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2D Barcode Technology Improves Mobile Marketing Capability

September 01, 2009

Posted by: Keith Betz in Non-Traditional

The relatively new technologies of 2D barcodes are transforming consumer engagement into a simple point and shoot process. Here’s how it works. A marketer places a 2D barcode on anything from a traditional print ad, to an outdoor poster, or a hamburger wrapper, or any potential point of contact with the consumer. The consumer then uses their cell phone camera to snap a photo of the 2D barcode which looks like this:

The photo is then sent, depending on the wireless carrier, to either an email address or text number. In response, the consumer is immediately delivered the marketers message; an image, video or audio content.

Nike recently ran a campaign with these 2D barcodes appearing on posters at sporting events that allowed fans to scan the posters and in return receive Nike-sponsored athletes’ videos and pictures. Newspapers, scrambling to find new revenue streams and compete with the measurability of online, may benefit the most from this. By placing 2D barcodes on traditional print ads, the advertisers can reach a whole new level of consumer engagement by driving the reader to their website to receive coupons or learn more about their product or service. A major Canadian newspaper has even begun placing these barcodes with their print stories, allowing readers to receive mobile updates on the developing story they scanned with their camera phone.

Although this technology is only just beginning to gain popularity in the US, it has been widely used in Japan for years; a country known for being progressive in the mobile space. Considering the vast opportunities to engage the consumer and deliver relevant content at the precise moment of interest, 2D barcodes are probably here to stay.