The “QR” codes, a growing marketing tool

Written by Jimmy Mallet.

“QR” codes were not invented recently as one might think. They come from an old technology invented a few decades ago, and were used for the first time in logistics management for the automotive industry in Japan.

However this technology has increased substantially recently as a marketing tool and we see these codes everywhere.

A “QR” code (for “Quick Response”) is a matrix or 2D code that is readable by a specific application available in tablet PC or smartphones.

From the user perspective, the process is simple. Simply present the device with the special software installed in front of the “QR” code. The software will scan the code and then read the encrypted information. Most of the time it will open a browser to follow a URL to a web page dedicated to the marketing campaign. Take time to design the homepage of this website. It must be adapted to the mobile format and allow for a conversation with the client or trigger an action from him.

For marketers, it’s a good way to trigger a rapid and direct response from clients or prospects. As mobile internet traffic is booming, users do not take the time to easily enter a web address on their device, especially because it is long and difficult. A simple scanning makes the action much easier and faster, and therefore increases the chances of responses.

It becomes possible to create these codes quickly and for free via the web but it is true that “QR” codes are not really beautiful. Some advertising agencies have understood that issue and start to be more creative by offering beautiful design, to integrate these codes better in marketing campaigns

In fact “QR” codes have indeed a certain “tolerance” level of reading which allows to rework the look by incorporating a company logo or images related to a product.

Examples of beautiful creatives :