Well... if you close your eyes on my bad English, I will try.
Direct encoding
Case 1. (Most stupid as Semacode do most cases) You put link directly to product or service page. I would like to ask only one question: where is publisher in this chain? User goes directly to product. It is the same as to buy eggs, boil them and sell for the same price:) This case is wotking for free services. But all commercial applications are too complicated and based on Good Will more than transparent business model.
Case 2. (some of Semacode reburns) - URL to product on publishers site. In this case you are in business chain but there are two disadvantages: URL can be read on ANY reader and you cannot create user DB or CRM all of them are anonimous by default nad you can charge service provider for hit, not user in general because client's application may not support your methods. Then, code is shitty because it contains a lot of useless data like: http://, www. It means you should have bigger code or less readable. Area is vital in mass media, btw Non secure at all.
But it can be similar to Indirect case but with less technical benefits - see below.
Indirect:
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1. Code is small as possible. Reliable and readable. Important because users want to read code from ONE shot.
2. You own information and you are in business chain, you control all tiers.
3. You control user access, can log history, create CRM
4. You can offer dynamic content like we do: one shot and you have SMS with discount code + page for information. Time dependent content. The same code cam means different in time, place.
5. More secure
6. Easy to fix errors if distrubuted incorrectly.
7. ! You are not limited in quanity of codes referring to the same stuff. Vital for printed media.
Fans of Direct encodations refer to POWER of DNS. Like web addresses (actually IP addr - to name relation) are stored in 1000000 places and there is no bottleneck. But if you want to be in business you have to dorect all to yuor site that makes referring to DNS useless.
This is very short overview. I hope staff of NEOM explained you benefits as well.
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