Yesterday, I wrote an article about customized QR Codes and today, I found an advertisement in The New York Times for SPDR Gold Shares, an investment product called an exchange-traded fund (ETF), which features just such a code. Question to the marketers at State Street Global Markets, which is more important or of greater concern, […]
Monthly Archives: September 2011
Recently, an interesting article by Rachel Lamb was published on Luxury Daily titled, “How Customized QR Codes Can Drive CRM” and there are a few items written in the article, and quoted by others, that I would like to address and comment on. For background purposes, the article focuses on how luxury brands, in particular, […]
Capital One has launched a new print campaign which features a QR code and, as much as I would like to comment on the 2D experience, I would also like to comment on the advertisement as a whole. First, the 2D experience. When the QR Code is scanned, the reader of the advertisement is linked […]
Recently, I read the website of a company that consults on brand management and marketing strategy and, in doing so, it dawned on me that with all that has been written or spoken about 2D barcodes, and how they are used for advertising and promotional purposes, no one has touched upon the fact that a […]
Last week, Digiday hosted a conference in New York, which focused on “the potential and the pitfalls of mobile marketing and asks whether the third screen will take center stage or be relegated to mini-web status and limited to mini-web budgets.” One of the conference’s sessions debated the topic of mobile barcodes and, on the […]
Why do some advertisers like to waste people’s time? Oh yeah, because they think they are being so clever. The other day, I received a direct mail package from InfinityAuto.com, a car insurance company. At the top of the “personalized” letter (Dear Roger Marquis, not even Mr. Marquis), a QR Code was displayed on a […]
Recently, an interesting question surfaced on a LinkedIn discussion board, which read, “What set of criteria or indicators are used to determine the success of a barcode campaign?” Perhaps this is an area that you and your company are struggling with as well, so I will attempt to answer. Advertisers can all look to number […]
Recently, the Park Lane Hotel placed this QR Code-based advertisement in The New York Post, and I like it because it is simple yet effective. When the code is scanned, the reader of the ad is linked to a very well designed mobile site. At the top of the site, there is special offer copy […]
Every so often, an advertiser using 2D barcodes will use the word “exclusive” to describe the scan resolve content. The question I have for these advertisers is, how do you define exclusive? Recently, Mobil, the oil company, ran this print advertisement in a national sports magazine and the company used the word exclusive (“Snap a […]
From time to time, I write about general marketing thoughts, questions, ideas, etc., and this is one of them. The other night, I was watching television and happened to see a commercial by Dodge for its new Durango truck and, after the 30 seconds, I’m sitting there asking myself, are they serious? Does Dodge really […]
If I were in the market for a new bed mattress, chances are I would seriously consider making my purchase from a company called Saatva. Read the company’s history, product information, product guarantee, pricing, and customer reviews on the company’s website and it seems as though Saatva has a virtually bullet-proof business model, marketing strategy, […]
When a company decides to use 2D technology in their advertising, on their packaging, etc., there are a number of technology and marketing related variables, components and best practices at play which, alone or in tandem, can cause a 2D-based campaign to sink or swim, or to be as effective or as efficient as it […]
Last week, Mobile Marketer hosted a Mobile Marketing Summit and one of the sessions, which was paneled by CEOs from various companies in the mobile space, discussed the topic “What Needs to Happen to Accelerate Mobile Advertising and Marketing Deployment During the Holidays.” During the session, the topic of mobile barcodes came up and was […]
Recently, Bertazzoni, the Italian kitchen equipment manufacturer, launched this ad which features a QR Code. As beautiful as the ad creative/design is (although the code lacks a call-to-action, description, instruction, etc.), in addition to the product itself, much less so can be said about the 2D/mobile experience. Why? Because there is none. When scanned, the […]
As of this morning, there were 499 members in the LinkedIn group that I created and manage, 2D Barcode Strategy & Creative. Who will make it 500? Several months ago, I started the group as an offshoot of this blog, so that others interested in all things 2D barcodes could more easily ask questions, start […]
These two advertisements were spotted in the latest issue of Architectural Digest; one has a Microsoft Tag and the other a QR Code. Although I am usually interested in analyzing and commenting on an entire advertisement, what I want to focus on with these two particular ads is the copy that’s associated with each code. […]
This mobile barcode campaign is a mess, so I will try my best to keep my analysis as succinct as possible. Recently, New Balance, the sneaker company, opened a new flagship store on Fifth Avenue in New York City. As you enter the store, you can’t help but notice the large gold and black […]
With just three months left in the year, which 2D barcode-based campaign will rise above all others and be selected as the Best Campaign for the Year? To date, only a handful of campaigns have passed my 2D Barcode Litmus Test and, if past is preview, I do not expect to find many more winning […]
Marquis on Marketing 