23 January 2012

More Unusual Overlap on the Gigantic Venn Diagram

Often on Ad Majorem we discuss the Gigantic Venn Diagram, a concept that captures how the media landscape continues to change all the time and how consumers use media in a lot of different combinations.

This morning I’d like to direct your attention to a good article that should have been datelined from “An Unusual Overlap on the Gigantic Venn Diagram.” No, not The Twilight Zone. The QR code.

Yes, the QR code. It’s been criticized for a number of reasons, mainly due to its misuse by clueless marketers who insist on putting it in useless places like 30-sheet billboards along major highways.

David Henkel points out, however, that a QR code can be an effective direct mail tactic. Now that U.S. smartphone penetration exceeds that of feature phones, it's easier to imagine someone using a QR code to get more information about the product or offer they see on a piece of paper.

I hasten to add that like all technology, QR codes are not a solution unto themselves. Consumers will only respond to them if marketers communicate something relevant enough to cause a response.

So, here’s an overlap on the Gigantic Venn Diagram to think about: Direct Mail, Mobile, and Websites. It hits all of the Three Ds (Digital, Direct and Data) but better still, it recognizes how consumers use media.

Thanks to my colleague Patrick Moorhead for pointing out Henkel’s article.

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