As I passed through New York City's Times Square, I couldn't help but notice this huge GoDaddy.com billboard. It's typical for GoDaddy.com to have a racy ad (Ala Sharon Stone "Basic Instinct") but the biggest winner here is their use of a QR code. I don't think I have ever seen a QR code advertisement more effective than this. At least in the sense of awareness.
In contrast, while I was at South Station there was a 3x4 ad that had a QR code on the inner side of the T rail tracks, facing riders while they await the next train. When I tried to scan that QR code (a different company) it wasn't even big enough to be capture on the phone from a distance and it makes me wonder how many companies are running ineffective QR campaigns by not positioning their advertisements correctly? That was a clear sign of ineffective marketing.
On the other hand, this GoDaddy.com ad creates brand awareness and prompts action. What I'm saying is if you are going to do it, do it right. Here is some data behind QR Codes from Com Score that shows GoDaddy.com had the right brand and used the right type of targeting:
- 14 Million Americans scanned QR Codes in 2011.
- 36% of QR Code scanners have an income of over $100,000.00
- Approximately 53.4% of Mobile QR Code scanners are Males 18-34 Years Old
- Of this set of QR Code scanners, they were twice as likely as the average mobile user to engage in this behavior.
- Men were 25% more likely (index of 125) than the average mobile user to scan QR codes, representing 60.5 percent of the scanning audience.
The future of QR code marketing is bright, there's potential for companies to directly engage their target consumers and create action outside of passive viewing. The old way of print advertisement where consumers view the ad, clip out a coupon, or have to recall an impression from a billboard doesn't cut it this day and age. With effective use of technologies such as this, marketers will be able to determine ROI and capture metrics based on user activities and purchases. Products and services will soon be bought online in an instant by those who merely scan their smartphones. As a result, we'll soon be able to purchase items faster and with less hassle by simply scanning a QR Code and going about our way, perhaps causing a new avenue for expedited in electronic commerce.
See further data here:
Interesting post.. I never used QR code scans..so I was interested to see how this works. After reading this article I installed OneTap QR app and scanned the QR code from the image that you posted..it took me to Go Daddy Mobile website and showed be an offer of 20% off and a video link on 'See How We Line between the dots'..One question I have is, can Go Daddy know when and where I scanned this QR code..may be they do by giving a unique QR code for each location they display ..
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ReplyDeleteQR codes are becoming increasingly popular. I manage a couple of websites that receive more mobile traffic than browser traffic based on their products incorporating qr codes directly on the label. When a company can link to product information, nutritional information, or care information they give the consumer an instant value add. They also leave more real-estate on their label for marketing purposes.
ReplyDeleteI bet when Toyota created the qr code in 2004 they never would of anticipated its global acceptance into the market as it has.
correction.. 1994
ReplyDeleteTo create and manage codes:
ReplyDeletehttp://www.createacode.att.mobiletag.com/
one of the first TV QR code with GoDaddy at the time of the Super Bowl:
ReplyDeletehttp://www.youtube.com/watch?v=3DGCDpP-kfQ