Over the past several years, QR Codes and Tagging have been all the rage in marketing circles. Personally I have been pretty negative on the upside of QR codes vs barcode scanning. Coming from a CPG world, space on the physical package is the most valuable asset there is. A major package change only happens every few years and its like moving mountains to make it happen. So when it comes to finding sufficient space to add a QR code, its a challenge to say the least.
However, as I start to see more and more applications of Tagging in the real-world, I’m beginning to change my tune a bit. A physical tag is a great indication to a consumer that they need to “do something.” It triggers them to take their phone out and engage in some way with that object. In that regard, the below report from PSFK is one of the better guides I have seen on exactly how a brand should think about tagging. As they list, there are four real roles of tagging including:
- For Awareness
- For Information Gathering
- For Action / Purchase
- For Post-Purchase
While the presentation is a bit long at 95 slides, it’s a great read for anyone thinking about how mobile tagging can impact their business.