June 08, 2011
QR Codes Could Extend Marketing Power with IVR Integration
By Susan J. Campbell, TMCnet Contributing Editor
There is a new trend emerging in the market. Consumers walking down the street, browsing the latest electronics store and skimming through a favorite magazine will notice something that all three have in common – a black and white symbol that appears to be strategically placed. If you aren’t sure what it is, you’re not alone. This symbol, which is actually a QR code, is full of information and it is designed to encourage interaction.
In fact, according to this Plum Voice blog, the QR code could even be integrated with a company’s IVR system to make even more information available to the customer. But, before we go there, let’s examine the purpose QR codes serve and why this IVR integration would even be appealing.
Short for quick response code, the QR code is a picture barcode that can be readable with a barcode reader or a camera phone. The code is generally made up of black and white patterns that have a meaning to them. The patterns are actually text, URLs or other data that has been encoded and arranged in such a way that it can be easily scanned with the appropriate device.
QR codes can be used to compose an e-mail or text message, display text to the user and more. The primary purpose of the QR code, however, is to act as an effective marketing tool. These codes are heavily ingrained into marketing campaigns, providing customers with the opportunity to gain access to special deals, exclusive content and even additional brand insight with something as handy as a smartphone.
The marketing research firm could benefit from the QR code as it can be used to collect marketing research on-the-go and virally. Marketers have the ability to efficiently gather data and measure the response rates from users who engage with the available codes. When integrated with the IVR, market researchers can appeal to users, collecting relevant information from their mobile device from virtually anywhere.
The integration between QR codes and the IVR system would enable the embedding of phone numbers that could be immediately called from a mobile phone. These codes could also route users to mobile focus groups, surveys or even mobile critiques to gather information.
With the growing prevalence of QR codes, marketing researchers could leverage this capability when integrated with the IVR platform to optimize on the opportunities that can result. Companies can easily offer certain incentives through the IVR and researchers may easily enjoy a higher response rate from a broader range of potential consumers.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
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