IPG's Interpublic Media Lab focuses on analyzing (and, as they say, "rigorously testing") emerging technology and discovering the ways it can best be leveraged by brands. In a post on the Lab's blog about Men’s Health magazine's recent use of SnapTell's Snap.Send.Get mobile marketing platform, Michael Ball wrote:
In Japan, using your cameraphone to engage with advertising is old hat. They have been placing quick response codes (QR) in their out-of-home and print pieces for a few years now–which are basically barcode-looking things that can hold a ton of information.
But the U.S. is now in a position to potentially leapfrog this technology altogether, and go straight to snapping a shot of the very thing you want to know more about.
Michael Ball went on to raise some interesting points:
Almost two-thirds of all U.S. mobile subscribers have cameraphones–and the mélange of dog and child wallpapers show we certainly love using them–so the reach and the behavior are there. What this means for your print, out-of-home, radio, and even broadcast campaigns, then, is that it’s time to start thinking about how you can layer in mobile as an engagement tool.
Nobody’s saying you abandon your URL call-to-action. But if a potential customer is sitting in a doctor’s office with a magazine, odds are they’re going to forget your ad the second they get called in for that tetanus shot. But if there’s a mechanism to immediately opt-in via mobile, especially in a fun and engaging way, then you’ve captured a qualified lead–while they’re out in the world.
That’s worth more than a thousand words.