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Apr 1, 2014

Killer Future Tip: Track Social Audiences With QR Codes

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The Wearable-Device World: Create & Track QR Code Performance
Do you get a little curious about what is behind a QR code when you see one? Downloading a QR scanner app or having to reach for your mobile and point at posters (or QR below) probably gets a little annoying.

Picture a world where everyone has Google Glass (or smart-watch) and depending on how a scan is initiated (i.e. wink or gesture) seeing things will surely become a fun/standard process, especially when you have no buttons to click.

The Wearable-Device World: Create & Track QR Code Performance

The likelihood of users owning multiple smart devices is reasonably high, if you think gadgets like Google Glass will be too expensive then take a look at the Top 10 Google Glass Myths answered. The Moto 360 boasts an OLED screen (with built in solar panels), protected with sapphire glass, solid steel strap and secret wireless charging abilities (and other smart watches include Samsung Galaxy Gear, Sony Smartwatch 2, Pebble) sound like they have a high likelihood of landing in every gadget lovers wishlist.

"How 2013 Transformed Digital Marketing" by Google found 81% of people used smart TV's and mobiles simultaneously and 66% of people used both PC and smart phone at the same time. This shows new smart devices suite the current digital, mobile and social multi-gadget generation.

Google say 48% of people rate multi-screen campaigns as important and  20% of digital investment was spent on integrated marketing campaigns in 2013, a figure set to rise to 50% by 2016. 

TV's, PC's, tablets and mobiles won't be the only smart devices accounting for the150% integrated marketing increase.  Let's take a look at how interacting with a QR code and social profiles combine to give Google Glass users a major advantage over their customers.
"When retail employees start recognizing you with Google Glass" (Washington Post) speak of iBeacon and Hybris tech. Simply give magazine article readers a QR code to scan (with mobile) redirect to key locations of business (i.e. website, customer service, social site) - connects a buyers social profile to a product of interest (or whatever happened after the scan) and retain all data.

Employees wearing Google Glass using Hybris Software will then retrieve this data, recognize a online user via their social profile offline, be told a QR code scanner has just entered the store and know exactly what  products you previously expressed interest in. Now assume the result of  NameTag integration (face recognition).

The future could mean plodding along with your Google Glass (paired to smart watch and mobile) walking past stores who might add Millennial Media proximity style targeting pushing a notification onto mobiles with QR codes or saying "the product you scanned is behind you, touch your smartwatch to get directions". Walk into the store and Google Glass wearing retailer greets you with  "Hello Mr X, the product you wanted is down there, on the right". Good luck to AdChoices.

The  accuracy of insightful statistics generated from integrated campaigns, speed of data retrieval via Google Glass and quality of social audience information, including facial recognition will really change the world of paid/social marketing.

Google's AdWords might need to consider launching pay-per-tick, pay-per-wink, pay-per-distance, or even pay-per-recognition. Maybe wink and shaking your wrist could lead to a +1 - or someone invents a new type of "crowd follow" at concerts where thousands of fans can scream and shake at the same time to follow you in one go - who knows? One thing is for sure - integrating wearable technology into marketing attempts today will put you a step ahead tomorrow.

How Google Integrate QR Codes Into Marketing

The Official Gmail AppThe Google Sponsored Promotions Beta ad-format started in 2011 - it simply allows ad space on the Gmail property. It forces the right hand side of Gmail to become a quite lucrative spot but Google seems to have arranged a special spot for themselves ( see right The Official Gmail App) with some clever PC / mobile integration. The Official Gmail App

A QR code is being placed into the list of options given to the users who download the Gmail app. Maybe GSP beta testers might want to try adding QR Codes to their HTML formats?

QR integration welcomes a new wave of multi-device users and the big brands are already embracing them. Soon people who can not click, will wink and gesture (but currently use mobiles) to complete simple tasks.

More interestingly, the data generated from QR interaction and capabilities of Google Glass/iBeacon integration got me thinking. What type of data do QR codes give to corporate giants, how quick can we gain access to similar stats and if everyone started collecting data now, will we ever be able to export it to a wearable device and auto-recognize people who followed us?

 TIP: Create and Link A Tracked QR Code To Any URL

Start adding QR Code social links to blogs, articles, YouTube videos, email signature strips and anywhere to begin  understanding where your audience is most likely to come from. Wait for the Google Glass and Smartwatch scanners...

TIP: Create and Link A Tracked QR Code To Any URL TIP: Create and Link A Tracked QR Code To Any URL
Go to the Google URL Shortner and enter your social page (or any URL), then click 'shorten URL'  and select details to see your QR code (top right).

The QR code Google provides will log a variety of metrics (referrers, browsers, platforms, countries). Get a new level of understanding and statistics about your audiences (add one to your infographics!).

For the more creative readers of Digital Information World - maybe invest in a custom QR code like mine at the top of this article - give yourselves a unique look.

Now try scan my QR (top of article) and follow me. Balance your mobile on your wrist and point it like a smart watch. Hold it near your eye and pretend you own Google Glass - live the future.

If you don't have a smartphone yet, don't worry - use to scan the code instead.

Top photo credit: gettyimages

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