Marketers Highlight the Importance of QR Codes at Convention

Consumers can scan QR codes with their phones.

06/23/11

At the Direct Marketing Association's recent All for One event in New York, marketers and business owners were talking about the possible uses of quick-response codes with modern advertising initiatives.

"More than 1 billion people currently are using smartphones, and we estimate there'll be a crossover between mobile and PC usage by the year 2015," BtoB Online quotes Karen Howe, marketing director at Microsoft Tag, as saying at the event. "With this technology, marketers can take advantage of pre-existing behavior that people are very comfortable with and deliver compelling experiences."

Entrepreneurs noted the technology is best used to provide a richer experience to traditional ativprint marketing inities. For example, a catalog printing initiative could link to online videos of the products being advertised in the booklet. Magazine publishing brand Conde Naste found the use of smartphone codes resulted in a 38 percent lift in mobile activity.

As smartphone prices drop, more Americans are switching from traditional feature phones to the devices. According to data from comScore, more than 74 million Americans currently own the devices.

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