QR codes in UK CPA print first

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

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QR codes in UK CPA print first

Mobile affiliate network Linking Mobile has launched a door-drop campaign involving QR codes and cost-per-acquisition – a first for the UK. The promotion for Accident Advice Helpline – the no-win, no-fee injury claims company – will see 100,000 print advertisements featuring QR codes delivered to households in London suburbs throughout March. The campaign is primarily targeting 24-44-year olds.

Linking Mobile enables brands to track from QR codes right through to an acquisition. After using their smartphone to scan the barcode, consumers are redirected to a mobile-optimised brand website. Linking Mobile – which launched in May 2011 as the UK’s first global mobile affiliate network – refers to some June 2011 research from comScore as the basis for choosing paper-based direct marketing for the campaign. The data-set in question reveals that 57.4% of those polled scanned QR codes in their home.

QR codes offer big opportunity

David Fieldhouse is the Chief Marketing Officer at Mobile Future Group (the parent company of Linking Mobile). He believes that QR codes are a big opportunity for companies who are traditionally offline marketers to enter the world of affiliate marketing. “This is a big leap forward for affiliate and performance marketing,” Fieldhouse told us. “Non-digital media owners can now participate in affiliate marketing for the first time via our trackable QR codes.”

Questions still remain about how recognisable the QR code is to the consumer, however. Late last year an eConsultancy survey of 1500 UK residents revealed that only 31% of those polled knew what QR codes were. Part of the blame for this lack of recognition lies with the big two smartphone OS providers, who have failed to offer integrated out-of-the-box support.

Fieldhouse believes that brands such as Accident Advice Helpline also have a responsibility to educate consumers on the use of the QR code, “The key to educating users will be when mainstream brands such as AAH offer quick and easy content and services in return for scanning the codes,” he predicted. Obviously the more brands that use the technology, the more the technology will be brought into the mainstream – and the more opportunities there will be for affiliates.