Top 10 Points About QR Codes For Marketers

Mobile barcode scanning is on the rise and there are many tools and best practices to be aware of for mobile marketing with QR codes. With this in mind, here are ten points to assist you in successfully jumpstarting a 2D barcode marketing campaign:-

1. A QR Code is a 2D Barcode

A QR code is an encoded barcode image that resembles a square-like maze. 2-dimensional barcodes stores data in both directions and can be scanned vertically or horizontally to be decoded.

2. 2D Barcodes Can Store a Variety of Data

A 2D barcode (QR) can store up to 7089 numbers, as opposed to a traditional 1D barcode (UPC/EAN) which can only store up to 30 numbers. This additional storage capacity allows further data beyond numbers to be stored. This data includes hyperlinks, SMS/MMS messages, text, contact entry and calendar entry etc. The ability to store a hyperlink makes many things possible, such as playing a video, updating a Twitter status, ‘liking’ a Facebook page, displaying map directions, and much more.

3. 2D Barcodes Can be Placed in and on Nearly All Locations

Once the barcode image is created it can be printed on any surface or location including newspapers, billboards, product packaging and many other places. This means that you can drive interaction, traffic and conversion from anywhere.

It is important however, to use caution when placing barcodes online as they should enhance a user experience, so you should not for example make them scan a code in order to complete a task. In this instance simply giving the user the option of clicking a hyperlink would be best.

The location is also an important factor to consider, as the bar code needs to be easy to scan. Plastic frames and packaging reflect light, and lighting can ruin Wi-Fi access.

4. 2D Barcodes can be read/decoded by Scanning it With a Smartphone

Please note a 2D barcode reader app is required for this in order to encode the data.

5. Tools to Generate and Read 2D Barcodes are free

Tools are available for all of the major mobile phones. In order to run a 2D campaign you will need access to a 2D barcode generator, a 2D barcode reader and a 2D barcode management tool (website service), although this one is optional.

When considering which generator you require, choose one based on its options for stored data, code format and output.

In terms of choosing a reader, some mobile handsets come with a reader app already installed, but for users who do not have this, there are various reader apps available.

6. QR Isn’t the Only Type of 2D Barcode

QR codes are one of the most popular types of 2D barcode formats, the others being DataMatrix, Microsoft Tag and ScanLife EZ code. There are some differences between these different code formats. QR and DataMatrix formats are open standard while ScanLife EZcode and Microsoft Tag are only decodable by their tools.

A Google Trends analysis of these 2D barcodes showed that QR codes dominated greatly in search popularity.

7. Management Tools are Available to Track Scanning Analytics

A good place to start is with URL-shortener and web analytics for 2D barcodes storing URL hyperlinks. Collected analytics vary depending on the reader app used for scanning, so data results may be different. Management tools are fairly inexpensive and in some cases free.

8. 2D Barcode Content Should Offer Special Customer Value

Reward the user with discounts and useful tips relevant to the code’s context etc.

Consider ways of saving your user time, by for example including a QR code on a business card that links to a meCard. This would be a lot quicker and easier than the user manually having to enter the contact record. Be aware that if you link to a web page you should ensure that it is mobile-friendly.

9. Small or Complex QR Codes Cannot be Scanned by Smartphones With Lower Quality Cameras

Complex 2D barcodes are a lot harder and more  time consuming to scan. In the case of QR codes, more stored content forces larger code sizes. It is best to minimize the amount of data stored in 2D barcodes. Always use a URL-shortener to shorten hyperlinks.

It is important to be aware that small and complex QR codes are the biggest mistake currently being made by marketers. Smartphone cameras with resolution less than 4-megapixels cannot scan QR codes that are smaller than approximately 1″x1″. A wise idea is to always provide a back-up such as a hyperlink or SMS text message, etc. This enables non-smartphone users to participate.

10. Consumers Need Help With Scanning 2D Barcodes

Consumers can find the many varieties of code types and readers quite confusing. Many people struggle with distinguishing the difference between the mobile barcode formats and reader apps. It is therefore highly advisable to include a short step-by-step guide with the context of your code, giving information about getting the app and scanning the code with the mobile phone etc.

If you want to know how QR code services can benefit your business then why not give us a call and speak to one of our digital strategists.