• by Mark Walsh  @markfwal, January 11, 2012

More than half of marketers are already using 2D codes as part of their overall marketing strategies and 86% plan to use the technology in the future, according to a new study by mobile barcode technology provider. The findings were based on a survey of more than 100 marketers across a range of industries by barcode technology provider Scanbuy.

The top three placement choices for 2D codes were magazines and newspapers, direct mail, and product packaging. The top types of content codes link to were product details, promotions and coupon offers. 

When it comes to 2D barcode formats, the bulk of companies are using open-source QR codes, at 45%, followed by Datamatrix (16%), Microsoft Tag (14%), Scanbuy’s EZcode (12%) and SpyderLynk’s SnapTag (11%).

Among key factors to consider in implementing 2D codes cited by survey participants were that the code format be compatible with the widest number of barcode scanning apps; access to analytics; and the ability to edit the code or access it at anytime from a Web-based platform.

Marketers using a paid 2D barcode service were 50% more satisfied with results than those using a freeware generator, according to the survey Scanbuy conducted through uSamp’s SurveyBuilder platform.