Digital Marketing Goes Physical

Digital Marketing Goes Physical 

One of the big selling points of digital marketing is attribution.  Digital marketers can granularly track the connectivity between marketing spend and revenue. Being able to construct these ROI analyses enables them to justify increasing spending and informs shifting spend between multiple channels.

This success has driven the search to add quantification and enable ROI calculations for offline advertising mediums as well.  One way this has been accomplished is through unique QR codes that brings the potential customer online and into the trackability-**LIMELIGHT**...enabled by the built-in QR reader in smart phones and the ubiquity of those smart phones.

And of course, MarTech / AdTech companies (e.g., Tapple) have sprung up to enable this trend seamlessly. Whether billboards, subway benches, on-product, or physical media this same QR-code driven tracking enables the ROI calc's at scale and in a standardized platform.  In essence taking the complexity of tracking across many physical channels and digitizing & centralizing them.  Cool, huh?

But, the trick is getting people to actually scan the QR codes...these are the 'clicks' but how many impressions are there and how many purchases/conversions did that drive outside of the narrow lens of QR world?  Marketers are still using 'multipliers' based on one-off studies or rules of thumb, the opportunity still exists to go further with offline quantification.  

This blogger is eager to see how that evolves.

Source: https://adage.com/article/tapple/how-use-qr-codes-achieve-experiential-roi/2384196