How QR codes can help your business
By Melinda Le
Have you seen an increasingly large amount of those quirky, square-shaped, two-dimensional graphic images floating around recently? QR codes probably started popping up noticeably in 2012 and have since been a prominent marketing tool used by tech-savvy whizzes and consumers alike.
QR code, an abbreviation from ‘Quick Response Code’, is the trademarked matrix barcode that originated from the automotive industry in Japan. The code is made up of numerous black dots that are subsequently arranged in a square grid on a white background. The information encoded within this matrix may be made up of four standardised kinds (“modes”) of data- numeric, alphanumeric, byte/binary, Kanji- or through various supported extensions, virtually any type of data.
Technical terms aside, in recent times, the employment of QR codes has largely risen due to its ability to store vast amounts of data. Compatible with smart phones such as the iPhone, Blackberry or Android, we simply need to download a QR reader (I like the ‘i-nigma’ QR app) onto our devices and voila - start scanning! Today, you’ll find them anywhere, from online ticketing options to band fliers stamped with a QR code linking fans to a music video on YouTube. The Australian marketing brains have been quick to jump on the bandwagon. JB HI-FI has plastered them on their DVD packaging inviting self-made movie critics to view movie trailers on the spot. Sportsgirl has integrated QR codes on their online shopping website and shop-front window banners, luring teenage girls in to peruse their latest collections.
It’s pretty obvious that this new nifty QR code thingamajig can do wonders for any kind of business, whether it’s hospitality, entertainment or any big corporate firm. So what’s the problem? Apparently, 62% of Australian consumers reported that they don’t even know what QR codes are (Source:Econsultancy). It has become apparent in some cases, that poor implementation has led to disastrous outcomes. Information overload, lack of consumer education, weak engagement… These can all lead to consumer apathy which promptly renders the marketing campaign, embedded with QR codes, virtually useless.
So here are some quick (albeit obvious) tips:
1) Make sure the QR code is a reasonable size before printing. If you can’t scan it, why bother? It’s hard enough trying to keep a steady hand while scanning, don’t make it an even bigger hassle.
2) If in public, display the QR code where it is easily and conveniently accessible. Please don’t attempt putting it on a giant billboard on the freeway or a crowded stairwell in a busy shopping mall. Consumers need to have time and space, if you want them to leisurely engage with and absorb your marketing campaign’s information.
3) Have some geo-location processing imbedded in the code. That way, you’ll be able to keep track of the scanning hotspots and fast-track your next campaign to success, with maximal response rates.
4) Make the experience pleasurable and inviting. Don’t just slap it on your business card and simply link it back to a non mobile-friendly website or a similar vicinity. No one likes to waste their time.
5) Don’t try to embed some huge message in the QR code because that’s just doomed to fail. You don’t want your consumer’s QR code scanner to crash every time they attempt to scan. Make wise use of URLs and link shorteners- this means you can constantly update and refresh the available information.
6) Protect your QR codes from malware, a bad code is an open invitation to scams and unauthorized access to the user’s device. Consumers don’t want to find out that their privacy security has been compromised.
Put simply, the ultimate key to all mobile campaigns is value. You want to deliver value to the customer so that they will feel enticed and want to keep coming back. You want them to spread the word or recruit new fans, at no cost on your behalf. The higher the adoption rate, the further your campaign message will spread.
While the QR code still needs further improvement and proper functioning, it is yet another promising touch-point for businesses to connect with their consumers.
Melinda Le is an intern at Marketing Eye.
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comments ( 11 )
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ReplyWill Bowman
19 Mar 2013Utilizing QR codes has become a great way for marketers to connect with potential customers. After reading this article, I downloaded the i-nigma application and have been using it whenever I can, it is a great tool! What I have noticed over the last week is the different ways that QR codes are being used. Some seem unnecessary, some seem poorly executed and some have been done brilliantly. With the rapid explosion of smart phone use, QR codes should be integrated into every product, as they are a great way to get the customer to interact with their brand.
ReplyAmber
06 Mar 2013Very thought provoking article! After seeing more and more QR codes around, I am still undecided on their overall effectiveness in the current market.
ReplyCurrently, only 38% of Australian consumers are even aware of what they are. Therefore, the figure who actually use QR codes may be much lower.
The concept of QR codes is great however increasing costumer awareness of them is essential if their use is to become more widespread.
Manon
06 Mar 2013Very interesting article Melinda :) !
ReplyNowadays, companies and firms have to be aware of the new technologies. It can be very useful in their promotion and their marketing strategies. In fact, new technologies play an important role and are an opportunity to attract more customers.
Today, we have internet, smartphones, iPad, Quick Response Codes, social media... But tomorrow we don't know what will be the new technology. Does not matter what it will be, the important will be to exploit it in the best way.
Amanda Flynn
06 Mar 2013QR codes are a great new marketing tool considering a major portion of the population use iphones, ipads or tablets. I think its great it allows the consumer to be personally engaged in the product or service being advertised which I think can work effectively in creating customer awareness and experience.
ReplyAmanda Flynn
06 Mar 2013QR codes are a great new marketing tool considering a major portion of the population use iphones, ipads or tablets. I think its great it allows the consumer to be personally engaged in the product or service being advertised which I think can work effectively in creating customer awareness and experience.
ReplyJasmine
05 Mar 2013Admittedly I was one of the 62% who had no idea about QR codes. That has changed after reading this informative yet interesting article, thanks!
ReplyEvan Chun
05 Mar 2013Utilizing QR code into a marketing plan is great and literally has been used a lot in the past. However, as also mentioned in the article, the consumers are not familiar with the technology. At this point, which is 2013, I think helping the consumers with getting used to the technology is rather too late as 'RFIDs' and 'NFCs' are becoming more generalized. Further, recent mobile devices are loaded with NFC readers too. It is a pity that the era of QR code never had a single glorious day in Australia even though it is such a good marketing tool.
ReplyThibault
05 Mar 2013Insightful article for it took me a long time to figure out what these little squares were... Also, rarely have I seen people engage with these Quick Response codes; may it be in newspaper or magazines, large boards in the metro (where people do not always feel like it's the best place to take out their mobiles - higher risk of getting mugged). You also want these codes to be displayed on products targeted to people who will be able to scan them. Not everyone is rich or young/old enough to own a smartphone, even if they are becoming ubiquitous. Only the future will tell if this technology will be widely accepted !
Reply