QR Codes vs. SnapTags
SnapTags and QR codes are a new channel of marketing that enable consumers to access interactive brand information, content and marketing engagements with their mobile phone.
- Widely accessible: Yes - 88%. Mobile phones without a camera allow access.
- Smartphone app: Yes. iPhone & Android.
- Works without mobile web access: Yes. Activates a mobile messaging dialog or a web connection.
- Marketing functionality: Yes. A robust multi-channel marketing platform that enables campaigns with varying functionality and sophistication.
- Cost: Yes. SnapTag & campaign development costs are bundled together.
- Features branding: Brandability.
- Widely accessible: No - 13%. Consumers who have downloaded a QR code reader.
- Smartphone app: Yes. Multiple readers for a variety of platforms.
- Works without mobile web access: No.
- Marketing functionality: No. Primarily connects consumers to a URL.
- Cost: Yes. Generating a QR code is free, but developing the marketing campaign and mobile website is not.
- Features branding: Limited space available for branding.
Both SnapTags and QR codes enable:
- SnapTag features: 1) Dynamic responses: Variable responses based on consumer behavior and campaign parameters; 2) Mobile activation: On demand marketing channel for accessing content and information; 3) Geolocation:
Determine location where code was scanned; 4) Easy to update: Can frequently change response content and URLs via self service platform; 5) Database building: Opt-in via simple keyword response; 6) Complex analytics: Standard
insights include number of snaps, users, repeat usage and opt-ins. Extensive customization possible; 7) Reusable: Content can be revisited on phone or SnapTag reader library; 8) Enable social networking: SnapTags can activate a "like"
and allow marketers to offer incentives at the same time.
Brands use SnapTags to drive...
- Perception: 1) Content; 2) Activating sponsorship assets; 3) Games and scavenger hunts; 4) Mobile charity donations; 5) Mobile giving.
- Consideration: 1) Product features and benefits; 2) Recipes; 3) Shopper marketing; 4) Information.
- Preference: 1) Samples; 2) Previews/free trials; 3) Retail visits; 4) Reminders.
- Conversion: 1) Mobile gift cards; 2) Coupons; 3) Unlock exclusive content; 4) Office depot gift card program.
- Loyalty: 1) Consumer feedback; 2) Mobile points; 3) Mobile relationship; 4) Mobile clubs.
- 85% of American adults own mobile phones.
- 34% of consumers with a smartphone have downloaded a QR code reader.
- 20% of the US top 100 advertisers have used a SnapTag.
- 88% of mobile phones have a camera.
- 35% of mobile consumers in the IS own a smartphone.
- 22% of the Fortune 50 are placing QR codes in magazines and on billboards.
* Burson-Marsteller 12/10; ** Pew research Center 10/10; *** SpyderLynk 7/11; **** Based on analyst estimates | Sources: http://www.mediapost.com/publications/?fa-Articles.showArticle&art_aid=153864&nid=128746;