Mobile Marketing

For those of us following Mobile Marketing and the latest developments in the industry, it’s abundantly clear that 2D Barcodes (specifically QR Codes) are increasingly finding a place within the spotlight. This powerful technology serves as an instant gateway to the digital world – transforming static media into live, interactive, on-demand Mobile experiences. The QR Code technology has been around for quite some time, but more recently (at least on a global level) began captivating the attention of consumers, advertisers, brands, and technologists across the board.

Individuals whose eyes are trained to recognize the QR Code symbology (see above graphic) will surely attest to the rapid proliferation of placements within the marketplace. They can be found within store windows, on product packaging, in direct mail advertising, even within the humble dwellings of our spice cabinets. (To anyone that might be en route to the kitchen in attempt to disprove this concept, you might as well throw out the expired spices in the back…). These examples are just a few that typically relate to marketing, but if you are interested – there is a copious amount of alternatively radical QR Code expressions throughout the web (try including ‘Tattoo’ or ‘hotel’ in your ‘QR Code’ search).

As with any ‘hot topic’, public perceptions surrounding the QR Code technology and its advertising effectiveness lack unanimity. Instead they range across a notably wide spectrum – ranging from ‘Unwavering Advocacy’ to ‘Resolute Antagonism’. It’s amazing to come across a blog or social network posting that relates to QR Code implementations, as it tends to be followed up by a considerable volume of wrangling comments. Uncanny as it may be, the profound reality is that regardless position held on the debate… Everyone is talking about QR Codes.

It is at this point that I will disclose my own ‘unwavering advocacy’ towards QR Codes. This passion holds true in my perspective as a relatively tech-savvy marketer, and potentially even more so as an enthusiastic consumer. As a consumer – I have a tenacious interest in any solution that makes my life easier, is conveniently accessible, saves me time (my thumbs can only type so fast), and gives me immediate, on-demand access to the content I want at the exact moment of impulse. Plus I get the added bonus and peace of mind that comes with knowing I am leveraging an eco-friendly/green solution (not to mention anything that gives me an excuse to pull out my Smartphone).

Advertisers here within the U.S. are just beginning to scratch the surface of QR Code innovation and application potential, and I am eager in anticipation for the maturity point that will unleash truly compelling opportunities for engagement. Unfortunately, the industry as a whole lacks a certain level of fundamental framework for this vision to become a reality.

First and foremost, there is still a great deal of consumer education required for Mobile Barcodes to reach full potential. This concept should be a guiding principal to each and every advertiser that is looking to incorporate QR Codes in their marketing mix. If a consumer lacks familiarity with the technology, is not equipped with a clear understanding of how it is utilized, and/or is deprived of an explicit & convincing appreciation for the incentive – then it would be irrational for Advertisers to set any meaningful expectations surrounding the program. This considered, establishing educational components within campaigns that deliver “real value and benefit to consumers” is absolutely critical to achieve measurable success.

Another significant area for improvement is found within the Mobile experience. Given the inherent features and personal nature of the mobile device, it is imperative to ensure a consistent and positive customer experience. Indeed the Mobile Barcode technology is an impressive one, but it merely serves as a gateway. Thus it would be absurd to hold the code accountable for any portion of the concluding experience, at least not subsequent to it resolving the associated content. In actuality it is the responsibility of those publishing codes to go through the necessary due diligence to ensure favorable end-to-end interactions; moreover, that the interactions are legitimately relevant to the consumers that scan them.

One of the most common mistakes recurring within the marketplace (and perhaps the cheapest & easiest to avoid) is directing consumers to a website that has not been optimized for Mobile. Take one moment to appreciate the simplicity of this. When leveraging a technology that enables consumers to access content through the use of their mobile device, it is only logical to assume that they will (in fact) execute this engagement via their ‘mobile device’ – and would thus be ultimately satisfied when the content is viewable in a mobile specific format. For anyone that might disregard this as ‘common sense’, I challenge you to scan 10 or so QR Codes in the marketplace prior to formulating that argument.

In an effort to benefit advertisers and provide additional value to consumers, I am compiling a document (essentially a Do’s & Don’ts) that seeks to explore these types of Mobile Barcode marketing techniques in greater depth. Stay tuned for the announcement of this document’s release and related posts.

Omar El-Ezaby is Sr. MarCom Specialist responsible for product positioning, content creation, and market strategy within Neustar’s Mobile Services division. He can be reached at omar.el-ezaby@neustar.biz.