Weekly Furniture World Media Note #18 from Lance Hanish-Mobile First: Importance of QR Codes

There has been a tremendous amount said about the QR Code. Is it good? Is it bad? Is it necessary?

For those who do not know what we are talking about, the QR Code, or quick response code is, according to Roger Marquis who wrote in imediaconnection.com (01.03.12), “a tactical direct response mechanism used in marketing, advertising, and promotion that, upon scanning, enables consumers to bridge the gap between the physical and print world and the digital world and back again. By nature of the technology, QR codes provide for a relatively instantaneous interactive experience between a consumer and a product, service and, brand. The key to enabling the use of QR codes, by an advertiser or a consumer, is a smartphone installed with a QR code reader app.”

To be precise, it is a mobile device (scan the QR Code below) that can be used with either a smartphone or other mobile devices such as a tablet like an iPad.

Within his article, Marquis noted that “when companies begin to consider the use of QR codes for advertising, promotion, or general business purposes, the majority seem to ask the same simple question: Do we want to use QR codes or not in our next campaign?”

The real question it seems is “Do you, as a company leader, want to advance and enhance your integrated marketing strategy, as well as the goals and objectives which go along with it, to the point that the strategy includes an investment in and commitment to a mobile channel or platform?"

This is not a ‘cute’ question to drive comments or raise the hair on the back of your neck. Do you want to understand, plan, create and commit to a mobile presence?

There are many reasons why you should consider a mobile strategy. The most important of which is the reach into the target audience who is increasingly using mobile for much of their information gathering and making buying decisions. Nearly everyone has mobile availability now. It’s a one-plus-one-equals-two decision for most business professionals.

Therefore, if the answer to the previous question is "yes," then QR codes should have a future in your company’s marketing communications plan for this year.

Because QR code technology is based on a mobile platform and the use of smartphones, Marquis believes it is essential for companies to first understand, believe in, embrace, and make use of a mobile strategy.

We believe that mobile in short, is a tool for you to win with today. It is critical that you as a business leader understand this new media evolution. We believe it will advance your business in this new DNAge.