Google integrates QR code technology for 100,000 business owners

December 11, 2009 by Michael Marlatt · Leave a Comment 

Thanks to Google, QR technology is finally getting the long-over-due mobile marketing spotlight it deserves.

Earlier this year, I talked about the creative way in which Editoras Online integrated QR technology and Twitter to create a stunning viral-marketing campaign.  Now, Google fans across the country may soon have an opportunity to interact with QR technology through Google’s latest endeavor called Favorite Places.

What is “Favorite Places”?  Well,  according to Google:

Over 100,000 businesses were identified as Favorite Places. The list was determined based on the popularity of a business’ Local Business Center listing, as determined by how many times Google users looked for more information about a business, requested driving directions to get there, and more. Google users “decided” based on their actions, and we sent the decals.

What exactly does this mean for the average consumer?

The good…

It means that the most popular (i.e., searched) businesses across the U.S. may soon be equipped with a window decal containing a unique bar code, known as a QR code.  So, what’s the big deal?  Well, a major benefit of integrating QR codes into print ads is convenience.  QR technology is all about pointing and scanning, which eliminates the need to type in lengthy URLs.   Bottom line, it’s simply a faster way to deliver relevant content to a mobile device (e.g., reviews, ratings, special promotions, or store coupons if a particular business is offering one).

The bad…

Unlike the ubiquitous nature (and advantage) of using SMS, QR codes reach a limited audience.  For now, users with smart phones that have good quality cameras, and have previously located, downloaded and installed the QR software will get the desired results. There are many free and paid QR readers available on the market.  Some of the newer mobile devices have QR readers installed or bundled as part of another application.

Want to add a QR reader to your mobile device? Here are some common QR readers to consider:

Google’s move towards integrating QR codes is yet another example of how mobile technology can be used in everyday real-life scenarios. Although QR technology may not appear as “hip” as image recogition, it’s still a valuable technology that we should not overlook.

Check out the video below for a demo of “Favorite Places on Google”…

Filed under: Blog Posts, Mobile Apps, Mobile Marketing, Mobile Trends, On the Radar, Video
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QR Codes, Twitter, & Viral-Marketing: A lesson in mobile innovation

July 6, 2009 by Michael Marlatt · 2 Comments 

The Editoras story…

Editoras Online, have you heard of them?  If not, don’t worry - you are not the alone. Editoras is the Brazilian equivalent of Amazon.com and they recently launched an ad campaign to promote their online store. Ordinarily, you would write them off as yet another average online business trying to go mobile. However, take a closer look and I think you will agree that their ad-campaign was quite clever. Let’s examine why…

What was special about Editoras Online’s ad-campaign?

As part of their “guerrilla” marketing strategy, they incorporated the use of 4,000 QR code stickers posted throughout São Paulo.  Mobile participants quickly discovered that each QR code redirected them to select Twitter messages.  Each message related to either love or hate and refreshed every seven days.  The unique part of this campaign was that Editoras was able to produce a 200-page “living book” made up entirely of QR codes and messages from Twitter feeds.  To close the loop, the messages also carried a “call-to-action” that ultimately drove participants to the Editoras website.  The buzz generated from their guerilla campaign was so successful that copies of their book sold-out in less than a week.  Now, that’s ROI.

See video for details…





Mobile Recruiting via QR Codes & Twitter?

If you are frequent reader of my blog then you have likely heard me reference the use of 2-D barcodes in the past. There are creative ways to leverage QR code (2-D) technology as demonstrated in the Editoras example above.  As an employer, imagine being able to update candidates to your open jobs without having to manually push out the updates. The beauty behind 2-D barcode technology is that the content behind the barcodes can change while the overall framework remains the same.  What exactly does this mean? From the employer’s perspective, it means the 2-D barcode could theoretically represent a ‘company brand’ with the ability to render different content at different times. Today, we already see job updates pushed to Twitter, as seen here and here. Integrating the 2-D barcode would be the final piece of this digital marketing strategy.

The challenges with 2-D barcode technology in recruiting?

Yes, I know, all of this is easier said than done. I realize that not every prospect candidate (user) has mobile internet access, or a built-in 2-D barcode reader.  Plus, even if a candidate understands this technology, there many different 2-D barcode formats so how does a company decide on which format to use?  These are valid questions and they should be asked before attempting to launch this type of mobile strategy. However, there are over 270 million mobile subscribers in the U.S. and mobile internet usage is on the rise.  The point is, with the overall increase in U.S. mobile adoption, we are only limited by our imagination on how we connect with this vastly untapped audience.

Filed under: Blog Posts, Mobile Marketing, Mobile Recruiting, Mobile Trends, On the Radar, Video
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Mobile Trends: QR Codes finally coming to a mobile near you?

March 6, 2009 by Michael Marlatt · Leave a Comment 

What is a QR Code?

Have you ever noticed the strange looking pixel-like squares often found on certain online ads and billboard ads?  Well, believe it or not, the odd looking two dimensional design actually serves a purpose.  The image is commonly referred to as a QR code, QR being short for ‘Quick Response’.

A QR code is a matrix code (or two-dimensional bar code) created by Japanese Corporation Denso-Wave in 1994.  QR codes essentially serve as a new gateway for accessing mobile websites and content.  In order to decipher the images, a special software (on the mobile device) is used to convert the bar code into meaningful content. In many parts of the world, particularly Europe and Asia, QR codes are being used in creative ways to deliver relevant content to millions of mobile savvy users.

In the U.S., we are beginning to see greater adoption of QR code technology-particularly across the airline industry. Major carriers such as Delta Air Lines, American Airlines and Continental Airlines have started offering mobile ticketing programs at selected airports across the country. While we haven’t reached mainstream adoption in the U.S. with QR codes and mobile boarding passes, it’s a definitely a step in the right direction.

Are QR codes a viable marketing channel for employers?

It is not difficult to imagine employers leveraging QR codes in their overall marketing and recruiting strategy. It would be easy to embed QR codes on company brochures, business cards, presentations, hand-outs, and other promotional items. QR codes can easily drive prospective candidate to a website that provides details on upcoming opportunities, special recruiting events, contact information, and so on. With a little creativity, the possibilities are endless…

Here’s a video that demonstrates real-life examples of how a code reader (ScanLife) interacts with QR codes…enjoy!



Update: For the latest trends and analysis of QR codes, head over to Barcode.com and 2d Code for additional information. Also, if you are interested in experimenting with your own QR Code, you can find a nice list of QR generators courtesy of 2d Code.

Filed under: Blog Posts, Mobile Recruiting, Mobile Trends, On the Radar, SMS
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QR Code + Pet Shop Boys video remix

March 6, 2009 by Michael Marlatt · Leave a Comment 

I am a big fan of the Pet Shop Boys so I had to post this set of videos.

Here’s a homemade remix of a video of Pet Shop Boys’ with Integral QR Code frames provided by PSB Official website. Remix by JCRZ. Video made for non-profit entertainment purposes only.

Version 1:






Version 2:


Filed under: Blog Posts, Video
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