From PR to digital marketing and all that’s in-between – I would like to introduce myself to the online world as a newly converted technophile. The ever-changing dynamic of the ‘www’ never ceases to surprise and intrigue me – the ‘what’s next’ factor is definitely keeping me on the edge of my swivel chair. And that’s exactly what I love about it.

I’ve recently noted that incomprehensible dots and shapes are bizarrely the latest marketing tool advocated by not just key players in the retail sphere from where it originated – Japan (such as Puma Japan), but by music artists (e.g. the Pet Shop Boys), and the film industry on an international scale. It was recently used to promote the DVD release of 28 Weeks Later in London, and the latest James Bond: Quantum of Solace in Australia.

The dots and shapes I’m referring to are barcodes. The barcode concept has been jolted into the 21st Century as they are no longer being used to merely differentiate products and prices at the supermarket check-out – but to also store information on a brand, promotion, person – you name it! Once the barcode (‘2-D’ or ‘QR’ code, DataMatrix and Microsoft Tag) has been ‘snapped’ on a software-enabled camera phone, it links to digital content that can be viewed via a mobile phone’s internet browser – genius!

Umbro did a world-first early last year by placing a QR (Quick Response) code on the care label of their new England away kit. Once ‘snapped’, this led over 50,000 England fans to an exclusively accessible, mobile site - created by our very own digital division, Swamp @ Brahm.

It’s this new technology coupled with an increased demand from people to be informed and entertained that has led to many brands in the UK jumping on the band wagon.

For the first time, Pepsi will see a big PR push of the QR technology into Britain after recently unveiling its plans to print over 400 million barcodes on its products. The barcode will hyperlink consumers to websites, games, competitions etc. in an attempt to interact with target audiences. Since the announcement, the Times Online recognised that City AM (free financial newspaper) and Yell (Yellow pages) are also set to entice British consumers in such a way.

This trend cements the notion that mobile phones are being viewed as an integral platform to view information and content by consumers about, well, anything.

It’s common knowledge that third-party generated content is seen to be more credible than that generated by the brand itself as it’s deemed more objective – however, self-published content still has an integral role to play especially when it comes to informing consumers.  But, it goes without saying that perceptions held – particularly in today’s ‘search and share’ society that no matter how positive or negative they may be, they can be helped or hindered by what third-parties are saying.

Although it seems that the purpose of companies embracing this new technology is for brands to interact and engage with its consumers in a new and exciting way, as a PR it raises the question – is there an opportunity for me to use this communication method by way of reputation management? This is something I’m currently exploring for a couple of clients – watch this space!

Posted by Charlotte Brophy