Small and Large Brand Marketers See
Campaign Success with New Tool
STAMFORD,
CT, January 15, 2013 - According to a Pitney Bowes Inc. (NYSE: PBI) report,
Quick Response (QR) codes are gaining increasing acceptance among consumers in
North America and Europe. QR code usage as reported by more than 5,000
consumers surveyed stands at 15 percent on average and at 27 percent for
consumers 18 to 34 years old. Such were the findings of research commissioned
by Pitney Bowes and delivered in the QR
Code use report.
There
are two compelling elements of this emerging marketing tool. First, it crosses
traditional and digital channels, adding value to both marketing avenues and is
delivered through a mobile channel which is fast becoming the preferred channel
among consumers. Consumers have responded most to QR codes found in
magazines, and on consumer packages and mail pieces. Once activated, the
QR codes seamlessly port them to a digitally enhanced customer experience.
The payoff for consumers may be special coupons, more technical information, a
loyalty reward or any number of intelligent interactions.
Second,
QR codes, when implemented as part of a cohesive marketing campaign are highly
measurable. As marketers experiment with applying big data to marketing
campaigns, QR codes give a transparent view of a customer as they travel across
channels on their way (hopefully) to a transaction or, at least, to a
delightful customer experience.
According
to Forrester Research, in 2012, only 1 percent of adults in the U.S. with a
mobile phone had used a 2-D barcode reader, and in 2011, that number rose to 5
percent. The Pitney Bowes survey reports a steady rise and has QR Code
usage in the US now at 19 percent.
“Consumers
have become conditioned to getting things at their fingertips and QR Codes
enable the coupons and deals that appeal to be easily accessible,” said Justin
Amendola, vice president, global SMB digital strategy, Pitney Bowes. “As
marketers move toward measuring real time results of their campaigns, QR codes
deliver a few of consumers as them change lanes from one channel to another.
Whether you are a local bridal shop or a multinational packaged goods brand, QR
codes are a measurable new marketing tool that’s gaining traction with
consumers.”
Six
tips for marketers implementing QR codes in campaigns:
- Focus on printed pieces such as magazine ads or
packaging
- Attach a message to communicate the customer value of
scanning the code
- Offer a mobile-friendly landing page
- Use QR Codes to integrate your digital and physical
marketing programs
- Measure and analyze results
- Acknowledge, thank and reward your customers.
Pitney
Bowes Small Office solutions are designed
to help businesses create, produce, deliver and measure their own customer
communications in more customized and personalized, yet affordable ways.
Pitney Bowes small business products and services can be accessed from any
computer with an internet connection. For more information about pbSmart Codes™
and other small business solutions, visit www.pbsmartcodes.com
and www.pbsmartessentials.com.
Download
the full QR
Code use report.
About
Pitney Bowes:
Pitney
Bowes provides technology solutions for small,
mid-size and large firms that help them connect with customers to build loyalty
and grow revenue. The company’s solutions for financial
services, healthcare,
legal,
nonprofit,
public
sector and retail organizations are delivered on open platforms to best
organize, analyze and apply both public and proprietary data to two-way
customer communications. Pitney Bowes is the only firm that includes direct
mail, transactional mail, call centers and in-store technologies in its
solution mix along with digital channels such as the Web, email, live chat and
mobile applications. Pitney Bowes is a $5.3 billion company with 29,000
employees worldwide. Pitney Bowes: Every connection is a new opportunity™. www.pb.com