Flickr Image: The American Library Association (ALA)
Barcodes have been used in the retail, logistics, inventory/warehousing and governmental environments since the 1970’s. There are numerous types of 2D barcodes, but for this post, I’ll be referring primarily to Quick Response (QR) codes – which didn’t come into existence until 1994. QR codes have been popular in Japan for quite some time and even have been used in some European countries but have struggled to gain acceptance here in North America.
About a year ago, my BurrellesLuce colleague, Lauren Shapiro, wrote about the world being a giant barcode and how this might affect the public relations and marketing realm. In September 2010, I attended a PRSA professional development day (hosted by SWMO PRSA) where Ben Smith, Social: IRL agency, talked about PR and media uses for QR codes – that’s when it started to “click” for me. Then, a few months ago, another colleague, Denise Giacin, wrote about a book by a New York Times reporter and his perceptions of the changing media landscape – each chapter beginning with a QR code.
So, if this is not new, why am I just now writing about this? Because it seems to me that it’s no longer just speculation by the thought leaders, but it’s actually catching on. (I’m a wait and see kinda gal, after all Missouri is the “Show Me State.”) With the popularity of smart phones, QR codes are now more practical than in the past and are probably destined to become even more so in the future. Google Places began using QR codes, issuing window decals, in December 2009 as a quick way to see reviews and coupons for local businesses. There’s a myriad of uses in the communications field and I’ll talk more about that in my next post.
A number of print media outlets are now using barcodes to connect the reader’s print and online experiences. Mobile barcodes offer publishers an easy way to bridge the gap between traditional print mediums and digital media. The barcodes allow them to offer a more personalized and interactive experience – like linking from an advertisement to a coupon or recipe. But it’s going beyond advertising now.
The Washington Post recently began including QR codes to offer “digital jumps” to additional content. Lucky Magazine uses QR codes to link to hair and makeup instructional videos. South Florida Sun Sentinel uses QR codes to link to digital content. USA Today announced last week that they are making a commitment to use at least one Microsoft Tag (a proprietary 2D barcode) in each daily section that will provide mobile access to photos, videos and other online content. Even some college papers, Cal State Fullerton for one, have begun using these barcodes in the print edition.
The naysayers are convinced of the demise of print media; however, new technologies like QR codes offer the ability to make their content more interrelated. It provides readers with a more interactive and productive experience.
Is this just what print media needs or is this a stop-gap measure on the downhill slide? I look forward to you sharing your thoughts with our readers.
[...] my last post, I talked about 2D barcodes being used in the print media to connect the readers’ to additional [...]
Thanks Tressa for your blog post. I would have to say that smartphone users have only scratched the surface of QR codes. There is the initial “wow” factor of the scanning ability of smartphones. Understanding how to scan QR codes through the mobile phone has just become mainstream in Midwest. But this initial excitement only goes so far. Then what is the experience? Currently most codes in the US are set up to go to non mobile links. This is a waste of this technology and it turns off the end user. There is no real value for them.
But when marketers realize the future potential of implementing QR code campaigns (if created correctly) and utilize the various smartphone features and abilities of QR codes through the mobile platform, then there will be an explosion of QR code use. I work for Midtown Printing here in St. Louis and I am also from Missouri. I have seen great implementations of the what this technology can do to take advantage of all the feature that a smartphone has to offer.
For marketers, it is a whole new canvas for creativity. QR codes with a mobile web sites and mobile backend server, extend the brand experience from a 30 second pitch to a 3 to 5 minute experience with a device that people have with them all the time. This experience can include video, instant geo location coupons and offers, more information about a particular product or background on companies/designers etc, ease of purchases with just a click or two through m-commerce, GPS directions from exactly where you are at that moment to a particular, social interaction, etc.
The possibilities are endless with a QR code mobile site if the right time and investment are allocated to this technology. Beware: not all QR code generators and statical tracking are the same. And remember nothing in this world is free and not all generators work as intended. You need to fully understand the technology or you may not have the successful outcome you wanted on all mobile devices. Marketers just need to be savvy on what QR code generator system they use and understand the correct server technology needed on the backend.
Print will not go away. It has just adjusted to the the growing needs of marketers in finding the right balance within the marketing mix that best communicates to the intended audience. Applications like this make print interactive and a key component in delivering to the user this experience. I would be happy to discuss the future of QR codes and what it takes to successful develop a QR code campaign that will work on all mobile device platforms. Midtown can get you started in the right direction so you can see for yourself.
Excellent points, Kathleen, especially with the mobile vs. regular web sites. Great advice!