Introduction

Mobile Tagging is a technology that is literally popping up everywhere. You may have seen these square codes in magazine advertisements and direct mailings, on store shelves, retail packaging, real estate signs, coasters, magnets, bookmarks...the list is endless. The information contained in this document is intended to help you understand Mobile Tagging and how you can use the knowledge to differentiate yourself from your competitors. Armed with the right information, you can take the relationship with your customer to next level and provide a valuable service that will enhance their promotional efforts and, in turn, help your business grow.

What Is Mobile Tagging?

Mobile Tagging is defined as the process of providing data through mobile devices to provide a link between the physical world to information, entertainment, and interactive experiences on your mobile device. The tag itself is a two-dimensional (2D) barcode that includes embedded data meant to be scanned using a camera phone. By taking a picture of the code, the phone scans the information using software and converts it instantly, connecting the user to encoded information such as business card data, a website, an interactive video or an open URL to compose a text message or e-mail.

Where Did Mobile Tagging Originate?

Denso-Wave (a Toyota subsidiary in Japan) created the first 2D barcode in 1994 called a Quick Response Code (QR Code). It is a matrix barcode that consists of black modules arranged in a square pattern on a white background readable by scanners. Denso-Wave created it to assist with tracking parts in vehicle manufacturing.

Current Technology

Since the inception of the QR Code, many other types of tags have been introduced such as DataMatrix, Aztec, mCode, Beetag, JagTag, and Spyder. Many of these 2D barcodes and code readers are free to download and create for use in a variety of ways. In 2009, Microsoft introduced the Microsoft Tag format based on the company’s self developed High Capacity Color Barcode standard in an effort to establish the format through emerging Mobile Tagging markets. Unlike most popular 2D barcodes, which use black and white square pixels, Microsoft's tags are based on colors in a triangle-based arrangement. Microsoft Tag offers the ability to customize the tag itself by adding a color scheme or logo. Most tags are generated at a 7/8” x 7/8” standard size; however, Microsoft Tag can be created at a smaller size and can be read faster and under a wider range of lighting conditions. Additionally, Microsoft Tag allows the originator the ability to dynamically change the data source and update it as frequently as needed to point to new websites, giving companies the ability to reuse campaign materials.

Examples of Common Mobil Tag Codes

Growth In The Marketplace

The growth of Mobile Tagging is directly linked to the explosive growth in the use of web-enabled smartphones (a mobile phone with an operating system resembling that of a computer). The Nielson Company’s research indicates that over 285 million Americans are mobile subscribers and estimates that number to grow to over 300 million by mid-2011. The latest data indicates that of those 285 million American subscribers, 28% use smartphones such as Apple’s iPhone, RIM’s Blackberry and a variety of Google Android-based models. Among those who acquired a new cell phone in the past six months, 41% opted for a smartphone over a standard feature phone.

Mobile Tagging is of particular interest in marketing circles, as consumers are increasingly engaged in activities that bridge online and offline experiences. The technology has not yet saturated the market; therefore, the tags may stimulate consumer interest and help establish a brand as an innovative early adopter. The ease of use and immediate response gives an offline campaign a way to engage a consumer much more quickly than the old "call to action" of listing a phone number or website at the bottom of the advertisement. Using Mobile Tagging gives marketers the ability to measure response rates with a high degree of precision allowing for easier return on investment calculation.

How Does Mobile Tagging Impact My Business?

From an art perspective, there are a few things you should know about creating a product that has a Mobile Tag. The Microsoft Tag Implementation Guide, published in August 2010, lists the following guidelines for printed Microsoft Tags; however, most guidelines for printed Tags also apply to barcodes in other formats. The primary considerations include:

• Ensure that the Tag appears in the correct dimensions and size relative to the anticipated angle and distance from the user.
• Ensure that the Tag border is not clipped.
• Ensure that the background material or color on which the Tag appears does not interfere with the ability of the Tag Reader to scan the Tag.
• Ensure that the environment in which the Tag is published has sufficient and compatible lighting for users to scan the Tag reliably.
• As-is Printing - print or display the Tag and its surrounding white space exactly as rendered by the tag system that generated the barcode.
• Clear Space - the white space surrounding the image must be equal in width to the height of the black bar at the bottom of the Tag.
• Minimum vs. Relative Size Requirements - normal five-line tags must be printed or displayed at a size of at least 3/4" x 3/4" relative to the user. Black and white Tags must be printed or displayed at a size of at least 7/8" x 7/8" relative to the user. These minimum size requirements include the white space around the Tag and have proven to work well with the entire current range of camera phones, although higher-end phones with better lenses may be able to scan tags at much smaller sizes.

In the promotional products industry, the use of Mobile Tagging has endless possibilities. Imagine printing political decals with a QR Code that directs constituents to a video of the candidate presenting their campaign platform. School products such as schedule magnets, bumper stickers, and rally fans with DataMatrix codes that connect parents to activity schedules, district information, and specific school websites for curriculum updates. Coasters with a Microsoft Tag that opens the restaurant's list of daily specials. Shelf danglers used on retail shelves with an Aztec code that point consumers to company promotions or instant coupons. Static Stick decals with a JagTag to link to a nonprofit organization's website with information on volunteering or fund raising. Industrial product labels with a Beetag that directs users to safety information or a video with product use instructions. There are an infinite number of product ideas in which using a Mobile Tag in addition to a phone number or website will engage the end user and create higher response rates for your customer.

Understanding what a Mobile Tag is and how it is used will help you speak to your customers about simple ways they can increase awareness and generate more responses to their own brands. Knowing how to incorporate them into their traditional campaigns and promotional products gives you an opportunity to further develop your relationship and provide a service above and beyond your competition, which will only help your business grow.