page, but the 1:11 minute video that is on the page is not optimized for mobile, and the "click here" content links bring the reader back to the desktop version of the company's website. So, why bother with a mobile page to begin with? It should be all or nothing, preferably all.

Fourth, the video. Time and time again, we see 2D codes which link to a self-promotional corporate video that offers little, if anything, to the consumer or prospective client, and this one is no different. What I do love about this particular video is that the company mentions that in order to win in today's market companies need to do away with cliche thinking, yet, at the very end of the video the company uses the line "...it takes one to know one." Sounds pretty cliche to me.

As I have asked about other B2B 2D-based campaigns, is business so great at GT that they do not need to capture prospect contact information? Do they not have to fill the pipeline and generate qualified sales leads? If no, business is not that great, then where are the mechanisms to do the above? If yes, business is that great, then why bother spending the money to advertise? And, this then leads us to question the overall objectives for this campaign. Are there any?

(Jack, any questions, please call.)
 
2D Barcode Litmus Test: FAIL

Nick Martin from Microsoft Tag will host a Twitter Chat titled "2D Barcode Metrics for Success," and it gives me great pleasure to announce that I will be Nick's featured guest.

The chat will focus on how to determine and define metrics for 2D barcode implementation, and we will also discuss 2D-based campaigns, in general, the good and the bad, and what is needed to spur wider adoption of the technology. After Nick's questions are answered, the remainder of the session will be opened for questions from the audience. I look forward to chatting with Nick, and others, and hope the session is useful to all.

Date: Tuesday, November 1
Time: 4:00-5:00 PM Eastern Time
Location: Go to #tagchat

The other day, Meredith Xcelerated Marketing (MXM) launched a full-page advertisement in The New York Times and featured in the advertisement is a customized Microsoft Tag. If you cannot make out the copy in the advertisement know that it is essentially a self-promotional corporate piece.

First, let's look at the Microsoft Tag itself. As you can see in the image below, MXM choose to develop a customized Tag with the name of the company displayed within the code. Three questions for the marketers at MXM, 1) what's the objective of customizing, 2) why not insert the company logo as opposed to plain text, which is difficult to read and visually unappealing and 3) why a Microsoft Tag versus a QR Code, which many of us know are more widely seen and used?

From a pure branding perspective, when I see customized codes like this one, I ask myself, why doesn't the advertiser put as much time and energy into the development of the custom code as it does with the placement of a standard logo in or on other mediums?

Second, the copy next to the Tag provides no instruction and/or description in relation to the Tag, not even a URL address to locate and download the Tag reader app. So, I guess the company just wants to work with early adopters, those who are in the know and for whom things don't need to be explained. Was this segmentation done on purpose?

Third, the call-to-action, "Want to know more? Contact keith.sedlak@meredith.com. And see our work in action, in real time at meredithxceleratedmarketing.com or snap the MS tag." couldn't be any simpler, but is this really all that alluring? And, this is a creative agency talking. Perhaps the early adopters know what "MS tag" refers to, but what about everyone else? And, why is the term "snap" used as there is no snapping that I am aware of when it comes to scanning 2D barcodes? (This is also a perfect example of how scanning a code saves time and effort versus entering in a URL. To get to the webpage via the Tag takes two taps on my mobile phone. To get to the webpage via the entering of text takes 33 taps.)

Enough with the Tag and the copy, now let's focus on the scan itself. When I scanned the Tag, I was brought to the company's website, which appears to be built for either desktop or mobile use and viewing. The website is extremely simplified and works on a mobile device, but not as well as a pure mobile site. For example, when you link to the site, all you see are rotating images at the top of the page, and it's not until you flick the screen down do you see the written content. So, here again, from a digital agency I find this surprising. Nothing wrong with keeping things simple but, if you intend to reach a mobile audience, why not provide them with a pure mobile website/experience?

With respect to the website content, I read through it, looked at the client names and client work samples and thought to myself, how or why is this agency any different than the rest? What makes MXM so great or so valuable to have as an agency/partner? What incentive or motivation am I being given to learn more about the company? How or where do I view the company's "work in action, in real time," as I have failed to find it or see it on the website, unless the few static images that are shown are supposed to be it.

All of these questions should be answered via the advertisement, the code experience and/or the deliverables found on the website. Beyond this, my greatest question is, how does MXM plan or intend to generate sales leads from this advertisement, because, last I checked, lead generation was a major component/need of B2B marketing? Is business so great MXM doesn't need to fill the pipeline? With 2D technology it is so easy to deliver something of value in lieu of capturing an email address or prospect contact information, but few companies, if any, ever think along these lines. Most often, B2B companies offer something self-promotional via a 2D code and this leaves the prospective customer no further along in the process.

If Mr. Sedlak, the company's CMO, took the time to view the advertisement and interactive experience from a prospective customer's perspective I would be curious to know his thoughts. Often times, B2B companies, as well as B2C companies, create and develop advertising, 2D or traditional, from their own perspective and, as a result, not much is gained. When dealing with 2D it is imperative that advertisers view the code and its scan resolve content from the customer's perspective, from end to end, and to also ask, what's it it for them?

Lastly, I also believe B2B companies need to ask themselves, what's the goal or objective of using 2D technology in the first place and is it really all that necessary? Asking this type of question may remove the "we have to add a code at the last minute, because it's cool" factor, where the code leads to nothing and the 2D/mobile experience and brand image suffers as a result.     

2D Barcode Litmus Test: FAIL

In August, I wrote an article about a magazine advertisement for Brandwashed, a new book by Martin Lindstrom, which featured a QR Code. As ineffective as I thought that QR Code-based campaign was, this new QR Code-based out-of-home campaign is just as ineffective. Here's why. 


First, as shown in the image below, the out-of-home billboard is located about 50 feet underground in the 23rd Street Station of the New York City Subway which, by the way, offers no Internet connection (see the last billboard). How does a marketing "expert" allow for this type of media placement? Sure the code can be saved in a code reader app and decoded later, but that's not the ideal user experience of 2D and inexperienced QR Code users may not know that code reader apps offer such functionality.   

Second, when I scanned the QR Code, the resolve links to a web page that has the following message, "No mobile version. Learn more about Vimeo Plus and mobile video versions." Beneath this message are links to either buy the book, view more info, view the video and read an excerpt. Great that I can link to other sources of information about the book and author, etc., but why would the "No mobile version." message be shown? Doesn't the marketing/creative/development team know that QR Code scan resolve content should be optimized for mobile? Beyond that, what message does it say about Mr. Lindstrom and/or his book and/or his publisher if this is the way he/they "market" to consumers.

It's been written time and time again on this blog, as well as elsewhere, that the user experience and mobile optimization is critical to the success of a 2D campaign. And, it doesn't hurt to make an offer or provide an incentive to purchase for those that take the time and make the effort to scan a code.

2D Barcode Litmus Test: FAIL

This B2B print advertisement, which features a QR Code, comes from Kroll, the risk consulting company. With a simple "Ask us about..." call-to-action and nothing ground-breaking in the way of scan resolve content, this campaign delivers very little to the target audience (if there is one) and, I assume, will accomplish even less for the marketers at Kroll.

When the code resolves, the reader of the advertisement is linked to the desktop version of the company's website, and the headline on the page reads, "You are being redirected to our special content on Cyber Risk." Sounds great but, in actuality, the reader gets redirected to nowhere and is left on the page. So, where's the special content? Is Kroll referring to the content in the left-hand margin? Your guess is as good as mine.

Judging from this campaign, and other 2D-based B2B campaigns, it seems as though the B2B world is having a difficult time figuring out how to use 2D technology effectively and why? Why should a B2B marketer believe that just because 2D technology is being used all B2B marketing fundamentals go out the window? In this campaign, there is no sales lead generation or prospect qualifying component whatsoever. So, what does Kroll look to gain from this advertisement? Why not offer a white paper and have people enter an email address to obtain it? Why not offer a webinar on cyber risk and ask people to sign up, so an email can be captured? Why not offer a discount on purchases made within the next 30 days? Something, anything to capture prospect names and build the sales team's pipeline.

Yeah, the code looks pretty cool being placed in the advertisement, but too bad it's more about the 2D/mobile experience and scan resolve content and less about appearance and last-minute creative ideas. 

2D Barcode Litmus Test: FAIL

This print advertisement for Microsoft's Office 365 makes use of what else, a Microsoft Tag, and does so rather well. Located in the lower left-hand corner of the advertisement is a black and white Tag, and next to the Tag is instructional copy and a simple call-to-action, which reads, "Scan tag with a smartphone to learn about the Office 365 free trial. Download the free scanner app at http://gettag.mobi."


When the Tag is scanned, the resolve leads to a mobile web page, which has an email form that can be filled out to request a free one month trail of the application. A simple yet effective B2B sales lead generation tactic. Additionally, the site offers product information and reviews via tabs which are titled: blog, news stories, stories and social (seems like stories and social link to the same information).


Overall, there is nothing complicated about this campaign, especially from the 2D/mobile experience, and it works just fine. I would be interested in hearing from Microsoft, as to how many scans were done versus the number of people that requested the free trial. I am also curious to know if and how they may be testing this campaign (i.e., making use of other offers, call-to-actions, colored Tags vs. black and white, etc.).

2D Barcode Litmus Test: PASS

Recently, Coach launched this print advertisement, which I found on the back cover of New York magazine (read: expensive media placement). Featured in the advertisement, in the lower left-hand corner, is a QR Code.


When the code is scanned, the reader of the advertisement is linked to a mobile website (hooray, it's been a long time since I have seen one of those upon a scan), which is very well designed. On the site, the reader of the ad can find information by product type, new arrivals, gift items, join an email list, find a retail store location, check an order status, contact customer service, share content socially and, get this, they can even purchase a product right then and there off the mobile site. Sounds too good to be true, right? Well, it is a bit too good to be true, and here's why.

Take a look at the QR Code that was placed in the advertisement. You can't tell from the images here but, in reality, the code is less than an inch square and it is extremely dense. Although I am experienced at scanning codes, it still took me two code reader apps and much, much longer than expected (over 30 seconds) to finally get to the scan resolve content (i.e., the mobile website).


A company can develop the best darn mobile website and/or landing page in the world, but if the 2D code cannot be easily and/or properly scanned then it will all be for naught and mean absolutely nothing for the company, as well as the consumer, and that's what almost happened here. My level of persistence is what saved the day for Coach, and I can guarantee you and Coach's marketing team that most other consumers would not have as much persistence, or patience, to try and try until the code resolved.

While it's great to see that Coach understands the need to connect a mobile-based technology to a mobile platform, the only other thing they need to understand, or pay attention to more closely, is the end to end 2D experience in and of itself. The company can easily fix the scanning issue by shortening the URL embedded in the QR Code.

2D Barcode Litmus Test: PASS

Yesterday, I walked into a premium home furnishings store in New York City and, lo and behold, it's already decked out for the holidays. From colored lights to garland, from ornaments to decorative wreaths, from stocking stuffer gifts to festive music, it was all there, and it's not even Halloween.

While I admit the store was very nicely decorated and interesting to walk through, I must say that, at the same time, I was experiencing feelings of sadness. Sadness due to the fact that this is what business has come to...pegging a company's success to December holiday shopping, regardless of whether or not the shopping actually takes place in the month of December or the weeks/months prior to. Perhaps it's a bit naive of me, as a business person, to think in these terms, but it just gets to me how commercial the December holidays have become/are, and I know others think this way too. 

When I left the store, I started to think, what would happen if a company put as much time, money and resources into year-round business, as they do with the December holidays? What if they put as much effort into winning new business, retaining customers, developing new products, delivering great customer service, etc., throughout the year, as opposed to just focusing on the last few weeks of the year? Do you believe this might make a difference? Something tells me it might but, then again, my naivety might be at play.    

Something else that I started to think about regarding the holidays, and which irks me to the nth degree, is when companies discount their merchandise by 50%, 60% or even 70%. Are margins set so high that companies can discount this steeply and still turn a profit? I guess so. But, from a marketing perspective, what does this say about the brand, especially if it is luxury or premium? What message does it send to loyal everyday customers who pay full price? Are they just to be considered suckers? I suppose the research indicates that it doesn't matter, one way or the other, and this is why companies use this type of pricing strategy.

Perhaps no great revelations or answers in this article, I just wanted to make mention of the experience and what it means. Happy Holidays to all.

Last week, Sean X Cummings, founder of SXC Marketing, published an article titled, "Why the QR code is failing." When I read the title, I thought, here we go again, another article bashing QR Codes and the interactive experience they offer but, as I read through the article, this was not the case. Actually, in the article, Mr. Cummings stands up for QR Codes, but takes to task and finds fault with the marketers and creatives, the brands and the agencies, who use QR Codes in a less than ideal and/or creative way in their advertising. To that, I am in full agreement with Mr Cummings, and would like to reiterate a few things that he mentions.

QR Code technology works. Period. What does not work, as Mr. Cummings points out, and I do as well on this blog, are advertising and/or promotional campaigns that use QR Codes in a very uncreative way (e.g., scans to a desktop website, offers no value, scans to non relevant information, etc.) or in a way that does not allow for the technology to function as it could or should (e.g., placing a code where there is no Internet service, creating a code that is too dense or small, not optimizing the code scan resolve for mobile, etc.). Here, marketers and advertisers only have themselves to blame for poor scan rates and overall response rates, not the QR Code or the technology. Instead of placing a QR Code on an advertisement at the last minute, marketers and creatives need to incorporate codes into a campaign during the early stages of development, and they must do so from the consumer's perspective, not their own. Just these few best practices alone can help boost consumer interaction and response rates. But, as much as I agree with Mr. Cummings, there are some points mentioned in the article that I question.

In the article, Mr. Cummings states that he surveyed 300 people on the streets of San Francisco, and asked if they knew what the symbol was on the sheet of paper that he was holding (the symbol was a QR Code). Of the 300 people, 40% knew that it was a QR Code or some sort of barcode. While Mr. Cummings may find this number to be low or poor, I believe it's quite strong given the relative newness of the technology here in the U.S. Also, if the majority of U.S. consumers still use feature phones then chances are more people would pay less attention to QR Codes and know what they are, because they can't and don't make use of them. So, in that regard, the number looks pretty impressive. Mr. Cummings could have qualified the respondents by asking the type of mobile phone they own, and this would have added another dimension on the results he obtained.

Of the people that said they knew what the code was, Mr. Cummings writes that "it took an average of 47 seconds for them to take out their phone and find the application to read the QR code -- not exactly a 'quick response.'" Perhaps this is not a 'quick response,' but Mr. Cummings takes the term out of context. The term 'quick response' really has more to do with the time it takes for the code to resolve once scanned, not the amount of time it takes to take out a phone, turn it on, find a code reader app, launch the app, scan the code and wait for the resolve. But, even if it did take several seconds to scan the code, it's still quite a feat to be able to transport a consumer from the print world to the digital world in such a short amount of time.  Here too, Mr. Cummings could have asked another question to qualify the responses. He could have asked how many times each respondent has previously scanned a code. For a novice, perhaps it takes more than a  minute, for someone more experienced, it could take less than 20 seconds. Big difference. Also, from a best practice perspective, if the code is fully optimized this should help to reduce actual scan time.

Overall, I agree with much of what Mr. Cummings writes about, but I wonder, instead of querying consumers about QR Codes, perhaps we should query marketers and creatives, since they are the ones that don't seem to understand QR Codes and the interactive experience that the technology can offer. Based on my quick and dirty 2D Barcode Litmus Test, the ratio is about 2 to 1 in favor of failed attempts by marketers and creatives to develop a winning 2D-based advertising campaign. Seems to me these are the people that need to get schooled on the technology, not the consumer, if the technology is really going to take off and become more widely accepted.

Creative Nail Design launched this print advertisement using a QR Code and nails it, somewhat (sorry about the pun). 


When a reader of the advertisement scans the QR Code, they are linked to a web page that lists all of the certified nail salons in the local area that stock the company's Shellac line of nail polish. While it's great to provide such information for a person on-the-go, the problem is that if this person wanted to learn any more about the product or the company they would have to navigate the desktop version of the company's website. Not an ideal scenario.

Getting back to the code displayed in the ad, the caption next to it reads, "Find A Certified Shellac Salon in NYC." I like the way the company uses the term 'certified' as a means to elevate the thought of getting a mani-pedi and the status of their brand, but who knows what constitutes certification. The company also lists a URL address next to the code for those that don't have a smartphone and can't scan the code. This is a wise move and considered a best practice.

Could more value have been offered, yes (e.g., first time purchase discount, etc.), but I believe a quick list of where to find a 'certified' nail salon in the local neighborhood is value in and of itself.

2D Barcode Litmus Test: PASS

Recently, Bulova, the watch company, launched this print advertisement using a QR Code.


The code appears next to the gutter of the publication, not an ideal location for being noticed and/or scanned, and underneath the code a caption reads, "Visit us on Facebook." Next to the QR Code is a Facebook logo.


When the code is scanned, the reader of the advertisement is brought to the company's Facebook page, and I ask the players at home, why? If the reader of the advertisement is interested in learning more about this particular watch, why does the company send them to a Facebook page where specific product information is non-existent or, at best, difficult to find? Also, if the reader just happens to be interested in purchasing the watch at first glance, this too cannot be done off the Facebook page. All in all, not the best use of a QR Code.

To me, this example shows how a company creates an advertisement, or rather a QR Code experience, without the consumer in mind. Sure a consumer can learn about the company and its products via a Facebook page, but a Facebook page should not be viewed as a substitute for the main corporate website, where the process of learning about and/or purchasing a product is that much more straightforward and easier.

As an aside, why do company's continue to place social icons (i.e., Facebook, Twitter, LinkedIn, You Tube) in their advertisements without the corresponding URL addresses? It's one thing to inform consumers that the company is active in/on social networks, but isn't it another to force consumers to have to hunt down the web page. Would people know that Adidas' Facebook page is titled "adidasoriginals" or North Sails is "NorthSailsUSA"? Or, is it just me? 

2D Barcode Litmus Test: FAIL

A couple of months ago, Ethan Allen, the furniture company, placed a QR Code on one of its direct mail catalogs, and the one question I have for the company's marketing/creative services team is, why did you bother?

 The direct mail catalog is about 9"x12" in size and, in the lower right-hand corner on the mailing address page (the back page of the catalog), is a QR Code. With all of the footnote-sized copy placed on this page, especially the bottom half, it's a bit overwhelming to read so, by the time a customer or prospect has gotten to the QR Code, I seriously wonder if they will take even more time to either scan the code or try to figure out what the code is, because there is no instructive or descriptive copy associated with the code. And, as if that was not enough, when the code is scanned, all it links to is the desktop version of the company's website. No 2D/mobile/interactive experience here. So again, I ask, why bother with the code?

In a situation like this there is so much that Ethan Allen can do to engage and interact with a consumer, but they choose not to. Very easily the company could have provided product information, designer information, decorating tips, retail store locations, etc. via a mobile website or landing page, but the opportunity is lost. Even a call-to-action or the mention of an offer, via the code, is not present. Simply put, someone or some group of people did not do their homework and phoned this one in. What a shame. 

2D Barcode Litmus Test: FAIL

Last week, the wristband on my four-year-old Luminox 3100 Series watch broke in two. Because the band broke for no apparent reason, I thought this most odd and decided to send an email to the co-CEOs of the company explaining the situation. (I tire of dealing with offshore, outsourced, non American English speaking customer service call center representatives and, maybe, if CEOs called their company's call center every so often they would too.)

Much to my surprise, the very next day (the company is based in Switzerland, so there is a legitimate time lapse), I received an email from one of the co-CEOs apologizing for what had happened and that he would personally see to it that the situation would be rectified. No ifs, ands, or buts.

Today, less than a full week after my original email, I received a follow-up email from the company's director of U.S. operations saying that tomorrow, I can expect a package with a replacement strap and, get this, a free ball cap.

What starts out as a less than desirable brand experience (i.e., the wristband breaking) has now turned into a positive brand experience, which is accomplished by 1) acknowledging the situation and quality defect, 2) taking ownership and responsibility to fix the problem and 3) implementing a quick and meaningful solution. Not at all difficult, but for some companies they simply don't get it and fail miserably at delivering customer service...the way it should be.

The other day, I walked past a local Sur La Table retail store and, in front of the store, there was a food vending truck (see image below; apologies for the poor quality), which was operated by All-Clad, the kitchen equipment company.


On the side of the truck, near the side door, was a QR Code, which had the following copy printed underneath it, "SCAN THE CODE or visit allcladsurlatable.com to get 20% off on All-Clad for the next 24 hours only!"


While I did not have time to scan the code on that particular day, I did scan the code today and found a number of interesting points to discuss, comment on and question, as it relates to the campaign.

First, it turns out that "24 hours only" means very little, as it has been well over 24 hours since I saw the truck, and yet a discount code was sent to me this afternoon (read more below). So, where is the urgency and exclusivity of the call-to-action and offer?

Second, when I scanned the code, I was brought to a mobile landing page, which read, "Thanks for visiting the All-Clad Chefs Tour (i.e., the food vending truck) at Sur La Table. Please tap the button on the screen to like All-Clad's Facebook page and to unlock my secret All-Clad discount." Why am I liking a company and its products if I have never used them before? Why do I have to like something in order to get something in return? At that point, it seems as though the company is merely trying to buy votes (likes). Once I tapped on the like button, I was brought to a second page that asked for an email address, so that the discount code could be sent to me.

Third, after entering an email address, I was sent a short email which read, " Thanks for visiting the All-Clad Chefs Tour and giving us your email address! We hope you've gotten a chance to use your special discount on All-Clad. Here is your coupon code: 1971. Please make sure to check out our Facebook page (www.facebook.com/allclad) for future discounts and exclusive behind-the-scenes access to the culinary world! Have fun! All-Clad" Great, I have a discount code, but where do I use it? I tried to use it on Sur La Table's website and the code was not valid. I tried to use it on All-Clad's website, but they do not offer direct purchase. So, where else am I suppose to use the code? Also, if the code is not valid, maybe because the 24 hours expired, why not tell me that or, better still, why bother to send the email that they did with a discount code? Why not send an email that reads, "Sorry you missed the 24 hour window, your purchase discount is 10%."

Although it is interesting to see a co-branded QR Code offer, there are too many disconnects with this campaign, and it leaves me with very little desire to learn more about the product, search any further as to why the discount code did not work and, most importantly, to purchase the product. 

2D Barcode Litmus Test: FAIL

The other day, Joe Gillespie, president of Zoove, wrote an article about QR Codes that was published on Gigaom. Whether or not Mr. Gillespie was purposely dumping on the competition or selflessly promoting his own company's product, each and every point that Mr. Gillespie makes doesn't add up or carry much weight. Let's take a closer look.
 
Mr. Gillespie: "One thing these tiny 2D codes are big on is hype, with proponents touting them as the bridge between the offline and online world. But that offline to online bridge is structurally flawed for most and may be keeping many brands from reaching most of their audience effectively."
Mr. Gillespie: "They lack cross-media functionality. Advertisers want to maximize their marketing spends effectively, and many are willing to experiment. But QR codes have their place. Flashing a QR code on a TV screen for 3-5 seconds at the end of a commercial or using them on highway billboards probably aren’t the best ideas.  And of course, they are completely incompatible with a radio promotion.  The lack of cross-media functionality is a severe limitation on the QR code’s use as a direct response method across all kinds of ads or promotions."

2DBS: Mr. Gillespie, at this point, I really wonder if you were even aware of what you were writing at the time. The act of moving a consumer from a print advertisement to digital content is, in and of itself, cross media. The act of moving a consumer from an out-of-home billboard to digital content is, in and of itself, cross media. The act of moving a consumer from a television commercial/program to digital content is, in and of itself, cross media. The act of moving a consumer from the Internet to a mobile device is, in and of itself, cross media. The act of moving a consumer from in-store point-of-sale to digital content is, in and of itself, cross media. Yes, television, certain types of billboards and other locales might not make the most sense for a QR Code to be displayed but, once again, this has more to do with the advertiser and less to do with the technology. With regard to radio, okay, so codes are not compatible with radio. Last I heard, you can't show a radio audience your brand logo or icon. 

Mr. Gillespie: "They may be too much trouble for the consumer. Consumers are notoriously unreceptive to learning new, complicated behaviors without an obvious, substantial benefit. And the QR code is nothing if not a behavior change. Consider that before a user can scan a code she must:

1. Plan ahead and download a QR reader app, hoping that it is the right app for the code she will download.
2. Find a QR code of interest.
3. Check the lighting or disable the camera’s flash to reduce glare which can muck up the scan.
4. Frame the code in the reader’s phone camera lens just right.
5. Hold the phone very still.
6. Scan the image.
7. Wait while the image uploads (using a portion of her limited data allotment)
8. Finally click the mobile URL or whatever the software sends her to activate the content or get the promotion.