A QR code is a square, two-dimensional barcode that, when scanned with a smart phone’s reader app, directs people to a website, launches a video, or serves up other digital content. It often serves as a bridge between offline and online content.
Emerging now are two different types of QR codes: static codes and unique codes.
Static QR Code: A generic QR code connects a wide audience with digital content. Static QR codes are a one-size-fits-all proposition and does not track details of individuals that scan the code to access content.
- Intended for public use (not targeted to an individual)
- Serves up generic content that is available to a public audience
- Provides basic reporting: number of scans, time of each scan, phone’s OS
- Great for use on billboards, store signs, POS materials, in mass media/print
Following are practical examples of static QR codes intended for public consumption: (left to right) storefront signage, bus stop billboard, print ad.
Unique QR Code: A personalized QR code that is meant to provide a specific individual with either generic content or content only intended for their view, such as a PURL.
These types of QR codes are generated via variable data technology and are often used to track responses to direct mail campaigns. Since the QR code is unique and tied to a specific recipient, the marketer will have the ability to see who responds to a marketing piece and when. This type of data could then be used to further refine and personalize marketing messages or for targeted follow-up campaigns. Read More »
While taking a lunch break poolside at the Email Evolution Conference in Miami, I saw a curious thing happen. A woman sitting next to me had a printed coupon book (direct mail piece) from Target with her. She carefully inspected each coupon, and when she came to one that she liked, she took a picture of it with her smart phone. After watching her repeat the process several times, I asked her what she was doing. “I’m taking pictures of these coupons and saving them to my phone so I’ll have them with me when I go to the store. I’m always forgetting to bring the book.”
Here’s a perfect example of how consumer behavior is evolving; of why brands need to embrace digital marketing technologies and work to integrate them with direct mail and print; of how the new point of sale is everywhere thanks to mobile devices.
Target could have chosen to include a unique QR code or SMS text element on each coupon allowing a consumer to:
- have specific coupons delivered to their smart phone or mobile device via email
- redeem the coupon and make an immediate purchase from their smart phone
- sign up to receive email or SMS text alerts of future promotions on the same or similar items
- share the coupon with friends on Facebook, Twitter, or via email
The list of possibilities goes on, and you can watch a short video for more examples. Blending sophisticated digital technologies with traditional media not only gives consumers a more robust and engaging brand experience, marketers are able to leverage those digital technologies to:
- effectively track responses from offline channels in real time
- collect consumer data in order to personalize communications and provide more relevant content
- expand brand reach by connecting offline with online, allowing viral sharing
- increase response rates and more effectively measure ROI
Again, the list of possibilities goes on. It’s stunning to me to see how many opportunities brands are leaving on the table by not leveraging digital technologies or developing solid marketing integration strategies that include both online and offline channels. I’m only left with more questions as to why it’s so hard for brands to close the chasm between print and digital marketing channels:
- Are brands not aware of all the digital marketing technologies and capabilities (such as qr codes, SMS texting, variable data digital printing, etc) available today?
- Are brands resistant to using these digital technologies because they think their consumer is not savvy or ready to use them?
- Are companies operating in such silos that it’s difficult for them to collaborate and effectively manage internal communications between teams (mobile marketing teams, email marketing teams, direct mail and print teams, social community managers, etc) in order to integrate traditional marketing efforts with digital marketing efforts)?
Your thoughts?
Here’s a rundown of some interesting direct marketing news for the week of January 17, 2011.
Surprise! …or not. Google to launch Google Offers, a competitor to Groupon. Is this proof that email marketing is growing as a business model?
Postal Service asks for more modest rate increases. If approved by the Postal Regulatory Commission, the new rate increases will go into effect April 17.
Direct mail spending to grow 5.8% to $47.8 billion this year according to Winterberry Group’s latest report, “Outlook 2011: What to Expect in Direct & Digital Marketing.”
Direct marketing hiring expected to rebound in Q1. That’s according to the latest employment survey from direct marketing executive search company Bernhart Associates. The survey reported that 52% of respondent companies said they plan to add direct and digital marketing staff.
A survey by Yahoo identified a demographic shift that marketers need to take note of: 51% of men are primary grocery shoppers, but few believe advertising speaks to them.
This week, we identified missed marketing opportunities while deconstructing Bed Bath & Beyond’s marketing postcards and offered their team some recommendations for improvement. We also noted some technical limitations of QR codes that marketers need to consider.
Steve Murray of REAL Trends, along with other executive-level leaders within the real estate industry, attended QuantumDigital’s Ignite Real Estate Marketing Summit in Austin, TX. During this invitation-only event, key information and insights regarding new technologies, trends, recruiting best practices, leadership, and marketing strategies effecting the real estate industry were shared. Highlights from the sessions can be found by searching the #igniteRE stream on Twitter.
What direct marketing news made an impact on you this week?
I came across an article via Luxury Daily that makes a great case for keeping print around in a landscape that is rapidly adopting digital media.
The article also offered ways marketers could integrate new digital technologies with print catalogs in order to engage audiences, enhance content, and improve ROI.
From the post:
…. add utility to…offerings by integrating technology such as 2D bar codes.
“The real estate in a store and a catalog is expensive, in terms of how much information you can put there” Mr. O’Keefe said. “Putting that bridge to the Web site allows you to much more cost effectively provide information to consumers to make a purchase.”
Meanwhile, Luxury Marketing Council’s Mr. Furman suggested that luxury brands could get more bang for their buck by using databases to more effectively segment consumers and target more precisely to send catalogs to those consumers most likely to buy.
Blended with print, mobile technologies such as QR codes and SMS can deliver more information about a product, service, or brand to the consumer while giving marketers the data they need to refine future content, track campaign performance, and improve return on marketing investment.
December 2010
Direct Marketing Association of Washington
Direct mail campaigns are now vastly different from the days of huge mailings that were sent to every known address in a zip code. Advances in the printing industry have streamlined the direct mail process, making it easy to present each targeted recipient with a unique and highly relevant message. Additionally, innovative digital technologies make it possible to pinpoint specific prospects based on demographics, launch direct mail touches based on event triggers, and capture realtime response metrics in order to determine immediate ROI.
Read the full article.
