Inbound marketing in social media is rapidly evolving, and this phenomenon is exponentially greater for social media that is closely aligned with mobile devices. In fact, it is difficult to come up with a type of social media that has not been adapted for mobile devices. After all, that is the nexus for growth and the hub of a social media marketing flurry.
The Social Media Examiner is a free newsletter with more than 50 contributing writers who are experts in social media. Jeff Korhan wrote a an excellent introduction to Quick Response Code for The Social Media Examiner. Let's take a look into the burgeoning field of Quick Response (QR) code sharing, advertising, and marketing that Jeff Korhan so aptly described on February 7, 2011.
QR Codes - Another Form of Inbound Marketing
What exactly is a QR code and how does it differ from the barcode with which we are all familiar? Unlike their one-dimensional predecessors - barcodes - which hold 20 numerical digits or less, QR codes have a two-dimensional configuration that permits an exponentially larger amount of alphanumeric character information to be held in a matrix. Digital information is held both vertically and horizontally, hence the 2D moniker.
QR codes were invented in Japan by a subsidiary of Toyota known as Denso Wave. Denso set out to create an easy-to-read code and they keep their QR codes open-source.
By the time you have caromed through descriptions of code generators, code readers, and ways to use 2D code, the mystery surrounding QR code will have diminished somewhat. But in the span of time it will take to read and consider this article, it is likely that technology supporting 2D code will have advanced. Given the rapidity of change, its a good time to digitally connect with someone who stays at the edge of the curve. One such individual is Jeff Korhan, a social media consultant to businesses of all sizes, though his specialty is small business. In his online newsletter, Jeff Korhan has provided a small business social media checklist that is well worth perusing.
But before you begin working on your social media plan, you may wish to learn a bit more about the many ways that QR code is being used. 2D code scanning is extremely popular in Japan - take a look at any of the youTube video clips posted by Japanese fans to see evidence of their fascination with 2D applications - and it is trending steeply everywhere else.
How is QR Code Created and Read?
A number of free QR code generators are available. Most, like Kaywa, create codes that link to SMS, text, phone numbers, and web pages. A second generation of sophisticated code generators is represented by Kerem Erkan which supports codes with customized color and format.
QR codes are easy to use: a camera-enabled mobile device is used to scan the 2D matrix embedded in some offline advertising, event notice, or other marketing media. Scanning the QR code essentially links the user to specific digital web content by "mapping" the mobile device to a web browser. In addition, SMS, IM, and email functions on the mobile device functions can be activated via the scanned QR code.
- BarCode Scanner is a good match for an android phone.
- Red Laser, initially designed as a price-checking application for iPhone, has been reengineered to read QR code.
- i-nigma can be used on the iPhone and other camera-enabled phones, making it a widely used QR code reader. Here is inigma's message to marketers and advertisers:
Mobile barcodes help link static media to interactive mobile and web based content enabling the creation of innovative and engaging campaigns, incorporating digital and multimedia content. This seamless link between the physical world and the digital domain provides a wide range of cross platform marketing opportunities, delivering fun and dynamic mobile experiences to consumers.
What Can QR Code Offer Market Research?
QR code applications easily enable sharing - sometimes what mobile device users want to share more of is...themselves, as in their LinkedIn profile, their Facebook pages, or their latest Tweet. A few applications have been specifically purposed for the most popular social media platforms.
- Likify generates QR code that allows a mobile device to act like (not intentional word play) a Facebook LIKE button.
- PingTags, a LinkedIn service, has a scanning function similar to Likify and will link a mobile device to the QR code on the LinkedIn platform by way of the Connect via LinkedIn button.
- Using QR codes, Tweets can be sent out automatically from a mobile device. BBH Labs shared the steps on their site for updating Twitter by scanning a QR code they provide with a reader on a mobile device.
Microsoft created proprietary software that generates their version of QR codes, but only a Microsoft Tag Reader can read these MS tags. A more sophisticated code, MS tags support graphics like corporate logos and images. MS tags also lets 2D code users "measure their influence with built in analytics."
MS Tags offers a free Tag Manager that allows users to create and update tags. The application of 2D tags to marketing and advertising is seamless and designed to be quick and easy. And the tag analytics in MS Tag Manager can provide information about the number and location of tag sharing scans, as well as the media from which the scan was taken (poster, newspaper, magazine, billboard, ticket stub, digital ad, etc.). Using MS Tags, a marketer can follow the feet-on-the-street influence of an offline marketing campaign, in real time. Having a real-time window to marketing campaign outcomes lays the foundation for responsive and powerful changes to marketing strategy.
It's not a far stretch to envision how QR codes can support search engine optimization (SEO) and social media optimization (SMO.) In addition, QR codes, which are frequently used to link to URLs, can support web analytics. In a natural evolution, URL shortening services, such as bit.ly and goo.gl, produce a QR code automatically. Not only do these sites automatically generate QR code, but they provide access to analytical tools.
