Tumbling Block

QR Code Marketing: 5 Tips for a Successful Campaign (via Mashable)

Laura Marriott is CEO and and acting board chairperson ofNeoMedia. She was also named one of the industry’s Mobile Women to Watch 2010 by Mobile Marketer, Top 50 U.S. Executives by Mobile Entertainment and Top 10 Women in Wireless by FierceMarkets. Marriott is highly regarded for her global voice and expertise in mobile marketing.

Mobile barcodes are turning up everywhere – buses, magazines, television, bar coasters. According to recent research from comScore, 14 million U.S. mobile phone users scanned QR or barcodes in June alone, mostly via newspapers, magazines and product packaging, both at home and in-store. My company’s own data reveals that barcodes that offer access to a discount or coupon or that allow the consumer to learn more about a product or service are the most popular.

Given that mobile barcodes are finally cracking the mainstream, they have enormous potential to present brands with brilliant results. Here are five mobile barcode best practices to help ensure a successful campaign.

1. Be Everywhere

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Only 6% Of Mobile Users Scan QR Codes (via MediaPost)

Mobile QR codes have typically been hailed either as a mobile marketing wonder or dismissed as poorly conceived novelty items. A new comScore report doesn’t necessarily fall into either camp, but its findings underscore that QR codes are still far from gaining mainstream adoption. As of June, 14 million people, or 6.2% of the U.S. mobile audience, had scanned a QR or other type of barcode on their device.

Moreover, that activity is mostly the province of young, affluent males. The study found that 60.5% of QR code enthusiasts were males, more than half (53.4%) were in the 18-34 age range, and more than one-third (36.1%) had a household income of $100,000 or higher.

In addition to who uses them, a second question is where people are using QR codes. With the small, square graphics, smartphone users can snap a picture to get content or marketing messages that pop up everywhere — subway posters to TV screens.

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(Source: mediapost.com)

Shopping as a Sport? New Study Finds People Outsmarting Higher Food Prices (via MediaPost)

There’s not much consumers can do to avoid the distinctly higher prices they’re faced with at supermarkets, but a new study from Deloitte shows they’re not paying more without a fight.

“I was surprised to see that consumers are treating grocery shopping as a sport now,” Pat Conroy, Deloitte’s vice chairman and U.S. consumer products practice leader, tells Marketing Daily in an email. “They are no longer feeling like victims and instead have a mindset that [says] ‘I can beat you at your own game when it comes to shopping in spite of you raising prices and decreasing package size’.”

He says it’s very apparent that “2011 is different than 2008. Consumers are more savvy, more conscientious, and have more tools at their disposal to squeeze the most out of their spend.”

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(Source: mediapost.com)