Success is not solely dependent upon the technology, folks. It's far more about what "payoff" the consumer receives once he/she downloads your mobile app and takes the time to read the QR code or digital watermark included in the printed content. This is what I've observed... "Oh boy, they've sent me to their website with the exact same article in front of me, only with type so small I couldn't read it even if I had Superman's X-ray vision."

What on earth gives us the idea this is a satisfying experience for the consumer? And, yet, too often that has been the "payoff" for their efforts.

If you don't know who Newell Turner is, he happens to be the Editor in Chief of House Beautiful Magazine. In a recent piece written by Mobile Marketer, Mr. Turner is quoted as saying, "Most QR codes look like digital barnacles on the pages of a magazine. They disrupt, some would even say destroy the visual experience of the printed page. The beauty of our Digimarc program is that the QR code is basically invisible. It's embedded in the image or even behind the text on pages of the magazine."

I won't tell you how long this announcement has been in the making, but this past Sunday, we finally announced our partnership with The Oregonian as the first newspaper in the U.S. to use digital watermarks to deliver enhanced, multimedia content from various images throughout the newspaper. 

The printed newspaper provides a bridge to their sister company's content online — giving readers the ability to access the rich, interactive content and deep links they go to the internet for directly from the printed page. To date, the content has been primarily video, slideshows and a list of links to enable readers to explore more on the stories they are most interested in.

I came across this article today by Jason Heller, "Cracking the QR Code." Jason wisely points out what most of us regularly observe of mobile campaigns: "Unfortunately, most executions, well... suck." (Quoting Jason)

Technology can be a scary thing in the hands of the marketing novice who knows just enough to be dangerous. But how is it that so many marketing and advertising pros are getting sucked into using the “new, shiny tool in their marketing tool chest,” without giving careful consideration to whether or not the experience will deliver practical use, entertainment, information or assistance to the consumer. Please, please do not take me to the home page of your web site! Not interested; and probably not going to try it again.

I was scanning through a number of articles and blogs for the latest and greatest on the world of mobile marketing and came across this post.

And, what I say is AMEN TO THAT! I won't name names, but we've had similar experiences with publications trying the Digimarc Discover Platform. All too often, I've observed small tests with a single article or promotion... and then nothing. That is just not a good test of potential value over time. So let me give you my 2 cents on the subject...