Best of TM 2011: How To Engage the QR Code Prospect
"The future is not just response mechnaism, but to change the experience," continues Kern, who believes the smartphone allows a marketer to enrich the communication experience and especially with every printing channel. He doesn't think the billboards and posters provide the intimacy that most prospects seek, as the print QR code campaign can deliver another level of one-on-one communications that can raise the chance that the prospect donates to a cause, gives their contact information or uses a coupon, for example.
"With the QR code, you're asking for crosschannel behavior and your phone is probably closer to you than your computer. In other words, it's simpler and easier than typing in a URL, and it has a great future," Kern asserts. But he also mentions that smartphone users are a sophisticated audience that your business must have a solid conversion strategy in place for. "Have you advanced the sale? Did you get their permission to use their email address? Did you convert them? Or did you just give them extra information? You can't just be giving away video content forever," he comments.
Ethan Boldt is the Chief Content Officer of DirectMarketingIQ, research division of Target Marketing, and co-authored the new special report, "Cracking the QR Code."