Brand marketers are as divided about QR codes as oil and water. Some love them, some hate them. So why do we all feel the need to use them? Maybe because 20 percent of all smartphone users engage in scanning QR codes to learn more about a product. Not only that, but one in ten shoppers scan QR codes in store. And QR codes can be a rich source of user data. Are QR codes an ugly addition to our marketing strategy? Or could they be a valuable addition? Anthem Worldwide's Mark Silva discusses the controversial 2-d barcodes in addition to shopper marketing strategy.
0:00 — QR codes: hot or not?
0:33 — The realistic consumer usage of QR codes
0:56 — How mobile plays a huge role in shopper marketing
1:48 — Why marketers are approaching mobile more carefully
Run time is 2:23
Mark Silva is SVP of Emerging Platforms at Anthem Worldwide, a division of Schawk, Inc. He also co-founded the digital marketing firm Real Branding, that Schawk acquired in 2010. Real Branding was built at the "intersection of Madison (advertising), Vine (entertainment) and Valley (technology)."