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www.IndependentRetailer.com MARKETING Mobile Advertising
IT GOES without saying that tech- nology is an astounding application of scientifi c knowledge, and advanc- es such as smartphones and mobile barcodes (QR codes) cannot go un- noticed. The only way to keep your small business growing is to keep up with the technological updates that are making customers say, “WOW,” and open their wallets. As Technology Marketing Cor-
poration web editor, Tammy Wolf, explains, “QR codes, consisting of black modules arranged in a square pattern on a white background, are decipherable by the latest smart- phone devices. Much like a grocery item is scanned at checkout for its PLU (Price-Lookup) code, a QR code can store a range of valuable
information for a mobile user.” The problem, however, is that many in- dependent retailers don’t realize the full potential of this newer technol- ogy. Why the necessity to study up on these two-dimensional barcodes, you might ask? Advertise, advertise, advertise! It’s all about using the re- sources you have and shining them in a new light. Utilizing print media, but feeling the pressure of interactive online advertising? Retailers should look into making their traditional print media more interactive. Many media companies and marketers use the QR Code as a means to create and manage measurable 2D bar- code campaigns, extending brand engagement to consumers’ smart- phone enabled lifestyles.
For instance, Home Depot is of-
fering to its do-it-yourself builders and home owning customers a taste of the new technology. Technology Marketing Corporation contributor, Michelle Amodio, details Home Depot’s plan: “In an effort to give customers more relevant informa- tion on product reviews, how-to guides and videos, 2D barcodes will be placed in direct mail pieces linking to product information and video demos.” It’s no longer Do It Yourself with a hammer and nail, but with a data plan and camera phone as well. After a short study between the
months of January and March 2011, Scanbuy, Inc., a provider of mobile continued on page 100
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