The Benefits of QR Codes in Your Marketing Mix

The number of adult Americans who own a smartphone is on a rapid incline, according to a QReate and Track study, over half of U.S. adults now own a smartphone.  What does this mean from a marketing standpoint?  More people are going to be ‘always’ connected.  With more people owning smartphones and QR code usage on the rise as well, this offers a marketer great opportunity to reach their target market through both cross media marketing and location-based marketing.

QR codes allow you to reach your audience based on their location.  Using location based marketing to target your audience works well for retail and restaurant establishments.  By using properly placed QR codes you can reach an audience that is within a certain distance from your establishment and offer them, via the mobile landing page, directions to your place of business or even an incentive to visit your establishment, such as a discount or special offer.

According to the Senior Vice President of Digitas, placement of your QR codes are essential to their success.  By strategically placing them in locations near your business you’re more likely for a person to follow through and respond to whatever your landing page’s call-to-action is asking the potential consumer to do.

In addition to using QR codes to boost your location-based marketing campaign, QR codes also add an additional engagement point between brand and consumer on your printed messages such as magazine ads or direct mail pieces. By including the 2D bar codes on your printed messages you’re able to further engage your audience with your brand.  Once a potential consumer visits your code’s landing page they’re more likely to respond to your call-to-action.  Studies show that one in five people who take the time to scan your code will also make a purchase.

QR codes are a powerful and useful way to bridge the gap between your print and digital messages and further engage your target audience with your brand and its message.

Timothy Freeman
Print & Graphic Communications Association


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