18
2011
Combining on and offline media = a more effective and measurable campaign
No doubt about it, consumers want digital. Internet shopping, social connections and mobile phones are experiencing a rapid adoption rate among all ages, socioeconomic and demographic backgrounds.
Using QR Codes on print media affords the opportunity to inexpensively customize a print piece and better measure who responds, how soon, and how often, to an offer.
But given the widespread use of digital technologies, many also enjoy the unobtrusiveness print media offers. This gives marketers the perfect opportunity to fine tune multichannel campaigns to incorporate digital technologies through offline efforts.
Using QR Codes on print media affords the opportunity to inexpensively customize a print piece and better measure who responds, how soon, and how often, to an offer.
With 8 percent of mobile phone owners stating they scan barcodes and QR Codes with their phones, according to a new Mobile Report from Experian Simmons, it’s a perfect opportunity to incorporate the two tactics.
Gina McDowell, senior product specialist for Experian Marketing Services, discusses additional benefits of stamping direct mail with QR Codes and the potential business value of doing so in Direct Marketing News. You can view the full article here: http://www.dmnews.com/stamp-your-direct-mail-with-qr-codes/article/209631/?DCMP=EMC-DMN_DigitalInsider.
Join in the conversation. How are you using QR codes in your integrated marketing efforts?
I have seen these oodes around for awhile, but because I have a “dumb” phone they have not been used personally by me, nor do I know much about them other than the name.
However, I did run across a blog piece about these that was somewhat critical of their usage. Basically they were being used to re-direct to website homepages, which people can pretty much do on their own.
Based on this article, there seems to be the opportunity for better uses. My question is, based on your experience with a number of these campaigns, what would distinguish “best practice” utilization of this tool, and what is more mundane usage?
Thanks!