A quick response (QR) code is a mobile-friendly 2-D barcode capable of instantly linking to online content when scanned by a mobile device.
QR code reader apps
Mobile bar code technology is device dependent; therefore, to begin using QR codes, users must have a smart phone or tablet capable of taking pictures, and a QR code reader installed to the device.
Many mobile devices today come preloaded with QR code readers, but for devices that do not, there are many QR code readers available. Most are free and easy to download and use. Simply go to the iPhone app store or the Android marketplace, and search for “QR reader.”
Although there are a variety of good ones available, one that is fast, reliable and easy to use that works for iPhone, Android and Blackberry is the “att code scanner,” which is available for free regardless of your mobile carrier. To download, go to the app store, marketplace or browser on your mobile device, and type in http://scan.mobi.
More than just a simple shortcut
With the emergence of smart phone technology, consumer behavior and habits have changed. Consumers expect easy access to information and the ability to take immediate action from anywhere at any time.
Enter the QR code age, where they seem to be showing up everywhere these days. That’s because QR codes are a digital link for smart phones to access online content without having to type in a URL, making online content no longer solely dependent on having a PC or even a website URL.
Smart phones just point to a QR code for instant access, a shortcut perfectly suited to meet the nature of today’s on-the-go consumers tethered to their smart phones and a desire for more convenience.
The use of QR codes in print advertising can bring new life to the media by making marketing campaigns interactive. However, to be successful, the code should link to more than just a standard website.
Consumers have higher expectations as to what content they may find behind the code. Reward them with a good user experience and a special value. A QR code that links to a fast-loading mobile site with exclusive content leveraging the smart phone’s features is what consumers are looking for.
Use it or lose it
Once consumers are asked to scan a QR code and find no value behind the code, chances are your marketing has just lost the interest of your potential customers.
QR codes have the ability to deliver rich, relevant information. This goes a long way for consumers making a purchasing decision, and when they are most interested in doing so.
Use it well, or you may lose their interest and your credibility on future advertisements.
QR code adoption in the United States has increased 4,589 percent from the first quarter of 2010 to the first quarter of 2011, and 11 of the Fortune 50 companies are integrating QR codes into their marketing strategy. Source: comScore, June 2011
For more information on QR codes or mobile marketing, contact Angie Castanon, mobile marketing specialist for iScan Mobile, at www.iscanmobile.com, 210-241-3870 or angie@iscanmobile.com.
