The Usage of 2D Codes in Marketing Practices

• Main Authors: Toni Podmanicki, Davorin Turkalj
• Format: Article
• Language: English
• Published: Faculty of Economics in Osijek 2011-07-01
• Series: Ekonomski Vjesnik
• Subjects: marketing; 2D codes; mobile devices
• Online Access: http://hrcak.srce.hr/file/105087

Barcodes, which are used for the labelling and identification of products, have been used as the foundation for the development of new symbols, two-dimensional barcodes (usually called 2D codes). These codes are capable of receiving large amounts of data in a small area, and data stored in them can be read by means of mobile devices. They usually contain information such as web addresses, text, contacts and similar data that encourage users to interact in order to obtain the desired information, entertainment, discount, reservation, and even do their shopping. The possibility of connecting the physical and digital world by means of 2D codes has led marketing professionals to face new challenges in the development of strategies in mobile marketing. Many companies recognized the potential of the above technology very early, in its initial phase, and they use it now in their activities. This paper aims to emphasize the importance of knowing this technology and its advantages by providing examples in marketing practices.