Going Mobile: QR Codes and Snap Tags

The buzz for 2012 is mobile. Everything is mobile; everything needs to be mobilized.

First, go to your mobile phone and if you have the ability to access the Internet, check your website.

If your phone doesn’t have this feature—first, put it on your list to upgrade your darned phone already—then borrow a friend or colleague’s phone to perform this test.

©iStockphoto.com/arakonyunus

How does your website look? How does it perform? If you can’t easily see, read or interact with your website then next on your to-do list is update your website or have your web designer create a mobile version.

Now for a little 2012 mobile marketing: QR codes and snap tags. You probably have heard of and seen QR codes by now, but snap tags may not be on your radar yet. These are slow to take hold, since a lot of consumers and B2B prospects are not yet familiar with them—but a lot are, so getting started now is a good idea. There is nothing wrong with being new to the game if it can put you ahead of your competitors.

QR Codes

First, I’ll address QR codes, those square boxes you see that have bizarre Escher-style markings. (See this example on the right.) If your phone has a camera and one of the many readily available (and some free) QR reader apps, feel free to snap a shot of this and activate—surprise! Admittedly the process is a bit cumbersome but some consumers find them fun and other business types find them efficient.

With this digital example, you may be thinking, “What’s the point?” But where a QR code really shines is converting an inanimate printed piece, such as a sign or product packaging, into an interactive tool for spreading your message or offering value. Packaged items that have a QR Code might take you to a recipe (if the product is food), or instructions (if the product is a gadget), or to a fan page. Real estate agents and car dealers can put them on “For Sale” signs to take an interested passersby to an informational mobile site to learn more.

My favorite QR code is when I buy travel or event tickets online. They email me a QR code receipt so when I go to the venue I just bring up the QR code on my phone, they scan, and I’m in.

Snap Tags

While you currently have to pay for this service, Snap Tags are more attractive and branding is easier. Think of it as an interactive logo. These are circles you might see on a package, poster, magazine cover, or advertisement. Within the circle, you can put a message and add your logo and brand how you see fit. There are codes that make up the circle that work a lot like the QR codes above. (See the tag on the right for an example.)

The really cool thing about snap tags that trump QR codes is that these images are ‘sent,’ and so from a marketing perspective you know exactly who interacted with your tag. This is unbelievable data capture for target marketing and value analysis.

Even more exciting, especially for not-for-profits and other fundraisers, you can send the snap tag along with a donation that is billed right to your phone. Cool huh?

Think fun, think interactive, think personalized, and you are thinking mobile marketing. Text, QR or snap—how do you plan to mobilize your marketing this year?