Patrick Donnelly Shares Insight On How Mobile Tags Can Provide Measurable Value
In this extract from PSFK's Future Of Mobile Tagging Report, the woman's daily publisher gives his advice on the use of mobile tags.
Patrick Donnelly is CEO and Founder of QrArts LLC, an integrative media consulting agency that specializes in mobile user experience with respect to mobile tagging and 2D barcodes. QrArts creates brand engagement strategies that help move consumers from impressions to interactions, and specializes in the design and implementation QR code campaigns.Mobile tagging is beginning to move people from impression to interaction with a brand. When a mobile tag can prompt someone to watch a video, interact with a mobile site, or book a hair appointment, it has gone from just viewing a static ad to actually creating revenue and creating a return on investment. It can also raise the profile of a brand or company, which is an intangible return from the tag experience. By adding a mobile tag to a pre-existing print ad or a kiosk in a store, brands have the ability to turn those impressions into a deeper experience that they’ve pre-designed, which can be a very powerful additional return on their investment. With the addition of mobile tags, brands have this unique ability to turn impressions into point of sale opportunities, and because of the speed of the technology, this can occur within the span of two minutes. The value lies in the translation of those impressions into financial transactions, or just great experiences for a brand and consumers. It’s important to think about how you can design or theme a tag to ensure they fit within the graphic identity of the parent brand. Something like a designer QR code is essentially a logo that people can take a picture of with their phone within which, a call to action is built in. So it’s a little, square, beautiful, interactive logo. In general, I think people are more interested in scanning things that are a bit more colorful, especially if they have some “wow” factors in them. We find that if you scan a mobile tag like a QR code and there’s nothing of value on the other end, people get frustrated. So, as you’re scanning the tag, it’s important to consider whether the experience on the other side makes sense. It also needs to make sense in context, so that the tag has something to do with the ad that on which it is printed.