Marketers are ROI focused. Until the introduction of PURLs, it was challenging to track the effectiveness of print. Now, QR codes are taking center stage because they connect offline content (print) to trackable, online content through the use of a device that most of us always have with us or nearby: The smartphone.
Pew Internet just released an interesting survey that shows how Americans use their mobile devices—in good ways and in no-so-good ways (you’ll see what I mean when you read the survey). Probably what is most interesting is the comparison of the activites of smartphone owners versus “other” cell phone owners, found towards the bottom of the article. The data supports how the smartphone has become an integral part of our daily lives, and why marketers and printers need to seize the opportunity to connect print-to-web.