Why every digital marketer needs to know about QR Codes

Looks like a backdrop from a 1988 Atari game but Denso Wave Corp’s Quick Response (QR) Code is the begining of a revolution in how we interact with every day objects. The design of the printed data (pictured left) allows for a great deal of data to be transfered to scanners. There’s been a proliforation of scanner technology being adapted by mobile phones however, limited web-browsing on phones in general has limited the level of interaction the consumer can have post-scan. This is about to change with Microsoft’s new application, the first step to QR Codes becoming a litgitimate way to reach mass audiences with highly interactive content via QR Code.

Benefits

Pretty simple – turn any object including press ad, clothing article, outdoor location etc into a link to the digital world. The biggest initial opportunities wil be linking ads & objects to eCommerce sites for sales conversion. 

Obviously there’s opportunity to get a lot more creative with the technology, the potential instore and real world is astronomical. It won’t be long until we see these funny barcodes everywhere we look.

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The next level of consumer activation

 

shotcode Mobile tagging company ShotCode have been working since 2003 to make the world clickable. It’s a very simple premise… you see a product you like with a ShotCode barcode, scan the barcode with your mobile camera and visit the product’s mobile site immediately. 

This is a perfect example of Kevin Kelly’s hypothesis that the next stage of the web in that it will include material as well as digital objects. 

Here’s a great example of how Nike utilized the technology:

I’m not aware of any campaigns in Australia however Clemenger BBDO NZ recently won a Gold at Cannes for their 3D animals for Wellington Zoo which used a similar technology.

As we all know digital gives us interaction and analytics between brands and consumers beyond what marketers have been able to achieve in the past. Enabling everyday objects with digital capacity will give way to an array of highly relevant communication where brands help consumers in their day-to-day rather than hinder them.