How To Use Mobile QR Codes to Drive Engagement
Posted by Matt Krautstrunk on May 6, 2011 in Marketing [ 8 Comments ]
QR codes are one of the hottest topics in mobile. They are becoming more popular with marketers, and in turn, consumers are catching on. According to a survey from MGH, mobile consumers are responding to the influx of popularity with QR codes, “32% of smartphone users say they have used a QR code and 70% say they would be interested to do so, either for the first time or again.” Currently marketers are using QR Codes to offer promotional discounts (53%) and enter sweepstakes (33%), however QR codes have a place in social to drive engagement.
The variety of uses for QR codes are endless, they provide a seamless link between online and offline marketing. Making integrated marketing campaigns and ultimately the mobile experience more interactive.
Linking offline business and social engagement with QR codes can be extremely lucrative. Say for instance you have a really unique event sponsorship, and you want to drive people to learn more. Promoting a QR that directs a user to your Facebook “Like” will build your community with valuable customers. Not only that, according to Chompon.com, the value of social for an e-commerce store is as follows:
- Facebook Share: $14
- Facebook Like: $8
- Twitter Tweet: $5
- Twitter Follow: $2
As mobile marketers we know, the simpler the better. Directing QR codes to Facebook Fan Page with an offline call to action, such as “Like us!” greatly increases social community followings and engagement. However according to Social Wayne’s infographic, it doesn’t seem that many marketers fully understand the power of social with QR code integration; 62% of QR code scans lead a user to a website, where only 8% are directing users to share something on a social page.
Directing users to a website may be a “one and done” solution. The hardest part is getting a user to scan the code. If that code directs to a website, maybe they will remember the brand later, and maybe they won’t. However why would you risk it? If they “Like” your companies Facebook page, they will be constantly updated on everything you so desire.
Enhancing Post Product Purchase
Getting someone to purchase your product from a direct code may be a tall task. Whether it is the failure to adopt mobile commerce technology, or just simply the market isn’t there yet; increasing brand loyalty may be a better goal for your mobile marketing campaign. Think about placing codes in places where your customer has already made a purchase, linking them to your social media page to continually be updated on news within your company. Keeping a customer should always be a primary focus for businesses, and generating new customers secondary.
Think of unique ways to drive engagement that make sense for your company, here are a few ideas:
- Directions to your Store
- Facebook Place check ins
- Customized landing pages
- Facebook “Like” page
- Coupon page
It is widely acknowledged that QR codes work to drive engagement, however as more marketers adopt this technology, it may flood the market. If this happens it would make the QR code less unique and exciting, so it is very important to set up an integrated QR campaign as soon as possible. For marketers looking to use QR technology to increase brand retention, place your codes in an interesting location and direct them to a social page, you will reap the benefits later!
Image Credit: TechSavvyAgent