While barcode scanning has been prevalent in other countries for years, we hadn’t seen it take off here in the U.S. yet until just this year. According to data by ScanLife, barcode scans are up 700% over last year. And in June, there were more scans in one month, than during all of 2009 (http://bit.ly/bGMI36). It’s an equal rise between 1D and 2D codes, and we are starting to see many more print ads and outdoor marketing initiatives include 2D (or QR) codes for simple ways to direct consumers to specific web sites or landing pages that can be tailored for their campaigns.
We’ve thought for a long time that this was more than just a novelty – that once consumers figured out how to use them, they would provide a great way to connect with targeted audiences in a cross-channel and localized manner. Beyond using them simply as a way to drive people to a web address, they are a key element in the rise of augmented reality initiatives, especially in shopping environments. (http://slidesha.re/b0MBfu) Imagine being able to scan the barcode of a printer on a store shelf, and seeing all of the parts in a 3-D schematic, or instantly find user reviews… or shoot the QR on clothing store rack to see how that sweater would look on your son by overlaying it with a photo of him.
And now, Google has made it even easier to include them, with their URL shortener Goo.gl providing QR codes for any web address, along with a short url. So why not test it with your direct mail, print advertising, and/or POS creative? (http://bit.ly/clR07L)
