Inspirational, the more of a struggle, the greater feels the victory:
Here is part 2:
7/29/2011
7/26/2011
What is the Number One Way to Connect Your Email and Social Media Marketing?
With so many ways to integrate email and social media we have almost unlimited options for leveraging connection between these two powerful conversation marketing channels. Still, for those at the beginning of the process it pays to know where to start. And the answer is simply:
USE EMAIL MARKETING TO INVITE CONNECTIONS ON SOCIAL MEDIA
This of course assumes you have a presence on at least one of the big three social networks – Facebook, Twitter and LinkedIn – if not also on others like YouTube, Ning and Meetup.
Why start with something so simple and obvious? Here are three good reasons why and a few ideas how:
1) Leverage Your Broadest and Most Established Online Channel to Build Connections in New Channels. Today it’s still true that a greater percentage of your customers use email than social media. That makes email the broadest online channel you have to invite customers to engage with you in any other channel – online or offline – especially emerging channels like social. It’s probably also the oldest (and for some, still the only) online communication channel you have with your customers, so chances are, not only are more of your customers reachable via email than social, they’re also more comfortable with and open to hearing from you through email than social media.
Leverage email marketing messages to entice, invite and remind subscribers that you’re present and interested in engaging with them on social media. You can use email to do this in a variety of ways: a) through dedicated email invites and announcements to visit and “like” you on social media sites, b) through Facebook-based contests (where a visit and “like” of the page is required for entry), and c) by embedding in email messages social media connection icons that link to your corresponding pages on those networks (now common practice).
2) Hedge against Email List Attrition. Using email to stimulate social media connections is a hedge against losing a customer connection in the email channel. If and when an email subscriber does want to leave your list, provided they’re connected with you on social media you can still engage and communicate with them there. And that’s better than not at all.
Recognize that as marketing channels continue to proliferate, people have more choice than ever. Some email subscribers will leave your list and instead prefer to connect with you on social media. Some social media fans will never subscribe to your email list. Honor preferences and don’t unreasonably expect everyone to connect with you in every channel.
3) Multiple Channels = More Valuable Customers. It’s a continually proven marketing truth that customers who engage in more than one channel purchase more often and spend more overall than customers who only interact in a single channel. While email is an ideal broadcast and targeted messaging channel, social media is a highly interactive and more conversational than email. The two separately are ideal for different types of messages, but when used together can create powerful, deeper engagement with customers that translates into more sales and higher lifetime customer value.
Don’t overlook email’s potential to initiate a conversation or process which you then continue on social media. It’s likely you’ll receive most customer ideas, suggestions, feedback, reviews and ratings through your social media points of presence. You can even use email to intentionally solicit that sort of input, which you’ll then gather on your social media pages, blog or through surveys. Since email is your broadest online channel, use it to launch a request for feedback, then transfer that conversation, discussion or interactivity to the context it’s best suited for: the social network.
Of course, we’re rarely limited to just a single way of doing anything, although we may have to tackle one method at a time. After leveraging your email to invite connections on social media, you’re ready to do just the opposite: use social media to build your email list. I’ll have a bundle of suggestions for why and how to do so in an upcoming article.
Or the answer could be
INVITE AND ENTICE YOUR SOCIAL COMMUNITY MEMBERS TO SIGN UP FOR YOUR EMAIL PROGRAM!
It’s not what you do, but how you do it that matters and determines your success rate. Here is how to do get sign-ups and gathering email addresses from friends and followers on the big three social networks:
1) Facebook – the beauty of Facebook is you have a lot of screen real estate to work with, so be sure to develop a custom business page with a visually attractive email opt-in, e-newsletter sign-up, or other form of registration that gathers an email address. Logically the first response to ask a new Facebook page visitor for is a “Like”, but as soon as they have liked you, you can display a page that explains the benefits they’ll now receive by being connected to you in social media and also invites them to join your email program.
You invite them into email by offering valuable content accessible only when they sign-up, or just explaining the exclusive notices and treatment your email subscribers routinely receive. The point is, don’t just go for the “like” (remember, you don’t “own” your Facebook page – Facebook does!); gather a digital point of contact that is your gateway into longer, more personal messaging.
2) Twitter – Twitter is a little different. You have some real estate to post links or opt-in invitations on your Twitter profile page, but not as much room or depth as on Facebook. So on Twitter, use your tweets themselves to invite, entice and explain the benefits of opting-in to your email. People need to be gently reminded there are multiple ways to get the best deals, exclusive offers and information from you, but don’t over-hype it.
Rather than tweet an invite to sign-up for your email list, tweet a link to the free report, application, widget, game or services trial sitting behind a registration that requires email address. Promote the benefit – what’s in it for them – of your content and services, not what’s in it for you. And do so at least once a day, but not so much that your promotional tweets vastly outnumber your helpful conversational status updates.
3) LinkedIn –LinkedIn offers some powerful and unique features – like groups, discussions and events — for business people that are also great places to promote your content and embed links to your email sign-up and lead capture pages. Of those three I think the most powerful is events. Keep in mind, an “event” can be a webinar, tele-seminar, tele-summit, or other virtual point-in-time gathering that requires minimal investment but is a fantastic list-builder.
Almost anyone registering for a paid or free webinar, tele-class or other virtual gathering knows they must provide their email address as a condition for receiving access information.
So, start routinely planning free or low-cost events and promoting them on LinkedIn (as well as Facebook and Twitter) and watch your email list grow throughout the year.
Of course, we’re rarely limited to just a single way of doing anything, although we may have to tackle one way at a time. Time to get started!
USE EMAIL MARKETING TO INVITE CONNECTIONS ON SOCIAL MEDIA
This of course assumes you have a presence on at least one of the big three social networks – Facebook, Twitter and LinkedIn – if not also on others like YouTube, Ning and Meetup.
Why start with something so simple and obvious? Here are three good reasons why and a few ideas how:
1) Leverage Your Broadest and Most Established Online Channel to Build Connections in New Channels. Today it’s still true that a greater percentage of your customers use email than social media. That makes email the broadest online channel you have to invite customers to engage with you in any other channel – online or offline – especially emerging channels like social. It’s probably also the oldest (and for some, still the only) online communication channel you have with your customers, so chances are, not only are more of your customers reachable via email than social, they’re also more comfortable with and open to hearing from you through email than social media.
Leverage email marketing messages to entice, invite and remind subscribers that you’re present and interested in engaging with them on social media. You can use email to do this in a variety of ways: a) through dedicated email invites and announcements to visit and “like” you on social media sites, b) through Facebook-based contests (where a visit and “like” of the page is required for entry), and c) by embedding in email messages social media connection icons that link to your corresponding pages on those networks (now common practice).
2) Hedge against Email List Attrition. Using email to stimulate social media connections is a hedge against losing a customer connection in the email channel. If and when an email subscriber does want to leave your list, provided they’re connected with you on social media you can still engage and communicate with them there. And that’s better than not at all.
Recognize that as marketing channels continue to proliferate, people have more choice than ever. Some email subscribers will leave your list and instead prefer to connect with you on social media. Some social media fans will never subscribe to your email list. Honor preferences and don’t unreasonably expect everyone to connect with you in every channel.
3) Multiple Channels = More Valuable Customers. It’s a continually proven marketing truth that customers who engage in more than one channel purchase more often and spend more overall than customers who only interact in a single channel. While email is an ideal broadcast and targeted messaging channel, social media is a highly interactive and more conversational than email. The two separately are ideal for different types of messages, but when used together can create powerful, deeper engagement with customers that translates into more sales and higher lifetime customer value.
Don’t overlook email’s potential to initiate a conversation or process which you then continue on social media. It’s likely you’ll receive most customer ideas, suggestions, feedback, reviews and ratings through your social media points of presence. You can even use email to intentionally solicit that sort of input, which you’ll then gather on your social media pages, blog or through surveys. Since email is your broadest online channel, use it to launch a request for feedback, then transfer that conversation, discussion or interactivity to the context it’s best suited for: the social network.
Of course, we’re rarely limited to just a single way of doing anything, although we may have to tackle one method at a time. After leveraging your email to invite connections on social media, you’re ready to do just the opposite: use social media to build your email list. I’ll have a bundle of suggestions for why and how to do so in an upcoming article.
Or the answer could be
INVITE AND ENTICE YOUR SOCIAL COMMUNITY MEMBERS TO SIGN UP FOR YOUR EMAIL PROGRAM!
It’s not what you do, but how you do it that matters and determines your success rate. Here is how to do get sign-ups and gathering email addresses from friends and followers on the big three social networks:
1) Facebook – the beauty of Facebook is you have a lot of screen real estate to work with, so be sure to develop a custom business page with a visually attractive email opt-in, e-newsletter sign-up, or other form of registration that gathers an email address. Logically the first response to ask a new Facebook page visitor for is a “Like”, but as soon as they have liked you, you can display a page that explains the benefits they’ll now receive by being connected to you in social media and also invites them to join your email program.
You invite them into email by offering valuable content accessible only when they sign-up, or just explaining the exclusive notices and treatment your email subscribers routinely receive. The point is, don’t just go for the “like” (remember, you don’t “own” your Facebook page – Facebook does!); gather a digital point of contact that is your gateway into longer, more personal messaging.
2) Twitter – Twitter is a little different. You have some real estate to post links or opt-in invitations on your Twitter profile page, but not as much room or depth as on Facebook. So on Twitter, use your tweets themselves to invite, entice and explain the benefits of opting-in to your email. People need to be gently reminded there are multiple ways to get the best deals, exclusive offers and information from you, but don’t over-hype it.
Rather than tweet an invite to sign-up for your email list, tweet a link to the free report, application, widget, game or services trial sitting behind a registration that requires email address. Promote the benefit – what’s in it for them – of your content and services, not what’s in it for you. And do so at least once a day, but not so much that your promotional tweets vastly outnumber your helpful conversational status updates.
3) LinkedIn –LinkedIn offers some powerful and unique features – like groups, discussions and events — for business people that are also great places to promote your content and embed links to your email sign-up and lead capture pages. Of those three I think the most powerful is events. Keep in mind, an “event” can be a webinar, tele-seminar, tele-summit, or other virtual point-in-time gathering that requires minimal investment but is a fantastic list-builder.
Almost anyone registering for a paid or free webinar, tele-class or other virtual gathering knows they must provide their email address as a condition for receiving access information.
So, start routinely planning free or low-cost events and promoting them on LinkedIn (as well as Facebook and Twitter) and watch your email list grow throughout the year.
Of course, we’re rarely limited to just a single way of doing anything, although we may have to tackle one way at a time. Time to get started!
13 Things You Need to Know About QR Codes
Here's a crash course on tools, tactics, and best practices I have compiled just in case you are asked to do a 2D barcode marketing campaign tomorrow.
1. QR Code is a 2D Barcode. QR codes are an encoded barcode image resembling a square-like maze. Unlike a 1-dimensional UPC code, a 2-dimensional barcode stores data in both directions and can be scanned vertically or horizontally to be decoded.
2. 2D Barcodes Can Store a Variety of Data. A traditional 1D barcode (UPC/EAN) stores up to 30 numbers. The 2D barcode (QR) can store up to 7,089 numbers. The additional storage capacity accommodates a variety of data beyond numbers:
• Text
• Hyperlink
• Telephone number (Phone call)
• SMS/MMS message
• Email (Send message)
• Contact entry (vCard or meCard)
• Calendar entry (vCalendar)
Storing a hyperlink presents a myriad of possibilities beyond just loading a web page -- play a video, download a mobile app, check-in on Foursquare, update a Twitter status, "Like" a Facebook page, display map directions, and more.
3. Read/Decode a 2D Barcode by Scanning it With a Smartphone. (A 2D barcode reader app is required to decode the encoded data.)
4. 2D Barcodes Can be Placed in and on Nearly Any Location. Once the barcode image is created, it can be printed on nearly any surface and location -- newspapers, TV ads, billboards, temporary tattoos, product packaging, clothing labels, cake frosting, and more. This enables you to drive traffic, interaction, and conversion from anywhere. 2D barcodes excel at bringing non-digital media to life.
Note: Use caution placing barcodes online. They should always enhance the user experience. If a user could click a hyperlink, don't make them scan a code to complete the same task.
Location must be easily scannable. Plastic frames and packaging can reflect light. Lighting can cast shadows, and hillsides and subways can kill Wi-Fi access. Consider all contextual factors that could impact the scanning experience.
5. Mobile Barcode Scanning is on the Rise. 2D barcode scanning outnumbered 1D (UPC) scans in Q1 2011. According to ScanLife's Q1 2011 Trend Report grew Mobile barcode scanning 1,600 percent in the year 2010. QR barcode scanning was up 1,200 percent in the second half of 2010. Mobio's Naked Facts Report states that 22 percent of the Fortune 50 have already used mobile barcodes. And from a Burson-Marsteller Report: QR codes can be used for nearly any function (logistics, advertising, customer service, etc.) for B2B and B2C across a variety of industries:
• Best Buy uses QR codes on in-store price tags for quick access to online reviews.
• Golf Digest uses Microsoft Tag in their magazine to accompany tips with interactive video.
• Real estate agents use 2D barcodes on "for sale" signs providing prospective buyers access to virtual tours.
• Libraries are using QR codes to facilitate learning via interactive scavenger hunts.
6. QR Isn't the Only Type of 2D Barcode. The most popular 2D barcode formats are QR code, DataMatrix, ScanLife EZcode, and Microsoft Tag (Tag).
There are several key differences in these code formats. ScanLife EZcode and Microsoft Tag are proprietary formats only decodable by their tools, while QR and DataMatrix formats are open standard. A Google Trends analysis of these 2D barcodes shows "QR code" dominates by far from a search popularity perspective. QR has become a common term used to reference a 2D barcode (2D code, mobile tag, mobile barcode, etc.) even when codes are technically a different format. Even @MicrosoftTag uses the #QRcode hashtag on Twitter.
7. Tools to Generate and Read 2D Barcodes are Free. Tools are available for all major mobile phone handsets. To run a 2D barcode campaign you'll need to following:
1. 2D barcode generator (Website service)
2. 2D barcode reader (Mobile app)
3. [Optional” 2D barcode management/tracking tool (Website service)
Generators:
Different generators have varying features. Choose a generator based on the options for:
• Code Format (i.e. QR, EZcode, Tag, etc.)
• Stored Data (i.e. hyperlink, meCard, SMS, etc.)
• Output (i.e. color, size, download file type, etc.)
QRstuff.com is a comprehensive QR generator providing a variety of stored content, color, size, and output options. ScanLife's generator creates their proprietary EZcode as well as QR and DataMatrix formats. Microsoft Tag only generates Tag.
Note: To generate a code on the ScanLife or Microsoft Tag sites, you'll first need to create an account. (Tag requires providing personal info like birth date, gender, etc.)
Readers:
Microsoft Tag and ScanLife EZcode can only be decoded by their respective reader apps. Because of the open standard for QR codes, dozens of reader apps are available. (DataMatrix is usually supported on most QR readers.) Some mobile handsets come with a reader app pre-installed.
The following 2D barcode reader apps work on the majority of phones/handsets.
Reader App Code Formats Download Link
(from your mobile phone)
RedLaser QR, UPC/EAN redlaser.com
BeeTagg Reader QR, DataMatrix, BeeTagg get.beetagg.com
AT&T Code Scanner QR, DataMatrix, UPC/EAN scan.mobi
ScanLife EZcode, QR, DataMatrix, UPC/EAN getscanlife.com
Microsoft Tag Tag gettag.mobi
RedLaser and AT&T Code Scanner also have geolocation features for local price comparison shopping.
8. Management Tools are Available to Track Scanning Analytics.. URL-shortener and web analytics for 2D barcodes storing URL hyperlinks are a great start. For comprehensive scan tracking, you'll need to use a barcode generator tool that includes tracking analytics. (These tools are not independent.) Some management tools will merely track the number of scans while others provide detailed metrics like demographics, repeat scans, geolocation, and more. Collected analytics depends on the reader app used for scanning, so data results may vary.
Management tools are relatively inexpensive and sometimes free. Paid plans typically have a free trial with fees based on the number of scans.
2D Barcode Management & Tracking Tools:
• Microsoft Tag (Tag)
• ScanLife (EZcode, QR, DataMatrix, UPC)
• Tappinn (QR, UPC)
• Paperlinks (QR)
• QReateBUZZ (QR)
• BeQRious (QR)
• SPARQCode (QR)
• QReate and Track (QR)
9. 2D Barcode Content Should Provide Special Value for the Customer.
It's work to scan a barcode, so users have higher expectations as to what content they will find. Reward the user with discounts, exclusive content, or useful tips relevant to the code's context. Consider scenarios that leverage smartphone features (email, SMS, phone call, video, map, apps, etc.) to save the user time.
For example, including a QR code on a business card that links to a meCard would be a lot easier than the user manually entering the contact record. In contrast, a QR code that links to a website homepage adds limited value.
Note: If you link to a web page, make sure that it's mobile-friendly.
10. Small or Complex QR Codes Can't be Scanned by Smartphones With Lesser Quality Cameras. Complex 2D barcodes (a lot going on, not very dense) are more challenging and time consuming to scan. In the case of QR codes, more stored content forces a larger code size. In general, it's best to minimize data stored in 2D barcodes. Always use a URL-shortener to shrink hyperlinks. (Add analytics tracking parameters before shortening the link.)
Warning: Small, complex QR codes are the biggest mistake currently being made by marketers. (Microsoft Tag and EZcode formats generally don't have this issue.) Smartphone cameras with resolution less than 4-megapixels can't scan a QR code smaller than about 1"x1". Moreover, without the auto-focus (AF) camera feature, a complex QR code will have the same scanning issue, even if the code is larger. The iPhone 3GS and Blackberry are popular handset examples that lack both of these camera features. Unscannable codes kill and delay the adoption rate for 2D barcode campaigns.
Tip: Always provide a back-up (i.e. hyperlink, SMS text message, etc.) option for users to retrieve info within the code. A back-up enables non-smartphone users to also participate.
11. Consumers Need Guidance to Scan 2D Barcodes. The variety of code types, readers, and different terminology is confusing to consumers. Nielsen Company estimates that only 40 percent of U.S. mobile devices are smartphones as of Q1 2011, growing to almost 50 percent by Q3 2011. That means there are a lot of smartphone rookies that barely know how to use their phone, much less distinguish differences in mobile barcode formats and reader apps. As long as 2D barcodes are a novelty concept, always include a brief step-by-step guide with the context of your code.
Logical steps:
1. Get the reader app
2. Scan the code with your mobile device
3. (Action that happens upon scanning)
Tip: For the reader app download, include a URL link or SMS shortcut to expedite the process. This step is imperative when using proprietary Microsoft Tag or ScanLife EZcode formats since only one reader is capable of scanning their codes.
Steps two and three can be combined as a call-to-action. Example: "Scan to ____." (... watch a video, download our app, call customer support, etc.)
12. 2D Barcodes can be Customized Artistically. QR codes include an Error Correction Level (ECL) that enables "damaged" codes to still be scanned. The error level tolerance (set by the code generator) can be as high as 30%. As a result, creative license can be used to create designer QR codes from a variety of colors or materials (i.e. jelly beans, sand castles, product packaging, etc.) as long as there is adequate contrast to read the code.
When it comes to advanced QR code graphic design, it's harder than it looks. If you want to get fancy, I recommend connecting with QR art experts at QRarts.com or Delivr.com.
Microsoft Tag also allows for artistic codes. Their custom tag tool allows users to generate art from codes or even overlay codes on top of photographs.
Tip: Some artistic design is fun and good to see; however, don't go overboard. As long as 2D barcodes are novelty, it's important that users easily recognize a scannable code from a distance.
13. Testing Scannability is Imperative.
Before you mass print or distribute barcodes be sure to test for scannability. Testing factors:
• Smartphone cameras (resolution/auto-focus)
• Reader apps
• Scan context (i.e. lighting, shadows, surfaces)
• Scan distance
• Scan timing
Good luck!
1. QR Code is a 2D Barcode. QR codes are an encoded barcode image resembling a square-like maze. Unlike a 1-dimensional UPC code, a 2-dimensional barcode stores data in both directions and can be scanned vertically or horizontally to be decoded.
2. 2D Barcodes Can Store a Variety of Data. A traditional 1D barcode (UPC/EAN) stores up to 30 numbers. The 2D barcode (QR) can store up to 7,089 numbers. The additional storage capacity accommodates a variety of data beyond numbers:
• Text
• Hyperlink
• Telephone number (Phone call)
• SMS/MMS message
• Email (Send message)
• Contact entry (vCard or meCard)
• Calendar entry (vCalendar)
Storing a hyperlink presents a myriad of possibilities beyond just loading a web page -- play a video, download a mobile app, check-in on Foursquare, update a Twitter status, "Like" a Facebook page, display map directions, and more.
3. Read/Decode a 2D Barcode by Scanning it With a Smartphone. (A 2D barcode reader app is required to decode the encoded data.)
4. 2D Barcodes Can be Placed in and on Nearly Any Location. Once the barcode image is created, it can be printed on nearly any surface and location -- newspapers, TV ads, billboards, temporary tattoos, product packaging, clothing labels, cake frosting, and more. This enables you to drive traffic, interaction, and conversion from anywhere. 2D barcodes excel at bringing non-digital media to life.
Note: Use caution placing barcodes online. They should always enhance the user experience. If a user could click a hyperlink, don't make them scan a code to complete the same task.
Location must be easily scannable. Plastic frames and packaging can reflect light. Lighting can cast shadows, and hillsides and subways can kill Wi-Fi access. Consider all contextual factors that could impact the scanning experience.
5. Mobile Barcode Scanning is on the Rise. 2D barcode scanning outnumbered 1D (UPC) scans in Q1 2011. According to ScanLife's Q1 2011 Trend Report grew Mobile barcode scanning 1,600 percent in the year 2010. QR barcode scanning was up 1,200 percent in the second half of 2010. Mobio's Naked Facts Report states that 22 percent of the Fortune 50 have already used mobile barcodes. And from a Burson-Marsteller Report: QR codes can be used for nearly any function (logistics, advertising, customer service, etc.) for B2B and B2C across a variety of industries:
• Best Buy uses QR codes on in-store price tags for quick access to online reviews.
• Golf Digest uses Microsoft Tag in their magazine to accompany tips with interactive video.
• Real estate agents use 2D barcodes on "for sale" signs providing prospective buyers access to virtual tours.
• Libraries are using QR codes to facilitate learning via interactive scavenger hunts.
6. QR Isn't the Only Type of 2D Barcode. The most popular 2D barcode formats are QR code, DataMatrix, ScanLife EZcode, and Microsoft Tag (Tag).
There are several key differences in these code formats. ScanLife EZcode and Microsoft Tag are proprietary formats only decodable by their tools, while QR and DataMatrix formats are open standard. A Google Trends analysis of these 2D barcodes shows "QR code" dominates by far from a search popularity perspective. QR has become a common term used to reference a 2D barcode (2D code, mobile tag, mobile barcode, etc.) even when codes are technically a different format. Even @MicrosoftTag uses the #QRcode hashtag on Twitter.
7. Tools to Generate and Read 2D Barcodes are Free. Tools are available for all major mobile phone handsets. To run a 2D barcode campaign you'll need to following:
1. 2D barcode generator (Website service)
2. 2D barcode reader (Mobile app)
3. [Optional” 2D barcode management/tracking tool (Website service)
Generators:
Different generators have varying features. Choose a generator based on the options for:
• Code Format (i.e. QR, EZcode, Tag, etc.)
• Stored Data (i.e. hyperlink, meCard, SMS, etc.)
• Output (i.e. color, size, download file type, etc.)
QRstuff.com is a comprehensive QR generator providing a variety of stored content, color, size, and output options. ScanLife's generator creates their proprietary EZcode as well as QR and DataMatrix formats. Microsoft Tag only generates Tag.
Note: To generate a code on the ScanLife or Microsoft Tag sites, you'll first need to create an account. (Tag requires providing personal info like birth date, gender, etc.)
Readers:
Microsoft Tag and ScanLife EZcode can only be decoded by their respective reader apps. Because of the open standard for QR codes, dozens of reader apps are available. (DataMatrix is usually supported on most QR readers.) Some mobile handsets come with a reader app pre-installed.
The following 2D barcode reader apps work on the majority of phones/handsets.
Reader App Code Formats Download Link
(from your mobile phone)
RedLaser QR, UPC/EAN redlaser.com
BeeTagg Reader QR, DataMatrix, BeeTagg get.beetagg.com
AT&T Code Scanner QR, DataMatrix, UPC/EAN scan.mobi
ScanLife EZcode, QR, DataMatrix, UPC/EAN getscanlife.com
Microsoft Tag Tag gettag.mobi
RedLaser and AT&T Code Scanner also have geolocation features for local price comparison shopping.
8. Management Tools are Available to Track Scanning Analytics.. URL-shortener and web analytics for 2D barcodes storing URL hyperlinks are a great start. For comprehensive scan tracking, you'll need to use a barcode generator tool that includes tracking analytics. (These tools are not independent.) Some management tools will merely track the number of scans while others provide detailed metrics like demographics, repeat scans, geolocation, and more. Collected analytics depends on the reader app used for scanning, so data results may vary.
Management tools are relatively inexpensive and sometimes free. Paid plans typically have a free trial with fees based on the number of scans.
2D Barcode Management & Tracking Tools:
• Microsoft Tag (Tag)
• ScanLife (EZcode, QR, DataMatrix, UPC)
• Tappinn (QR, UPC)
• Paperlinks (QR)
• QReateBUZZ (QR)
• BeQRious (QR)
• SPARQCode (QR)
• QReate and Track (QR)
9. 2D Barcode Content Should Provide Special Value for the Customer.
It's work to scan a barcode, so users have higher expectations as to what content they will find. Reward the user with discounts, exclusive content, or useful tips relevant to the code's context. Consider scenarios that leverage smartphone features (email, SMS, phone call, video, map, apps, etc.) to save the user time.
For example, including a QR code on a business card that links to a meCard would be a lot easier than the user manually entering the contact record. In contrast, a QR code that links to a website homepage adds limited value.
Note: If you link to a web page, make sure that it's mobile-friendly.
10. Small or Complex QR Codes Can't be Scanned by Smartphones With Lesser Quality Cameras. Complex 2D barcodes (a lot going on, not very dense) are more challenging and time consuming to scan. In the case of QR codes, more stored content forces a larger code size. In general, it's best to minimize data stored in 2D barcodes. Always use a URL-shortener to shrink hyperlinks. (Add analytics tracking parameters before shortening the link.)
Warning: Small, complex QR codes are the biggest mistake currently being made by marketers. (Microsoft Tag and EZcode formats generally don't have this issue.) Smartphone cameras with resolution less than 4-megapixels can't scan a QR code smaller than about 1"x1". Moreover, without the auto-focus (AF) camera feature, a complex QR code will have the same scanning issue, even if the code is larger. The iPhone 3GS and Blackberry are popular handset examples that lack both of these camera features. Unscannable codes kill and delay the adoption rate for 2D barcode campaigns.
Tip: Always provide a back-up (i.e. hyperlink, SMS text message, etc.) option for users to retrieve info within the code. A back-up enables non-smartphone users to also participate.
11. Consumers Need Guidance to Scan 2D Barcodes. The variety of code types, readers, and different terminology is confusing to consumers. Nielsen Company estimates that only 40 percent of U.S. mobile devices are smartphones as of Q1 2011, growing to almost 50 percent by Q3 2011. That means there are a lot of smartphone rookies that barely know how to use their phone, much less distinguish differences in mobile barcode formats and reader apps. As long as 2D barcodes are a novelty concept, always include a brief step-by-step guide with the context of your code.
Logical steps:
1. Get the reader app
2. Scan the code with your mobile device
3. (Action that happens upon scanning)
Tip: For the reader app download, include a URL link or SMS shortcut to expedite the process. This step is imperative when using proprietary Microsoft Tag or ScanLife EZcode formats since only one reader is capable of scanning their codes.
Steps two and three can be combined as a call-to-action. Example: "Scan to ____." (... watch a video, download our app, call customer support, etc.)
12. 2D Barcodes can be Customized Artistically. QR codes include an Error Correction Level (ECL) that enables "damaged" codes to still be scanned. The error level tolerance (set by the code generator) can be as high as 30%. As a result, creative license can be used to create designer QR codes from a variety of colors or materials (i.e. jelly beans, sand castles, product packaging, etc.) as long as there is adequate contrast to read the code.
When it comes to advanced QR code graphic design, it's harder than it looks. If you want to get fancy, I recommend connecting with QR art experts at QRarts.com or Delivr.com.
Microsoft Tag also allows for artistic codes. Their custom tag tool allows users to generate art from codes or even overlay codes on top of photographs.
Tip: Some artistic design is fun and good to see; however, don't go overboard. As long as 2D barcodes are novelty, it's important that users easily recognize a scannable code from a distance.
13. Testing Scannability is Imperative.
Before you mass print or distribute barcodes be sure to test for scannability. Testing factors:
• Smartphone cameras (resolution/auto-focus)
• Reader apps
• Scan context (i.e. lighting, shadows, surfaces)
• Scan distance
• Scan timing
Good luck!
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