Monday, May 21, 2012
eMarketer, the pairing of printed quick response (QR) barcodes and mobile marketing works.
Successful coding isn't difficult, says ad tracking firm Competitrack. Put mobile barcodes in attention-grabbing places and then give customers a clear link to content, Once folks arrive, make sure content is easy-to read … and do consider video as a landing-page option.
The Trend Works Well in Retail, But Wait .. There's More
So far, mobile barcodes are attracting the most users in the retail (22%) and technology (13%) sectors, although Oppenheimer Funds -- an investment management firm -- has used more mobile barcodes than any other sector, with 85% of Oppenheimer's print ads featuring the small squigglies.
Buying and Entertainment Trends Add Up to New Barcode Possibilities
Even though Quick Response (QR) codes have yet to gain widespread consumer acceptance, by January this year, 50% of smartphone users had, indeed, scanned them, according to a Chadwick Martin Bailey study -- and even non-users recognize a QR when they see it.
As a marketer, remember, too, that mobile doesn't necessarily mean your user is "out and about." A March 2012 survey showed that close to half of all mobile entertainment gamers -- including both action/sports and puzzle gamers) -- play at home.
It's time to think beyond retail shopping. More likely than not, your mobile user is at home, relaxed and ready to consider buying. The user could be watching television and still be on a smartphone or a tablet (check out this CMB research from February that confirms tablets and mobile devices are replacing traditional home entertainment).
Point is, when shown the code, savvy folks know the QR drill and will use it ... which is why smart marketers are offering the option.
-- scrubbed by Marketing Brillo
Image(s): FreeDigitalPhotos.net http://www.freedigitalphotos.net/