Are you using a QR code?

I can recall over a decade ago, a group of colleagues sitting around a conference table discussing how to implement a QR code as a part of our marketing mix. We marveled at the potential but had a lot of questions. What is a QR code? How will this connect with potential customers? How will this help us meet our marketing goals? Why should we invest in a marketing option that is so new, we are unaware of the pros and cons? Well, after a decade of those questions, we have definitive answers.

What is a QR code?

Let’s start with the definition of a QR code. According to Techterms.com, a QR code (short for "quick response" code) is a type of barcode that contains a matrix of dots. It can be scanned using a QR scanner or a smartphone with a built-in camera. Once scanned, software on the device converts the dots within the code into numbers or a string of characters.

The history of QR codes

According to BrandUnited.com, the history of QR codes were was first conceived in Japan by a subsidiary of Toyota back in 1994 as a way to expedite the manufacturing process by tracking vehicles and parts. Today, you will find QR codes in restaurants, retail stores, consumer and trade shows, events, conventions, and conferences all over the world. They are a convenient marketing tool to engage potential customers and make it a seamless process to connect customers and companies – providing immediate access to a product, service, or event.

We faced myriad challenges creating QR codes after accepting the value proposition of using them as a part of our marketing mix. We would create an Excel Spreadsheet, design the QR Code and copy and paste them into our marketing materials. Well, QR codes have come a long way, and they are as familiar as website URLs, tool-free phone numbers, and branding/vanity URLs.

QR codes have become a standard-bearer, especially as it relates to creating customer engagement, and good customer service experiences. In recent years, QR codes have been relied upon more frequently, and have gained a high degree of notoriety for what we often call frictionless marketing – a seamless buying experience. For example, you can view and place an order directly from a QR code in a restaurant without having to handle a menu that might have been exposed to thousands of customers. Alternatively, you can sign-up for prizes or value-added features at a consumer or trade show directly from your smartphone – instantly increasing the accuracy of important contact information.

The options to incorporate QR codes into a marketing strategy are increasing right alongside the adoption-of-use rate. Just as we create a customer journey to fully understand how and when consumers engage in marketing, we use the QR codes to take advantage of those touchpoints – making purchases online, customer inquiries, online research via a website, or making direct contact with a brand or business. More companies, across a broad range of industries, are embracing its utility - leveraging their brand designs and creating a more immersive customer experience with the execution of a QR code. Smartinsights.com provides 8 uses of QR codes for a measurable marketing campaign.

According to Insider Intelligence – eMarketer.com, the ease of use and higher adoption rates makes QR codes a very attractive marketing tool. In 2022, 83.4 million US adult smartphone users (representing 37.5% of smartphone users) will scan a QR code. This share will rise to 42.6% by 2025.

How to design and implement a QR code?

Finally, how do you create a QR code? How do you determine the effectiveness of the use of a QR code?

If acquiring a good understanding of your customers, creating more customer engagement, and testing and learning new ways to improve your service and quality delivery is important to you, then incorporating a QR code into your marketing mix is essential to your business success.

There are several software companies that have included a QR code as part of the design process. Some of those companies include Canva, Visme & Adobe. There are other software companies that specialize in designing, creating, marketing, and tracking QR codes, such as Scanova. You will also find a list of software companies with myriad options based on your business needs.