Brand marketers considering adding QR codes and mobile barcodes to their advertising and marketing mix have a good place to start with a new whitepaper from Mobile Marketing Association, “Mobile Barcodes, an Overview for Marketers.” identifies best practices for developing brand marketing campaigns that utilize mobile barcodes.
The study provides details about the types and attributes of mobile barcodes in the market, marketers’ insights into industry best practices and choosing the right type of barcode and service provider based on campaign objectives. Some key best practices and tips covered in the whitepaper include:
- Creating a compelling experience
- Telling consumers why and how to engage
- Setting up your campaign to collect meaningful data
- How to measure success
- The life cycle of a 2D barcode campaign
- Optimizing for mobile
- Reducing the complexity of your code
- Providing “quiet space” around the code
- Choosing the correct size for the code
- Placing the code where it can be easily scanned
- Testing the code
Mobile barcode usage continues to increase exponentially. At the end of Q2, 3GVision issued a study that showed the global usage jumped by 1043% between the end of 2009 and August of 2011. That rise has coincided with a jump in the number of smartphone owners, which means the audience for mobile barcodes and the potential for even more has never been greater. Brand marketers should take action now to begin building a base of experience and knowledge.
