In Ireland we are fast catching on to the fact marketing both to and from mobile phones is the most effective person to person form of marketing available. Research shows that almost one third of Irish businesses are using QR Codes as a mobile channel. The question asked was "Which of the following does your company have?" and was answered by 274 people, 88% of whom are either full members or associate members of the Marketing Institute of Ireland. The 30% is a significant proportion and one that will probably increase in the near future. In February (2012), MasterCard created 130 jobs in Ireland in mobile payment technology which uses QR codes as a method of payment “MasterCard chose Ireland as a place to expand our presence because, from our vantage point, we see consumers moving toward a world beyond cash, shopping and paying for the things that matter to them in ways that best fit their needs and lifestyles with a simple tap, click or touch in-store, online or on a mobile device".
Prior to starting a marketing campaign that involves QR codes, marketers should first determine their goals, use consumer behaviours to determine placement of the codes, ensure value and a good user experience that delivers compelling content, include consumer education within their marketing strategies, and set low expectations at first.
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