QR Codes (short for Quick Response Codes) are those funny-looking square printed boxes that look like an oversized barcodes. They store and transmit data, and you can use them by scanning them with your phone.

They have been around for a surprisingly long time. QR Codes were first invented back in 1994 by a Toyota subsidiary named Denso Wave to help in the manufacturing process, tracking vehicles and parts. This was the time when firms were still adapting to using barcodes. They found barcodes simple to use and quick to scan. As a result, much effort went into expanding barcode uses, including increasing barcode digits and modifying layouts. There were problems with larger barcodes, though, and this helped lead to the development of the 2-D QR codes.

Who Uses QR Codes?

Today QR Codes have many uses, including transport ticketing, commercial tracking, entertainment, product labeling, and marketing. In short, you can use a QR code in virtually any situation where you want to send people to a specific website.

It is now becoming more common for people to use QR Codes when looking at a product in-store. They often go in-store to look at the physical product and then use their smartphones to compare prices. Depending on how technological the retailer is, they can scan QR codes to find additional information about the products that interest them.

Practical Examples of QR Codes in Use

1. Directing Customers to a Landing Page or Website

By far the most common use for QR codes is to direct potential customers to a particular landing page or website. An interested person simply scans in the relevant QR code on their phone or another device, and it leads them to a webpage of choice.

Of course, you need to ensure you set this up correctly. You want a unique QR code to take you to a dedicated webpage.

A common beginner’s marketing mistake is to direct potential customers to the Home Page of your website. However, this is not particularly smart if you want high conversion. Your Home Page is too generic. It’s okay for people stumbling across your site or choosing to go there directly. But it will not help you meet any dedicated goals. Your Home Page speaks to your overall brand and corporate values. It contains multiple links to take visitors away – with no specific purpose.

Landing pages, however, focus on a single objective that matches the intent of your ad or other place you put your QR code. They have a laser-like focus that directs the browser to where you want them to go.

QR Codes act as a quick portal to that landing page, saving people from typing in long URL addresses or having to be in a browser to click on a link.

2. A Quick Way to Download an App

Some software developers have begun to use QR Codes in their advertising for their apps. They opt to use a QR code rather than a traditional link to the App Store as part of the advertising.

Angry Birds did this to encourage people to download the game to their phones. The ad used a colored QR code center-stage, which took you directly to the relevant app download page in both the IOS and Google Play Stores. This probably works best for apps that are already well-known and don’t have to allocate significant portions of the ad to explanatory ad copy or extensive game imagery.

3. An Easy Way to Pass on Your Business Details

Some firms use QR codes like electronic business cards. This can be particularly useful for somewhere like an expo or trade show. You can embed your business address and contact details into a QR code on your stand. People only need to scan it to collect your details. Alternatively, you might include a QR code on your business card which people can scan to enter your details into their CRM or other electronic contacts. You can even set your QR code to automatically dial your number from somebody’s phone when they scan the code.

4. Use a QR Code as an Easy Way to Find an Address

Most of us use Google Maps or some other form of online mapping service nowadays to help us find our way around. It can be challenging, particularly on a small phone screen, to type in a business address, however. It is much easier to simply scan in a QR code to direct your online map to the correct location. 

5. A Modern Greeting Card / Playlist

This is a highly inventive use of the QR Code by Stupid, a collective of young creatives in the UK. They combined QR Codes with greeting cards to make the equivalent of the old “mixer tape” you used to send to your significant other.

The greeting cards use a giant QR code in their design. When the recipient scans the QR code, they are led to a customized playlist on Spotify. You can modify the playlist to suit the tastes of the person to whom you’re giving the card.

6. To Access Relevant Augmented Reality Information in an App

You can use QR codes with other examples of modern technology to make the most of your devices. Some museums and other tourist locations are beginning to discover this. Museums are moving with the times. Some have found it challenging to attract young people through their doors and have had to experiment with new ways to make their displays more appealing. Sukiennice Museum in Poland gained much success by successfully augmenting their paintings with additional information. Each picture has a QR code that links to a customized app. Visitors can use their phones when they visit the museum to discover additional information/entertainment about the paintings. 

Whenever a visitor wants to know more about a painting, they scan the relevant QR code with their phone. They then look at the picture “through” their phone. However, the app adds additional information to what they can see. This is more than just words, however.  Often, they are looking at “filmed” interactions in the picture, i.e., the museum team has brought their paintings to life and showcased their stories, using actors superimposed over the real paintings in the app

In conclusion, QR code marketing is more than just a technological trend—it's a dynamic tool that transforms the way brands engage with their audience. These pixelated gateways seamlessly blend the physical and digital realms, offering consumers instant access to a plethora of information, promotions, and immersive experiences. As we navigate the ever-evolving landscape of marketing strategies, QR codes stand as a symbol of convenience, interactivity, and innovation. The journey doesn't end with the scan; it's a continuous loop of connection, where brands and consumers embark on a digital adventure together. So, as we bid adieu to this exploration of QR code marketing, remember: the code may be quick, but the impact is lasting. Cheers to the pixels that open doors to endless possibilities!

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