If you’ve been paying attention to mobile marketing at all, you’ve probably seen a Quick Response code. Commonly referred to as QR codes, they are rapidly becoming a staple in the mobile marketing world. A recent report from Jumpscan shows a 1200% increase in QR code scanning in the last six months of 2010.
Just like the bar codes printed on consumer products, QR codes are scanned in order to read the information coded within. The difference is in how the QR code is scanned and what kind of information is encoded. QR codes are scanned with a smartphone app using the smartphone’s camera. Popular free QR code apps include RedLaser and I-nigma. Typically, QR codes lead to a web or cloud-based page displayed on the mobile device.
QR codes are not really new, but they’re new in certain markets. The codes were first developed in 1994 by a Japanese-based company called Denso Wave Inc. in order to track vehicle parts. Now, more than 15 years later, the codes are widely used in Japan and are making their impact in the western world.
So, how are marketers using QR codes effectively?
Here’s a simple example: for BestFit Mobile’s party during SXSW, we used QR codes in 2 ways:
- Those who RSVP’d to the event invitation submitted their contact URLs for their social media/blog sites so we could create personalized badges that included a QR code linking to their contact URL. (No business card necessary!)
- A QR code on the promotional graphic in the party link and on the BestFit Mobile team’s t-shirts sent mobile users to this page. (Notice that it’s mobile-friendly!)
Other uses include:
- QR codes on stickers that link to more detailed product information
- QR codes on in–store signage that link to a contest entry form
- Links to a coupon redeemable on the phone, a short, entertaining message, or a video.
- Link to a page where the customer can complete a financial transaction
When used appropriately, QR codes make access to information and financial transactions via mobile devices a lot easier and more fun.
Checklist for successful QR use:
- Make the QR code easy to scan.
- Leverage the curiosity factor – part of the fun of QR codes is that they reveal something.
- Optimize the landing page for on-the-go viewing on mobile devices – keep it short and sweet:
- Simple navigation, if any. It’s better if you can accomplish all on one page.
- Engaging content.
- Value to the viewer.
- Shorten the QR code link (use link shorteners like bit.ly)
Looking for inspiration? Check out these uses of QR codes:
- An entire building QR-coded in France.
- Mobile transactions via QR codes by Mobio
- Did you get a good look at that Iron Man 2 movie poster above?
Happy Scanning!