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// Mobile Advertising – this year is THE YEAR! (Really?!)

Ever since 3G mobiles came on the scene in 2001, the m-marketing buzz (that’s mobile marketing buzz) hasn’t exactly kept pace with reality. Here’s a quick step back in time from a Sydney Morning Herald article from 2002:

a greater change for the individual than when the telephone first became a part of our everyday life
Ericsson Phones (Late 90′s)

m-commerce will change our shopping experience… It’s also likely to be one of the most effective branding tools we have ever had at our disposal.
Martin Lindstrom, Former BT LookSmart COO (April 2000)

It won’t be long before every train or bus is filled with people reading the newspaper on their phone or hand-held computer.
Kim Yeadon, NSW Information Technology Minister (August 2000)

That’s not to say those prophecies won’t be coming true some day; the question is: when?

Introducing Mobile Codes Technology

Here we are in 2008 and we find Sensis bringing Mobile Codes Technology to new Telstra handsets. Mobile codes or QR (Quick Response) codes may be new in Australia, but they are already in use in retail promotions in Asia and with airlines abroad, including JAL, ANA and Air Canada to name a few.

QR Code billboard in Asia

Cue the m-buzz: QR codes may just be the marketing widget to help mobile advertising make its mark in the Australian market…. So what are they?

Quick Response Codes – a better barcode

QR mobile codes, a form of 2D barcode, were originally created by Japanese corporation Denso-Wave in 1994 to track parts in vehicle manufacturing and they look something like this:

QR Code of Amplify.com.au

QR Codes – a picture worth a thousand words!

With the advent of camera phones, a host of QR coding applications came into being allowing consumers the ability to transfer proofs of purchase or promotional coupons to camera phones.

How does it work? By simply taking a picture of the QR Code off a computer screen or street advertising billboard, a user is able to store the data onto his mobile.

Click on the picture below to see how QR codes might work on your mobile camera phone:

[video]crPg_eyXPTs[/video]

Cue the m-buzz: QR codes could revolutionise online marketing!

Mobile Codes – a better SMS

QR codes can carry a lot of information. How much? Here’s the breakdown of what you can store:

  • Numeric only Max. 7,089 characters
  • Alphanumeric Max. 4,296 characters
  • Binary (8 bits) Max. 2,953 bytes
  • Kanji/Kana Max. 1,817 characters

Just think of it this way, a mobile SMS allows you to send 160 alphanumeric characters. Sensis’ Mobile Codes Technology allows you to store over 25 times that capacity!

Cue the m-buzz: QR codes could help me sell just about anything!

Bridging the gap between traditional and online advertising

QR codes could further bridge the gap between traditional advertising. By allowing consumers to respond directly to advertisements on street billboards, advertisers could more accurately measure a return on ad spend (ROAS) and finally put a sales figure to ‘branding’ initiatives.

Cue the m-buzz: This might actually work… today!

QR Code of 28 Weeks Later DVD in UK

Seen QR codes lately? Used them? Tell us about it by posting on this blog!


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