With technology advancing at breakneck speed, it’s often difficult for those making marketing decisions to determine the mobile bar code solution that will best position their company within their market demographic.
QR (quick response) codes, able to be easily scanned by smartphones, can direct consumers to more information than could be communicated on a flyer, poster, billboard, brochure or ad. Building on that concept, SpyderLynk introduced SnapTags™ as a way to strengthen brand recognition.
With both solutions, there remain some barriers to entry.
While about 85 percent of American adults own mobile phones, of the 88 percent of those phones equipped with a camera, only about a third of the nation’s consumers have downloaded a QR code reader (based on analysts’ estimates) and fewer than 25 percent of advertisers have used either SnapTags or QR codes in their mobile marketing campaigns (SpyderLynk 7/11 study).
Obviously, the market is still young and growing.
SpyderLynk has developed a mobile bar code infographic that compares QR codes to the SnapTag solution. The graphic illustrates that both SnapTags and QR codes enable mobile activation and geolocation. Both solutions also use a smartphone app, and both come with some cost.
With SnapTags, the campaign development costs are bundled with the creation of the tag, whereas generating a QR code is free, but developing the marketing campaign and mobile website is not.
There are several differences between the two solutions.
According to SpyderLynk, accessibility is greater with a SnapTag as 88 percent of mobile phones with a camera allow access, as opposed to 13 percent of consumers who have downloaded a QR code reader. Additionally, a QR code triggers a single action, primarily connecting consumers to a URL, where SnapTags offer a multi-channel mobile marketing platform that enables campaigns with varying functionality.
Another point of difference is that SnapTags easily incorporate a company’s logo for enhanced branding; QR codes, by virtue of their design, have limited space available for branding.
Jane McPherson, CMO of SpyderLynk, further explained some of the differences. “SpyderLynk’s platform combines all the tools a marketer needs to create action-rich digital experiences enabling mobile purchases, coupon downloads, free sample requests, video views, opt-ins, promotional entries, Likes, Pins, Follows, Posts, Tweets, and more,” she said. “We are helping clients drive those actions directly from their mass media, accelerating purchase cycles and marketing success.”
Whether a marketer uses a QR code or a SnapTag, the end result should be greater engagement on a mobile platform. Consumers are directed to a website or other data source, holding much more information than could be found in a traditional ad at a fraction of the cost. The message is targeted, trackable and action-oriented.
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