Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Kathryn Moore
Scoop.it!

Finally, an Alternative to the Much-Hated QR Code

Finally, an Alternative to the Much-Hated QR Code | Marketing in Motion | Scoop.it

http://mashable.com/2014/01/09/qr-code-clickable-paper/

 

Welcome to the participation economy. 

 

No longer are consumers willing to be passive; today’s digital consumers prefer to actively engage, co-create, participate and be included in the conversation and marketers that understand this concept win big.  Engaging customers through interactive marketing, particularly in the outdoor environment, has been challenging given that consumers have been less than enamored by the technologies currently available – technologies that include the much maligned, or in the author’s words, much hated Quick Response (QR) code.    Enter clickable paper. 

 

Clickable paper is a new cross-media service that allows the consumer to click on an image, rather than a code, and subsequently be provided with a plethora of online digital information.  Clearly an improvement over the ugly, black and white, anachronistic QR codes which only point the consumer to a single site.  QR codes, originally created for the automotive industry, have been termed ‘clunky technology’ in that they were designed to be mechanically scanned by a narrow beam; that is to say that the consumer also needed to remain perfectly still in order to scan the QR code.  Clickable paper solves this problem and can be utilized on any type of printed media including newspapers, magazines, direct mail, books, brochures and posters. 

 

The verdict is still out on whether or not clickable paper can, as the author asks, reboot marketing efforts at engagement; however, this innovation from Ricoh is a valiant effort in finding new ways in which to engage with the consumer.  Clickable paper may even serve to fast-forward the shift toward improved interactive marketing in the great outdoors.

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Suggested by Jean-françois Hung
Scoop.it!

The British retailer Tesco launches the Homeplus Virtual Subway Store

http://www.youtube.com/watch?feature=player_embedded&v=fGaVFRzTTP4

 

In 2011, the British grocery shop chain Tesco launches in South Korea the marketing campaign HomePlus. The retailer firm has installed in some train stations of Seoul big boards showing many pictures of basics food product.

The tagline was “let’s the store come to you”. The target audience was the commuters waiting for their train. People used their smartphones by scanning QR codes. They gave their credit card details and the products were delivered to their houses.

 

This operation can be linked to the discussion we had in class about how the different tools of the marketing communications mix can be mixed to each other to leverage synergies. In this case, the digital technology greatly supports the use of the “out-of-home” media. Moreover this campaign shows how the digital media enables and transforms the traditional communication tools by getting closer sales promotions and advertising. Thus this campaign does not only advertise the brand but also produces a call-to action, involving then the actual purchase stage of the hierarchy of effects. 

 

Jean-François Hung, 10079346, Comm335-002 #digital #out-of-home #synergy

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