This Week in Tag

Nick Martin
Friday, Sep 23, 2011 at 2:00 PM

This week we addressed a question that is in the back of every marketer’s mind: “How do I get consumers to engage with my brand?”

As you may have guessed, engagement is a complex and broadly defined topic that we can’t totally cover in one week alone. So instead of trying to cover everything, we thought we’d give you a couple different perspectives from some innovators in mobile engagement. Roger Matus of Nellymoser gave us guidance on how to architect a captivating mobile experience and Bill Finn of Finn Digital gave us a look at how applying gamification can lead to tangible outcomes including lead capture and list building.  

That said, let’s take a look at some interesting things that bubbled up from the community this week:

Community Showcase

Louc Bouillon and John C. Marx, Why choose Tag over QR?

Boullion and Marx image

Louc and John both brought up a great question on our Facebook page that a lot of us have probably thought of, but didn’t know exactly how to answer:

“Everyone knows Tags look better than QR Codes, but why else should we use Tag instead of QR?”

To answer that question with as much brevity as possible, here are a couple differentiators that you may not have known about:

  1. It’s Free and Complete To get a similar solution with QR that you have with Tag’s feature-rich platform you would have to pay. Generally, QR services charge for anything from reporting services to actually generating a code itself. That can add up to some unexpected charges if you want full control over your next campaign. Also, QR has more than 200 readers and not one of them can read every QR code. That translates to a potential for some broken experiences. If you want to sleep well at night knowing that the experience you designed is actually being experienced by your customers, you’re going to want to go with Tag.
  2. We Have Features That QR Can’t Match The Tag platform has built-in features that allow users to build contextually relevant experiences with targeted content. Those features include Device ID and Real Time Location. Device ID is unique to the Tag platform and isn’t matched by any QR services in the market. Check out how the feature can liven up your next 2D barcode campaign with this week’s “How-To” post. In regards to Real Time Location it might be possible to engineer a similar experience using QR, but we have it seamlessly integrated into our platform and include safeguards that protect developers from privacy liabilities.

Lisa Cody, 2D barcode benchmarks

Lisa Cody quote image

With the increased awareness of Tag and other 2D barcodes we’ve been seeing some specific questions around metrics. Our LinkedIn group “Mobile Tagging” has drawn leaders in the mobile marketing and 2D barcode space to offer great insights for anyone interested in building a Tag campaign. It’s also a great place to connect with people that can help you take your campaign to the next level.

I’m glad Lisa asked this question because one of our goals for the LinkedIn group is to build a best practices hub around Tag. I am going to be letting the conversation build through next week and then chiming in with a little more of Tag’s perspective on how to determine if your campaign is successful. Until then, check out what influencers including Roger Marquis and Patrick Donnelly have to say on the topic.

JayCee Botha, “City of Heroes” Video

We have a rock star developer that also happens to be active in our Facebook community. Last week, one of JayCee’s projects caught our attention. The band “City of Heroes” used Tag to give fans a sneak peak at their most recent single “Fight or Flight” – a decision that was influenced in no small part by JayCee himself.

Check out the video:

Brian Morrissey, What About Awareness?

Brian Morrissey image

Brian is the Editor-in-Chief at Digiday, a great website for marketers and agencies looking to gain insight into trends in digital marketing and mobile. On Twitter Brian mentioned that just half his audience at an event had a Tag reader on their phone and that for the general population that is probably much lower.

In a couple back-and-forth comments the conversation brought us to one underlying question: “What makes Tag so sure that 2D barcodes in general have what it takes to catch on?”

There are two encouraging points that I’d like to point out as a response to Brian’s question:

  1. The Allure campaign has shown us that once a person is exposed to a compelling Tag experience, they come back for more. After running a campaign that generated over 400,000 scans in a short period of time, this year’s campaign is poised to blow that number out of the water both in terms of total scans AND an increase in unique devices.
  2. 2D barcodes are one element of a larger trend that will continue to grow: Consumers are increasingly using their mobile device to discover the world around them. Look no further than mobile search (which is also growing with smartphone adoption) to understand what I mean:

Fifty percent of all local searches are performed on a mobile device. This shows that consumers are responding to an external stimulus and looking to their mobile phone to give them information about their immediate surroundings as a response. In a similar way, Tag acts as an impetus for action. As awareness continues to swell people will increasingly look to 2D barcodes as an indicator that “Hey, there is something more here.”

Highlights Around the Web

Last week there were a few very informational posts about 2D barcodes that give some great perspective on best practices.

Lisa Arthur, Forbes, The Role of NFC, QR Codes and Microsoft Tags in Intelligent 1:1 Marketing

This is an excellent post that touches on the opportunity NFC and 2D barcodes presents for 1:1 marketing. If you like what you read check out this webinar on the subject.

Ashley Heather, MediaBizBloggers, Get Scanned

Ashley offers some nice tips on how to use 2D barcodes to address different stages in the shopping funnel.

Judd Wheeler, Mobile Barcodes in Television

Judd offers some nice statistics about 2D barcodes used in television. Among my favorites: After posting a 2D barcode the Weather Channel saw a 20% increase in downloads–not too shabby.

Next Week

Tag and other experts in the 2D barcode space have identified a compelling backend experience as a best practice for reinforcing the scanning behavior among consumers. Next week we’re going to show you how to act on that advice. Our topic of the week is going to be mobile user experience and design.

Here’s a stat that tells you just how important it is to nail the mobile user experience: By 2014 the mobile web is expected to surpass PC Internet usage.

Do you have something to share relating to Tag or mobile? Drop in on Facebook and LinkedIn to discuss what’s on your mind. Want to engage with us right away? Find us on Twitter. Maybe we’ll be talking about you next week!


Next 5 Articles

5 Best Practices for Scan Engagement

Thursday, Sep 22, 2011 at 2:00 PM

How Eurest Used Device ID

Thursday, Sep 22, 2011 at 10:00 AM

A Guide to Building Engagement at Corporate Events

Wednesday, Sep 21, 2011 at 2:00 PM

Optimizing Engagement

Wednesday, Sep 21, 2011 at 12:42 PM

Those Engaging 2D Barcodes

Tuesday, Sep 20, 2011 at 2:00 PM