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Mobile Barcode Campaigns: It’s All About the Experience

Two-dimensional barcodes have become the hot new response mechanism to use in marketing campaigns. While they add interactivity to print by connecting it directly to mobile devices, mobile barcodes can easily be misused and abused. By delivering a seamless, engaging experience, print and marketing service providers can achieve mobile marketing success and repeatable business.

By Bryan Yeager
Published: February 24, 2011

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Bryan Yeager is a Senior Consultant for InfoTrends’ Business Development Strategies and Production Workflow Solutions Consulting Services. Bryan covers a number of existing and emerging software and technology markets that enable cross-media marketing communications. He is the author of several in-depth Ultimate Guide reports that span across a variety of software categories, and provides insight through research, analysis, and consulting. He can be contacted via e-mail at bryan_yeager@infotrends.com or via Twitter (@bryanyeager).

 

Discussion

By jay olson on Feb 24, 2011

Bryan deserves a big round of applause for his commentary on this topic. I totally agree. 2D barcodes are just a tool. Correctly aligning barcode w/ goals of the campaign and the company's brand promises with the customer experience is critical. A lot of companies fail because they don't pay enough attention to this. It is all about the experience!

 

By David Allen on Feb 24, 2011

In my view getting the QR code app on the phone in a seemless way is half the challenge. Over time I am assuming these will arrive pre-loaded but at the moment its not an easy process. If we want QR codes to become a way of life then having the enabling software available in a user friendly way is critical.

 

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