Using quick response codes for consumer-initiated marketing communication strategy

Mohit Maurya

Journal of Digital Media Management, 2012, vol. 1, issue 3, 282-295

Abstract: A quick response (QR) code, which is a two-dimensional square image, is an open-source technology, free to use, simple to create and capable of being tracked. QR codes offer a bridge from the real world to interactive media, via mobile phones. After following a simple process, a user can find himself/herself connected to hoards of information offered by any marketer and, by employing QR codes, marketers can expedite the adoption of their offerings and create a competitive advantage. Although QR codes are yet to be widely adopted, the benefits they offer mean that their use is likely to be widespread. With the technology becoming conveniently accessible, customers in developing countries have also started using QR codes. This paper describes how QR codes can be created and scanned and ways to download code deciphering applications. The paper also sets out basic criteria for implementation of an effective QR marketing strategy, when marketers are deploying QR codes and distributing them through physical and online environments. The paper concludes by considering possible future developments.

Keywords: mobile commerce; quick response codes; internet; digital communication; pull strategy; bar code; mobile action codes (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2012
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