Mobile marketing has emerged as one of the most innovative and successful avenues for companies looking engage consumers who are becoming more reliant on their smart phones. As more companies begin to launch their own mobile marketing strategies, QR codes have become the clear champion in these efforts.
The codes have an obvious appeal to businesses looking to capture the attention of tech-savvy consumers – indeed, the codes are visually striking. However, the codes are not being seen the same way by both businesses and consumers.
QR codes have been praised for their ability to provide consumers with an interactive experience when confronted with advertising. Yet, the majority of consumers do not see the codes as a marketing tool. According to J.B. Kropp, co-founder of Ohio-based startup, SmartyTags, “Consumers view QR codes as bonus content.” The fact that consumers do not see the codes as advertising may be a significant contributor to their popularity.
If companies can continue to provide an experience befitting this characterization, they are likely to continue seeing success with their campaigns, says Kropp.
SmartyTags offers to help companies better target their customers with such engaging content. The company provides valuable analytic data on how, where and when QR codes are being scanned. This information includes who scans the codes, what they used to scan the codes and how long they were engaged with the digital content linked to the codes. By using this data, companies can formulate effective strategies to make their advertising seem less like advertising and more like something extra.