Strategic planning can increase value of QR codes
Creating an effective marketing campaign starts with knowing the audience being targeted and leveraging web-to-print or other technologies. While sending out advertisements is widely accepted as one of the best methods of customer outreach, if a proper strategy isn't formulated then the entire effort can be a waste of both time and money.
Marketing expert John Foley writes for Digital Nirvana that while it's important to leverage quick response codes and other strategies on printed materials, businesses should make sure that the scannable codes are not simply an added feature, but one of the focal points of an advertisement.
"We must ensure that the things we do add (for example, a QR Code or PURL on a postcard) are not treated simply as add-ons. Rather, we should focus on integrating them into the overall marketing strategy that supports our customer’s goals," he writes.
He goes onto suggest that businesses define goals of the marketing campaign and ensure that it helps reinforce the value that a product or service can give to clients and industry partners.