OK, I know currently you have the choice with your advertising medium – plaster your brand name all over the place, hit the potential prospect with a high impact assault on their senses, gain attention, generate interest leading to making a decision and then getting them to act on it.  Except no billboard hoarding is going to be able to do that as the prospect is driving along at 60 mph and how many people do you see stopping alongside a billboard with pen and paper in hand taking the advertisers contact information from the ad?

Not many if indeed, any!

In Japan they have been experimenting and innovating 2D barcodes and cell phones equipped with a reader or more usually, just the ability to send a Multimedia Messaging text (known as MS as opposed to SMS).  The system is known as Jagtag and the 2D barcode labels at the center of this concept is able to store music, audio, picture and video information as well as gain access to marketing collateral stored online.

The neat part of Jagtag is that it is able to deliver information both ways – not only is the 2D tag able to give you immediate information, but it can also be integrated with an online back-end you can hook into with your cell phone giving the website your personal preferences or your location so the marketing response to your request for information is highly contextual.

Imagine you see a an ad, you like what you see so you text the Jagtag code (by scanning it with your cell phone) to the text number provided, the code is processed and the appropriate message is then returned to the user’s cell phone which is then used on the cell phone as and when they wish. There are no API’s to download and no fuss while the advertiser is updated in real-time with the response to their marketing efforts.

The US version simply requires you to subscribe to either Verizon or AT&T networks and some big names have signed up for the concept including Nike who have been trailing the system with Nike 6.0.

Take look at some of the law enforcement statistics regarding lost and stolen property:

• a tagged item is 37 times more likely to be returned to the owner than an untagged one;
• 92% of crimes involving stolen property result in a conviction as a direct result of tagged items being found in the possession of the criminal involved;
• a tagged pet is returned to owner 90% of the time while an untagged one less than 10% of the time
• more than 80% of convicted thieves surveyed have responded that they are deterred by tagging of property;
• 100% of convicted thieves surveyed responded they would choose to steal from an untagged property than one where tagging was practised; and
• tagging is estimated to save $17 billion annually in insurance costs due to reduced payouts and premiums for policyholders.