Mobile Marketing Association Publishes ‘Mobile Barcodes: an Overview for Marketers’ White Paper

Hoping to help marketers unlock the potential of marketing with mobile barcodes, the Mobile Marketing Association (MMA) on Thursday published a new white paper titled “Mobile Barcodes: an Overview for Marketers.”

The MMA says that the white paper explains in a concise, easy to understand fashion how marketers can leverage mobile barcodes to give their customers access to information, multi-media content, promotional opportunities, retail store locations, discounts and coupons, samples, and more.

And the timing of the white paper’s release couldn’t be more opportune.

According to a study by 3G Vision, the US is showing mobile barcode usage nearly doubling in the first quarter of 2011 alone. As marketers become more savvy and adopt best practices, growth is expected to continue at a rapid pace – especially as consumers become more “barcode knowledgeable.”

“Mobile barcodes offer unmatched opportunity to increase brand value by adding measurable interactive functionality and richer consumer engagement,” says Nicole Skogg, CEO of SpyderLynk and Co-chair of the MMA’s Mobile Barcode Task Force, which authored the document. “Mobile barcodes make static media – like packaging, print ads, broadcast TV and billboards – interactive, and our white paper explores the many possibilities of mobile activation functionality.”

“Mobile Barcodes: an Overview for Marketers” includes definitions, attributes and examples of Mobile Barcode services currently in use in the marketplace. The white paper gives an overview of marketing with mobile barcodes, with concentration on cross media engagement. It also delves into choosing the right mobile barcode for your campaign by outlining considerations and examining barcode types and formats.

“The MMA created this document to educate the industry on the exciting potential of mobile barcodes, and to encourage marketers to experiment,” adds Michael Becker, MMA Managing Director, North America. “We invite companies using mobile barcodes in their campaigns to share their experiences and best practices to influence and help direct future MMA guidance.”

To check out the white paper for yourself, click here.

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