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Posted by Vision/Eagle:xm staff - on January 21, 2013


QR codes are a two dimensional code that can be read from any direction at high speeds used to connect the physical world to the digital almost always from a mobile device such as a cell phone or tablet computer.  QR codes that can contain any alphanumeric text and often feature URLs that direct users to sites where they can learn about an object or place is a practice known as mobile tagging or mobile marketing.

Decoding software on smart phones interprets the codes, which represent considerably more information than a traditional one-dimensional code of similar size. The codes are increasingly found in places such as product labels, billboards, and buildings, inviting passers-by to pull out their mobile phones and uncover the encoded information. Codes can provide tracking information for products in industry, routing data on a mailing label, or contact information on a business card. Small in size, the code pattern can be hidden or integrated into an esthetically attractive image in newspapers, magazines, or clothing.

QR codes can be as much about utility as they are about marketing. The more a QR code enhances or streamlines the lives of customers, the more engagement you can expect.   The most important step in making your QR campaign a success is to think clearly about the purpose of your code.

  • Is the purpose to provide an instructional video, a catalog of products, contact information or product suggestions?
  • Are you looking to create a mobile purchasing behavior through coupons and loyalty rewards?
  • Is your goal to collect an email address a social media engagement and or a phone call?
  • Are you just providing more information about your product?

We have found the simpler the message the more effective and useful the QR Code engagement will be.

One of the most important metric of a QR campaign should not be the number of daily scans. Rather, the length of engagement time that your code is generating should be a marketer’s primary indicator of campaign success.  If people are spending two to three (or more) minutes on a link, the campaign is a success. The power of a QR code is to transform the user experience from a “quick glance” to a “deep dive.” When users spend a lot of time on your QR (mobile) site, it shows that you have developed something captivating and useful.

Bottom line:

As stated by Jeff McKenna  of Research Access  after concluding a study of QR Code usage, “Clearly, marketers should remember the point that nearly one-in-five of people who scanned a QR code ended up making a purchase based on the information they received. A sizable (and we expect growing) share of consumers are relying on QR code scanning to assist and improve the purchase process”.


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