Gartner Research

Time to Build Your Plan for Scannable Marketing

Published: 22 June 2017

ID: G00327419

Analyst(s): Charles Golvin


Campaigns using QR, NFC and other tactics have largely failed to fulfill the promise of bridging the physical-digital divide. As technical impediments erode, marketing leaders must craft and execute a strategy for "scannable marketing" that focuses on creative approaches to inbound marketing.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Broadly available technologies for interpreting visual information put marketers at risk of losing control of digital experiences triggered by real-world objects
  • Highly popular mobile apps are embedding 2D bar code recognition, eliminating one of the most significant barriers to marketers' ability to exploit visual codes
  • Other scannable marketing mechanisms will accelerate but fragment the mobile market by operating system (OS) and model, forcing innovative marketers to bifurcate their efforts

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.