Quick Response codes, better known as QR Codes, enable smartphone users to scan the code directly to their phone and obtain additional information, offers or register for giveaways.  QR codes work very well with printed material, allowing companies to use direct mail or other printed sources to connect to their online content.  However, it is important to keep some key points in mind when running an integrated campaign using mobile marketing with QR codes.

Requirements for QR Codes

In order for a customer to access information contained in a QR code, they must have a phone with a camera, Internet access on their phone, and they must download a QR code reader application to the phone.  There are some smartphones that already have the reader installed, making a download unnecessary in those cases.  QR codes have been used extensively in Japan since the mid-1990s, but are relatively new in the United States; therefore, it is highly recommended that instructions for using the QR code be included in the information provided by the marketing material. The direct mail piece should also include an alternative method for accessing the information contained in the QR codes for customers who may not yet have smartphones.

More Work so Higher Expectations

It is also important to remember that scanning a QR code is additional work for the customer, so they are expecting a special value that is not available to customers who do not use the code.  Customers will expect deeper discounts, exclusive offers and other special values beyond what they can receive if they just walk in to the business on their own.  In addition, it is important to be sure that, if you are linking the QR code to a website, that the site be mobile-friendly, as most mobile devices are unable to access highly complex websites.

Choose Correct QR Code

Small or complex QR codes can actually work against the company.  Smartphone cameras with less than 4 megapixels, such as some iPhone and Blackberry devices, cannot scan QR codes that are less than 1×1 square inch, and most phones cannot scan QR codes with complex information.  Making the codes too small or too complex may frustrate the customer and could result in a less-than-successful marketing campaign.  Before including QR codes in your advertising campaign, test the code using employee smartphones to be sure the scanning works properly.

QR codes enable you to create a direct mail marketing campaign while integrating the online community that the company has developed.  QR codes engage the customer, allowing them to get instant information or benefits from your company.  For more information on running an integrated marketing campaign using QR codes, visit www.xpressdocs.com.

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Although QR codes have been popular in Japan since the mid-1990’s, they are just now getting attention here in the United States.  QR, or quick response, codes are similar to barcodes only they are read using a smartphone camera with a special QR code reader installed.  Many merchants have begun displaying them in store windows and adding them to print media, such as flyers and business cards.  This new method of mobile marketing technology must be used properly, however, in order to make it more than just a gimmick with your customers.

Explanations

QR codes are fairly new so it is wrong to assume that everyone knows what they are and how they work.  Whenever you are using mobile marketing with QR codes in your advertising, be sure to put directions on how to use the codes to be sure your customers understand this mobile marketing technology.  Rather than just place the code on the page, include a link where the customer can download the QR code reader in case it is not already installed on the phone and let them know what they will be linking to, whether it is a special offer or additional information about a product.

Be Sure Link is Mobile Friendly

Although most smartphones can display any type of website, designing a QR code that will land on a site specifically designed for mobile phones will allow customers to navigate the information more quickly and avoid having to enlarge the site in order to read it.  In addition, use simpler codes in your QR code so that the data is easily readable by more mobile phones since older phones may have difficulty reading longer codes.  Although phone technology has increased dramatically over the past few years, not everyone has the newest phone available, so design your mobile marketing technology to meet the needs of more of your customers.

Testing

One of the most important things to do when using mobile marketing technology such as QR codes is to test the codes with a wide range of different mobile devices.  Because each device works differently, testing the code on as many different devices as possible will insure that the majority of your customers can also access the information.

Engage the Customer

Although customers may find it fun to link to your website using a QR code, more will enjoy accessing a site that gives discounts or special offers they can only get by accessing using mobile marketing technology.  By giving customers something of value, they will be more likely to continue using the QR codes you provide.

Mobile marketing technology is becoming increasingly popular and the use of QR codes is growing as well.  By following a few tips, you can make the most out of the use of QR codes and increase your customer base significantly.  Visit our website for more information on mobile marketing technology.