Mobile barcodes like Quick Response (QR) codes are all the rage right now, offering a way for service providers an easy way to integrate mobile technology with print media. While mobile barcodes offer print businesses a relatively easy way to enter the world of mobile marketing (and enhance the value and interactivity of print), there are many other mobile marketing applications that companies should be investigating when trying to transform their business. Not only can some of these applications enhance the value of print; they can solidify a company's position as a true cross-media solutions provider.

When mobile marketing is included in the media mix for marketing campaigns, respondents reported that it generates the greatest profitability.

Back in February, I wrote an in-depth article about mobile barcode marketing campaigns, and cited research that found significant participation in mobile barcode marketing, but less participation in other types of mobile marketing services, such as mobile messaging. More recent data from InfoTrends' recent study entitled The Evolution of the Cross-Media Marketing Service Provider show similar results (see Figure 1), although companies positioning themselves as cross-media solutions providers are more likely to offer a broader variety of mobile marketing services. To that point, when mobile marketing is included in the media mix for marketing campaigns, respondents reported that it generates the greatest profitability.