Creating Effective QR Code and Watermarking Campaigns
Posted on August 16, 2011
The key is to start at the end and work backward.
Consider the example of a print advertising campaign enhanced with QR Codes, Digital Watermarks, or other embedded signaling. Whatever the signaling methodology, the technology itself is not the strategy. Instead it is merely a tactical weapon to trigger a desired consumer response.
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There are basically four steps. First, is to identify a concrete action the advertiser wants consumers to take. Second, is to design an ad that will capture attention. Third, is to determine what embedded signal payoff might motivate consumers to initiate the intended action. Fourth, is to minimize the “friction” encountered to complete such action.
Concrete Consumer Action
Normally the ultimate objective is to get consumers to buy the advertiser’s product or service. But shoppers are constantly hounded to “buy.” Another mere voice in the crowd is more likely to be resented than appreciated. Instead, methods of engagement or intermediate calls-to-action often get better results. Read more…
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Print Media Becomes a User Interface
Posted on July 13, 2011
Originally users gave instructions to Microsoft computers with an esoteric string of alphanumeric characters preceded by the command line prompt — C:\. By the early 1990s the Windows icon-based interface had displaced the command line. Three years ago Apple launched the next evolutionary stage with the App Store. One of the chief implications for Apps is their ability to transform conventional media into a computerized user interface as well.
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Print media is a case in point. Consumers are beginning to notice that various forms of print — ranging from handheld items such as newspapers and magazines, to wall-mounted posters — can interact with smartphones and tablet computers equipped with integrated cameras. Most commonly the interaction is through a two-dimensional barcode like the one pictured at the upper left. Known as QR (quick response) codes, they carry a digital payload corresponding to the complex inkblot-like pattern. The one in the upper left can be read by downloading the Kaywa QR Reader App for Apple, Android, and other devices. Read more…
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Getting Others to Keep Our Business Card
Posted on April 21, 2011
Collecting contact information has always been a necessary, but laborious, activity. It’s necessary because businesses need customers and customers are normally obtained from prospects. Although smartphone applications like Bump attempt to automate the process, they require both parties exchanging information to use the same app. Even then the apps don’t always work reliably, or fit a user’s preferred contacts software program.
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Thus, gathering business cards is likely to remain a popular custom. Smartphone apps like Business Card Reader can automate data entry, but are only truly useful when the contacts programs in portable devices coincide with those in a business’s central computers. Moreover, once card information is entered, recipients have little incentive to keep the card. Read more…
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Has Digital Watermarking Come of Age? (Part 2 of 2)
Posted on January 22, 2008
Summary: If you would like to learn how digital watermarking can protect media (digital or analog) from piracy and create incremental revenues, this interview is for you. (Part 2 of 2).
Our guest today is Bruce Davis who is the CEO of Digimarc. His company is a pioneer in the field of digital watermarking and holds a strong patent portfolio. The technology protects media from piracy in both the digital and analog domains. Digital locks alone are useless once the media is rendered into the human analog interface whether it’s via a video display screen, audio speakers, or magazine picture whereas the digital watermark remains effective. Read more…
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Has Digital Watermarking Come of Age?
Posted on January 19, 2008
Summary: If you would like to learn how digital watermarking can protect media (digital or analog) from piracy and create incremental revenues, this interview is for you. (Part 1 of 2).
Our guest today is Bruce Davis who is the CEO of Digimarc. His company is a pioneer, holding a strong patent portfolio, in the field of digital watermarking. The technology protects media from piracy in both the digital and analog domains. Digital locks alone are useless once the media is rendered into the human analog interface whether it’s via a video display screen, audio speakers, or magazine picture. Read more…
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