Mobile tagging is the process of strategically connecting digital web content to physical promotional elements such as products, packaging, displays, storefronts, and print. This mobile web content can be accessed with consent of the mobile user wherever it's available by scanning a QR code or tapping an NFC tag. We call this new behavior 'Transaction Activated by Permission' or 'TAP'.
Mobile Tagging in advertising is a new gateway for brands to engage with audiences, based solely around physical prompts in the real world that deliver specific web content when users interact. The most popular form of Mobile Tagging is the use of QR codes. Scanning a QR Code or tapping an NFC tag with a mobile device is the fastest way to hyperlink the physical message to digital web content, or from 'print to palm'.
Mobile Tagging can be utilized in a wide variety of marketing and promotional purposes. Location and context of use should always be considered. Add new life to pre-existing traditional media like print by connecting it with valuable mobile websites. Mobile Tagging creates relevant new mobile advertising catalysts out of older forms of visual marketing by harnessing the power of the mobile web.
Acting as a toggle switch between the physical and digital worlds, mobile tagging with QR codes and NFC bridges the gap seamlessly - more so than texting to short codes, mobile search by voice, or even simple URL entry. Mobile Tagging allows marketers to meet customers online - no matter where they are - and move them further down the path to a sale.
The mobile Web is growing at an astonishing rate, and as telecommunications networks and mobile devices get faster, they offer new opportunities for brands to engage with mobile consumers using QR codes and NFC tags. By interacting with their smartphones, consumers willingly leap into a conversation with brands like never before.
To get a glimpse of what mobile tagging with QR codes and NFC tags will look like in the future in the US, Europe and the rest of the world, one just needs to look at Japan. In Japan, mobile tagging has been used by marketers for many years. By 2011, over 3 out of every 4 adults scanned a QR code or taped an NFC tag every day. QR codes and NFC tags are used on everything from gravestones, to McDonald's menus to billboards. Mobile Tagging is a part of everyday life in Asia and it is just a matter of time before it becomes mainstream in the U.S. Most experts agree that marketers who develop strong mobile engagement ecosystems now, will be the market leaders of the future.