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.
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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