Mobile barcodes are turning up everywhere – buses, magazines, television, bar coasters. According to recent research from comScore, 14 million U.S. mobile phone users scanned QR or barcodes in June alone, mostly via newspapers, magazines and product packaging, both at home and in-store. My company’s own data reveals that barcodes that offer access to a discount or coupon or that allow the consumer to learn more about a product or service are the most popular.
Given that mobile barcodes are finally cracking the mainstream, they have enormous potential to present brands with brilliant results. Here are five mobile barcode best practices to help ensure a successful campaign.
1. Be Everywhere
Mobile barcodes should be incorporated into all digital and traditional media so the consumer has 360-degree exposure to the mobile marketing campaign. This will also ensure that consumer experience, dialogue and interactivity are at the heart of the campaign and not simply an afterthought.
2. Drive Value and Make it Easy
Giveaways, discounts, free tickets and exclusive access will compel consumers to interact with and scan your code. If your code simply offers the customer a chance to view a TV advertisement or link to a website, it’s best to try again. Scanning a barcode should provide the consumer with a brand experience that is exclusive, dynamic and interactive.
Take into account where a mobile barcode is located on the ad. Consumers must be able to find it easily and scan it quickly. For outdoor ads, place the code at eye or arm-level. In a print ad, the barcode should not fall over a fold as this will hamper scanning. Be sure to leave some white space around the mobile barcode, and use a minimum of 1 x 1-inch print specification. For TV or cinema, the code should to remain onscreen long enough for the viewer to launch the scanning application and scan the code.