Quick response codes: Compatible with B2B direct mail?

While some marketers still perceive the digital world as a threat to their success in the offline environment, QR codes are increasingly being used to bridge the gap between paper and portal.

With the rocketing number of smartphones being sold across the globe, it is no surprise that mobile marketing is a pool into which more and more brands are dipping their toes.  And as handheld devices like Apple's iPhone and iPad become increasingly unavoidable, so it seems do Quick Response (QR) codes.

In May 2011, research published by Mobio revealed that use of QR codes worldwide had skyrocketed in the past year.  To be precise, the number of scans was up 4,549 per cent on the previous 12 months.  The vast majority resulted in the receipt of information about a product or service.

This might suggest to some that conventional forms of direct marketing – i.e. delivering a message directly to prospective customers – are living on borrowed time, as the trend appears to be for consumers to seek information themselves, with a little help from the marketer who implemented the QR code, of course.

But there is also a camp that argues in favour of QR codes as a means of bringing direct mail into the digital age.  Paul Cross, Head of Retail at thomsonlocal.com, says: "QR codes are a hot topic at the moment as more and more marketers are using them in offline marketing campaigns to drive traffic online and generate leads.

For example, instead of using traditional URLs in offline marketing campaigns which require re-typing, a scannable QR code presents a much simpler response option.  Online and offline marketing campaigns should be used to support one another and re-enforce the message to the target audience. Everyone is exposed to more marketing channels than ever before and spends less time engaging on each one," he added.

Below are just a few reasons why the technology might be embraced to build a more interactive direct mail campaign.

1. Give them details

Marketers usually want direct communications to be as clear and uncluttered as possible. This often means that in-depth product information is saved for after the lead has been generated. With a QR code beside an image of your latest offering, customers simply scan to visit the specific web page for that product. They can then quickly learn everything they need to know and decide whether it's for them.

2. Collect their data

A fundamental aspect of successful direct marketing is consumer or B2B data. In their quest to create targeted, personalised and relevant campaigns, marketers can't get enough of the stuff. QR codes can instantly take the customer to a form into which their details can be entered. Since you already have them on your mailing list, at this stage it's time to think laterally about what you'd benefit from knowing about your audience. Rewarding prospects' cooperation with entry into a free prize draw would probably help drive engagement.

3. Socialise

QR codes provide a very simple method of getting more people onto your social spaces.  Whether it's the company website, blog, Facebook page or Twitter feed, you can instantly direct new traffic to the places you most want it to be. As many marketers will be sick of hearing, the current era of direct marketing is all about convergence.  QR codes are one of the most efficient ways of linking your brand's scattered web presence through a single, accessible platform.