Gartner Research

It’s Time to Build Your Plan for Scannable Marketing

Published: 12 July 2019

ID: G00404964

Analyst(s): Charles Golvin

Summary

Technical impediments to campaigns using QR, NFC and other tactics that enable marketers to bridge the physical-digital divide continue to 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 Create Risk for Marketers
  • Popular Mobile Apps Are Embedding 2D Bar Code Recognition, Eliminating a Significant Barrier
  • NFC Use Is Accelerating but OS Vendors’ Fragmented Support Forces Marketers to Bifurcate Their Efforts

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