Among the varied marketing trends and strategies that are predicted to dominate in 2011, two are consistently mentioned: a wider use of QR codes and the integration of mobile in the marketing mix. So, what are they and how can marketers use them to drive deeper customer engagement, build richer data sets, and diversify revenue streams?
Quick Response (QR) Codes
QR codes are two-dimensional, square barcodes that can store large amounts of unique data and, when scanned, can launch specific actions. QR codes allow consumers to immediately access coupons, landing pages, product information or other data directly from their mobile devices. Using QR codes, marketers can not only help to eliminate the gap between customer response and the delivery of coupons, product information, special offers, or other marketing follow-up communications, but they can also collect valuable lead data and generate ROI metrics in real time.
QR codes take advantage of the ubiquitous nature of smart phones and can easily be integrated with printed materials. These codes connect people between traditional media and new media in just a matter of seconds, making printed materials truly interactive and immediately trackable.
Download a QR code reader onto your smartphone. Many free QR code reader apps are available via Apples iTunes Store, BlackBerry® AppWorld, Android Market, etc.
SMS Text and Short Codes
A short message service (SMS) is a feature on a mobile device that allows users to send short text messages to an abbreviated phone number known as a short code. Consumers may use SMS texting to initiate a survey, provide feedback, access a mobile-friendly web page or a link to a video, receive promotional offers, or redeem customer loyalty rewards. More complex campaigns may even provide consumers with a coupon presented on their mobile phone which can be scanned during checkout at physical locations. Marketers benefit through real-time response metrics in addition to capturing mobile phone numbers and other information to enhance consumer data sets.
What to learn more?
Explore the impact of mobile technologies on the direct marketing landscape and take a look at two trends that are predicted to dominate in 2011 by downloading the latest whitepaper from QuantumDigital. Learn how businesses are blending these new technologies—QR codes and SMS texting—with direct mail and print to drive deeper customer engagement, build richer data sets, and diversify revenue streams.
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4 Comments
I’m sorry, but is this article out of date by about a year?
QR has not been widely adopted and is pretty much still shunned by ad agencies. It’s an “old” technology at this point and consumers don’t embrace it. There have been too many poorly executed experimental campaigns and too many codes that don’t resolve. It’s a mess of an industry.
SMS? Give me a break. SMS has been usurped by LBS services. SMS has lacked innovation and the prices have remained too high for really interesting engagement.
If you are looking for 2011, there are a few places to focus:
Location Based (LBS) such as Facebook/Places/Deals, which really will take over at least 50% of SMS business. Google/Maps/their version of Deals is coming in as well. The other LBS platforms are all figuring out how to compete or complement the big guys here.
Near field communication (NFC), for the past month, every platform and manufacturer has made commitments to this; including secure payment options. If you look at QR and Japan 8 years ago, now look at NFC in Japan today, but, accelerate 8 years into 8 months and think about Q3 2011 as when NFC will become adored by marketers and agencies.
Looming on the horizon to stomp out QR and 2D codes? Google’s GOGGLES. Once it becomes a visual search standard, it’s already been tested as a next-generation QR like experience for advertising.
Also, look for how mobile browsers are becoming more intelligent and integrated with mobile devices — Opera is making huge steps in terms of accessing accelerometer and geographic data. HTML.5 will allow mobile web to take the place of SMS for messaging for feature phones and smart phones.
You’re welcome.
@Bob You are the one who is out of date my friend. Mobile codes are going to be a GIGANTIC space moving forward. There is still only about 14% TRUE smartphones on the market discounting blackberry’s because of the weak web browsing UX. The will be MILLIONS of new mobile web users in the next year which will undoubtedly boost engagement with codes. Also, you will see more Wifi and 4G pop that will allow for much FASTER web browsing on the run. You are declaring QR (quick response tech)a failure before the game has even started.
Google goggles is cool but how are you going to deliver 100’s of different messages through 1 image? Mobile Codes give this versatility Because you can attached different codes to the SAME image/ad. The “TESTS” Goole Goggles is running with advertisers sucks. NOT saying Goggles won’t be big, there will be plenty of applications for both.
As far a agencies shunning QR. It’s because most can’t find where their revenue can be made. This will all sort out soon.
Nick Ford
Captain of the QR Code Galaxy
Bob,
Thanks for your voice. Comments are always appreciated.
I’d have to strongly disagree with you on several points. QR code technology has been around for some time now, so in that respect, one may consider it an “old” technology. However, awareness of QR codes in the U.S. and other parts of the world is just starting to ramp up. Marketing and advertising agencies do not shun QR codes. Many of them are unfamiliar with QR codes and how to effectively use them to meet strategic communication objectives. Another issue is that their clients are sometimes reluctant to stray from traditional channels and integrate digital marketing technologies into their marketing mix, simply because they don’t know how to navigate that new territory. As agencies and their clients begin to discover that they can build richer data sets, deliver improved ROI, and develop deeper consumer engagement through the use of QR codes, you better believe that awareness and adoption rates will increase.
SMS text marketing is not a dying dog either. As younger generations mature, they will bring with them communication preferences to the table. Did you know that the average cell phone user under the age of 18 sends an around 2,779 texts per month? Or that the average cell phone user ranging in age from 18 to 24 sends around 1,299 texts per month? (Source: Nielsen, March 2010) They want to get information faster, delivered right to their mobile phone, and they want to be a part of the conversation. There are a number of ways agencies can incorporate SMS texting with print collateral and other traditional media to deliver information, connect with consumers, and collect campaign metrics.
Regarding location-based services, there is a future for them … but they’re not appropriate for everyone or every business model. Businesses solely operating online, B2B organizations, businesses offering complex products and services with long sales cycles, etc. will not have an immediate use/need for LBS.
Bob, bless your heart for getting excited about new technologies and communication models. However, I caution you not to completely discount any technology, media, or channel. What’s old to you may be new to someone else.
I’d like to add something regarding texting. I think that texting is a really awesome feature in a cellphone. Everyone who texts obviously LOVES it. I can text someone real quick and forget about it until that person texts back later. There are even some people who’d rather text than call somebody. Go figure!
In regards to QR, it was recently introduced to me last year at QuantumDigital so it’s new to me. I had no idea it had already existed so I agree with Cynthia that it may be “old” to someone else but new to others. I believe it may have to do with what kind of cellphone you have. Not all cellphones support QR like my phone despite the fact it has internet access. I’m sure that in the future, all the newest phones will support reading QR codes so at that point, QR codes may be use more often and well-known enough to be in demand for advertising.
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