EFFECTIVE QR CODE MARKETING CAMPAIGN | THE HOW AND WHY

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Did you know that QR (Quick-Response) codes were created in 1994 to aid streamline the manufacturing process of a Toyota subsidiary? Despite the fact that QR codes were invented in the 1990s, they were not widely used until the early 2010s, when smartphones became popular.

Scanning QR codes has become a standard feature on iOS and Android smartphones. All iPhone cameras have been able to scan QR codes without the usage of a third-party app since the Apple iOS 11 update in 2017. QR codes can be scanned from the camera app on phones running Android 9 or later from 2018. With an estimated 3.5 billion people in the globe owning a smartphone, scanning QR codes is simple for almost everyone. With the popularity of apps like Snapchat, which employ Snapcodes to unlock different functions while using the app, consumer usage has rapidly increased over the last several years.

In the year 2020, when the pandemic reduced interaction with high-touch surface areas such as menus, payment options, and other items, QR codes stepped in to save the day. During the pandemic, businesses increasingly used QR codes to provide clients with touch-free interactive experiences.

As the trend increases, organisations must consider how to best include QR codes into their marketing strategy and campaigns.

WHY SHOULD I USE A QR CODE?

QR codes are a type of two-dimensional matrix barcode that can be scanned by mobile devices to access a range of stored data, such as websites, payment options, and more. QR codes may hold up to 7,000 characters of data and can be scanned 10 times faster than traditional barcodes.

THE DIFFERENCE BETWEEN STATIC AND DYNAMIC CODES AND THEIR APPLICATIONS

QR codes are used to link offline and internet marketing campaigns. The type of QR code to utilise depends on the marketing campaign’s aims and objectives.

QR codes are divided into two categories: static and dynamic.

The URL destination for static QR codes is fixed and cannot be changed. The URL is included in the coding pattern, making it more concise and difficult to modify. The code will need to be updated if the URL changes. Because static codes don’t expire, they’re ideal for instances where the user will only scan the code once. A static code will only expire if the URL destination is broken or if the code itself is damaged and illegible. Static codes do not include scan metrics.

Even with these drawbacks, static code might be beneficial.

Scanning for personal information, such as a business card or email address; one-time marketing campaigns that supply information that will not change; and providing limited data, such as a product description, are all examples of possible applications.

A customizable URL destination is used in dynamic QR codes. Because the URL destination isn’t included into the code pattern, dynamic codes, unlike static codes, can be modified. The pattern sends the scan to the specified URL. Metrics for tracking usage and scans are included in dynamic codes. A dynamic code, like a static code, will not expire if the URL destination is preserved and the code is not damaged.

Dynamic codes offer more flexibility and metrics for evaluating the tool’s success. Displays at a trade show booth or conferences to drive landing page views; print advertising or brochures to enhance ad reach; and product manuals for customers to stay up to date on the most recent information are all examples of dynamic code applications. Payment and lead generation are both good uses for dynamic codes.

BEST PRACTICES IN QR CODE

It’s critical to understand not only which code to use and why, but also the best practises for writing code. QR codes are made with a 10:1 distance-to-size ratio in mind. The key to getting the right size is estimating the product’s natural, comfortable scanning distance from the user’s mobile device. The size of the code is determined by the amount of data encoded; the larger the amount of data encoded, the larger the code. Shortening URLs might help you save space. QR codes should have a resolution of at least 76 by 76 pixels (2 x 2 cm). QR codes may withstand structural damage of up to 30% while still functioning. As a result, they’re suitable for outdoor equipment that will be exposed to a variety of natural factors.

HOW DO I MAKE A QR CODE?

It only takes a few simple steps to create a QR code.

The first step is to choose a generator programme with which to collaborate. Audit for the capabilities that are most critical to your organisation and for integration with your tech stack before determining which to adopt. QR Code Generator, The QR Code Generator, and Beaconstac are some of the software alternatives.

Next, decide what kind of content consumers will see when they scan the code or how the code will be used (e.g., document downloads, website visits, payments). Determine whether the code will be static or dynamic after identifying the content.

When creating a QR code, there are two best practises to remember.

When placing a QR code on a print ad, one option is to use a trackable URL for website reporting. This URL can contain information such as the publication’s and campaign’s names, as well as keywords. Another way to improve usability is to include informative copy text alongside the code. “Scan this QR code with your smartphone’s camera to download XYZ document,” for example.

Almost all code generators offer a free version as well as a paid subscription, and some even include custom branding (such as a logo and colours to better communicate business identity), scan tracking, and other features. Make sure that the QR code generator software you use is appropriate for your marketing initiatives, and that you test the QR code for its intended functionality.

Source: marketing campaign , marketing campaign examples

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