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BizReport : Mobile Marketing : July 09, 2012
Publisher places QR Codes on book jackets
Publisher Simon & Schuster isn't new to mobile or digital sales. Over a quarter of their sales are now digital. However, they're moving into new territory with the launch of QR Codes on book covers in the hopes of boosting website visits and their email newsletter list.
QR Codes have had a bad rap. They can be fiddly to capture and require a reader on a mobile phone. However, it's what they lead to that really matters and many companies aren't providing stimulating returns for the effort of scanning them.
One such company is Simon & Schuster. They're placing QR Codes on the back cover of new releases. Their aim is to get people to visit their website, the author's website or to sign up for their newsletter.
Yawn.
When people scan a QR Code they want something a little more stimulating and rewarding. Had the publisher linked the codes to free additional content relating to the book, say a free sample chapter or two, or even a competition to win related products, it could see more success.
But no, according to executive vice president and chief digital officers of Simon & Schuster, Ellie Hirschhorn, they're simply using the codes as a means to build their subscriber database so they can market more books and authors more cost-effectively.
Tags: data collection, mobile marketing, publishing, QR Codes
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