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Mobile Phone Marketing and QR Codes Used By Luxury Hoteliers In The Middle East

Mobile Phone Marketing and QR Codes, is a tactic used in marketing campaigns to get people that are offline and get them engaging with content and messages online.Luxury five-star hotel chains in the Middle East have been busy incorporating mobile phone marketing and QR Codes into the mix of marketing strategies, some as early as 2008.

While still lagging behind what is happening in other parts of the world, the Middle East is far from being a closed book when it comes to new technology and the adoption of mobile marketing, as demonstrated by some of the top hotel brands such as Ritz-Carlton, Jumeirah Hotel and W Hotel Doha.

Many of the global brands recognize that with 6 million mobile subscriptions recorded at the end of 2011 (ITU figures) or the equivalent of 87 percent of the world’s population, it is difficult for businesses to ignore mobile technology and to not incorporate it within their marketing strategy.

One marketing tactic that seems to be gaining popularity is the use of Quick Response Codes or QR codes. These codes are similar to bar codes, except that they can hold a lot more information and can be scanned on any mobile device that has a QR code reader, which is a free App available from any app store.

From the Hotelier’s Guide: Mobile Phone Marketing and QR Codes

Many hoteliers have been keen to embrace the codes including W Doha Hotel and Residences which saw an additional 113 page views of its Facebook page in just over six weeks.

Similarly, Jumeirah uses QR codes as part of its strategy, as Kane explains: “QR codes will naturally become a part of print call to action and is the natural bridge between print, outdoor and mobile, online. We see continued growth in this area.”

It sounds straightforward enough but a couple of factors need to be considered in order to avoid frustrating the customer, as Parsons outlines: “There are two main elements with QR codes.
It needs to take you to a mobile-friendly end product and there needs to be an explanation of what the code is for. If there’s no explanation, you’re not going to entice that user to scan the code.” Read the full article in

Mobile Phone Marketing and QR codes in particular introduces an interesting dynamic to marketing because it works as a very effective bridge between the offline world and the online world. For example, QR codes can be deployed in almost any situation where print currently exists such as newspaper, magazines, TV, billboards and so forth.

In order for businesses to make effective use of QR codes in marketing there needs to be a couple of things that you need to get right first, as mentioned in the extract article above. Because QR codes are still very new in the UK, many people still don’t know what they are or what to do with them. This situation will gradually change as more and more businesses start utilizing mobile phone marketing and QR codes and the consumer gets more educated on how they work.

However, with smartphone use not looking to slow down any time soon, QR codes will become second nature to many and give the consumer a convenient means to instantly access web content specific to the information contained in the QR code.

In the meantime, businesses need to guide consumers on how to use QR codes and more importantly,  give the consumer a strong motivation or incentive to scan the QR code onto their phone otherwise, they will simply be ignored. Deployed correctly, QR codes can offer a very formidable marketing tool for businesses to attract new prospective customers and clients.

Businesses that are interested in utilizing and deploying mobile phone marketing strategies and QR codes or in developing a marketing strategy that seamlessly blends with mobile phone marketing, call us today to speak to one of our mobile marketing strategists.

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