Using Qr Codes In Print Ads
With the development of new social media and its integration onto smart phones and tablet computers
, some companies feel that print media is a thing of the past. They worry that the return on investment for print advertising will be low or nonexistent.
Although companies can certainly benefit from new types of advertising, there is still a place for print advertising. Through the world of print media, advertisers can capture the attention of a wide audience (newspaper advertising) or target ads to smaller niches (magazine advertising). These ads enjoy longer life spans than their counterparts on the internet, leading to a greater efficacy over the long run.
Thanks to recent developments in technology, there is a whole host of options available for print advertising. A number of advertisers are choosing to incorporate new technology into their print ads through the use of QR Codes. By placing 2D barcodes in newspaper and magazine advertising, companies promote greater interaction with audiences.
Also known as 2D barcodes, the QR codes in print ads takes passive customers and makes them actively learn about the featured product. This in turn improves the likelihood that audience members will choose to invest in the goods or services being advertised.
QR codes in newspapers and magazines are especially effective in targeting the 16-29 demographic. Members of this younger generation are more likely to own smart phones and to use them on a regular basis.
Given the popularity of smart phones among young customers, a number of companies have begun placing QR codes in magazines targeted to teens and young adults. Examples include Sports Illustrated, Cosmopolitan, Seventeen and GQ.
When readers see QR codes in magazines, they can quickly scan their phones over the codes. They are then directed to a website for the product being advertised. This website may offer coupons, giveaways, social networking opportunities or simply extra information on the product being advertised.
Businesses have found that placing QR codes in newspapers and magazines will not increase profits unless the print advertising is done effectively. One of the most effective means of hooking potential customers is offering them a heavy discount or even a freebie.
For example, a database called Music Master recently launched QR codes in newspapers that gave consumers the opportunity to download free music if they linked Music Master to their Facebook pages.
Mobio Identity System recently provided marketers with a more in-depth look at how consumers use QR codes in magazines. According to the Mobio's recent study, 87% of people who scan QR codes do so in order to gain more information on featured products. A smaller but growing chunk of smart phone users make payments by scanning in 2D barcodes.
The majority of scanners live in Japan and the United States, with most US scanners residing in New York City. Perhaps the most promising statistic concerning the use of QR codes in magazine advertising is the fact that barcode scanning shot up a full 4589% between the early 2010 and early 2011.(Source:http://www.digitalbuzzblog.com/infographic-the-rise-of-qr-codes/)
Although a majority of quick response codes are still featured on product packaging (56%), their use is growing in the world of print media. As marketers grow familiar with this promising technology, they will find new ways to attract customers by placing QR codes in print advertising.
by: Bryce Springfield
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