Mobio Identity Systems released a report this year that QR Code (Quick Response) usage increased by 4,549 percent from 2010 to 2011. (Download the report.) Despite its rising popularity here in the US, it's a technology that's showing its age. Japan has been using the matrix barcode in consumer promotions since the late 90's.

So why has adoption been so slow in the US? Brands were afraid that consumers wouldn't get it, nor would they understand how to use it. I remember pitching my first QR code campaign and getting that response over 10 years ago.


Today, it's unacceptable to assume consumers won't understand new media.

We live in an age of smart phones and tablets.

The consumer mind is geared for engagement.

It's our job to make it a unique experience.

People are downloading thousands of apps you may never have heard of or used. It's your job to educate yourself and learn how they can better the brand experience.

Don't let your new media idea die, because someone is afraid that consumers won't understand how to use it.

Stop selling consumers short. They are smarter than you think (well, a good majority).

If you're introducing new media, the education process should be as engaging as the campaign.

To give you something to think about, I'm am a big supporter of the mobile marketing experience. Here's some emerging technology that's risen above the onslaught of apps in recent years. If your clients are gun shy about new technology, you can assure them that these are growing in usage and popularity.

Shazam. Your Android or iPhone can listen to music, identify the song and send you to a link to purchase it. Shazam also tags voices. See the sweepstakes for the Syfy show "Alphas."

Layar is one of the first augmented reality browsers introduced over two years ago and is just scratching the surface of possibilities.