Almost Everything You Need to Know About 2D Codes

In two recent talks that I led about the state of mobile marketing, the issue of 2D codes generated a great deal of questions and confusion. Like many things in the mobile industry, competing proprietary solutions and a lack of standards are impeding the potential as marketers grapple with the overly convoluted ecosystem.

What is a 2D Code?

2D codes are an evolution of the 1D code (e.g. UPC code) and use symbols to house data in order to initiate a specific action upon being scanned by a mobile device. QR (Quick Response) codes are the most widely known type of 2D code, but competition amongst providers is heated as each races to market their specific format as the new industry standard.

What can a 2D Code do?

2D codes can be used to encode a variety of data, including:

• URLs
• Phone Numbers
• Text Messages
• Email Addresses
• Maps
• Contact Information
• Social Networking Details
• Videos

What are the Different Formats?

As previously mentioned, QR codes are the most pervasive form of 2D codes but there is no shortage of competing formats. Here are several to consider:

• QR Code: These codes are based on a standard and enjoy widespread support by marketers worldwide. Free QR code readers are readily available in the respective mobile application stores and QR codes were recently used by Google in an effort to mobilize 100,000 small businesses throughout the United States.
• Microsoft Tag: Officially still in beta, the Tag technology is similar in functionality to a QR code but uses what’s known as HCCBs (High Capacity Color Barcodes) to provide more data in fewer symbols. As this is a proprietary technology and can’t be read with a standard QR code reader, users will need to download the Microsoft Tag Reader to their phone.
• ScanLife: Using EZCodes, Scanlife utilizes what’s known as indirect codes. These codes don’t hold the content data, but rather a unique identifier which is then sent to the ScanLife servers to initiate the intended action. If, for some reason, ScanLife ceases to exist, so does your marketing platform.
• JagTag: Similar to other 2D providers, JagTag relies on a unique identifier on marketing materials but rather than scanning the code with an application, the user is instructed to snap a picture with their camera and then send it to JagTag via a short code or email (depending on the carrier). In trying the demo on their homepage, it took me 2:02 to start the camera on my phone, snap the picture, send the picture, wait for the response, and then view the video and ad.

These are just a few of the codes available but represent the majority of the major players in the space.

Who’s using 2D Codes?

The list of companies using 2D codes is lengthy and includes such well known brands as Google, Nike, VW, Sports Illustrated, American Airlines, and many more. Placements include print, outdoor, television, and just about anywhere you can display the code.

What are the implementation hurdles?

Conceptually, integrating a 2D code into current marketing initiatives is straightforward enough. Just slap the code on your creative and consumers will flock to your fancy marketing message. Well, not so fast.

It is vitally important that marketers think through the entire campaign, from creative integration, messaging (not everyone knows what the code is for), tracking, technology, media, and fulfillment.

Are you using 2D codes in your marketing?

*Photo Credit: Clevercupcakes (Flickr)

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Tagged as: 2D Codes, Barcode, EZCodes, Google, HCCB, High Capacity Color Barcodes, JagTag, Microsoft Tag, QR Code, Scanlife, Uniform Resource Locator, Universal Product Code