QR code advertising needs to offer interactivity to consumers

As QR codes grow in popularity among marketers, there has been a growing debate over their effectiveness and longevity. These small square codes can be placed on displays, print ads, on letterhead and business cards, and other locations where they can be viewed and scanned by the customer's smartphone. QR codes for business can be an effective mobile marketing approach if once the code is scanned, the customer is taken to a mobile website, a video or some other location where they can have an interactive experience.

One solution for QR codes in advertising for small businesses would be to link the QR code to a dedicated mobile website or other mobile engagement platform, which will provide information about a special offer or a promotion to the viewer. Part of setting up the mobile marketing campaign should be to look at it from the customer's point of view so that the link the QR code is pointing to makes sense.

As long as the customer is being directed to a link that provides information that he or she will find interesting and relevant, a company is more likely to be able to use this mobile marketing strategy to get the customer to take action, which will ultimately lead to a sale. For example, if the QR code placed on in-store advertising points to a mobile landing page listing related products, the customer who is interested in one item may well end up adding to his or her order. This is a practical way that QR code marketing and QR code advertising can drive sales.

How to Use QR Codes for Business Effectively

If you are going to use QR codes for business, you need to have a plan for using QR code marketing effectively. I would suggest that you have a specific plan about where you are going to direct prospective customers who scan the QR codes with their smart phones to get the maximum benefit from this type of marketing effort. 

A number of companies use their QR codes in advertising to direct customers to their website, but this is not the only way you can put the special barcodes to good use. They can also be used to direct customers to your business Facebook or twitter page. Depending on where the QR codes are placed, I can see that it may make sense to link to Google maps so that customers can find your brick and mortar location quickly and easily.

If you want to use your QR codes to generate sales quickly, consider linking them to a PayPal Buy Now button. You may want to consider this strategy if the QR code advertising appears on your website or another location where it is likely to be seen by motivated buyers.

Another interesting innovation for QR codes is that when the code is scanned, a text message is opened on the customer’s cell phone, which is ready to forward to a number of his or her choice. These handy codes can also be used to provide customers with downloadable mobile coupons, a link to a video or any other location online. With this variety of applications, QR codes can be an important part of your business mobile engagement platform.

Survey Finds QR Code Use Increased in 2011

I was quite interested to read the mobile engagement stats reported from a survey conducted by Competitrack, an advertising tracking firm. The company released a report stating that use of QR codes for marketing increased in popularity and reviews by a number of companies who wanted to make a point of connecting with customers using smart phones and other types of mobile devices. 

Puma using QR Code Advertising in Japan

 

 

 

 

These square codes are not new; they have been used in Asian markets for several years. QR code advertising, however, is relatively new to Western consumers. The survey results in the Competitrack report indicate that buyers in North America are rapidly catching up to their counterparts on the other side of the globe in the use of QR codes for business.

The survey results in the report indicate that QR codes are the most popular type of 2D barcodes currently in use, with 87 percent of all mobile media marketing campaigns incorporating them. Retailers used QR codes and QR code marketing most often, with technology firms coming in second.

I found it interesting that 40 percent of the codes used by companies directed consumers to the company's homepage or an e-commerce site.  I can see that as QR codes become more popular with consumers, they will play a bigger role. The next step in the process will likely be for consumers to use their mobile devices to pay for items they wish to purchase. QR codes will continue to become more common and businesses will find creative ways to use them to provide information to buyers.

Get the Most Out of QR Codes

When QR codes were first introduced, it seemed as though marketers were going to attach them to everything, from print ads to billboards to television spots. Unfortunately, little thought was put into the user experience behind the QR code, which left many campaigns falling flat. However, QR code marketing can be effective tools to deliver your message when use properly, and can be an effective part of a mobile marketing plan.

One way to get the most out of QR codes is to place them in easily accessible locations. Cell phone users won't necessarily take the time to scan the codes if it is perceived as too much trouble to do so.

Another thing that I can suggest to companies that want to use the codes effectively is to make sure that customers understand that they will receive a benefit from scanning them. Linking the codes to a unique coupon, daily special, or unique content only available through the QR code will create a sense of urgency and encourage the customer to scan the code on the spot.

Not everyone who sees a QR code is familiar with what they are and how they work. To make it easy for customers to use them, I would suggest providing detailed how-to instructions, including where they can get a QR reader. The goal here should be to give the customer everything he or she needs to use the codes properly.

To get the maximum marketing benefit out of QR codes, it is important for companies to focus on offering value to the customer. That is the key to QR code success.

QR Code Marketing Provides Product Information to Consumers

Comscore recently released the results of a report entitled, "2012 Mobile Future inFocus," and I thought the results were very interesting. In 2011, QR codes were introduced as a way to combine mobile and more traditional media. These "Quick Response” codes are special type of barcode that can be read by smartphones.

In December of 2011, one of every five smartphone owners in the United States scanned a QR code. Sixteen percent of Canadian smartphone users scanned QR codes during the same period.

Of the smartphone owners in the US who scanned the QR code, 42 percent scanned product packaging and 32 percent used their phone to scan a coupon or a special offer.  Event information was the third most popular reason for scanning QR codes in December of 2011.

It makes sense to me that most consumers would use their smart phones to scan product packaging. If a customer wants to learn more about a particular item or find out about related products, it makes sense to include a QR code on the packaging materials. Making it easy and convenient for buyers to access this information is a key component of QR code marketing.

It falls into the category of knowing the demographic markets that a company is trying to reach, and anticipating their needs. The QR codes can be used to provide appropriate information to consumers, which will in turn help to drive more sales.