What Does a QR Code Mean in Marketing?

In marketing, a QR code, or Quick Response code, is a two-dimensional barcode that can be scanned and read by a smartphone or QR code reader to quickly access information or content. QR codes are often used in online marketing and advertising to provide a convenient and efficient way for users to access websites, promotions, product information, contact details, and other digital content by simply scanning the QR code with their mobile device.

How Do QR Codes Work?

QR codes work by encoding information in a two-dimensional pattern of black squares on a white background. The information is stored in the form of binary code, which can be read and decoded by a QR code scanner or a smartphone with a QR code scanning app. When a QR code is scanned, the scanner captures the pattern of black and white squares, converts it into binary data, and decodes it to retrieve the stored information.

Once the information is decoded, it can be used to perform various actions, such as opening a website, displaying text, initiating a phone call, sending an email, adding a contact, or performing other actions based on the encoded data. QR codes are versatile and can store different types of data, making them useful for a wide range of applications in marketing, advertising, product packaging, event promotion, and more.

How Is a QR Code Created?

Creating a QR code involves several steps:

1. Determine the Type of Data to Be Encoded: QR codes can store various types of data, including URLs, text, email addresses, phone numbers, contact information, and more. Decide what type of data you want to encode in the QR code.
2. Choose a QR Code Generator: There are many online QR code generator tools available that allow you to create QR codes for free. Choose a reputable and reliable QR code generator that supports the type of data you want to encode. Scroll down for some popular apps.
3. Enter the Data: Input the data you want to encode in the QR code into the QR code generator tool. For example, if you want to create a QR code that directs users to a website, enter the URL of the website.
4. Customise the QR Code (optional): Some QR code generators allow you to customise the appearance of the QR code by changing the colour, size, and design. You can also add a logo or image to the QR code to make it more visually appealing or brand-specific.
5. Generate the QR Code: Click the "Generate" or "Create" button in the QR code generator tool to generate the QR code. The QR code will be generated as an image that can be downloaded and saved in various formats, such as PNG, JPEG, or SVG.
6. Test the QR Code: Before using the QR code, it's important to test it to ensure it scans correctly and redirects to the intended destination. Use a QR code scanner or a smartphone with a QR code scanning app to scan the QR code and verify that it works as intended.

Once the QR code is generated and tested, you can use it in your marketing materials, product packaging, promotional items, or other relevant applications to provide a convenient and interactive way for users to access information or engage with your content.

"QR codes are versatile two-dimensional barcodes used in marketing for giving consumers easy access to information. They enhance user engagement and can drive online traffic, but they face challenges of familiarity, misuse, and design constraints. However, AI is changing the look and feel of QR codes to make them look far more visually interesting"

Paul Mills
CEO & Founder, VCMO

What Apps Can Create QR Codes?

Here's some popular apps that can create QR codes:

1. QR Code Generator by QRbot
2. QR Code Reader & Barcode Scanner by Gamma Play
3. QR Code Maker by Esponce
4. QR Code Scanner by MixerBox Inc.

Please note that availability and features of these apps may vary depending on the platform (iOS, Android, etc.) and the version of the app. It's always recommended to read reviews, check ratings, and verify the features of any QR code generator app before downloading and using it.

How Are QR Codes Used in Marketing?

QR codes are versatile and can be used in various marketing strategies to engage customers and drive actions. Here are some examples of how QR codes are used in marketing:

• Product Packaging: QR codes can be printed on product packaging to provide additional product information, promotions, or discounts when scanned by customers.
• Print Ads: QR codes can be included in print ads, such as magazines, newspapers, posters, or flyers, to direct customers to a website, landing page, or online offer.
• Business Cards: QR codes can be added to business cards to allow recipients to quickly scan and save contact information or visit a website or social media profile.
• Promotional Materials: QR codes can be used on promotional materials, such as banners, posters, or banners, to provide exclusive discounts, freebies, or special offers when scanned.
• Event Marketing: QR codes can be used in event marketing to provide event details, ticket purchasing options, or registration forms for attendees.
• Product Demonstrations: QR codes can be used in product demonstrations or displays to provide additional product information, videos, or tutorials when scanned.
• Digital Signage: QR codes can be incorporated into digital signage, such as screens in retail stores, airports, or public places, to provide additional information, promotions, or interactive experiences for users.
• Email and SMS Campaigns: QR codes can be used in email or SMS marketing campaigns to provide personalised offers, coupons, or promotions when scanned.
• Social Media Integration: QR codes can be used to direct customers to social media profiles, pages, or groups for increased engagement and interaction.
• Packaging Inserts: QR codes can be included as inserts in product packaging or shipping boxes to provide post-purchase incentives, surveys, or feedback forms.

These are just some examples of how QR codes can be used in marketing. The possibilities are endless, and QR codes can be customised to suit specific marketing goals and strategies.

What Are the Advantages of QR Codes In Marketing?

There are several advantages of using QR codes in marketing campaigns. Here are some key advantages:

• Enhanced User Engagement: QR codes provide an interactive and engaging experience for users, allowing them to easily access additional information, promotions, or offers by simply scanning the code with their smartphones. This can result in increased user engagement and participation in marketing campaigns.
• Increased Traffic to Online Platforms: QR codes can drive traffic to websites, landing pages, social media profiles, or other online platforms, resulting in increased online visibility, website traffic, and potential conversions.
• Cost-effective: QR codes are relatively inexpensive to create and implement in marketing materials, making them a cost-effective marketing tool for businesses of all sizes.
• Measurable Results: QR codes can be tracked and monitored, allowing marketers to measure the success of their campaigns in terms of scans, conversions, or other desired actions. This provides valuable data for evaluating the effectiveness of marketing strategies and making informed decisions.
• Versatility: QR codes can be used in various marketing materials, such as print ads, product packaging, business cards, event materials, and digital signage, making them a versatile marketing tool that can be customised to suit different marketing strategies and objectives.
• Convenience for Users: QR codes are easy to scan using smartphones, and users can access additional information or offers quickly without having to type in URLs or search for information manually, providing a convenient and seamless experience.
• Flexibility: QR codes can be customised in terms of design, colour, size, and placement, allowing businesses to incorporate them into their marketing materials while maintaining their brand identity and aesthetics.
• Enhanced Brand Image: Incorporating QR codes in marketing campaigns can showcase a business's innovative and tech-savvy image, appealing to tech-savvy consumers who are familiar with QR codes and appreciate the convenience they offer.

Overall, QR codes can be a valuable marketing tool that enhances user engagement, drives online traffic, provides measurable results, and offers convenience and flexibility for both businesses and users.

What Are the Disadvantages of QR Codes In Marketing?

While QR codes have several advantages in marketing, they also have some potential limitations. Here are some key disadvantages of using QR codes in marketing:

• Lack of Familiarity: Despite their growing popularity, not all consumers are familiar with QR codes, and some may be hesitant or unwilling to scan them due to concerns about security, privacy, or simply lack of understanding.
• Requirement of Scanning App: Users need to have a QR code scanning app installed on their smartphones to scan QR codes, which may be an additional step and barrier to entry for some users.
• Dependence on Technology: QR codes rely on smartphones and internet connectivity to function, and technical issues such as poor internet connection, incompatible devices, or outdated scanning apps can impact the user experience and effectiveness of QR codes in marketing campaigns.
• Risk of Misuse or Misdirection: QR codes can be easily copied or manipulated by malicious actors, leading to potential risks such as phishing attacks, malware, or redirecting users to inappropriate or harmful content.
• Limited Space for Information: QR codes have limited space to encode information, and if not properly designed or implemented, the resulting QR codes can become complex or difficult to scan, reducing their effectiveness in conveying the intended message or offer.
• Design and Aesthetic Limitations: QR codes, by nature, are typically black and white, square-shaped, and can disrupt the aesthetic appeal of marketing materials or packaging, which may not always align with the branding or design preferences of businesses.
• Overuse or Misuse: QR codes have been overused or misused in some marketing campaigns, resulting in QR code fatigue or apathy among consumers, who may ignore or disregard QR codes as perceived gimmicks or irrelevant marketing ploys.
• Language or Regional Barriers: QR codes may not be universally recognised or used in all regions or cultures, and language barriers may impact the effectiveness of QR codes in marketing campaigns in certain markets.

It's important for marketers to carefully consider the potential disadvantages and challenges associated with QR codes in marketing campaigns and implement best practices to mitigate risks and ensure optimal results.

Recap on QR Codes.

QR codes have become a popular marketing tool due to their ability to provide interactive and engaging experiences for consumers. They offer advantages such as easy access to information, convenient engagement, and potential for tracking and analytics.

However, QR codes also have limitations including lack of familiarity, dependence on technology, risk of misuse, and design constraints. To maximise their value in marketing, businesses should carefully consider their target audience, design visually appealing QR codes, provide clear instructions, offer compelling incentives, ensure proper functionality, and monitor and analyse performance to optimise results. QR codes can be a valuable addition to a marketing strategy when used strategically and thoughtfully.

About VCMO

VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.