If you’re not incorporating QR Codes to boost print-to-mobile engagement with your customers and prospects, you might want to ask yourself why. Look at the magazine market. Magazines are all about selling products through advertising. To increase reader engagement and get them interacting with brands, QR Codes and other print-to-mobile technologies are swarming their pages. In fact, Nellymoser’s annual Magazine Survey (2013) found a 246% increase in the use of print-to-mobile technologies like QR Codes in the pages of well-known magazines like Marie Clarie, Esquire, and Redbook. In the area of magazine content, augmented reality (AR) and image recognition (IR) have become the dominant triggers of interactivity. But when it comes to advertising, QR Codes remain the overwhelming choice. In a white paper explaining the results of the survey, Nellymoser writes:
QR remains the trigger type of choice for advertisers, representing 60% of mobile triggers in advertisements. QR is a common choice for single page ad campaigns as its distinctive appearance makes it highly noticeable, and its long tenure in the market makes it recognizable to the reader. In addition, the likelihood of readers already having an app that scans QR codes on their devices is greater than that of newer technologies, making it a more attractive choice to advertisers. (Nellymoser, “Activating Brands Through Mobile” 2013)
What are the benefits to advertisers? With the astronomical growth in mobile wallets, QR Codes can lead to immediate sales. Or they can lead to mobile pages containing product details, consumer reviews, and other information that will nurture the lead toward a sale. Most importantly, they allow the reader to respond immediately. The same concept applies to marketing collateral, in-store signage and displays, packaging and direct mail. Your customer may or may not be sitting in front of the home or office computer when they see your marketing message. But chances are, they’ll have their phone in their hand or somewhere on their person. No waiting—that’s the beauty of QR Codes. So if you’ve been waiting for QR Codes to become mainstream before adding them to your print marketing materials, that time is behind us. As the “go to” choice for major brand advertisers, they have become an accepted and understand part of the marketing landscape. Take advantage of them!