QR Codes - Only Limited By Your Imagination and Target Audience
Unfortunately, this would be wishful thinking.
QR Codes are here to stay and in 2012 small businesses will find everything from advertisements through to resumes featuring QR Codes alongside brand names sending consumers and customers to websites, video, advertisements, catalogues, contact information, product suggestions and so on.
Only limited by your imagination or that of your creative departments, it is imperative that marketers don't fall prey to this form of marketing without carefully considering their target audience.
When I was in the U.S. recently, I saw an aged care facility advertisement with a QR Code on it. Really? Did the marketers behind this really think that this would work? I am afraid that it was not only a waste of space on the advertisement, but a clear example of a marketer who has a complete disconnect with their target audience.
QR Codes are everywhere; coffee cups, billboards, retail signs, social media platforms, websites, brochures, product packaging, resumes - you name it - it probably is there. I for one think that the barcode looks ghastly on an advertisement and doesn't sit so well alongside brand identity marks, but in most cases it has a place.
The task for all small businesses is to consider how (and if) a QR Code will work for their business and how much should they invest in changing the placement of their brand on various touchpoints to incorporate a QR Code that needs to be able to deliver a useful and meaningful experience for your clients.
Considering what your small business marketing strategy is for 2012 is imperative to aligning the placement and interactivity of a QR Code in your marketing programs. QR Codes are great for providing contact information, but they do need to produce an experience that is more than that. Try incentivizing mobile purchasing behaviour through coupons and loyalty rewards, or garner email address, likes on facebook, phone calls and social media engagement. The list is endless when it comes to what you can actually achieve from a QR Code, but understanding your customer is key.
Don't forget to pay special attention to the design and usability of the content on your QR Code. Opt for designer codes rather than a black and white code as they have a higher scan-through rate and look better on your marketing material.
Identify your social metrics by analysing whether your business receives more hits on your website because you have incorporated a QR Code, more followers on Twitter or more 'likes' on Facebook.
According to comScore, 20.1 million mobile phone users in the U.S. used their devices to scan QR Codes in a 3-month average period ending in October 2011. Australia certainly has not this magnitude of take-up rate, but like everything, we won't be far behind. Companies do need to investigate now, what role QR Codes will play in their 2012 marketing strategies.
Author: Mellissah Smith, small business marketing blog writer.
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Zareh
10 Apr 2012QR codes are becoming quite popular in Sydney, with real estate, restaurants and digital advertising businesses. We have been getting increased
Replydemand to develop QR code management and tracking systems.
QR codes can also be used to automate and trigger processes via URLs such as shopping carts, start / stop processes...etc...the possibilities are endless!
Ren
31 Jan 2012I like the QR code system. I think that if Australia were to adapt to this Generation Y technology, then nominal tasks such as connecting directly to a webpage can be a quick task and simple task. Though this would require many company and business websites to reinvent the way that they digitally market themselves. However if this became the norm (for all businesses to use QR codes for quick and direct website access), then all businesses and companies would be forced to unify and offer such a quick-access advantage to their consumers.Those businesses or companies who don't adapt, will end up being the exception to the rule and will fall behind.
ReplyI also believe that this piece of technology (The QR codes) can become quite a hit amongst a majority of smart phone users. Most people own a smart phone and age has proven not to be such an impediment during the decision making process of 'buying a smart phone'.
Many 'older aged people', use smart phones, particulary the iphone, because it does have everything that a person needs or uses directly from a pc and is very simple to use. If people of all ages can easily adapt to using a smart phone then using the QR codes won't be much of an issue.
Take the i phone, users have learnt how to can access the internet, email, facebook, banking, book flight tickets all with the touch of your fingers anywhere around the world. If consumers have the capabilities to easily use those functions then using the QR codes won't be so complicated. The smart phone is a convinient tool for everyday usage, as such the addition of the QR codes would be a great addition to these smart phones.
Elsa
24 Jan 2012QR codes is definitely a new modern type of marketing strategy that business should consider to use these days. However it would work if the target audiences are young generations who are familiar with gadgets and QR codes itself. Business should also consider what type of business they are doing, whether its worth enough to use QR Codes for their strategy so it wont be a waste of money and effort.
ReplyElsa
24 Jan 2012QR codes is definitely a new modern type of marketing strategy that business should consider to use these days. However it would work if the target audiences are young generations who are familiar with gadgets and QR codes itself. Business should also consider what type of business they are doing, whether its worth enough to use QR Codes for their strategy so it wont be a waste of money and effort.
ReplyBrendan moran
23 Jan 2012These QR codes are fascinating! I agree, I really think they are going to take-off. The capabilities of these 2-D barcodes are really impressive, they can connect you automatically to a wireless network, used to buy tickets or they can distribute mobile coupons to consumers. Definitely a new technology to watch.
ReplyHowever with all technologies there are security risks. The capabilities of QR codes can also be used very well for fraud.
QR codes can easily be produced that read confidential data off files from the device that you read the code from. QR codes can even facilitate a mobile access point for your phone camera!!!! This process is known as "attagging" and is already a problem in some countries where QR codes are big. You can easily put a sticker over an advertised code and use it in a malicious manner, there are already so many examples of this and the technology is so new.
Just be careful about what you are actually scanning!
Paula
23 Jan 2012I agree that QR codes have their place in modern marketing but are not suitable for all target markets. Firstly you have to own a smartphone in order to use it! Apparently in Japan, marketers are using QR codes in a very innovative way- by simplying having their whole ad as the QR code. There is no branding with the code and no clue as to what they are advetising. Therefore, the only way to find out is to scan it.
ReplyThis type of advertising would only be successful with the tech savy younger generations- so if that is who you are aiming at, then it is worth looking at what they can do for your business. If not, then at least make an effort to understand them.