Burson-Marsteller, a global public relations and communications firm, and sister agency, Proof Integrated Communications, just released the findings of a research study titled "Fortune 50 Use of Mobile: If You've Got It, Flaunt It."
Essentially, the study reveals that the majority of Fortune 50 companies have mobile websites and or apps, but few are actively promoting their involvement or accessibility in the mobile space to their customers or the marketplace in general. Hence the thought to "Flaunt It."
What's interesting to note is that the researchers thought enough to include 2D barcodes as part of the study, but the results in this area were somewhat dismal. Only 22%, or 11 companies, of the F50 use 2D barcodes.
My question to the researchers in relation to this 22% number is, on what frequency and in what format do you define usage? More often than not, a company, F50 or otherwise, will use 2D technology once and never be heard from again. But, then, there companies like Best Buy and Ford, who have integrated 2D into their overall marketing activity and use it over and over. With respect to format, was Burson-Martseller/Proof Integrated including companies that only use 2D for advertising and promotional purposes, or were they also including the use of 2D for non-advertising or promotional purposes.
Another interesting factor about the study is that the researchers make frequent use of the term "QR Code" and not 2D barcode, the more all encompassing term for what QR Codes, and others, actually are. Is this because the majority of those 11 companies do, in fact, use QR Codes, or is it just a slip-up? Could/should anything be inferred from this?
From the press release which announced the findings, I found this comment somewhat odd, "Twenty-two percent of the Fortune 50 are placing QR codes in magazines, on billboards, or at any convenient location to deliver relevant content (my italics) to smartphone users." Are these companies, or others for that matter, really offering relevant content time and time again? How about valuable content? Or beneficial content? Or content that truly enhances the customer experience? In the long run, to research that kind of information, I believe, would be of greater benefit.
All things considered, thank you Burson-Martseller/Proof Integrated for including 2D technology in your line of questioning. It is good to know that, overall, 2D technology is gaining recognition and acceptance in the marketplace. Perhaps by this time next year the number within the F50 will have doubled or tripled.