Mobile & Direct Mail: Decipher the Code
By understanding the proficiency of various segments with smartphones and emerging technology, marketers can choose to deliver a little or a lot of instruction on the steps to scanning the code. If the content only requires a little supposition to propel the target to engage, keep it simple and concise. However, if recipients are not convinced that a brand is a viable choice, or that they have a need for a particular product/service, more groundwork might need to be laid before the prompt to scan your code.
3. Expectation Pay-Off
There are high expectations when the audience decides to scan a QR Code. They want results to be worth the effort and efficiently deliver the information they were promised. QR Code content should have more "added value" than any standard URL, whether it is more interactive content or adding more convenience. Many customers are content to enter a landing page from a direct mail prompt—but today's audience is not only looking for instant gratification, they have higher expectations, and disappointing them can come at a cost.
If marketers know enough to mail or send an email to an individual, then the targets assume their information is adequate enough to allow them easy access to the promised content. Placing a form to collect more information is an unnecessary roadblock to an invitation. Consider asking for feedback or more contact permission after delivering the content, when the audience might be more receptive and closer to a sale. As they get closer in their final decision, there is often a greater openness to sharing more preferences and details, because they recognize the value in sharing and receiving more tailored and customized dialogue with a brand.
If a touch point is truly prompting the final sale and not delivering further education or removing any further doubts around the decision, then it can be advantageous to ask for the sale. However, there is nothing worse than asking for the order when, in fact, the target audience may still have resistances to overcome or feel hounded by marketing endeavors.