Where have all the developers gone? Josh Daltry
Quick Response Codes
One of the latest technologies to hit mobile web marketing is the Quick Response (QR) Code. These square mosaics act like extra dense bar codes which can contain much more information than a basic SKU, such as a URL. That’s where the potential for integrating web technologies into your brick & mortar marketing campaigns presents itself. These codes can provide the data transparency and traceability that is often absent in traditional marketing campaigns.
Mobile Data Transparency
Because QR codes allow you to abstract the destination URL, it can be unfriendly – this means you can pack a whole bunch of data into a little square which can help mobile data tracking as users begin to scan. Keeping track of your marketing efforts at trade shows, print marketing campaigns – even the performance of individual salesmen – has never been easier. Be careful with trying to use basic query string variables to track your qr codes since the code pattern becoming increasingly dense as the information it needs to contain increases. This is bad news for older smart phones with antiquated, low-resolution cameras. Basically the shorter the URL, the smaller the little pixel blocks in the QR code, so the easier it is to scan with lower resolution cameras. You can use a tool like QR Create, a QR Code Creator to create serialized QR codes for a variety of applications, from Location performance-tracking to a high-tech scavenger hunt.
It’s A Tool, Not A Fad
QR codes are one of the newest trends in mobile marketing – but don’t let this be the reason for your company to jump on the band wagon. Consider what opportunities your current marketing efforts provide for potential customers to experience your brand and if those opportunities warrant providing them additional, situation-specific information or contact points. Remember – the idea is to lower the barriers to brand interaction and capture data you’re otherwise losing, so customers will have to be compelled to scan them to ensure an effective campaign.
Mobile Specific Landing Pages
Think about it, if a user is scanning a QR code they’re using a mobile device. Consider this when you’re deciding what the destination URL will be – you may even want to create a brand new page that is optimized for a mobile-specific experience. Integrating QR codes into your marketing efforts has the ability to extend the time you have in front of a potential customer so make sure you capitalize on the extra face time with quick load times, cross browser testing, and some intuitive information targeted at an on-the-go market.
For more information on QR codes, QR code serialization, and how atomni can help you integrate traceability into your marketing campaigns – please contact us.