Cross Media Optimization with QR Codes

Posted on July 7th 2012 by Lina Arseneault

Mobile social networking is surging and calls for new user paradigms and behaviors … but nothing kills faster than poor execution.  Mobile methods to engage the customer are expanding, making control of the engagement a higher priority for maximum reach and effective conversion.

Don’t be too quick to dismiss the usefulness of QR Codes.  Naysayers usually narrowly describe them as “QR codes in ads”.  Before deeming QR codes ineffective, consider them in a broader spectrum than B2C advertising.  Armed with a specific goal and positioned in the right medium, they can be highly effective.

Be very clear with your mobile-social goals:

  • What are you trying to accomplish?

  • Who are you trying to reach?

  • What’s your success target?

x2x universes | What’s your perspective? and how can mobile-social support your marketing goals?

B2B : Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.

Business-to-government (B2G, sometimes BtA or business-to-administration) is a derivative of B2B marketing and often referred to as a market definition of “public sector marketing” which encompasses marketing products and services to various government levels – including federal, state and local – through integrated marketing communications techniques such as strategic public relations, branding, marcom, advertising, and web-based communications

e-Government:  The four types of e-government services are Government-to-Citizen (G2C), Government-to-Business (G2B), Government-to-Employee (G2E), and Government-to-Government (G2G).

Business-to-Consumer (B2C, sometimes BtC)   is a term that describes communication and trade relations between companies and private individuals (consumers).

BYOD : Here, There and Everywhere

Coupled with the BYOD movement overtaking the business world, there’s an opportunity to capitalize on mobile-social behavior in many settings.

  • Bring your own device (BYOD) is an alternative strategy allowing employees, business partners and other users to use a personally selected and purchased client device to execute enterprise applications and access data. Source: Gartner Glossary.

For 2012, Deloitte forecasts that smartphones will influence $159 billion in retail sales.

Deloitte’s Study is based on a survey of United States consumers about how they use their smartphones to shop today and measures the impact of smartphones on in-store sales. This includes in-store sales driven by consumers’ store-related smartphone activity such as product research, price comparison or other mobile application use.

Deloitte Technology, Media and Telecommunications Predictions 2012

Kasey Lobaugh, direct-to-consumer and retail multichannel practice leader at Deloitte Consulting LLP, New York comments on the findings:

  • Smartphones will influence 19 percent of retailers’ sales by 2016
  • Smartphone shoppers are 14 percent more likely to convert and make a purchase in the store than non-smartphone users.
  • If a consumer is using a retailer’s mobile app, they are 21 percent more likely to convert in the store
    • “This shows the power of owning that interface with the consumer as opposed to allowing them to go to a third party interface while in the store.”

Read more at Mobile Commerce Daily

————————————————————————————————————————————————————-

Follow Lina Arseneault on Twitter.  Check out All Things QR Codes

————————————————————————————————————————————————————-

CaféLina QRart code designed by Jean-Michel Roblin of Ineoscan.com | scan drives to CaféLina blog

More QR Market Research

Gartner Webcast Archive : The Gartner Hype Cycle Special Report: What’s Hot for 2012 hosted by Jackie Fenn, VP & Gartner Fellow Emeritus.

QRart:  According to Gartner (as of July 2011), QR/color code is positioned in the early “slope of enlightenment” stage with an 2-5 years estimated time frame to full mainstream adoption (i.e. reaching plateau of productivity).

Following are 3 examples of cross-media optimization with QR Codes:

        1. Walgreens: mobile app adoption

        2. Fandango: mobile tickets sales

        3. Shoebox: increase Facebook fan base

Walgreens

In its qrcode101 approach, Walgreens cleverly directs customers to the Walgreens’ Mobile App with built-in QR scanner versus an independent QR scan application.

Fandango

“Mobile purchases now comprise 27 percent of Fandango’s overall ticket sales.”  |  Jessica Yi, chief product officer at Fandango | July 2012

Source:  Mobile Commerce Daily

Shoebox aims to increase its Facebook Fan Base

What QR code integrations have caught your eye?

 

Additional Information:

Related Posts:

————————————————————————————————————————————————————-

Follow Lina Arseneault on Twitter.  Check out All Things QR Codes

————————————————————————————————————————————————————-

Cafélina uses Royalty free images.

Enter your email address to follow this blog and receive notifications of new posts by email.

Comments

  1. Thank you to QRCFun for the scoopit feature at http://www.qrcfun.com/5023/cross-media-optimization-with-qr-codes/ Much appreciated.

Trackbacks

  1. […] deeming QR codes ineffective, consider them in a broader spectrum than B2C advertising.See on cafelina.me Share […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: