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State of QR Code Marketing

  • January 2013
  • -
  • DigitalPrintingReports.com
  • -
  • 63 pages

The use of QR codes is exploding. They connect the world of print to the world of e-media. They tap into the mobile culture and the youth market. They offer an immediate, trackable response mechanism for everything from marketing collateral to billboards.

QR codes use the cellphone as the response mechanism. For this reason, they capture viewers' interest at the very moment it is piqued. You don't lose eyeballs by requiring people to manually input URLs or scribble them down onto a piece of paper that might get lost. No wonder so many of today's top brands are using QR codes. GMC, Ford, The Gap, Bloomingdales, Google, Pepsi, Ralph Lauren, The Weather Channel, Best Buy, Chevrolet, Starbucks, Facebook, and countless more.

What is the real story behind these codes? What makes them tick?
What is the current data supporting use and adoption of these codes?
How are these codes used? What are examples of best-in-class campaigns?
What do you need to know to educate your customers or train your sales force?
What's the difference between QR codes and Microsoft Tag? BeeTagg? Datamatrix?
Does it matter if you are using open or proprietary codes?
What are the best practices for QR codes?

This 64-page report will tell you all this and more. Packed with images and case studies, "QR Codes: What You Need to Know" will provide you, your creative team, and your salesforce with detailed information to help you plan your QR strategy.

Section 1 looks at what QR codes are and their different flavors and varieties. Section 2 looks at the most current industry data on the use and adoption of QR codes. Section 3 looks at how QR codes affect marketing, including benefits and the drawbacks. Section 4 looks at top QR code applications, breaking their use down into 16 categories, from business cards and mobile payments to book publishing and point-of-sale. Section 5 provides detailed case studies using QR codes. Section 6 looks at the best practices for QR codes. Section 7 draws final conclusions and provides references for more information.

Table Of Contents

State of QR Code Marketing
TABLE OF CONTENTS
Introduction 6
Section 1: How QR Codes Work 9
What's in a Code? 10
Beyond URLs: Other Uses for QR Codes 11
Don't Overload the Code 11
Creating QR Codes 12
Reading QR Codes 12
Proprietary Codes 13
Section 2: QR Codes in Marketing 15
9 Marketing Benefits of QR Codes 15
5 Drawbacks to QR Codes (and Dropping) 19
No Excuses 22
Sidebar: Usage Scenarios and Features 22
Section 3: Top QR Code Applications 23
Marketing Collateral 23
Mobile apps 24
Billboards 25
Book Publishing 25
Ticketing and Couponing 26
Packaging 26
Posters and Advertising 26
Magazine publishing 27
Newspapers 27
Business Cards and Corporate Identity 28
Email 28
Television 28
Everything else 29
Marketer's Primer Series: State of QR Code Marketing 2013
Section 4: QR Codes and Mobile Commerce 30
M-Commerce Adoption 30
Mobile Payment Apps 32
Mobile Payment Activities 32
In-Store Shopping 33
Nonprofit Donations 36
Section 5: QR Code Case Studies 37
Calvin Klein Wallscape 37
TimeOut New York 38
New York City Building Permits 39
Letterbox Deals Direct Mailer 40
VDP Web QR Code to Personalized URL 41
CrawfordTech E-Newsletter 42
Microsoft Tag in Publishing 43
Digiturk 43
Hurriyet 43
Pagine Si! 44
Get Married 44
Nike In-Store Promo 45
Millmar Paper's “Ball It Up” Challenge 45
“Stone Age Meats” (Bosch) 47
Taco Bell and the Music Awards 48
Other Examples from around the Industry 49
Retail
Airlines
Books
Mobile Payments
Restaurants
Marketer's Primer Series: State of QR Code Marketing 2013
Software apps
Film
Music
Sweepstakes and Prizes
Entertainment Promotion
Social Networking
Jumbotrons
Section 5: Eleven (11) Best Practices for QR Codes 52
Section 6: Conclusions 59
Differentiate Between Marketing and Testing 60
About Heidi Tolliver-Walker 62

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