Mike Andrew Consulting

QR Codes Most-Used Mobile Channel For Engaging Customers

By mike, Jul 10 in blog with 0 comments

1 in 2 company marketers say they are using QR codes to encourage their customers to interact with their brand, per results [download page] from an Econsultancy survey released in June 2012, in partnership with Responsys. QR code usage by these respondents surpasses other mobile channels, including creation of applications (35%), mobile commerce (29%) and mobile optimized emails (29%). Roughly one-quarter are using SMS marketing, while less than 1 in 5 are employing location-based marketing. Just 7% have turned to MMS and 2% to NFC.

Agencies show some different patterns with regards to their clients. 54% say their clients use apps to encourage their customers to interact with their brands, while 49% indicate their clients use QR codes. Agencies are more likely than companies to report client use of mobile optimized emails, SMS, and location-based marketing.

According to a Multichannel Merchant survey also released in June, merchants are integrating QR codes into their marketing strategies at a far greater rate this year than last. 47% of respondents this year said they are using QR codes, a dramatic increase from just 8% a year ago.

Search Most Popular Ad Type

Data from Econsultancy’s “Cross-Channel Marketing Report 2012? indicates that mobile search marketing is the most popular type of mobile advertising used by company marketers, at 35% of respondents, followed by push notifications (29%).

A plurality of agencies also say their clients are engaged in mobile search marketing (42%). Mobile display advertising (banner) is cited by 41% of agencies, compared to one-quarter of companies, with agencies also more likely to indicate their clients’ use of advertising on apps (37% vs. 22%), location-based targeting (30% vs. 22%), and mobile display advertising using video (19% vs. 12%).

Various studies have highlighted the growth of mobile’s share of search marketing budgets of late, with IgnitionOne most recently reporting mobile paid search spend growing 333% year-over-year in Q2, to reach 14% of total US paid search budgets.

Display Ad Engagement Sentiment Mixed

Respondents to the Econsultancy survey do not paint a clear picture when it comes to engagement rates with display advertising via smartphones as opposed to via PCs. Among company respondents, 33% feel that customers are more engaged with display advertising on smartphones than on PCs, while 40% say they are less engaged. Among agencies, 35% feel that engagement is higher on smartphones, compared to 33% who feel that it is lower.

Other Findings:

1 in 5 company marketers say they personalize mobile display advertising based on location, while 28% of agencies report their clients’ use of this targeting method.
Roughly one-quarter of companies are using offline advertising to promote engagement on mobile devices, and a further 17% are planning to do so. Agencies indicate slightly higher levels of offline ad use by their clients: 35% say their clients are using offline advertising to promote engagement on mobiles, and an additional 20% say their clients are planning to do so. According to Google survey results released in February, two-thirds of US smartphone users who say they at least rarely notice advertising have used their device to run a search in response to an ad they have seen offline.

About the author

Mike Andrew has been working with the Internet and small business for over 12 years. Mike has been a keynote speaker at conventions and seminars and conducted social media training sessions all over the world. Mike has an extensive media background having worked in electronic media for over 30 years. Mike specialises in social media and Internet marketing strategy, SEO techniques and search engine marketing campaigns. His articles appear on numerous blogs around the web as well as national magazines.