eMarketer Reports on Mobile Tagging Growth

Rachel Tamigniaux
Monday, May 23, 2011 at 9:22 AM

I’ll bet you didn’t know that, of the top 100 magazines using mobile tagging, a staggering 81.5% are using Tag vs. other 2D barcode systems. Believe it, because eMarketer, the online “go-to authority” of digital marketing, has recently issued a report on the growth, trends, and best practices of mobile tagging.

Interestingly, the report finds that marketers don’t need to break the bank to profit from a mobile marketing campaign. In fact, the success of the campaign is dependent on the strategy and the time that companies are willing to spend thinking about the ways a mobile barcode can bridge consumer “touchpoints,” whether online, in-store, or at home.

mobile phone and keyboard

The report also presents some compelling statistics on mobile tagging:

  • The top five countries for growth in mobile barcode scans are the U.S., the U.K., the Netherlands, Spain, and Canada.
  • The most common places that consumers are seeing these barcodes are on products (56%), in magazines (46%), on coupons (45%), in newspaper ads (27%), in catalogs (21%), on TV (17%), and on outdoor ads (16%).
  • U.S. consumers most commonly use mobile barcodes to get a coupon, discount, or deal on a product or service. This is followed closely by accessing additional information about the company or item being marketed. Other uses include entering a giveaway or sweepstakes, signing up to receive more information, accessing a video, making a purchase, and social media-based interaction.
  • Gender and age demographics seem to have little correlation to the use of mobile barcodes, so products aimed at almost any age or gender can benefit by using mobile tagging, and adoption is growing fast.

In order to get the most out of a mobile marketing campaign, the eMarketer report recommends the following best practices:

  • Make barcodes visible and easily actionable.
  • Make barcodes universal.
  • Link barcodes to compelling content.
  • Ensure the linked content is accessible from a mobile device.
  • Verify there is sufficient network coverage to scan and use the barcodes.

The key takeaway of this report: Mobile barcodes like Tag are capable of boosting almost any industry when they are used right, but there is still a need to educate consumers about this great tool.

eMarketer’s report states that “with deployment at an early stage in most markets outside of Japan, consumer adoption of barcode scanning remains uneven. However, awareness is growing…”

To offset this initial consumer hesitation, it’s up to the marketer to make it worth the new customer’s time by providing a valuable (and hopefully repeatable) experience. Check out the report for more.

Have you already used mobile tagging, or are you going to start? Let us know in the comments below or on Facebook or Twitter.


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