Marketing Study Shocker: Social Media & QR Codes Don't Sell

January 25, 2012 at 11:24 am by Ted Mininni

This post was just published yesterday on MarketingProfs.com’s “Daily Fix” blog. It’s such an important issue that I wanted Design Force Blog readers to know all about it:

“As much as people embrace all things digital, they’re much fussier when they turn into actual shoppers. In fact, QR codes and social media have very little impact, according to new research from Catapult Action-Biased Marketing, a Westport Connecticut-based researcher”. Those are the opening lines after the opening salvo (title) of a recent Media Post Marketing Daily interview article: “Shoppers Spurn Social, QR Codes”.

Wow. So let’s dig deeper. According to Catapult Marketing’s Brian Cohen, digital shopper marketing director, “We looked at 1,200 consumers, and the role that social media is playing is not as large as we thought it would be. It’s a good consumer and advocacy tool, and it builds brand awareness.”

But... he went on to say that when the consumer’s mind turns to actual shopping, they aren’t tuning in to social media. Rather, they are checking out company websites and Internet ratings and review sites. Especially for big ticket purchases. Well, I think that makes sense.

As for QR codes, Cohen cites the rapid adoption of new technologies by marketers without full consideration of the customer. To read the entire post, please go to mpdailyfix.com.

By the way: Marketing Profs newsletter for January 25^th has this interesting piece that might corroborate the findings in this post. “Websites trump social media for finding holiday deals”.

Categories:

Consumer Products, Market Research, Marketing Thought Leadership

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