QR codes are an ideal solution for bridging physical and digital marketing programs. You don’t have to be an expert to understand that integrated marketing campaigns, using both physical and digital tactics, work better than standalone marketing pieces. QR codes, which seem to be cropping up everywhere, offer a gateway from an offline marketing pieces (like a billboard or flyer) directly to your online destinations (like a website or opt-in forms). Let’s take a look at how QR codes can help you improve your marketing programs.
Not long ago, we published a multi-part series on integrated marketing. Here’s a summary of the main points:
- Part 1: It’s important to keep the main goals of marketing in mind. Overall, we market to move new prospects towards a purchase, and old customers towards another purchase. Integrated marketing means that you use multiple channels (email, website, direct mail, advertising, etc.) and a consistent voice to get a message across to your target market on a campaign-by-campaign basis.
- Part 2: Here we examined specific marketing channels in greater depth. We included information on using QR codes as part of integrated marketing campaigns, alongside direct mail, email marketing, and social media.
- Part 3: Finally, we took a look at an integrated marketing case study from one solo entrepreneur. The English Teacher’s Friend, an information resource and educational consultancy, uses integrated marketing campaigns that include QR codes that take users to an email newsletter sign-up form.
The point to take away from those, as far as QR codes are concerned, is that they can tie together your marketing efforts by turning every printed element into a digital connector by being a physical world hyperlink. For instance, read through this post we published featuring two integrated marketing case studies. In the case of Toys ‘R’ Us, they included the codes in their catalog, prompting people to find out more about products in a more engaging digital setting.
Could you produce printed marketing campaigns without including QR codes? Sure. People have done so since the beginning of advertising, but you could be missing out on a pricelessopportunity. As we see in this article on integrated QR campaigns, the codes let marketers take advantage of the heat of the moment. If someone is reading a direct mail piece for your business, and their interest is sparked, a QR code let’s them interact with your brand almost instantly.
What Next?
If you’re interested in learning more, check out more of articles on QR codes.
Rohan Gandhi
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