“Mobile barcodes hold promise for marketers as a mechanism for activating other media and providing a bridge between the physical and digital worlds,” said Noah Elkin, eMarketer principal analyst.In other words, they are an easy way to create an online experience from an offline source.
“But they also present challenges, including fragmentation between open and proprietary barcode formats and the requirement that consumers download a dedicated application to read the codes.”
Software incompatibilities can be a problem, though that is less a problem as time passes. The bigger issue is the value of the information the bar code triggers.
Among the more-interesting applications are ways to engage shoppers while they actually are in a store, shopping. But that means doing something more than pointing a user to a generic website.
Mobile Barcodes Can Be a Powerful Tool Provided Marketers Add Value - eMarketer
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