Archive for Roger Marquis

Marketing To Keep Up With The Joneses

Posted by Roger Marquis on November 20th, 2012 at 12:28 pm

The subject for today's post comes from a conversation I recently had with two senior-level marketers who both work for a fine art auction house. The topic is more about overall marketing strategy than bar codes or mobile.
Let me start by asking you the question, if your best friend jumped off a bridge, would you? Chances are you, and most others, would say "no." Now, let me put a marketing spin on the same type of question and ask, if Competitor A launched a Twitter page, would you? Chances are you, and most others, would feel compelled to answer "yes" but, why? If you were one of the two marketers I spoke with the other day, the answer is simple, because it helps to keep us competitive. When I heard this it struck me because, what does keeping competitive in this time and place really mean? How far does it really get you? In my mind, not much and not very far at all.
If Competitor A launched a Twitter page, then you do, the playing field is level. If Competitor A launched a Pinterest board, then... Read more

QR Codes to Support or Promote

Posted by Roger Marquis on November 13th, 2012 at 4:17 am

When using QR Codes in a campaign, marketers need to ask themselves this critical question: When the QR Code is scanned, is the ensuing experience meant to support or promote the product or service, or both? It's a simple question, but after reviewing literally hundreds of QR Code-based campaigns, it seems as though most marketers never seem to ask it. How can I tell? Because, within the campaign itself, there is often such a disconnect between creative, copy, scan resolve content and the interactive experience as a whole. And, because there is such a disconnect, I always wonder if goals and objectives were set for the campaign from the onset.
QR Codes to Support
To support a product or service, the experience generated by the QR Code does just that, supports. By support, I'm referring to a company providing existing or prospective customers with additional and/or hard to find information about the product or service via the interactive code scanning experience, and nothing more. This additional information can take the form of deep product/service  information, competitive comparisons, customer reviews, customer service contact details, warranty information,... Read more

What Agencies Need to Know About Print to Mobile

Posted by Roger Marquis on August 16th, 2012 at 11:48 am

As mobile continues to grow, develop, and solidify itself as a key marketing channel, advertising agencies, among others, continue to debate whether or not print to mobile technology (i.e., 2D bar codes, digital watermarks, visual search recognition, intelligent print recognition, augmented reality, etc.) has a place within a client’s marketing mix or not. While some believe the technology has staying power, others see it as nothing more than a passing fad and look to stay away at all cost.
Regardless of which camp you and your agency may fall into, the goal of this article is to help explain the basics of print to mobile technology and, should it be decided that this is a service offering the agency would like to provide to its clients, how best to prepare itself in order to do so.
Before reading further, please know that it is this author's contention that print to mobile technology, when implemented correctly and in accordance with best practices (read that again), can greatly enhance the interactive experience a consumer can have with a brand, product and/or service. And, if the experience is positive, this... Read more

The Marketer's Dilemma

Posted by Roger Marquis on March 13th, 2012 at 8:05 pm

From one market research study to another, from one industry trend report to another, the results are in and they are all very consistent: the ownership and use of mobile phones, specifically smart phones, is on the rise globally and there are no signs which indicate that this will stop or reverse itself any time soon. No surprise, I know, but what's a marketer to do, as it relates to the mobile channel? Does he/she all of a sudden decide to integrate mobile-based technologies and/or products (e.g., banner ads, coupons, SMS, mobile barcodes, visual search recognition, near field communications, digital watermarks, augmented reality, etc.) into his/her marketing mix, or does he/she simply do nothing and wait for the various components within the mobile channel to develop and mature that much more?
For many marketers, making this decision is a real dilemma, and rightfully so, because there is, or can be, a lot at stake. Should investments be made today knowing the pace of change? What is the competition doing or not doing? What are consumers demanding or wanting? Is there in-house expertise and capacity to... Read more

wtfqrcodes

Posted by Roger Marquis on March 8th, 2012 at 3:57 am

Over the past couple of weeks, wtfqrcodes, a website that posts images of some of the dumbest and most ridiculous commercial uses of QR Codes yet to be seen (even more so than what's found my blog) has been gaining a lot of attention, and rightfully so.

While a website like wtfqrcodes may poke fun at what could be/is a very useful technological application for enabling consumers to engage and interact with a brand or product, my question is, where is the accountability? Who's ultimately responsible for allowing these campaigns to come to market? (And, my thoughts don't stop here, because I continually ask this question for just about every automotive and beer commercial on television, but I digress.) Is it the CMO, creative director, digital director, interactive director, mobile director, media buyer, etc.? Is it the brand, the agency or both? Or, is it a matter of there being no clear delineation of responsibilities when a 2D-based campaign is decided upon and tasks (e.g., code generation, code testing, campaign design, user experience, etc.) simply fall through the cracks?

Another aspect to all of this,... Read more