{"id":583,"date":"2021-04-12T10:07:08","date_gmt":"2021-04-12T14:07:08","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/04\/12\/connected-consciousness\/"},"modified":"2021-04-12T10:07:08","modified_gmt":"2021-04-12T14:07:08","slug":"connected-consciousness","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/connected-consciousness\/583\/","title":{"rendered":"Connected Consciousness"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>By <a href=\"https:\/\/www.shingy.com\/\">Shingy<\/a>. Digital Prophet<\/strong><\/em>\n\n\n\n\n<figure class=\"wp-block-image alignright size-medium\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/David-Shingy-Shing-2019-225x300.jpg\" alt=\"\"\/><\/figure>\n&#8220;Once in a lifetime&#8221; was a cliche, a phrase badminton-ed around by overzealous ad copywriters and multi-level marketing schemes. In March 2020, cliche became reality, and for the first time we hoped that \u201conce in a lifetime\u201d would only ever actually mean \u201conce.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The world took a unified, forced pause. We all did as well.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We were cruising down the highway when our collective car stopped, without warning. No \u201cservice required\u201d lights, mostly full tank, and yet, nothing. We checked the rearview, wondering if we had run over \u2014 or missed \u2014 something. We became acutely aware of the beauty there was in our forward progress; we wondered how we might continue our journey.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the curious nature of humanity, when these x-in-a-lifetime events arise, to look downwards and backwards, at our dashboards, in our rearview mirrors. But eventually, we realize we must look through the windshield and, once again, beyond the hood and to the horizon. We realize we need to figure out where we\u2019re headed, not where we\u2019ve been.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll excuse me the analogy: we all get it because we\u2019ve all experienced it, together. But now what? What have we learnt? What new habits have we adopted that will stay with us? Some of the answers are simple ideas; others are much bigger changes of consciousness that will take time, consideration and focus.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Exiting my little bubble and re-entering the grand forum of NYC,\u00a0 I see the streets have changed. Some beloved businesses have closed, some are in pause mode, waiting it out, and some brave new facades have even opened amid the tumult. I am reminded of the innumerable tech trends that have popped up, sustained themselves or perished amid all the other x-in-a-lifetime events we, the economy and society have been through.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I am struck by one of the unlikeliest fixtures of our cyberpunk present and future, an unexpected constant through the change: the humble QR code. The QR code has now been with us for over two decades, and though it\u2019s seen dappled patterns of adoption worldwide, finally seems to be settling into a habit in the US. Compared to Asia, this is a decade late \u2014 another interesting consequence of a tech lifecycle that leapfrogged the more-stationary-desktop for the much-more-mobile-mobile in personal, social, and professional spheres.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I remember 2012: having a QR code connected to an <a href=\"http:\/\/about.me\">about.me<\/a> site, business cards with an NFC chip. Sounded like techno-connected bliss, but really no one cared. Few had devices with NFC readers. But today, the humble QR code has become a priceless tool for effective, reliable connection. Why? And how?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a curious time to consider the QR code: a year ago, no one would have predicted the novel importance of \u201ccontactless\u201d interactions. Our digital bubble has been popped \u2014 we\u2019re back to thinking about the physical world. Another unexpected consequence of the last year, which has forced digital marketers to consider things in reverse, starting with the offline reality and working backwards towards the digital: <em>How is my brand performing (or not) with all the physical and even digital materials I produce that rely mostly on visual interaction? Those TV commercials and\u00a0print ads and direct-mail and in-store signage and merchandise \u2014 any contact point where promotion happens?<\/em> QR codes can provide unique data from\u00a0these touchpoints: engagement, location, time of day, clicks, content.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A rarely recognized characteristic of the QR is their ability to be physically permanent while digitally dynamic. Printed once, a QR can lead to limitless links over its lifetime: the first time they are scanned might be for a registration process. After that, the same code can link to endless destinations useful to the brand and the consumer. The second scan can hook into a referral program, or an instructional video, or a personalized offer, or even straight to social media interactions or reviews. It sounds commonsensical, but it\u2019s incredible how many \u201cdead\u201d \u2014 or dormant \u2014 QR codes are floating out there. Time-based activations are an overlooked gem of interaction: an offer in the morning can be different in the evening with all using the same printed code.<\/p>\n\n\n\n\n<p>[blockquote author=&#8221;&#8221; pull=&#8221;pullright&#8221;]<\/p>\n\n<p class=\"wp-block-paragraph\">I am struck by one of the unlikeliest fixtures of our cyberpunk present and future, an unexpected constant through the change: the humble QR code.[\/blockquote]<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To employ another cliche: seen one, seen \u2018em all. In the case of QR codes, it\u2019s a good thing. In the barrage of information shown to you each day, what do you remember? A web address, an email, a phone number, promo code or social handle? Probably not, marketers are overloading our visual marketplace with forgettable digital artifacts. Now close your eyes: you can picture a QR code. You can probably remember where and why you scanned it. You were also probably surprised with the efficacy. No connection problems like Bluetooth. Frankly, they just work.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take it a step further: the code itself can be intentionally designed as an extension of your brand. Colors, messages, icons, patterns or logo can all be incorporated or vice versa (<a href=\"http:\/\/flowcode.com\/\">Flowcode<\/a> is the best by far). The dynamic elements of a living, breathing code, complimenting the brand and a part of its visual iconography. It can be round, a circle, any polygon you can think of. If people are going to scan a code, you can make the experience complimentary or defining for your brand.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Will scanning QR be a habit people in the US will adopt? All the evidence is proving so. Flowcode\u2019s recent data shows 73% of consumers in the U.S. had scanned a code in the past 30 days. We\u2019re behind the rest of the first world, correlative with how behind we are in adopting cashless payments. It\u2019s still clunky and availability at retailers feels sporadic and inconsistent. But there is progress: Visa, Mastercard, even Paypal are making moves towards more QR availability.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The habitual behavior that goes along with scanning codes is here to stay. You should take advantage of it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s the curious nature of humanity, when these x-in-a-lifetime events arise, to look downwards and backwards, at our dashboards, in our rearview mirrors. But eventually, we realize we must look through the windshield and, once again, beyond the hood and to the horizon.<\/p>\n","protected":false},"author":7,"featured_media":584,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Connected Consciousness | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/connected-consciousness\/583\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Connected Consciousness\" \/>\n<meta property=\"og:description\" content=\"It\u2019s the curious nature of humanity, when these x-in-a-lifetime events arise, to look downwards and backwards, at our dashboards, in our rearview mirrors. 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