There’s a lot of chatter at the moment about 2D barcodes.
I’ve spoken to various creatives, service providers and marketers about this technology over the past few months; admittedly because XMPie now supports the technology directly inside uDirect. Whilst they all seem excited about the prospect of this technology very few that I can see are actually using it creatively or at all. There’s a very useful site at http://2d-code.co.uk which covers alot of the technology, as well as many of the examples of where 2D barcodes have been used.
Now that XMPie supports the use of PDF417, AztecCode, DataMatrix, MaxiCode, MicroPDF and QRCodes directly within the uDirect InDesign CS plugin it is easy to insert personalised data into a 2D barcode and place it on a printed piece. This obviously means that any data (from a datasource) can be used to create a 2D barcode. Want to create a 2D barcode that contains someone’s RURL or personalised URL so you negate the need to have them type it in? What about embedded personalised information about a recipient within a voucher code, presented as a 2D barcode?
It’s not an insignificant?fact that XMPie’s approach to QR Code is easy. XMPie’s ADOR technology means that any data and logic contained within the data can be used repeatable and?consistently within the campaign and QR Codes.
One of the biggest factors holding back the adoption of this technology is the support for barcode readers already installed on the mobile devices – so the initial campaigns need to provide enough of an incentive to get people to spend the time and install one. However with most smart phones and camera-enabled phones capable of supporting QR-Code capture this is rapidly becoming a non-issue.
Hopefully those creatives that would like to implement some form of support with a DM piece or personalised campaign should be able to do so a lot easier now, as all the various commercial printers and service providers that already have XMPie now have this ability. “Ta Dah”. All it needs now is a forward-thinking creative team to come up with some good campaign material.
[message type="info"]Full disclosure: At the time of writing this article the author was employed by XMPie, a Xerox Company. [/message]