Gartner Research

Time to Build Your Plan for Scannable Marketing

Published: 22 June 2017

ID: G00327419

Analyst(s): Charles Golvin

Summary

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

Analysis

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

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