Tag: qr code

They may look black and white, but you need to find the grey area to get the most out of them.

If you have been looking into mobile marketing or even if you simply own a smartphone, then the odds are that you will already have seen QR codes for the first time, and you may even have scanned a few to see where they lead.

These mobile barcodes are popping up in advertising, signage, and product packaging everywhere.
The reason is that QR codes can quickly, easily, and very inexpensively help you to better engage with your customers. These simple black and white squares can be the key to bridging the gap between an offline and online interaction with a consumer.

With a properly placed barcode, you’ll encourage an individual to scan to find out more about your company, brand, or product. Then, provided you offer the smartphone user something relevant that he or she considers to be worthwhile, then you’ll be able to create a call to action and achieve very positive conversion rates.

The trick is not to mistake QR codes for a simpler way to enter a URL into a mobile device.

Though QR codes are a way to allow a smartphone user to simply scan and be automatically directed to a link, it shouldn’t simply be a pathway to a website. Successful use of these barcodes is dependent on engaging the customer, not simply presenting a web presence.

The following are a few of the most vital points you should consider if you want QR codes to help your business grow:

• Make sure that they link to a page or site that is mobile compatible and optimized.

• If they are being used for a specific promotion, link the barcodes directly to a page about the item, event, or service being advertised.

• Give the consumer a reason to scan and pay attention by offering an exclusive deal, such as an offer, mobile discount coupon, or other opportunity. Offers to obtain something for free or to save money are the most successful use for QR codes.

• Make sure your contact information is available, including click-to-call and a feature to find the nearest location. Once the consumer is interested, you don’t want to discourage him or her by creating a struggle to find you!

• Provide relevant and useful information in step by step “how-tos” or even video instructions demonstrating how your product can be used.

QR codes can be implemented rapidly and without great expense. They can be worked into existing packaging, signage or marketing materials and, as long as you give consumers a reason to scan, can make a significant difference to your business.

 

Australian consumers still widely unfamiliar with QR codes

QR codes continue to be a hot topic in marketing and have even begun to generate some hype around their use in mobile commerce. Despite the fact that the codes have become widely used, however, many consumers are still unfamiliar with the barcodes. This is especially true in Australia, where Econsultancy, a market research publisher, and Toluna, a survey and market research firm, have found that the majority of consumers do not know what QR codes are.

Codes still obscure despite their age

QR codes are not new technology. The codes emerged in the early 1990’s in the auto industry of Japan, developed by Denso Wave, a subsidiary of Toyota. Denso Wave used the codes to keep track of inventory. The codes eventually found their way into the hands of advertisers, who were able to leverage their striking appearance and ability to distribute information quickly to engage consumers. Over a short period of time, QR codes became rampantly popular in Japan, and are still so today. Outside of Japan, however, the codes have had more trouble finding traction with consumers.

Survey shows many consumers are unfamiliar, but also that many are well aware of QR codes

According to the survey from Econsultancy, 62% of Australian consumers do not know what a QR code is, let alone what the barcodes are meant to do. The survey does show, however, that approximately 51% of consumers between the ages of 18 and 34 recognize the codes and know how to use them, with another 51% of these consumers having used a code within the last three months. The problem seems to be awareness, as many of the companies that use QR codes either for mobile commerce or marketing do not take the time to educate consumers on what the codes actually are.

Codes picking up momentum in mobile commerce

QR codes are becoming more popular in the realm of mobile commerce, especially in terms of so called “pop-up,” or virtual stores. These stores can be located anywhere and take up little room. Instead of physical products, these stores feature pictures of products they sell, with a QR code attached. When the codes are scanned, consumers can purchase the product associated with a QR code through a mobile website. UK retailer Tesco has done this in the past, as well as other retailers throughout the world.