2-D Codes… Your Next Marketing Tool?
There’s been a bit of discussion of late around 2-D codes (often referred to as QR Codes).
No doubt many of you have seen them, those black and white squares that are appearing on everything from magazine pages to billboard posters. 2-D Codes have been popular in Japan for years and having won over the US are now entering Australia. With smart phone penetration already at 35% of online Australians* and projected to exceed 50% of all mobile users in 2013**, 2-D codes are set to become an essential part of your marketing toolkit. Yes, these 2D codes will be short lived and will be replaced quickly with newer technology like photo recognition, but there’s still a lot of relevance and opportunity to explore for 2-D Codes within Australia given many consumers still don’t know what they are. Our resident 2-D Code expert, Helen Kruger (@lanikruger) gives you the rundown on all you need to know to get started.
Once you have the basics, integrating 2-D Codes into your marketing campaign will be limited only by your creativity.
What is a 2-D Code?
2-D codes are two-dimensional barcodes that link Smart Phones to the Internet. When scanned with a smart phone camera they connect the user to a unique location on the web or download specified information directly onto the phone.
While there are many types of 2-D Codes the most widely used is the QR (Quick Response) Code, popular because it is free of any licensing restrictions. In addition some proprietary codes, with minor additional features, are also gaining prominence. These include Microsoft Tags, which is currently free, and ScanLife, which is free for personal use but charges a fee for business use.
Tip: Follow this link for a comparison of Microsoft Tags and QR Codes http://bit.ly/kCze83
Far more versatile than traditional barcodes, 2-D Codes can encode a range of information sources:
Getting Started: Creating QR Codes
Creating QR codes is surprisingly simple. There are many free online tools that create unique QR codes and allow you to download them. It is simply a matter of finding the best one for your purposes. A couple of examples include:
Tip: If neither of these providers work for you a quick Google search for ‘QR code generator’ will guide you to hundreds more.
Reading QR Codes
Reading QR Codes is as simple as creating them. Users will need to download a QR Reader to their phone but again there are many freely available online. Some popular Readers include:
Tip: QR Codes are still very new in Australia so most consumers will need to be guided through how to use them. The more education you can provide consumers, the easier it will be for them to use. These sites provide a how to guide for use as well as links to downloadable readers: http://QRtag.com and http://QRme.in/
Possible Marketing Applications
Possible uses for 2-D Codes, from where to display them to what you link them to, are almost endless. Here are just a few suggestions:
Further Reading and References:
If you are interested in learning more about QR Codes or to see how other companies are using them the Mashable information resource on http://mashable.com/tag/qr-codes/ is a great place to start.
* Nielsen’s State of the Online Market: Evolution or Revolution? 9 March 2011 http://bit.ly/mEmmSm
** MobileSQUARED 10 Nov 2010 http://bit.ly/kn4rxZ
There’s lots of discussion of late about ‘Tweet Ups.’ Having been involved in organising a few (Wine Communicators of Australia Taste and Tweet #WCATT, Best’s Tweet Up, #Cabernet Day and the Rosé Revolution) I thought I’d share some thoughts with you on ways to make the most of the opportunity.
I’ve watched with interest the growth of this phenomenon in the United States to the point where it’s no longer a drawcard event. People are really getting involved – there are so many tweet ups in wine that it’s almost part of the tasting scene.
However, if used appropriately in Australia as part of the marketing mix, tweet ups will still definitely have their place, as long as activities are co-ordinated so they are not happening too frequently. For a brand, I think the tweet up is a great concept to consider for a collective message or to spread the word about great wines, or simply to generate some discussion, There’s also some great sessions like #spitbucket that are held regularly where people can meet up to look at wines of interest and engage in debate. (more…)