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BizReport : Mobile Marketing : July 07, 2011

Brands: What QR Codes can do for you

Love them or hate them, and most small businesses admit they just don't understand them, QR codes are changing the mobile web. The small codes, when scanned onto a device, offer everything from coupons to product information. And yet, many small and local businesses aren't using them.

by Kristina Knight

I recently had the chance to chat with Catherine Spurway-Helper of Pointroll about the power of QR Codes.

pointroll.pngKristina: A few experts have gone 'on record' with one publication or another saying that QR codes aren't appealing to American consumers - do you agree?

Catherine Spurway-Helper, SVP, Strategy and Marketing, PointRoll: I disagree, and expect that as consumers become more familiar with them and as smart technology continues to grow we'll see greater adoption. Given our experience, especially more recently with the Lexus campaign that we did in collaboration with XD Theory, initial results have been quite remarkable. We saw the enormous opportunity QR code technology presents for auto marketers to connect with audiences and motivate car buyers to visit the showroom for a test drive.

That campaign, powered by PointRoll for XD Theory, allowed interested consumers to interact with the Lexus CT Hybrid. It offered local information, including dealer locations and phone contact infromation, direct from the QR Code.

Kristina: What do QR codes offer advertisers?

Catherine: QR codes can be an effective way for advertisers to connect information quickly and easily with consumers at a personal and/or local level. With the Lexus campaign, XD Theory saw an ideal opportunity to drive dealer traffic by engaging in-market car buyers through an interactive display campaign. Realizing the marketing value of getting a local dealer's contact information from the user's computer straight to their phone, Lexus and XD Theory made it easy for their audience to connect with that dealership and schedule a test drive utilizing an in-ad QR-code based dealer locator, powered by PointRoll. Innovative auto marketers like those at Lexus are consistently embracing new ad technologies, such as QR codes, to help connect with consumers locally and actionably.

Kristina: Lately I've seen a few unique uses for QR codes - allowing a consumer to contact a brand, for example. Is it important for QR codes to offer some kind of connection or communication?

Catherine: QR codes innately create a connection and are valuable because they deliver information directly to a user's mobile or tablet device, making that information immediately actionable. Advertisers achieve the most success with mobile and mobile tie-in campaigns that use the native features of that device. For the iPad, that means features like the accelerometer and the high resolution screen that is perfect for video. With other mobile devices like smart phones, click to call, map tie-ins, QR readers and other native features offer value to both the user and marketer by creating useful interaction, versus simply viewing an ad message.

Tags: mobile content, mobile marketing, PointRoll, QR Codes, XD Theory

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