Jim Lecinski, author of the book, ZMOT: Winning the Zero Moment of Truth, wrote that consumers are making choices before they arrive to the store, or in our case, before they visit campus or one of our continuing education centers.
The marketing model is changing with technological progress, and adding the zero moment of truth to the model means we can ensure the consumer gets information quickly and efficiently.
Whether the consumer is passing by a billboard in an airport or reading a magazine and sees our advertisement, we want them to be able to take the next step in the process and get more information about the university at that moment.
Most QR code scanners – including most smart phones — will hold your recent scanned codes that you don’t have time to read or apply on the spot. The student can always go back and look at that information when they are ready.
Technology is constantly changing and it’s important for colleges and universities to stay current. Social media and QR codes are here to stay in higher education.
The author is manager of social media at St. Leo University.