Since the beginning of the year, I have noticed more and more Twitter hashtags being used in various advertising channels (e.g., print, out-of-home, television) and I wonder, will this interactive marketing tactic fare any better or any differently than mobile barcodes?
From a fundamental marketing perspective, hashtags and mobile barcodes serve very much the same purpose, meaning they are both tools (tactics) by which an advertiser can use to engage and interact with a target audience. Additionally, they both enable consumers in the target audience a means by which to share the brand, product, service and/or user experience socially with others. While some might believe the similarities end here, I don't believe they do and here's why. Just as with mobile barcodes, there are a number of nuances or obstacles, call them what you may, with hashtags that need to be addressed in order for them to be a truly effective marketing tool. Some of these nuances/obstacles include the following:
Consumer Adoption. The majority of the American public are not registered users of Twitter so, by default, they probably have little or no idea of what hashtags... Read more