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.
Social Engagement
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
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QR Codes are a great way to expand your mobile marketing strategy. This engages the consumer instantly with advancing technology and your marketing campaign. Great Read!
Thanks,
Andy Lynn
Thanks Andy,
I agree, it definitely is exciting to see how marketers are using QR codes. The challenge will be giving people a reason to scan instead of just slapping them everywhere and hoping for the best.
2011 is definitely going to be the launch point for QR Codes!
Businesses have numerous ways to utilize QR Codes as a marketing tool. Social QR Code allows its users to set up a mobile landing page for their QR Code with social features such as a Facebook “Like” button or a Twitter “Follow” button. Businesses can also create coupons that are sharable on Facebook and Twitter.
QR codes are such an important part of creating a link between the physical and digital worlds that even the USPS recognizes its impact! The USPS is likely to offer a 3% mailing discount to catalogers and other mailers this summer if they include a mobile barcode on or in their mailing. I did a teleseminar with the American Catalog Mailers Association discussing the powerful opportunity that the QR code represents.
http://timkilroy.com/2011/05/11/more-qr-code-madness/
Thanks Matt for writing about this. I have been blogging on QR codes now for about a year and surprised I never came across this article.
You sorta hit on something that bothers me the most. I have seen more and more QR codes being created however I am finding that most are taking you to a full blown website. I like how you hit on making it lead you to some sort social action call.
I use http://qrmobilize.com for my QR codes which does both of those things. It creates a mobile landing page and also has my social details allowing you to like my FB page.
I would love to see more QR codes being used for useful items. I see more and more creative uses for QR codes being used everyday. I created one for the company I work for that takes you to an email sign up list where you just put in your email and select what you to sign up for and your signed up just like that. It has been a huge hit and the boss loves the innovation lol.
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