Carter 2008 states mobile marketing is the systematic planning, implementation and control mixture of business activities which purpose is to bring buyers and sellers together for the exchange of products and services with the point of contact through mobile.
Augmented reality is the combination of digital information with the real world. Augmented reality is being experienced by consumers primarily through apps on their tablet and smart phones.
URL’s stand for Uniform Resource Locators (URL) which are scanned using a mobile phone.
They were invented in Japan in 1994 and QR (Quick Response) codes are two dimensional bar codes. These QR codes can be redirected to a variety of content such as social media sites, websites, video, contact information, blogs and testimonials. The QR code can be translated into a marketing message scanning it with a smart phone using downloadable QR reader software. QR codes are used to get more information about the brand. Consumers are said to use QR codes because it provides them with comprehensive information. In addition it can be said that there is great potential with QR codes.
Use of QR Codes
It is expected that the number of people using QR codes will grow. There are some wine bottles that have QR codes on them and they can provide information on the grapes used and the vine yard. In Frankfurt there are smart posters in train carriages that are used to give commuters information on travel information, transport connections and special events. A study carried out by Ryu 2013 found that those that used QR codes were innovative consumers, a result that has great implications for retailers. As innovative consumers tend to try new experiences they could play an essential part in promoting new products and services in the market. Retailers should make use of QR Codes for reaching out to innovative consumers with the use of QR codes.
According to Sneha, Varsha and Subhadip 2012 QR codes is the most emerging and extensively used tool in mobile marketing. According to Naumann 2011 QR codes are appearing everywhere. According to Chiang, Hsia and Li 2013 the use of QR codes is becoming more popular in real life.
Awareness of QR Codes
However there is a need to increase the awareness and usage of QR codes in the mind of consumers. The elaboration likelihood model (ELM) found that when there is high involvement consumers need more information. QR codes provide additional information to consumers about a product. Hence for high involvement products where the associated risk is high consumers are more likely to use QR codes. With QR present they have a greater chance of being more favorable towards the product. This indicates the impact of QR codes on consumers will depend on the nature of involvement in making the purchase.
QR Codes in IMC
QR codes can play a major role in Integrated Marketing Communications (IMC) particularly the mobile marketing portion of IMC due to the capability of smart phones in today’s world. When a QR code is scanned it can present various information such as SMS messages, URL’s, instant messages, images and emails. The great benefit with QR codes is that it gives customers the option whether they want to gain access to the marketing material as they need to take a picture of the QR code with their smart phone. As a result this gives users the opportunity to choose whether they want to opt-in or opt-out of each IMC offered using QR codes. Another great benefit with QR codes is that it can eliminate manual entry as it can take the user directly to the company’s website.
With such a huge population of people owning Smartphone’s, and that number growing on a daily basis, QR Codes have the potential to have a major impact in advertising, marketing and customer service with a wealth of product information just a simple scan away.
If you would like to have your very own QR code on your promotional material then contact SD Marketing today for some advice.
SD Marketing can set up QR codes to link people back to your: website, social media sites, email address or even your phone number. A Digital Marketing Consultant in Clare you can trust.