CONTENT THAT CONNECTS
QR Codes and Other Mobile Engagement Tools
Content That Connects
 Industry & Market Trends
in Mobile
 Mobile Barcodes
 Emerging Mobile Engagement
Strategies
– NFC
– Image Recognition
– Augmented Reality
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The Impact of Mobile:
IF PAST IS PROLOGUE, THE IMPACT OF THE MOBILE
INTERNET WILL BE BIGGER THAN THE IMPACT OF
DESKTOP INTERNET … AND PERSONAL COMPUTER
… AND MINICOMPUTER … AND MAINFRAME …
Morgan Stanley Mobile Internet Report
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Mobile/Connected Device Market Trends
 54.9% Smartphones vs. 45.1% feature phones†
 Smartphone sales account for approximately
70% of new phone sales †
 87% of Smartphone owners
use their phones to access
the internet or email*
 78% of these users saying
that they go online
daily via mobile device*
*Sources: Pew Internet & American Life Project
†The Nielsen Company – Nielsen Wire
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Mobile/Connected Device Market Trends
 With Smartphones, tablets and other connected
devices, consumers have become digital omnivores*
 In 2012, platform wars will also extend beyond the
Smartphone screen, as tablet adoption continues to
surge while driving a growing share of digital
media consumption*
 Today, half of the total U.S. mobile
population uses mobile media**
 Increased WiFi availability and
mobile broadband adoption in the
U.S. are helping drive connectivity
* ComScore
** Pew Research Center’s Internet & American Life Project
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MOBILE ENGAGEMENT TACTICS
Subtitle
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Strategy is the Key
 Tactics themselves will never dictate
the success of a marketing program
 It’s how QR Codes or mobile
technology is applied to solve a
customer problem, meet a need, or
enhance the overall customer
experience
 Plus, there are benefits to the
marketing organization in customer
engagement, and information
acquired
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EMart Sunny Sale
 Challenge: Emart, South Korea’s largest retailer, was
facing a drastic drop in sales during lunch time hours
 Create unique shopping/engagement experience
 Emart created a shadow QR code that only became visible when
the sun was at the correct angle in the sky between midday and 1pm.
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E-Mart Sunny Sale
Expanded from 11 to 36 locations in
Seoul, S. Korea
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QR Codes – Identity Crisis?
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Barcode Awareness – Continuing to Build Momentum
 Usage, and adoption continue to rise but full potential has not yet
been realized
 Challenge is to deliver value to the customer experience;
engage and reward
* Source: Scanlife 2012 Q2 Trend Report
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Mobile Barcodes
 Mobile barcodes or tags encode information that allow physical objects to
link to the mobile web
 Utilizes Smartphones/mobile devices as the interface to decode the twodimensional barcode/Tags
 Originally 70+ types of 2D barcode or tag types; now down to a handful of
serious players for marketing engagement:
Microsoft TAG
QR Code
SnapTag
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2D Barcode and Tags – QR Codes
 Initially a highly-fragmented landscape with numerous 2D barcode types
 QR Codes have risen to
become the most broadly
used mobile barcode
 Open licensing
 Included in many barcode readers
that were previously proprietary
 Generalized QR Codes – Printed traditionally or digitally; every responder
gets the same code.
 Personalized QR Codes – Every code is unique and each code points to a
specific barcode related to the individual
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2D Barcode and Tags – QR Codes
 QR stands for “Quick Response”
 Invented in Japan by Denso Wave in 1994
 It is a two-dimensional barcode readable
by Smartphones/devices
 Essentially a web address/digital
information in a graphical format
 Takes consumers to mobile content.
 Easy to encode through online
QR Code generators, or systems
that provide basic analytics
 No special printing needs
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Why Insert QR Codes In Your Marketing Campaigns?
 Have a good reason to do so,
what is your end goal?
 Provide a solid value/payoff for the
customer to engage with the barcode
 Be aware of the user experience
 How will users relate and interact
with the content
 Is there an offer, coupon – does the
interaction improve your brand, or
engagement with the customer
 Have a clear call-to-action and keep
content as relevant and specific
as possible
 Make sure content is MOBILE OPTIMIZED
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Mobile Barcode Destination Content
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Analyzing the Data
 Pre-Populated Landing Pages
Entice Corrections
 Self-cleansing data
 Segment Warm and Hot leads
 Tailor follow up communications
 Peak & Non Peak Visits
 Do segments respond at the
same time?
 Orphaned Pages
 When did they abandon the offer?
 Test and Learn Strategies
 Experiment testing with offers
& incentives to different segments.
Data
Analysis
is Key
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Versioning Strategy
 Within the same campaign, we can use QR Codes to track performance
based on geography, media, segment, etc.
 QR Code testing examples:
 Regional/Demographic Segments
 Marketing vehicle
 Timing
 Offer testing
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Custom Design Codes
Adding graphics/logos made possible through error correction and redundant information
contained in the code
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QR Code Considerations
 Unfortunately there are no absolutes
 Size; recommend no smaller that ¾” x ¾”
 (1” x 1” if you can afford the space)
 Clear area around the code to improve
odd of successful scan
 Contrast; high contrast between foreground and background
 Darker color on lighter background – do not reverse out
 Code density/error correction
 Keep URL as short as possible
 (consider a URL shortener or redirect)
 Understand your environment and
what your code is exposed to
Level L (Low)7% of codewords can be restored.
Level M (Medium)15% can be restored.
Level Q (Quartile)25% can be restored.
Level H (High)30% can be restored
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CODES IN ACTION
Industry Examples
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RR Donnelley 2010 Annual Report
 Showcased QR Codes as link to
enhanced content
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Best Practices: Best Buy
 Best Buy is utilizing QR Codes
in marketing and in store
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Catalog Application: Link to Video
 Sears Tool Catalog
 Links to product specific videos
throughout the tool catalog
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Personalized QR PURL – Catalog
 Personalized QR Code
resolves directly to Mobile
PURL landing page
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QR Code to App Download
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NEAR FIELD COMMUNICATION (NFC)
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Near Field Communication (NFC)
 Proximity triggered interaction between
NFC devices
 Uses; mobile payment, peer-to-peer
sharing, link to mobile web
 People with a compatible phone simply tap
(or get close to) your NFC-enabled
materials to open a web page, dial a phone
number, see a free message, open a Vcard,
or download a mobile app.
 Typical print applications require NFC tag
applied via label
 Variation on RFID technology
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Near Field Communication
 To make the situation still more complex, NFC is a ‘chicken and egg’
technology.
 To succeed, NFC functionality needs to be put into the hands of sufficient
consumers to attract service providers to the technology.
 And, to attract a critical mass of consumers, sufficient services need to be
available to provide consumers with a reason to equip themselves to use
them.
 NFC is still very much in its infancy
when it comes to understanding which
business models hold the greatest
long-term potential.
 About 20 percent of phones worldwide
might have NFC capabilities by 2014*
*Juniper Research
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IMAGE RECOGNITION &
DIGITAL WATERMARKING
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Image Recognition
 Utilizes visual search to link to
content
 Uses; link visuals from ads to
specific mobile content
 Current observations: results
dependent on lighting conditions,
quality of camera and library of
images referenced
 Amazon Flow app is a recent
successful, but very specific
example of this technology
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Digital Watermarking
 Digital Watermarking used as a trigger offers another method to access
online content. Imprints an invisible pattern into the image which triggers
the link information.
 Digimarc Discover is a good example of this approach;
 How it Works; at the core of Digimarc
Discover is digital watermarking
technology to give Smartphones
the ability to see, hear and engage
with all forms of media.
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AUGMENTED REALITY
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Augmented Reality - Overview, Background and Evolution
 Augmented reality (AR) is the integration of digital information with
live video or the user's environment in real time.
 Main types of augmented reality:
 Geolocation – overlaying information based on location (i.e. storefinder,
social media applications showing location of users/posts)
 Printed Markers – extending print beyond the page by using the printed
piece as a trigger/tracking device to overlay graphics, animation and
digital information
 Natural AR – based on real world object recognition
 Uses; Location overlay, product preview/interaction, virtual dressing
rooms, enhanced information and experience
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Augmented Reality
 Current observations: Forrester Research analyst Thomas Husson also
says mobile AR is not yet delivering on its promise. But "in the years to
come, this will be disruptive technology that changes the way consumers
interact with their environment."
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Augmented Reality Example - LEGO
 Lego Store – Retail Kiosk: http://www.youtube.com/watch?v=mUuVvY4c4-A
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Augmented Reality Example
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IKEA 2013 Augmented Reality Catalog
 Augmented Reality accessible
via the IKEA Catalog app
 Additional product views
and alternate detail images
 Interactive features
 Inspirational films
 How-to guides
 Idea starters
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Retailer Insights
 “Retailers need to think of their business as a multi-channel environment
that can potentially include mobile, online, and bricks and mortar stores.”
 “Winning with shoppers requires a consistent experience across
channels that reinforces the values you represent as a retail brand,
whether it be price, service, reviews, selection, style, or other key
attributes.”
The Nielsen Company – Nielsen Wire 03-2012
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Summary
 Mobile is poised to be an
increasingly demanded channel
 Mobile engagement tactics are tools
to enhance customer experience and
brand engagement
 Leverage analytics and information
gained to shape future
communications
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THANK YOU
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