By Donna Glasspoole
Special to the Canadian Design and Construction Report
Mobile barcodes, also known as 2D barcodes or Quick-Response (QR) codes, are fast becoming a foundational element of digital marketing. They allow brands an instantaneous connection to their target audience. Businesses have the opportunity to provide an engaging and interactive experience, all at the scan of a consumer’s cell phone. By scanning a code using a mobile device you can be almost instantly directed to a webpage, video or be provided with any type of information your customer wants to provide.
If you want tosell QR codes or incorporate them into campaigns, you need to use them.
These days, any mobile marketing campaign, whether through digital or traditional media, should be centered around mobile barcodes. If the 2D barcodes are added as an afterthought, the campaign will probably not succeed. Consider the mobile barcode as a key element of the campaign from its earliest planning stages.
Design with your consumer in mind
Don’t disappoint your customers by offering them a cool QR code to scan without any value or relevance attached. Coupons, discounts, information, entertainment, and utility, are all possible ways to make the campaign a rewarding experience for consumers. Keep your target audience in mind, and give them what they want in a way that suits your business.
Design and placement
Consider the placement and design of thee mobile barcode as important as any other aspect of your advertisement. Thoughtfully consider where the 2D barcode will be placed. Make sure it is easy for the customer to scan. For print ads, make sure placed prominently on a flat surface, unhampered by folds, and enough white space surrounding to be easily scanned. Minimum size is 1”x1”
Colour – stick (generally) with black and white
Print mobile barcodes in black and white to ensure successful scanning by the most mobile devices. There are some proprietary mobile barcodes that use color, and these would be an exception to the rule. I think we should make a rule to stick to B&W
Branding – be careful!
Again, to facilitate scanning success by most mobile devices, print your mobile barcodes without branding or images included or overlaid on the code. Added graphics can damage the code’s integrity and make it difficult to scan.
Nearly half of the population has seen and scanned a mobile barcode. But it is still a new technology, and there is a need for an easily understandable, informative display of mobile barcodes. Placing an explanation of what the code is, how it works, and what it offers the customer, will help promote consumer education and continued acceptance of the technology.
Optimize for mobile
Make sure you’ve considered what consumers will get after the scan. Consumers may quickly get frustrated trying to navigate a PC-designed web site on their mobile device. The screen size of a mobile phone is obviously much smaller, those using their mobile devices are often ‘on the go,’ and they want quick access to information so they can get back to what they were doing. To reach this audience, it is necessary for brands to offer a customized mobile experience that is cohesive, fun, and convenient, and rewarding to use. The customer should be involved in where we send the reader.
Test and test again
“Dead links,” or codes that lead to the wrong URL, the wrong information, or no information, will give customers a bad impression of your brand as well as mobile barcodes in general. Be sure to test for the correct resolution address. Ideally we should test the mobile barcode with a variety of mobile devices and applications to ensure success for your audience.
Define your objectives
In order to know how successful and effective your mobile barcode campaign is, you need to have clearly defined goals and objectives. Barcode management platforms help you track analytics, time and location usage, in order to make smart purchase decisions, improve your message, increase the success and ROI of future campaigns, and continue to engage your customers with rewarding experiences. The google analytics provides great reporting, however you will need to run these reports, as the reports are tied to I.P. that created the QR when we use goo.gl
Plan for consumer engagement
A customer’s first scan of your mobile barcode is only the beginning of the relationship, like the initial handshake. Continue the dialogue and maintain the relationship by planning early and often how to engage them effectively, adding value with each interaction.
Donna Glasspoole is a former employee of the Canadian Design and Construction Report.