1/1: Interview with Roger Smolski, Editor of 2d-Code Online

by Deborah Corn
Augmented Reality, Featured, Interview, Marketing, QR, Tips, Tools, Training, Trends, Uncategorized, Video
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Every so often I am able to hunt down someone from the industry that I greatly respect and admire and Roger Smolski fits that bill. Sure, his name might not be that familiar to you, and Twitter is his only Social Media channel, yet Roger manages to influence and inform on the world of QR and Marketing Technology daily – in a BIG way – through his online magazine. I was more than thrilled when Roger agreed to be interviewed and provide some information for us. I hope I dont “accidentally” make him too famous, but I do recommend you follow him on Twitter, sign up for the RSS feed from his site… and definitely scan the QR code he provided as his interview picture!

Who is Roger Smolski and what does he do?

Roger Smolski prefers to fly under the radar as much as possible but in essence he is someone who has had a lifelong and extremely enjoyable career in IT and currently consults as a Web Publisher and E-Marketer.

How have QR codes changed the world?

I don’t think QR Codes have changed the world or will change the world. QR Codes are an interesting technology and can be a useful addition to the marketers’ toolbox but their impact will be useful but limited. I also see QR Codes having a relatively short life in corporate marketing due to the rapid advances being made in image recognition and augmented reality. Having said that I do think it is essential for marketers to use QR Codes now while they are hot and before the public becomes inured to them.

Your online magazine 2d-Code is my #1 go to for information on, and the most current and creative integration of QR codes – you have even scooped Mashable on a few! Which three creative QR projects or uses stand out to you?

There are quite a few to choose from but my three personal favorites (so far) are: For sheer ingenuity I like the ‘Hidden Sounds‘ campaign promoting indie bands for an alternative music store in Hong Kong. As a concept I love the way QR Codes have begun to infiltrate mainstream video games such as ‘THQ’s Homefront‘. For results and campaign integration it is difficult to beat the recent ‘QR Code Haircut‘ campaign for Unilever’s Clear shampoo in Bangkok

To QR or not to QR. that is the question. Incorporating QR codes in advertising on highway billboards for example is not the most practical (or safest) place for them. What should marketers consider before just slapping them into their materials?

This is a very important question. I always ask clients to write down exactly what it is they want the user to do AFTER they have scanned the QR Code and then I stress test their ideas. Marketers should appreciate that if a user invests time and effort in scanning their QR Code then they must provide a tangible benefit. A QR Code is a key to unlock value for the consumer and marketers should quantify the value to the user for each campaign. Of course there are exceptions such as the ‘QR Code Haircut’ I mentioned previously where the value is more likely to be the fun in scanning the code on someone’s head!

Now that QR codes have taken off in the US, it seems they are already on the way out. Will companies like Zoove and Near Field Communication (NFC) technology change the game?

Not change the game so much as add another dimension. I don’t think NFC is a direct competitor of QR Codes but there will be some overlap in the future and also Zoove is interesting but it too is not a direct replacement.

I am currently obsessed with Augmented Reality, post information about it regularly, and PMC is proud to be one of the Media Sponsors for the Augmented Reality Summit June 16th, in London. In your opinion, why is this a technology that marketers should be paying attention to?

I think marketers should pay attention to all new technologies! However they don’t need to become so familiar with every new technology that they forget the need to understand why people would use the technology in the first place. Yes, marketers can use Augmented Reality as a tool for user engagement but user engagement is like hooking a fish. It is important to know why you are fishing in the first place, where you are fishing and what fish you want to catch before you choose the bait. Fiat seems to have thought all this through with its ‘Street Sign’ AR app that is a great example of early adoption of new technology.

Lastly, if you were to give the commencement speech at St. Joseph’s College regarding the future of marketing technology, what would your message be?

I would probably use the occasion to explore the idea that no matter how exciting the prospects of using a new technology may seem at first, you should find a way to measure its effectiveness before you use it. In other words, don’t buy the hype – buy a book on measuring marketing performance!