Being new to A Wider Net’s team of writers, I would like to introduce myself: Hi, my name is Greg Jones. Good intro, right? I have followed A Wider Net for the past few years and jumped at the opportunity to participate. My bio can be found on the About page if you would like to know a bit more about me. You can always follow me @gregjonesonline on Twitter as well. And with that, on to my first post!
As a culture that craves technology, a simple question must be answered: How does one connect our digital and physical worlds in a way that has real world value?
It is a virtually untapped avenue for marketing which requires a new way of thinking about applications, content and interaction to turn a ROI. With very few industry leaders and developers, it can be difficult to invest time and money into the unknown, but stand still and you will fall behind.
One concept gaining traction is Microsoft Surface. Hopefully, everyone has heard of Surface by now—but how many have actually used one, and was it a worthwhile experience? Microsoft has displayed a growing number of applications on Surface which are starting to break new ground in the right direction. Imagine sitting down at a restaurant, pulling up a digital menu, ordering drinks, meals, desserts, splitting tabs, calculating tips and charging to a debit/credit card—all on the surface you are eating from. That has real world value and customer appeal, period. It might not be feasible (or sensible) everywhere, but it exemplifies the notion that someday applications which enhance a real-world experience will be the norm.
Another great concept: Cell phone code readers. Code Readers are free applications which allow 2 dimensional dot/barcodes (such as QR Code) to be captured via cell phone camera and translated into virtual information. QR Code, short for Quick Response Code, is a series of black and white dots in a matrix which can be found on billboard advertisements, fast food wrappers and magazines. When someone snaps a picture of one, the possibilities are endless—just make sure the resulting content (URL, text, phone number, SMS, etc.) is clear and immediately valuable to the user. QR Campaign tracking is even available through QRMe and Google Analytics, effectively completing the marketing package. Continental Airlines took an interesting twist on the technology, turning QR Codes into virtual boarding passes. Buy your ticket, get a QR code sent to your phone and present it for boarding! Just don’t lose your phone in the toilet…
Not to be outdone, Microsoft has developed a 2D barcode of their own, called Microsoft Tag. Tag serves exactly the same function; it just looks a bit different. Microsoft invented the High Capacity Color Barcodes (HCCBs) that Tag utilizes, and they hold the same amount of information in half the space. In addition, Tag is better at reading images that are out of focus. For now, Tag is a free beta which includes generating, using and receiving analytics on your tags, so take advantage of it while you can.
Touchatag is an interesting example of a cost-effective business solution for contactless applications—which is kind of ironic given its name. By utilizing RFID and 2D barcode (QR Code) technology, touchatag seeks to link real world objects to information and applications. The best part about it: with an open API, an application development toolkit and $40, anyone can get started!
With solutions ranging from electronic value transaction, event experiences, interactive advertising, smart toys/media and support for a mobile workforce, touchatag seems to have real world potential. But will services like this ever catch on? Where is the connection between RFID and 2D barcodes?
RFID enabled teddy bears, advertising campaigns and event experiences are all fine in my book. They are more or less harmless applications. My biggest concern about RFID in general is the lack of security around sensitive information. With all of your information literally being broadcast using radio waves, there is inherent risk with the reward.
With mobility and connectivity on the rise, it won’t be long before many of these applications work their way into our daily lives. So where does the return on investment come from? As a marketer, create a new link to connect consumers with clients, do it on their terms, develop a call-to-action with real world consumer value, give incentives and follow through with campaign metrics.
Thanks to @foolthrottle and @30HelensAgree for the ideas.
Tags: Mobile
Great article Greg!