QR Code Metadata Explained
January 9, 2012
We’ve found insight into mobile metatags: what they are and what can be searched in “Top 14 Things Marketers Need to Know About QR Codes” at Search Engine Watch. First on writer Angie Schottmuller’s list is the difference between the familiar UPC barcode, a one-dimensional code that can only be scanned in one direction, and 2-D barcodes like the QR, which store data in both directions.
Other highlights of the list include the fact that 2D codes can store many different types of data, from text to contacts, since they can accommodate so much more of it. Also, if a QR code is too small or complex, phones with low-grade cameras will have trouble reading it. My favorite entry: tools to create and read 2D barcodes are free—the write up gives us sources. There are also management tools available at reasonable prices.
One important point that could get lost in the excitement of adopting a new technology is this: the content must be worth the customer’s effort to do any good. The article notes:
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.
One more cool thing. Because these codes allow for a high error tolerance so that damaged codes can be scanned, designers can get artsy with the shapes and colors. Good for marketing in our hyperactive world.
Cynthia Murrell, January 9, 2012
Sponsored by Pandia.com
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