Thanks to emerging technology, those in the direct mail sector have more tools to take advantage of than ever before.
One of the most popular methods, being seen in more places than ever before is quick response codes. The scannable graphics can be posted on everything from subway posters to printed materials that show up in a person’s mail box. For those with smartphones, scanning the codes will take them to a digital platform where they can learn more about products or services being offered. Some of the most well-known brands have jumped on the bandwagon as of late including, the Home Shopping Network, Kraft Foods and MTV, have all looked to the codes as a way to increase revenues.
However, not everyone is sold on the idea.
“I’ve spent lots of time building my companies and our branding,” writes Jeffrey Greene, founder of Miami-based 84 West Studios in USA Today. “So how does it make sense to place a graphic, an ugly one at that, onto your graphically pleasing advertisement only to have it point to your website? The QR code is generic and indistinguishable to your customers from one your competitor has.”