What is a QR code
The QR code system was invented in 1994 by the Japanese company Denso Wave. Its purpose was to track vehicles during manufacturing; it was designed to allow high-speed component scanning. QR codes are now used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile-phone users (termed mobile tagging). Source wikipedia
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The primary benefit of QR codes is clear: They enrich the brand experience by linking the physical world to the digital. Though half of smartphone users have scanned a quick response (QR) code, getting consumers to understand the value of codes and to continue scanning them remains a challenge.
Seven tips for launching a successful QR campaign or How to maximize the marketing benefits of using QR codes
Mobile marketers have used QR codes as a powerful means of reaching consumers directly. We place QR codes on magazine pages, in-store signage, and TV screens. But in our excitement, we mustn’t forget that QR codes need to be based on a strong strategy that encourages consumer interaction.
QR codes undoubtedly offer consumers a new and different experience. But a smart marketing strategy must be the driver behind every one of those jagged black-and-white boxes, else your QR codes campaign is just another gimmick that says to your customers, “We’re on to the next big thing, but not quite there yet.”
As with most any digital channel, relevancy is central to an effective mobile campaign. What works on Twitter, for example, may not fit the corporate blog. The same is true for QR codes.
The following tips—the seven R’s—provide a strategic framework for developing a successful QR code campaign.
1. Recite the code
QR codes are a strange-looking phenomenon to the average consumer, and even the most savvy smartphone users could use a short reminder about how to use them. Include instructions (usually below the barcode) for scanning, link to a scanner app, and hint at what happens when a user scans.
2. Redirect to a mobile site
Providing a convenient mode for navigating through your content shows your target audiences that you are thinking of them. Your audience is on the move, so why not be just as mobile? Menus and lists on mobile sites allow you to divide content into categories to help site visitors locate the information of greatest interest to them.
3. Reward users for scanning
Give consumers something in return for taking the time to scan a code. Exclusive coupons and discounts, VIP sales, contest invitations, instructional videos, or unreleased details on upcoming events and products all make scanning a QR code worth the consumer’s time. Offering those perks will encourage your audience to scan for more exclusive content in the future, and it’ll help you build brand loyalty along the way.
4. Reinforce its presence
The strategic deployment of a QR code leaves no room for random cameo appearances. Integrate the code across your campaign collateral to expand opportunities for interaction.
5. Review your security
The charm of the QR code is its direct link to consumers, which is why you need to protect your code to ensure hackers can’t redirect consumers to other content (e.g., a competitor’s pop-up ad). Consider your QR code’s provider’s security capabilities. Not all QR codes are created equal, and marketers need to evaluate prospective providers to ensure they are generating the highest-quality, most-secure codes.
6. Refine
Dozens of code generators make creating a QR codes a snap, but before you settle on one, check the creator’s reporting analytics and update capabilities. Many generators offer usage stats that illustrate scan results, and some provide additional demographic and location details if the consumer opts in and grants permission. Some also enable real-time updates, allowing you to change the content the code links to at any time, without having to recreate the QR codes and collateral. Also, consider a company that is dedicated to developing an entire mobile-marketing strategy and is committed to bringing to market applications that engage consumers at all phases of the purchasing-decision process.
7. Respect your consumer
Almost eight in ten UK adults (78%) personally use a smartphone source. Ofcom Communications Market Report 2018 . Though smartphone adoption and mobile app downloads are strong, if your target audience isn’t among the group using smartphones and mobile apps, reconsider your strategy. Or, at least, include a URL in your collateral for those who don’t have a scanning app.
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QR code campaigns can push the boundaries of traditional marketing, empowering marketers with context and content to seize unique one-to-one engagement opportunities.
As the ranks of smartphone converts continue to grow, relevant content will be key to driving QR code adoption. A fully integrated campaign is a step in the right direction.
And that’s what QR codes marketing is all about: using the electronic gateway provided by a two-dimensional barcode that delivers a call to action, informs your audiences, enlightens current and prospective customers, and enhances the human experience as it relates to your business or organization.