She says that QR Codes offer the opportunity to engage and connect with the brand-aware consumer. And by providing additional content in a new way, the marketer is making progress toward their principal goals: providing awareness and driving a specific conversion or call to action.
Kelly refers to the "digital media invasion" that completely altered the marketing landscape. The first sector includes certain media channels (direct mail, radio, newspaper, magazines) that had used analog technology but now have gone interactive. She says you can see that many of these are natural channels for QR code, as they can transform a one-dimensional direct mail piece into multimedia, online content with only the scan of a barcode.
"The second sector was born interactive, including mobile services, online media, online games, social media, new sectors and distribution channels," she continues. "But you talk to customers and they don't want just one or the other. They want both!"
Therefore, you must have strategies in place to make them more interactive, and QR Codes can play a vital role in this evolving integration.
Speaking of that evolution, the tablet is likely to only further QR Code usage for marketers. The front-facing cameras in the second generation of tablets such as iPad 2, Xoom and Tab allow some users, who may be reluctant to browse with the smartphone, to interact with mobile barcodes for the first time. Like the smartphone, tablets, will be able to interact with printed campaigns via QR Codes but with a much larger screen.
In other words, for web-enabled tablets, this represents a huge opportunity for the integration of print and web. Some marketers believe that the larger screen in essence allows QR Codes to reach their full potential by connecting people to products and brands through an improved user experience.