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Advertising • Mobile & Wireless • Social Media Marketing
QR codes, the most common mobile barcode format, has not delivered upon its marketing promise in connecting with large audiences, according to a new eMarketer report, “QR Codes: Marketers Keep Hitting Go, but Consumer Adoption Still Slow.”
As the number of smartphone users continues to increase, the number of barcode users will also grow, reaching nearly 38.6 million adults in 2014. However, many of those users are not using barcodes regularly. Why? Because there seems to be a great disconnect between what users want and what mobile marketers want to deliver. (Sound familiar? So much of the content on CreateYourNextCustomer.com focuses on this very subject!)
What users want from their barcode experience and what brands deliver are at odds with each other. Users want deals and discounts; special incentives and offers. Marketers and brands want to deliver content.
“Until marketers move beyond the practice of pushing content to consumers via mobile barcodes and instead give consumers what they want, many consumers will continue to consider their first mobile barcode experience their last,” eMarketer said.
Winnie Ng-Schuchman is the VP of Marketing for UBM TechWeb’s InformationWeek Business Technology Network.UBM TechWeb is the global leader in technology media and business information. UBM TechWeb Marketing Servicesdeliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.VN:R_U [1.9.7_1111]New Report Shows Low Adoption For QR Codes ,
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