Mobile Marketing ROI- An Experiment with QR Codes

Jennifer —  June 27, 2011 — 2 Comments

A week before the DMA ALL FOR ONE: Integrated Marketing Summit, Optify was announced as a DMA 2011 Early Stage Innovation Award Semi-Finalist.

Since we wanted to show off something “innovative” our software can do, I put together an experiment/case study for tracking the return on investment of mobile marketing using QR codes and Optify.

QR Code Destination

Since QR codes can be used for both offline and online purposes, they can be put almost anywhere; I created a custom two-sided business card to hand out specifically during the trade show. I used Delivr to generate two types of QR codes.

Optify QR Code Business CardOne QR code allowed attendees to scan and automatically send a SMS to a short code and vote for Optify for the DMA Innovation Awards.

A second code encouraged attendees to scan and check out Optify’s Twitter for Business Guide. I tagged the Twitter for Business Guide URL with Optify tracking parameters so that I could track the visitors from this specific campaign in my Optify account.

QR Code Results

I handed out about 100 cards during the two day conference.

Here are the results:

QR Code ResultsIn aggregate, 11 people scanned the QR Code to view our Twitter for Business Guide. From those 11 visits, one of those visitors converted into a lead (a lead meaning that they filled out a form on our site.) The total page views from those visitors resulted in 23 pageviews.

Now for the drill down. Who was the one visitor that converted into a lead?

Lead Intelligence DetailIt was me!

The experiment wasn’t to see if QR codes would drive traffic and leads to Optify, it was an experiment to test the real life application for tracking mobile ROI as a marketing activity. As you can see, I am able to see my lead detail and history of all the times I’ve visited Optify.net from my mobile device. I can drill down further to see the click path of a specific visit:

Lead Detail Click PathMy visits are also tracked even when I was an anonymous visitor (before I filled out a form.) My visit history was attached to my lead detail once I filled out a form to download the full Twitter for Business pdf.

Conclusion

Overall, this experiment was a success.

- Marketers are able to identify which visits and leads are generated from their mobile marketing campaigns.

- Marketers can track individual visitors over time and across multiple visit sessions.

- Marketers can put together a multi-attribution report for mobile marketing.

If we had more time to put together a comprehensive marketing strategy around the trade show we would have remembered to tag the specific campaign and would have created a custom landing page to see higher conversion and engagement. However, now that we know the data is available to track our mobile marketing efforts, we can confidently invest more time in our mobile marketing strategy in the future.

Have you incorporated “mobile” into your marketing strategy? How do you measure the success of your mobile marketing campaigns?