There are myriad mobile interactions brands and retailers can have with consumers using mobile devices. There are also lots of 2D bar code technologies to choose from, such as JagTag, and QR codes.
So why did this Knotice customer choose to implement a Mircosoft Tag (MS Tag) solution instead of a software-free JagTag, QR code and/or SMS?
Flexibility and Experience
As we’ve discussed previously, 2D tags offer fantastic flexibility in terms of customer experiences. For example, consumers interested in a Canon printer can connect to a URL, download contact information, or watch a video. Knowing this, to provide the best experience for consumers, the MS Tag was the way to go, match the need (and the experience) to the solution.
JagTag solutions can be great for certain campaigns, but use several steps to provide the customer with information. Here’s how it works: When a consumer wants more information from a JagTag, they take a picture of the tag and send it to the JagTag service, which then sends an SMS message back to the consumer with a link to the content embedded in the tag. Lots of steps.
Unlike JagTag, the consumer does not need to take a picture of an MS Tag. All they have to do is hold their mobile device over the MS tag and it automatically redirects to an online experience or resource. No back-and-forth steps; just aim and you’re there. While JagTag technology has its benefits, the 2D solution made more sense in this instance.
Brand Experience and Brand Perception
An MS Tag solution can instill a strong brand experience for consumers. The solution was chosen by Canon in part because it is very smooth, providing a consistent “wow” experience for the consumer. It also provides an aesthetically pleasing, well-designed, and functional brand experience. Additionally, the tag is easily recognizable to consumers due to its colorful design.
While an SMS campaign has broader reach, it did not offer the aesthetic appeal for this particular user experience. The MS Tag is a fast, seamless, scalable way to get the right information into shoppers’ hands at the point of sale. Even though SMS doesn’t offer the same depth and ease by comparison, it remains a strong solution for specific applications.
Other Things to Consider
- When planning to incorporate digital marketing tools into any campaign, it helps to keep in mind the experience you’d like to provide your customers. What’s important to you as a brand? What experience do you want consumers to enjoy? How do you plan to engage them within your digital solution?
- MS tags are nice to use because they can be placed on just about anything – from store signage, to packaging, to television ads, to digital signage, to display models, and more. That flexibility offers endless possibilities to apply digital solutions to your marketing approach.
- If your MS Tag solution leads consumers to a mobile website, it is extremely important to make sure that mobile website is optimized to each mobile device. For example, if a consumer with an iPhone scans a 2D tag in-store, they will get a more customized, app-like experience.