This webinar is hosted by Target Marketing Group (tmgroup.com) and Quantum Digital (quantumdigital.com)
Thorin McGee, Executive Editor, Target Marketing introduced the speakers Chris Wayman, VP and General manager, Mobile Marketing, Merkle; Mike Ricci, VP of Mobile, Webtrends
Content: Are QD Bar Codes the bread and butter of mobile marketing or a fad? How to use it? How to use it well?
Mike: What are the 3 basic QR code technologies?
1V: 1 dimensional, the traditional UPC for point of sale systems. Limits the amount of characters.
2V: Next generational capable of 1000 characters. Can be read by many readers
Proprietary: Snap tags, Microsoft has a variety of them. Limited that the user must use a proprietary reader. Have some design advantages with visual appeal.
Advantages of QR codes: The point of sale connects consumer via mobile web to a site on their phone. It’s simple. Activates a normally passive media ie: mobile phone. Provides you with much more data. Robust delivery of data to provider. Scanning the code can be a wide variety of engagements offering lots of post-scan engagement with consumers. Advertisers can create awareness, engagement and pushing the consumer down toward purchase.
Growth Patterns: Global: Very common in Japan and spread to Europe. Growing in U.S. 2009 was the benchmark of 5X’s growth globally and still growing. Japanese are very familiar with them. Average Japanese consumer does 1.25 scans/week for coupons, promotions, obtain product or info about a service.
The major QR companies are growing very rapidly. U.S. is at the top, followed by UK, Netherland, Spain, Canada. Japan has topped out as a mature market.
The prediction is 50% SmartPhone engagement. ThQR coes are currently a tactic to reach the affluent demographic.
Consumer Engagement: in print media. The QR codes provide fast feedback. Android & iPhone is driving most of the growth. So, before you invest know who your target market is. Are they iPhone users? If not, use a different media. Age and income are the most important indicators. ScanLine (scanlinevfx.com) has a demographic chart: the 25-54 year old crowd are the users. The baseline income is $50,000 as the lowest income level of user.
Chris: Best Practices
The Current Reality: works well to bring offline and online media together because it’s easy to embed a QR code in print material . UPS promotion of (the month of July) can receive a 3% discount. Brands can test QR codes at a discount. QR codes technology and use are at the point of getting legs.
Uses: Taking people to a landing page, more information on a program, interactive video. Not seeing a scan for discounts yet. Rather is a scan to extend or expand an offer by using the device.
Examples: Show how some have included the QR Code in the creative material of print media. These are great examples of what advertisers are doing. Shows the value of roviding a link to get a reader is important to include and a test for usability. QR codes are still in an adoptive stage, so the call to action is important. Providing more information through a scan is really important. Some brands have worked to reduce clumsiness and complexity. Some brands have seen growth in business and loyalty. This may be the beginnning of a loyalty app throuhg personalization. Starbuck’s is going in this direction.
3 Levels of Codes: Generic: connection to a landing page or video for consumer engagement. Measure response of trigger actions. No real data capture. Multiple QR codes: enables initial level of segmentation, can link to lots of different venues, track the effectiveness of the ad so you can figure out what to offer the conumer next. This level is going toward one Unique code per person.
Tips for marketers: Try QR codes anyplace you can. People are scanning. Use a different code per media type to track effectiveness of that media. Think about what you want to do with the consumer? This isn’t about the discount, it’s about driving the consumer experience so you need to know what to do next. This convergence of offline with online is the new way to think. Work with a reputable partner that understands the different media types who can help you interpret your results. Always include a call to action with a QR code.
Overall: Before you initiate a campaign know your audience. Find the right venue that they already use. SmartPhones currently drive the use of QR Codes. If your target market aren’t SmartPhone users, the QR codes won’t advantage you. Be careful with the proprietary standards because is can be a clumsy experience. QR codes are not universally supported. This can cause alot of consumer frustration. Create your code and work to make it flexible, work to find as many ways to use it as possible: loyaly, data capture, promotion, etc.
Resources: The TMG website has some interesting case studies (http://tmgroup.com/case_studies.html). This webinar will be archived through TMG.
QD has a page with whitepapers, videos, podcasts, and a blog (http://quantumdigital.com/news/whitepapers) .
UPS has a discount promotion July1-31. Get up to 3% off, but I couldn’t locate teh promotion on a Google search.