Mobile Marketing and You
Mobile Marketing. Whether you believe it's relevant for your business now, there is no question it's going to be critical for success within the next five years. From QR codes and SMS marketing to mobile websites and custom-designed apps, there's a lot out there in the digital world that you need to understand for your business's future.
What they are: Short for "Quick Response codes," QR codes have a fast readability and large storage capacity compared to traditional UPC barcodes. Scannable by most phone cameras (provided the user has downloaded a reading application), the codes have become a popular marketing tool.
How to use them: Think of QR codes as a website hyperlink that you can place in the real world. Like a link online, what matters isn't that it exists, but that it delivers clear, useful content that also is interesting. Optimizing a mobile microsite landing page can help ensure readability, but also know that you don't have to link to a standard webpage. Video, phone calls, downloads, coupons and even highlights on a map can all be triggered through QR codes.
Christina "CK" Kerley, B2B marketing specialist and mobile marketing expert for New York-based CKB2B, shared an example of attention-grabbing QR code use. "Racecar driver Danica Patrick features a QR code on her racecar and her racing apparel," she said. "It links her fans to her schedule and her social network presence. ... I see her QR code as her new logo that, instead of a flat text treatment, actually transports users to deeper information and increases the bond between brand and user."
A bit of advice: Size and complexity matter. A code that is too small or contains too much information may have impaired or zero readability. Be sure to test all your codes first to make sure they are functioning properly.