Mobile technologies are constantly being created to bridge the gap between the digital world and reality. In the past few years, digital marketing has become a way to engage consumers with a brand through their phones and this year will be no exception.
Matthias Galica, contributor to the social media news website, Mashable, recently shared with readers what he felt would be the top mobile marketing trends in the year 2012. Here’s a rundown of his predictions and what he thinks will be “the good,” or the benefits to each new technological platform. If you are unfamiliar with some of these new media terms, we will provide a definition to help you gain some more insight for what this next year may hold.
Quick Response (QR) Codes Will be More Prevalent
QR codes seem to be everywhere these days, and don’t expect that to slow down any time soon.
Definition: A QR code is a type of bar that is designed to be used for smart phones or other electronic devices that have a camera. Many modern smart phones have the ability to interpret a QR code. The amount of information on a QR code is much more than a standard UPC-style bar code. A QR code can direct users to websites and to other online information.
The Good: We will see the disappearance of non-standard formats, an exponential rise in the amount of devices that are capable of reading the codes, and a “steady march towards improved calls-to-action spurred by more accountable analytics.”
Augmented Reality (AR)
Check out this cool video to see an example of AR, Augmented Reality Cinema.
Definition: It’s a complex idea, but simply put, it’s a new technology that blurs the barriers between reality and computer.
The Good: Mobile devices are becoming more capable exponentially, and a few successful AR campaigns have been able to capture mainstream imaginations.
Near Field Communication
Definition: Near field communication (NFC) refers to a short-range wireless communication technology using radio frequency waves. The purpose of the technology is to enable communication or information to be exchanged between devices separated by a few inches. Examples of uses include:
- You could take pictures with a cell phone with a built in camera, and touch an enabled computer or television set to transmit the images for display;
- You could download applications or games to a handheld device by touching the computer
The Good: New advancements in technology have hastened the competitions drive to create mobile marketing opportunities that give consumers the ability to swap SIM cards for NFC in lieu of upgrading the device entirely. NFC campaigns will appear in along side with QR codes.
The Field (Everybody Else)
“QR, AR and NFC are getting all kinds of buzz, but a healthy contingent of other contenders is also vying to close the loop. Given the wide spectrum of opportunities in offline-to-online engagement, it’s not inconceivable that multiple technologies can succeed across mutually exclusive consumer behaviors.” – Galica