Roger Marquis, who helms the 2D Barcode Strategy blog, wrote an essential post earlier this month about repeatedly using 2D barcodes like Tag. He saw 'em in a magazine one month, only to find they'd all but vanished in the next. Perplexed, he asks, "What do companies really think they are gaining or accomplishing by using a code once and then never again? ... [H]ow does this type of usage define and/or fit into an overall integrated marketing strategy? In my mind, it doesn't and can't."
He raises a good point. By using Tags more than once, you have a chance to tweak anything that was suboptimal the first time. If nobody scanned your Tags at a bus stop, maybe print advertising will reach your audience better. Using Tags repeatedly gives you a chance to try out different Tags, both in design (b&w vs. color vs. custom Tags with your logo) and type (does it go to a website? Send a text? Dial a number?). Videos might perform better for your business than a contest entry, or a mobile coupon might be better than your Facebook page. It's hard to get anything perfect the first time – including your foray into mobile tagging. And companies who used Tag multiple times – like Allure and Woman's Day – are training their audiences to recognize Tags, know to scan one with a smartphone, and expect a great mobile experience when they engage. It's a relationship, not a one-time thing!
As Marquis writes, "With most any other form of marketing, don't we as marketers test, refine, test, refine, test, refine, until the tactic or strategy delivers the desired results? Why not do the same with 2D technology?" Exactly.
Have you used Tag more than once? Let us know in the comments below or on Facebook or Twitter.