QR Code: A New Opportunity for Effective Mobile Marketing

Abstract

Quick Response code, commonly known as “QR code” is the latest phenomenon in the mobile marketing world. QR code’s attribution of linking brick and mortar world to digital domain is changing the approach of marketing. It gives marketers an opportunity to interact with consumers and engage them with their brand. Previous research and survey statistics demand the proper implementation of marketing campaign to create awareness among consumers for this new technology. Two cases of QR code implementations are used to illustrate two different frameworks which classify the marketing strategies based on the level of product/services involvement, and the marketing communication system used. Based on the product characteristics, high involvement versus low involvement and intensity of interaction in a hybrid network may result in different QR code implementations taking place.