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What is the barcode-like symbol?

You’ve probably noticed recently how QR codes are being used more and more in marketing and advertising initiatives across the globe. Many argue that QR codes have now gone mainstream. But lots of companies aren’t yet up to speed with what they can really offer.

What are QR codes?

QR codes are a form of two-dimensional bar code originally created to track automotive spare parts, and now increasingly used in mobile marketing. For example, if you find a QR code printed on an ad and scan it with your mobile phone, you will be transported, almost instantly, to a specially designed website where you can learn more about the product, get more details on a promotion or perhaps get a discount offer.

How do I generate QR codes?

There are plenty of online sites where you can generate QR codes for free www.qurify.com/en/ is one of many.

What can I generate QR codes for?

You can generate QR codes not only for website URLs, but also for email addresses, social media profiles, text, and even maps.

How do I scan (or read) QR codes?

If your phone doesn’t come with one already installed, you need to download an app called a QR code reader. Basically, the way a QR code reader works is by allowing your mobile phone camera to act as a scanner. Just take a picture of a QR code and you’re automatically transported to the destination page.

What can I use QR codes for?

You can use QR codes for many different things. You can direct customers to your mobile website or a promotional page for your products. If you sell tools and equipment, you can link your QR code to a video showing how to use them. If you sell property you can use a QR code to direct customers to an online virtual tour of your homes. If you own a restaurant you can point a QR code to Google Maps showing customers how to get there. If you’re an independent professional you can create a QR code for your email address, website, blog or LinkedIn profile. The possibilities are endless.

Source: University of Manchester http://alumni.newsweaver.co.uk/newsletter/1ifi9hrq14a1ugkeyqj6rf

For those of you unfamiliar with the term Lurkers, think of Lurkers as spectators who consume content but do not contribute. The skeptic may go as far as calling them digital parasites, while the visionary sees a new untapped market.

In Internet culture, a lurker is a person who reads discussions on a message board, newsgroup, chatroom, file sharing or other interactive system, but rarely or never participates actively. Research indicates that “lurkers make up over 90% of online groups”

In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action.

While traditional marketing continues to emphasize branding and creative as the most important features of a campaign, digital promotions are evaluated almost entirely on performance results which are captured and measured digitally. Justifiably marketing budgets are rapidly migrating to new media channels, because traditional perceived success factors, such as emotional stimuli created by the warm and fuzzy feeling of a traditional campaign can no longer compete with actual facts and figures.

Edelman (2011) contends that up to 90% of spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else’s advocacy. For this reason numerous new models and performance measures have emerged in the sales promotion industry. A recent UGC video contest we built had 132 entrants and 636,774 video views, meaning 98% of the participants were viewers.

Reach is a vital element of any promotion, however traditional methods continue to produce diminishing returns. Therefore promotions need original engaging content, mainly produced from its own customers.

The digitization and networking of information has forever changed the way marketers and consumers connect. So be prepared to change or risk extinction

Many of the world’s  largest brands (by market capitalization) were born less than 10yrs ago , for example Google, Ebay, Amazon to name a few. Traditionalists are astounded at the rapid growth and customer adoption in such a short time span. They frequently question “how did they do that?” One fundamental principle that all these companies adhere to is empowering  their  customers with interactive tools that enable them to make buying decisions based on their terms, as opposed to controlling choice. This involves a significant investment in technology and innovation, evidently it has proven to produce significant returns for those who have the courage to explore.

So what happens when established marketers avoid innovation to protect their heritage . Although brand heritage can be great asset, it can also become an “Achilles  heel” if it hinders change. What does heritage signify. It signifies that the brand has stood the test of time, and succeeded. Many obstacles have been overcome including   wars, depressions, financial disasters, to mention a  few challenges  a brand may face. So why do legacy brands fail?  History has consistently shown that the management of a company is like the rudder of a ship, although its size is small in comparison to the firm, the direction it points , affects the direction of the whole vessel. Style  and culture influence  the stability of a good rudder, there are times when emergency measures are needed to avoid danger, sharp turns may upset some of the crew, however the most successful teams need to be prepared to venture into unchartered waters.

When challenged by new innovative  products and services, arrogant marketers tend to discount these newcomers as farcical. The foundation of their belief system looks to the past for answers and not the future. Regardless of whether it be the fear of change, or lack of knowledge, dismissing change is the favored choice, because status quo is king in their comfortable world. Many legacy brands fuel the appetite of nepotism ,why?, because numerous corporate executives have their inner  network spoon feeding  whatever  they want to hear. Unfortunately many great companies have failed, not because of defective products or inferior quality, but by defiant management.  The children of nepotism are “neppits” , savvy competitors drive “neppits”  to defiance (an excellent strategy for confusion) ,understanding  in advance the destructive  path it will lead  them down. Previous success does not guarantee future success in the post modern world.  No longer will deep pockets alone solve the problem. Instead marketers need to consider contrarian propositions that may refute their current business model. While this may be emotionally painful in the short term, shrewd management should be attentive to different views and consider numerous contradictory tactics, if indeed they are to holistically plan for the future. Proctor and Gamble is one of the most innovative manufacturers in the world, even when commanding the number 1 or 2 position in any market they constantly innovate and research potential new products that could cannibalize their existing brands. The philosophy behind this practice is that it’s better to understand what could destroy you, and potentially own it before it owns or destroys you.

Here’s how Woolworths’s a household name in  retailing, was recently felled after 100yrs . Let’s face it none of us like change, especially when it disrupts our comfort and indulgent habits. Consequently we avoid it, and hope it will go away. The risk of innovative avoidance and defiance is like smoking  tobacco, it’s  hazardous and can cause death, but many people do it anyway, knowing  it can kill them. What’s your choice going to be, innovate or die?