Chances are your brand objective/strategies include a critical success factor such as: “Gaining SOV across emerging digital channels”. One channel you might be expanding into is mobile. Mobile channel engagement offers many ways to leverage a mobile device to deliver customized information requested by a consumer.

QR Codes/2-D Bar codes

One tactical aspect of mobile engagement that has been gaining momentum within consumer marketing efforts over the last year are the use of QR Codes /2-D Bar Codes. (QR= Quick response) This is not new technology. QR Codes/2-D bar codes have been around for decades. You may know them as or refer to them as “UPC symbols” most consumers are familiar with those bar codes since they exist on almost every CPG they purchase.

QR codes are commonly used in Japan. They offer much higher density encoding than standard bar codes and allow for higher amounts of data to be stored, with error correction in cases where parts of the bar codes get damaged/blocked.

When understanding technologies, it’s sometimes best to use a real-world reference to garner the “ah ha…” moment of figuring how to apply that to your own marketing efforts. How have you, a consumer (yes, we are all consumers) used this technology so far?

Ever go to a concert and get your ticket scanned? Board an airplane? Build a registry at Williams Sonoma for your bridal shower? Those are all unique identifiers, to you. Key word= unique, which equates to trackable and measurable.

Did you also know that many hospitals use scanners to register/track medicine from their in-house pharmacies to patients at POC (Point of Care)?

What makes QR Code utilization different now?

For the consumer: The world moves fast, and immediacy has become commonplace in the world of digital tools. Now, virtually every mobile device built on the iOS, Android or RIM platform not only has a camera built into it (including the new iPad2) BUT also have app stores which offer scanning apps like, ScanLife, Bakodo, Red Laser and StickyBits, which offer consumers a direct ON DEMAND connection to information they want.

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