QR Code trends continue to gain momentum as smartphone owners grow across the globe, and smart marketers turn to engage marketing to reach mobile consumers. Released last month, eMarketer’s latest statistics showcase that on average, 19% of US respondents (1 in 5) have scanned a QR Code ahead of the 15% average in Europe. Interestingly, across both regions research continues to support print is the primary media placement for QR Code engagement. Another indication of printing trend research (released by Nellymoser) reported that response rates are higher with QR Codes than direct mail.
Putting the numbers into perspective
Comparing these statistics with other marketing innovations that have come out of the recent years allows us to appreciate the implications of these studies: the table below shows the consumer adoption of Twitter in the US, as measured by eMarketer. In 2012, this amounted to 11.5% of the adult population and 14.4% of internet users.
But wait, it gets better. In 2012 research by Accenture on the effectiveness of consumer engagement triggers concluded that among 1,000 television viewers, 28% had interacted with a QR Code, vs. 18% with a Twitter hashtag. Similarly, during the 2012 London Olympics, we found that the proportion of individuals interacting with QR Codes was 36% higher than with Foursquare. Last but not least, our own research shows that the average engagement post scan to click was 62%.
Like social media in the early days, marketers who learn to harness the power of mobile engagement will have a significant head start in the market place -whether it’s QR Codes today, or combined with NFC or augmented reality tomorrow.
For expert advice on how to integrate mobile engagement tactics to your marketing campaigns, contact us or visit www.scanlife.com
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QR Codes are no longer news. But linking a physical item to digital content, such as a video or social media link, with a QR Code is only half the story. To maximize ROI of a mobile marketing campaign, businesses need to understand the whole customer journey from start to finish: where customers come from, how they interact with your content, and what happens next.
To help marketers solve this challenge, we recently added the click tracking feature to the ScanLife Mobile Engagement Platform. Why is this important? Now when creating a QR Code mobile landing page with ScanLife, you can measure who clicks on what links and understand how your audience interacts with your content after the scan.
Today, we are adding the scan source identifier to our premium codes. For the first time, you will have a greater insight into what happens to your digital content. Is it scanned and consumed immediately? Or do they save to History first and access at a later moment? Or did they click when your product appeared on the live feed?
Would you like to know more? Or maybe you have ideas for other new features? If so, don’t hesitate to contact us.
For expert advice on mobile engagement…
6 Million. That’s how many times a month people see something they like and open a ScanLife app to get more information. Many times that content is truly awesome – it saves you money, it entertains, it informs.
A few months ago we announced that our ScanLife app was beginning a major transformation to make it easier for you to discover this information. Now that journey continues as ScanLife for Android and iOS gives our millions of users an additional layer of information that is provided by YOU – the ScanLife community – to help you find and share the very best content from the world of barcode scanning.
Now when you scan something, whether it be a QR Code on an ad or a barcode from a product, you will see two new ways to take further action – like favorites and share.
At ScanLife, we are constantly developing new ways to personalize the mobile experience and make it as relevant as possible for the person scanning a QR Code. We already have codes that change dynamically based on the operating system or the number of scans on a code, and now we are thrilled to announce our latest innovation which uses language detection.
Watch the video below to see it in action:
This dynamic QR Code action detects the language setting of the user’s device to deliver content that is unique to that language. There are two obvious scenarios for this kind of technology:
Now ScanLife offers a simple way to connect to a diverse customer base with no additional programming:
If you’d like to learn more about Language Detection or to discuss other ways for smarter mobile engagement, please contact us at email@example.com
It’s no secret that marketers have been slow to adjust and re-balance their media mix to reflect the increasingly mobile-centric world. According to a report from IT services provider Tata Consultancy Services (TCS) marketers spend $1.59m per $1bn in revenue in Europe 2012 and $1.43m in North America. By 2015 this amount will increase to $1.76m in Europe and $1.98m in North America. This represents a year-on-year increase of 3.4% for Europe and 11.5% for North America, barely enough to keep up with the exponential adoption of smartphones.
In fact, marketers currently allocate less than 1% of their marketing budget to Mobile advertising. According to a study released by the MMA, titled “MXS: Mobile’s X% Solution” and conducted by marketing ROI specialist firm Marketing Evolution, the optimized level of spend in Mobile advertising for U.S. marketers is 7%, or about the same as the amount spent on online display and sponsorships in 2011.
The optimum share varies according to industry category, marketing goals and size of budget. For “high involvement” categories such as auto and finance, the proportion should skew a bit higher at 9%. Conversely, in “low involvement” categories like CPG and entertainment, the share would dip down to 5%. Campaigns aimed at building awareness would also have a smaller allocation for mobile (5%), while those geared toward boosting purchase intent and consideration would increase the share to 8%.
Are marketers missing an opportunity? So much focus is placed on media that delivers brand awareness, but what happens when that interest turns into consideration and your customer wants to take action? We believe that mobile is the perfect platform to convert that interest from physical media into real action via digital. Whether you want a Like or an email opt-in, or a purchase – mobile tactics like QR Codes can deliver big time!
QR Codes are a simple yet very effective way to engage your audience and measure the impact of your marketing assets and ROI. And with its explosive growth this past year, QR is showing no signs of slowing down.
Despite its massive growth, we’ve come across a new stat that even surprised us! According to research by Nellymoser, QR Codes beat out direct mail in driving response. Readers of national magazines in the US scan QR codes, Microsoft Tags, digital watermarks and other mobile action codes at an average rate of 6.4 percent. In comparison, the average response rate for direct mail is 4.4 percent, according to the Direct Marketing Association, and the average response rate for a catalog is 4.3 percent.
Other key findings include:
ComScore, a leading digital business analytics company recently released an overview of mobile commerce and QR code usage across the five largest European markets (France, Germany, Italy, Spain and the United Kingdom) following the release of a similar study in the US three months ago.
The study showed that scanning QR codes among European smartphone users grew by 96 percent in the past year to 17.4 million users for the three month average period ending July 2012. This represents 14.1 percent of the total smartphone audience.
With 18.6 percent of the smartphone audience scanning QR codes, Germany ranked first in terms of consumer adoption of the technology. In Spain, QR code scanning increased by 9 percentage points to 16.0 percent, making it the fastest growing European market and the second biggest in terms of consumer adoption.
These results complement our own research (available here) based on data from millions of users from over 150 countries around the world. Nor do they come as a surprise, given that during the Olympics ScanLife QR Codes generated 36% more connections than Foursquare check-ins.
Product information was by far the most popular result of a QR code scan, with nearly 3 in 4 scans being directed to this result across all EU5 markets. Over 1 in 4 scans resulted in event information, making it the second most popular result across EU5. 19.4 percent of QR code scanners received coupons or offers, while 13.4 percent received application downloads. 12.1 percent of this audience also received charity/cause information in EU5.
Well, the big iPhone 5 announcement has been made and now millions debate if and when they will get the latest gadget from Apple. At ScanLife, we are extremely excited for the release of the iPhone 5 and iOS 6 for many obvious reasons. Of all the new features, the one we are most thrilled about is Passbook. We believe it’s the best thing that could happen for the mobile barcode industry because it will continue to expose this technology to millions of people around the world.
If you are not familiar with Passbook, here’s a quick recap from what we can tell:
So what does this all really mean? To us, it means that Apple has reaffirmed that the barcode is completely mainstream today as it’s simple to use for millions of people around the world. Apple’s SVP Phil Schiller was quoted as saying, “Passbook does the kinds of things customers need today.” Barcodes are simple, they don’t require new hardware, and people are familiar with how they work.
The release of this new framework, also opens new doors for advanced services that barcodes enable, such as mCommerce, mPayments, and mIdentity, and more. When Apple included Twitter in their native OS, they reported that new Twitter accounts increased by 25% per month! Given the massive number of iOS users, we expect mobile barcode awareness to increase sharply in the coming months which will drive even greater innovation and adoption of the technology by brands, developers, and consumers alike.
Thank you Apple! What do you all think?
Here at ScanLife, we are very excited because Wednesday the 29th will mark the beginning of a major evolution of our apps that will change how we all discover and share information from the world around us. Every month, millions of people like you use ScanLife, and our other apps like BIDI in Spain, to connect with the physical world. You do this because you are interested in discovering information from the things you see every day – a can of Coke, a magazine article, a coupon offer, a Facebook page.
These connections are happening every second of every day, so now we want to make it easier for you to access this information and to help you discover even more. It’s not just what product is in front of you right now, it’s about getting access to new and relevant information from anywhere.
On Wednesday, August 29th a new version of our Android app will be released which you can see for yourself if you scan this QR code…
ScanLife 4.5 for Android has a whole new look which we hope you will like. The biggest addition is what we call The Hub. The Hub is the first thing you see when you open the app, and it gives you easy access to everything in ScanLife – your history of scans, live scan activity from around the world, the ability to customize your scanner screen from Settings, and of course the scanner itself from a super cool animated iris. Need quicker access to the scanner? Just go to settings and change your app so it’s scanning in no-time!
But that’s not all! We also added a new feature called QRcard where you can make your very own QR Code that links to your contact information. Just enter your details and the code is generated. Now you save or display it in the app so people can save your details in seconds – like a digital business card but better and with no paper!
To celebrate this momentous occasion, we are giving away a Samsung Tab 2 10.1 leading up to the big launch. All you have to do is click on the Tweet button right here to share this great news with all your friends.
Most importantly, thanks for all your support over the years. Without all of you, we would never be able to begin this journey.
Please continue your support by getting the new app on Wednesday, and please let us know what you think. We want to hear your feedback as we continue to transform the app over the coming months. Let us know what you like or want to see next! Just email us at firstname.lastname@example.org with any ideas or feel free to post on our Facebook page.
Thanks again, and enjoy!
Legal Stuff that we are forced to include:
Android Samsung Twitter Contest – Terms and Conditions
Terms & Conditions:
Here is some legal stuff for your enjoyment:
Eligibility: No purchase is necessary to enter the Contest. The Contest is open to all legal U.S. and Canada residents (other than residents of Quebec) 18 years of age and older at the start of the Entry Period (as defined below). Employees of Scanbuy, or those of its subsidiaries, advertising and production agencies, and other companies directly involved in the implementation and/or operation of the Contest, along with their immediate families and household members, are not eligible to participate in the Contest. All federal, state, provincial, and local laws and regulations apply. Void where prohibited or restricted, in any manner. By entering a Contest, entrants agree to be bound by these Contest Rules and the decisions of Scanbuy and/or its authorized agents. Use of automated devices is strictly prohibited. An entrant shall only be entitled to win one (1) prize per ninety (90) day period and no entrant shall be entitled to win more than one (1) prize (by entering multiple Contests) in any ninety (90) day period.
Agreement to Contest Rules: By entering a Contest, you indicate your full and unconditional agreement to, and acceptance of, (a) these Contest Rules and (b) Scanbuy’s decisions, which are final and binding. Winning a prize is contingent upon fulfilling all requirements set forth in these Contest Rules.
Entry Period: A Contest begins when @ScanLife posts the giveaway question (“Official Giveaway Question”) and ends when @ScanLife posts an announcement terminating the Contest (“Entry Period”). All entries must be received by Sponsor during the Entry Period. Sponsor’s computer is the official time-keeping device for each Contest.
How To Enter: Follow @ScanLife on Twitter and submit an @ reply to @ScanLife via Twitter with an answer to the Official Giveaway Question posted by Sponsor during the Entry Period. Only one (1) entry per person per Contest. Any attempt by a person to submit more than one (1) entry by using multiple/different Twitter accounts, identities, registrations, or logins, or through any other methods, shall void all of such person’s entries and such person shall be disqualified from the applicable Contest. In the event of a dispute over the identity of an entrant, the entrant will be the registered owner of the Twitter account.
Selection of Winner for Random Question Giveaways: At the end of the Entry Period, the Sponsor will randomly select a winner (or multiple winners) in Sponsor’s sole and absolute discretion from all of the entries submitted in response to the Official Giveaway Question or retweet request posted by Sponsor. The winner will be notified by Scanbuy via tweet and/or direct message within three (3) days after the applicable Entry Period ends and will be asked to provide his or her full name and shipping address. In order to receive a direct message from Scanbuy, you must (a) be following @ScanLife on Twitter and (b) have your account settings set to “unprotected” and/or “public.” The winner will have three (3) days to respond to the direct message with their name and shipping address. If a winner cannot be contacted or fails to confirm his or her eligibility and shipping address within three (3) days of notification, an alternate winner will be selected by Scanbuy. Selection of winner will be conducted by Scanbuy, whose decisions are final.
Selection of Winner for First-Correct-Answer Giveaways: At the end of the Entry Period, the Sponsor will identify the first correct response (as determined by Sponsor in its sole and absolute discretion) to the Official Giveaway Question or retweet request posted by Sponsor. The winner will be notified by Scanbuy via tweet and/or direct message within three (3) days after the applicable Entry Period ends and will be asked to provide his or her full name and shipping address. In order to receive a direct message from Scanbuy, you must (a) be following @ScanLife on Twitter and (b) have your account settings set to “unprotected” and/or “public.” The winner will have three (3) days to respond to the direct message with their name and shipping address. If a winner cannot be contacted or fails to confirm his or her eligibility and shipping address within three (3) days of notification, an alternate winner will be selected by Scanbuy. Selection of winners will be conducted by Scanbuy, whose decisions are final.
Prizes: The winner of the Contest shall be entitled to receive the following prize (as determined by Sponsor in its sole and absolute discretion):
All prizes awarded are non-transferable and cannot be redeemed for cash or credit (in whole or in part). Any prize notification or prize returned as undeliverable will be forfeited and awarded to an alternate winner. By accepting a prize, each winner agrees to be responsible for all federal, state, provincial, local, or other applicable taxes associated with acceptance and use of the prize. Once a prize has been delivered to a winner, all liability for any loss or damage, including any property damage, personal injury, or death to the prize winner or any third party shall be the sole responsibility of the prize winner and the prize winner shall indemnify and hold harmless Scanbuy and its affiliates for any claims therefore.
Release of Liability: By participating in a Contest, you release Scanbuy and its subsidiaries, affiliates, partners, employees, directors, agents, advertising agencies, and others associated with the implementation and/or operation of such Contest, from and against any and all injury, loss, or damage caused or claimed to be caused by your participation in such Contest and/or the acceptance, awarding, receipt, use and/or misuse of any prize. Notwithstanding the foregoing, in the event that the preceding release is determined by a court of competent jurisdiction to be invalid or void for any reason, each entrant agrees that, by entering a Contest, (i) any and all disputes, claims, and causes of action arising out of or in connection with such Contest, or any prizes awarded, shall be resolved individually without resort to any form of class action; (ii) any claims, judgments, and awards shall be limited to actual out-of-pocket costs incurred, including costs associated with entering such Contest, but in no event attorney’s fees; and (iii) under no circumstances will any entrant be permitted to obtain any award for, and entrant hereby waives all rights to claim, punitive, incidental, or consequential damages and any and all rights to have damages multiplied or otherwise increased and any other damages, other than damages for actual out-of-pocket expenses. Each entrant acknowledges and agrees that the Contests are not endorsed or sponsored by Twitter in any manner whatsoever.
Privacy and Publicity: Any information you submit as part of a Contest will be used for purposes of such Contest and will be kept private. Except where prohibited, participation in a Contest constitutes an entrant’s consent to Scanbuy’s use of his/her name, likeness, voice, opinions, biographical information, and state of residence for Contest purposes in any media without further payment or consideration.
Disputes: Except where prohibited, you agree that any and all disputes, claims and causes of action arising out of, or connected with, a Contest or any prize awarded shall be resolved exclusively by the appropriate court located in New York, New York. All issues and questions concerning the construction, validity, interpretation and enforceability of these Contest Rules, your rights and obligations, or the rights and obligations of Scanbuy in connection with a Contest, shall be governed by, and construed in accordance with, the laws of the State of New York, without giving effect to any choice of law or conflict of law rules.
The start of a new quarter is always a good time to take a step back and reflect on the latest developments in the industry. Today is no exception, as we’ve hand-picked the best and most innovative QR Code campaigns from the 2nd Quarter, 2012. It’s fantastic to see examples from all over the globe, and from a variety of industries. Kudos to these marketers for creating amazing customer experiences using this dynamic technology!
A clever blend of m-commerce, social media and fun: PGMobile used shopping trucks with QR Codes on the side to allow New Yorkers to purchase Procter & Gamble products for home delivery. The trucks locations were tweeted by @PGMobile and shoppers could tweet requests to bring the trucks right to their office or apartment block. Learn more about it here.
To promote the popular EURO 2012 Tournament, Coca Cola used ScanLife powered QR Codes on millions of packages throughout Spain. The codes connected users to a mobile series of exclusive videos about the competition and drove downloads of the ‘SmileWorld’ app, Coke’s new mobile social network. Never before has a major brand used ScanLife on a scale quite like this! Find out more here.
Emart, the Walmart of Korea, wanted to launch a lunch time promotion. They came up with the idea of a QR Code, in which its shadow rotates according to the time of the day – like a sundial. As a result, the QR Code only worked from 12pm to 1 pm. Once scanned, the code activated a promotion on Emart’s m-commerce website or in stores. Watch the video below for more:
Americanino, a Chilean fashion brand created a pop-up QR Code event which ‘hypnotized’ young consumers and tried to get them to strip off in public. Those who were bold enough to do so were rewarded with a free Americanino outfit. Check out the video to learn more:
Rockport used QR Codes during an outdoor event involving a box display with people hanging off the edges to show the new line of shoes. The displayed featured codes on the sides that took users to a mobile optimized landing page where they could learn more about the product. Users could then tap to buy the shoes on Rockport’s mobile site. But there’s more…
Volkswagen recently launched a QR code campaign to promote its line of commercial vans – Crafter. The campaign featured a huge structure with a QR Code made with actual boxes of oranges. When people scanned it, they would be directed to a video of how those boxes would fit inside a Crafter. Thanks to this promotion, Crafter increased brand awareness by 224% and sales by 70%. See the video below for more:
Handy, a US-based seafood processor, enabled restaurant owners to enter a 6 digit lot number found on packaging into a trace register widget on the Handy website. They could then download a QR Code for adding to the restaurant menu. Customers would scan the code to follow the fish’s journey from catch to plate. Discover more here.
Global beer brand Budweiser unveiled its new mobile “Track Your Bud” marketing initiative. The campaign integrated QR Codes into producing packaging, allowing consumers to track their specific beer’s history back to one of the 12 American Budweiser breweries. Thirsty for more? Read here.
As part of a new risqué campaign for Axe Body Spray, the most popular bars and discos in Puerto Rico were given virtual peepholes, i.e. QR Codes, which let men to peek into the girls bathroom. The codes resolved to a set of steamy videos and even even steamier clips if shared on Facebook. The results were pretty spectacular. “Peep” the video below for more:
Knowing that patrons typically go out drinking for about five hours, Turquoise Cottage, a bar/restaurant in India, created the “Buddy Stamp” to keep the night both safe and fun. The stamp was comprised of a QR Code that users could scan at various times throughout the night. Now here’s the best part – consumers were delivered different content depending on the time of a scan. A wonderful example of dynamic marketing! Watch the video below for more:
Inspired? So are we. For more information on how to leverage mobile engagement, join our Linkedin group “Exchanging Smarter Ideas on Mobile Engagement“, or check out our website, or simply contact us.
Mobile barcodes could change the way we discover & share information from the world around us. We welcome your thoughts & ideas on how to make this technology matter - today and in the future.