So who’s not familiar with a QR code? You’d be surprised there are still some marketers who haven’t figured out the proper use for them! For those of you who aren’t familiar, QR or “quick response” codes are scannable barcodes, comprised of dots, that bridge the gap between offline and online media. There are a number of websites available to create these free barcodes. Google Shortener has a QR generator that will not only create the barcode, but will also integrate the data with your Google Analytics account, provided you have one for monitoring your web analytics.
When brands make use of QR codes, smartphone users with QR readers are instantly sent to the brand’s website, landing page or even a video for more information or to engage in some call-to-action, including a product purchase, m-coupon offer, subscription to an e-newsletter, etc. Other innovative uses for QR codes include:
- Social media engagement
- Obtaining consumer contact information
- Contest entry forms
- Making mobile payments
QR codes can be placed almost anywhere and they encourage consumers to interact with the brand’s messaging any time of day. I’ve seen QR codes on bus stop advertising, via displays in the mall or department stores, and via handouts/pamphlets at events. Placement is key when deciding where to use QR codes. Some effective placement of QR codes, include: 
- Business cards
- Brochures and pamphlets
- Event signage
- Product packaging and inserts
- Restaurant menus
- Point-of-sale receipts or displays
- Even email marketing
An important pitfall to avoid is publishing QR codes on anything that constantly moves, like a vehicle, or on clothing.
As you can see, QR codes can be used to fuel lead generation at no additional cost. QR codes enable brands to engage in cross channel marketing from hard copy print to mobile, to social media, and email marketing with ease! And, according to the 2013 Mobile Barcode Trend Report: Holiday Shopping Edition, QR codes are an extremely effective way to stimulate holiday sales – not to mention marketers and brands can easily track and measure the results to determine campaign effectiveness.
world of emerging media 
But do consumers use QR codes? I’d venture to say that the majority do not. Phones don’t come equipped with QR scanners built in and many consumers still do not know what a QR code is or what do to with them.
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Thanks for your comment. Actually studies show that more and more mobile users are scanning QR codes as newer smart phone models come equipped with QR readers. In addition, mobile users can download QR readers for free from the app stores if their phones are not equipped with readers. Further, marketers leverage QR codes on printed ads and printed displays to engage consumers in some call-to-action – particularly around the holidays. It’s a very effective way for the brand to interact with consumers. And its much easier than a consumer typing in a web address.
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I guess the key to QR codes is to offer good enough content. For some consumers, it can take a lot of effort: taking your phone out, finding your scanner app, opening it up, positioning your camera so that it fits correctly, scan it, and wait for the information to load.
Marketers need to be sure to that when consumers scan a QR code, that the data they’re downloading is actually worth downloading, whether it’s details on a product, contest entry forms, coupons or rewards or loyalty program rewards. Otherwise, your customer could get upset and not want to scan future QR codes. Make it worth it!
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Agreed! The content has to be absolutely relevant. I developed a QR code for a contest entry form for my employer. Its was used at a college recruiting fair, which was very competitive as there were a number of large, global companies present. For completing our online trivia about our company and a contest entry form via QR code, students would be entered into a drawing for money. We actually received more than 100 entry forms. I’d say the content was relevant in this case.
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QR codes can provide marketers with in-depth, accurate analytics, around exposure, product interaction and location-linked data” (Chan, 2011). I’m not a big fan of QR codes. I think it’s because of how they look and I really haven’t seen one that utilized it well. Most of the time the QR code takes away from the design and then takes you to the homepage of a website instead of to a tailored message.
But QR codes can provide real time insights on consumers around reader engagement, their physical location and interaction with specific content. Increasing consumer awareness and scanning behavior point to a future where encountering QR codes becomes an everyday occurrence (Chan, 2011).
http://www.mobilemarketer.com/cms/opinion/columns/10027.html
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Sjordan – you make a good point! Some QR codes do not take the consumer to a web page with a tailored message. This is absolutely key. It’s critical that marketers and brands develop relevant content for consumers to access via QR code. Otherwise it’s a waste of consumers’ time. Relevance content is essential to drive consumers to engage in some call to action. Thanks for your comment.
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