Bloomingdale’s is proving that mobile plays an integral role in the company’s overall strategy via a new catalog that not only promotes its recently launched iPad application, but also includes QR codes and SMS calls to action throughout.

Mobile bar codes are increasingly gaining momentum and companies such as Toys R Us and Glamour are placing them on billboards and walls – providing consumers another way to shop their favorite products.

Heinz Ketchup is rewarding consumers with prizes such as a hybrid or a vacation by scanning a mobile bar code on the back of its packaging.

Quaker Oats is using QR codes on the packaging for certain items as a way to initiate a dialogue with customers that continues online.

Crate and Barrel is offering consumers a chance to win a $500 gift card via a QR code featured on its fall catalog.

What do you get if you cross a mobile phone camera with a marketing campaign? An unstoppable direct response mechanism, of course.

Major brands are increasing their deployment of mobile bar code campaigns every day and everywhere like never before. But which mobile bar code should you use?

There is no doubt that mobile is growing, but the industry faces several pressing questions if it wants to continue moving along the same path.

As more consumers are becoming accustomed to scanning mobile bar codes, it is important that retailers integrate them into their traditional marketing efforts such as print, direct mail, catalog and out-of-home.

Luxury retailer Barneys New York has debuted its multichannel Backstage Black and White Spring 2011 campaign that spans mobile, online, print, in-store and out-of-home advertising.