voirqrthehistoryuseabuseofqrcodes-110225093608-phpapp02

7/31/2019 voirqrthehistoryuseabuseofqrcodes-110225093608-phpapp02

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A good hockey player plays

where the puck is. A great

hockey player plays where thepuck is going to be.

Wayne Gretzky


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Store digital information on analogue media [IRL!]

Paper [or any other real life item] - based hyperlinks[But they dont necessarily needan internet connection]

Open a website, dial a phone number,read anRSS feed, send a text msg or email, schedulea calendar event, retrieve location data tohelp you get somewhere, share a contact card,download audio, and/or launch any app onyour phone!

What do QR codes do?


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How do you

scan aQR code?

Whip out your phone Doesnt need to be a smartphone

Launch your reader Black berries & some Android phones come with software

Many users will have to download an app

Scan the code with your camera

Enjoy magically delivered content


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All QR code readers are, sadly,

not created equal.


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Nope

Data is encoded inthe graphic itself( direct code)

Plain text can be

returned wheretheres no cell /wifi signal

Do you need an internet connection

to make this magic happen?


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How much info can you pack in 1

of these puppies?


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Generators can

produce different:

Capabilities [URLs, appstore links, MP3s]

Metrics / tracking

Error correction levels

Graphic customization Languages, sizes, URL

shorteners, simultaneous

Datamatrix generation...etc!

Making QR codes: all generators

are [of course] not created equal.


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Where are people scanning my code?

Tells you whatad locations are effective

Tells you which creative is working

Tells you where you might want to do a pop-up store,flash mob,or other guerilla invasion

When are people scanning my codes?Tells you what time of day your customer is active

QR codes provide great metrics.


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You might use custom landing pages or PURLs

or

Bit.ly & goo.gl URL shorteners let you create& track QR codes

Add .qr to the end of any shortenedbit.ly or goo.gl link

Goes to QR code that resolves to original link

Allows for metrics including Google Analytics

See how many clicks, phone OS, user path, etc

If you cant afford fancy

metrics...


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http://www.youtube.com/watch?v=fiheHQrfF10


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http://www.youtube.com/watch?v=fiheHQrfF10


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Scan yourprinted

code

Try several readers

Try several phones

Test all major OSs

Test in the light or

other locationconditions you expect

scans to happen

TEST.


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28.2%Increase in time spentwith mobile devices

in 2010eMarketer


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300,000Daily Android Activations

270,000Daily iPhone Activations

Andy Rubin, Google, December 2010

Apple, October 2010


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Scanlife Mobile Trend Report, December 2010Global data Oct 2010 Dec 2010

Demographics

45-54

22%

Age Income

35-4425%

25-3422%

18-2416%

< 185%

55+

11%

$200k

10%

$100-$150k24%


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Demographics

Gender

Male70%

Female30%

1 & 2D codes QR codes

Male36%

Female64%

The Naked Facts: QR Barcode Scanning in 2H-2010North American data July 2010 Dec 2010


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Mobile OS

Blackberry 23% Android 54%

iPhone18%

Symbian

3%

J2ME

1%

Windows

Mobile1%


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Poorly thought out campaigns turning people off

Competing systems

Lack of preinstalled code scanners Current smartphone penetration

But not for much longer

Unclear value propositionNot sure what youre going to get

Good ad copy can help with this

Barriers to adoption.


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QR Campaigns are gimmick

ridden at this point. They don'tcreate naturally extended story

experiences from the real world tomobile. They are wasting people'stime & people will simply cease to

engage with the technology beforeit goes mainstream in the Statessamiam22, comment on Mashable


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The tag itself is not a call to action

Tell people what theyre going to get

Provide friendly instructions

This is no place for interruption marketingDont make people watch a commercial

Dont waste their time with an inane experience

Provide something very usefulto thank themfor interacting with your brand

Give people contextual contentproducts/services that:

Make sense at the time & place / is best delivered on their phone

Can be delivered instantly

Save the user time

Youve got their attention,

so dont blow it.


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Context = location[what makes sense/is useful

where I am now: transit update, historical photos]

OR

Context = phone-specific [perfect info tohave on my phone: contact info, Google map]

ORContext = conversion [what i want to do next: buytickets, get a deal]

OR

Context = attention [Im currently interested:entertain me with more info]


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Design a mobile site/experience

Optimize for all major mobile browsers

Light, fast-loading graphics

Big buttons & easy touch navigation Make contact with brand easy[phone, email, twitter]

Make sure the internet is available where the

audience will scan the tag [ie not the subway or airplane]Dont leave them hanging at the end

Lead people to what they should buy/join/like/visit/share

Scan resolve best practices.


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http://www.youtube.com/watch?v=s7pNsWNR5CU


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http://www.youtube.com/watch?v=s7pNsWNR5CU


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QR Codes arentthe only type of 2D bar code

Wide adoption in Japan with proven uses helpingthem gain traction here

[All phones come with readers, many with RFID shells!]

Microsoft is trying to dominate North Americawith a proprietary system called Microsoft Tag

ATT&T is doing the same thing with Datamatrix

Other companies creating proprietary QR systemsthat require their reader

Open source = no champions

Competition: a bit of a browser

war to muddy the waters.


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The upside The non upside


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Excellent metrics

Location data heat map

Password protectable

Can set to expire Editable after the

brochure has gone to

print

Microsoft resources

promoting adoption

The upside

of Tag.

Microsoft stores & controls

your data

Internet connection required

Some URLs blacklisted

Artistic customization

makes them hard to

recognize

Fragments the market

The non-upside

of Tag.


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There is no tipping point You dont need to wait if you think your

audience could benefit

Educate them & experiment with it

If it makes sense & you can deliver a usefulexperience, go for itAlready have mobile-ready Facebook page, YouTube

**Its your responsibility** as a marketer / loverof new media not to:

Let clients do inane or frustrating things with QR Turn people off the technology by wasting their time

So...shouldyou use QR codes?


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2d-code.co.uk

alphagraphics.com

alvarobarata02.wordpress.com

axissalon.com

bestbuy.ca

cakestudio.ca

calvinklein.comChris Lamberth

clikbrix.com

emarketer.com

emilystrange.com

garage.ca

hbo.com

i-nigma.com

jefftallon.com

jetblue.com

Kathleen Driscoll

kaikaikiki.co.jp

Matthew Shepherd

ming-ling.livejournal.com

miltoncontact.blogspot.com

mobioid.com

mts.ca

mytoys.denationalpost.com

nbc.com

NYC media

nycresistor.com

Oliver Spalt

pandemic-design.com

pfsk.com

qrarts.com

qranywhere.blogspot.com

retailgeek.com

scanlife.com

setjapan.com

socialqrcode.com

Sophia Sengsuriya

space-invaders.com

sparqcode.com

time.comvibe.com

winnipegfreepress.com

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