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Remember when we talked about the facial expression reader, an application that collects data about a participant’s facial expressions when watching video ads? Marketers are speculating that this technology – facial recognition – could be the next big thing in marketing. Imagine if experiences were customized based on how you look when reacting to something? If you doubt this clever technology, think about this: some say that facial recognition is already woven into our everyday lives. Take Facebook, for example, which uses facial recognition to automate tagging when photographs are loaded onto the site.

This technology can be leveraged in other ways, too. Studies have shown that when faced with too many choices, buyers will gravitate toward familiar sources. Marketers can use this to their advantage by gaining successful marketing results.

Consider these examples of situations that, when outfitted with facial recognition, could offer consumers convenience:

1. Ditch the password and login to social platforms by simply using your face. Just a glance to your computer’s camera, and you’re in.
2. Walk into a coffee shop, and the barista already knows what you want based on past visits and what you look like.
3. Receive a coupon for instant use on your mobile device when you enter a favorite retail location.
4. Turn on the television and receive a playlist of suggestions based on past use.
5. Login to video games and begin playing spontaneously.

Although most consider facial recognition scary (hello privacy!), marketers can’t get past the myriad of possibilities, especially the chance to get to know their customers on a deeper level.

What do you think? Is facial recognition a complete invasion of privacy, or is it a chance to help consumers develop a personal relationship with their favorite brands?

Imagine being able to interact with your customers at the exact moment they see your product on the shelf, view your ad or read an article about your product. Imagine engaging with your customers the moment they shop for your product – or better yet, the moment in which they even consider purchasing your product.

2D codes are making this possible. The “next big thing in shopper marketing” makes it easy for marketers and suppliers to identify shoppers and offer information and incentives that will encourage future loyalty. These two-dimensional bar codes may be scanned with camera-ready smartphones, taking users directly to a screen that provides additional product information or special offers.

The codes may be printed on packaging, displays, in magazines or on literature. When scanned with the built-in camera, a user’s smartphone reads the code and takes the user to a screen that can offer anything from loyalty rewards to how-to videos or special pricing.

As social media and marketing continue to work hand-in-hand, advancements such as 2D codes will only become stronger and more prevalent. The latest in highly targeted messaging is getting to the root of consumer interest and need. Consumers want better interaction with the brands they love… and brands in turn need to respond to these desires.

A major benefit of the 2D codes?

• They allow for two-way communication between the customer and the brand. Companies learn where customers are shopping, what they’re looking for and how to capture their attention. Customers have the chance to provide feedback by commenting, clicking through and by simply showing interest.
• The information users receive is incredibly flexible. Marketers have the ability to change coupon offers or notify the user of new information as soon as it’s available.

The opportunity marketers have right now is getting the word out about 2D codes. Consumer awareness is relatively low… even as codes are starting to appear in magazines and on store shelves.

Smart marketers will look into 2D codes as they appear more in our day-to-day living. In Amsterdam, for example, train stops have 2D codes posted to signs, providing train schedules and entertainment for those who scan with their phones.

I see this new way of marketing to and interacting with the customer taking off in a big way. Through what other mediums will we see these scannable codes?