Freshness at Search Engine Land today!
This summer, the USPS brilliantly offered a discount to mailers who integrated QR codes with their direct mail. 33% of all mail took advantage of this offer. In our view, this event has raised the “bar” for marketers. Even though the program ended in August, the cost savings don’t.
In this column, I explore how to integrate QR codes as site navigation within a catalog, to reduce your cost-of-sale by lowering demand for “search as navigation” queries. This idea forms the basis of a strategy for catalogers to compete with the best shortcut consumers have had available until now: search engines. Enjoy!