One compelling trait of 2D tagging is its ease of use. Once a user is comfortable with recognizing a tag and knowing that their mobile device has the ability to activate the experience, with a simple scan, the consumer has all the information they need. While initially a foreign concept, regular exposure and wider adoption by brands and media in the US has allowed a higher recognition reaction from consumers today and consequently, greater familiarity and usage. Traditional marketing formulas for reach, frequency, and consistency do apply in cultivating that recognition.
Other attributes that allow brands to capture the full advantage of mobility (including time and location awareness) make this channel more viable than many of the fringe tactics that have shown some promise but are years away from being real to impact bottom-line results.
In a retail environment, we’re seeing immediate positive results for our clients. Advantages of 2D tagging go well beyond a direct customer interaction to support a purchase decision. These codes represent a zero capital investment opportunity for retailers and manufacturers to close the technology gap that exists for their slowly re-growing sales headcount. By only having to train an associate once how to use a tag with their device or a customer’s device, the associate can feel confident they have access to the latest information on product families that have ever changing feature-sets and effectively change the dynamic of the interaction they have with the customer
There are a myriad of mobile interactions retailers already are initiating with consumers today. Findings consistently support that engaging customers via multi-channel interaction increases their lifetime value (over 12 months) by 25%. Incorporating 2D tagging into your cross-channel direct digital marketing strategy can offer a seamless way for a consumer to further engage with a brand and open up all of these options and more.
When integrating any new technology into your existing direct digital marketing program, best practices and customized strategies can make all the difference. For more on 2D tagging, check out Bryce’s series of posts and as always, feel free to reach out to Knotice directly.