The term QR code has become so embedded into our digital lexicon that not everyone realises that it stands for ‘quick response’ code. These small pixelated squares take us seamlessly from the physical world to a digital one and can be hugely effective in many circumstances. For example in a fast food restaurant, being able to scan a QR code and order food from your table without getting up or having to touch a dirty shared touchscreen has many merits.
QR codes are also a fantastic tool in helping marketers measure the success of non-digital, previously untrackable, print ads, flyers, posters, and packaging.
Is a QR right for my campaign?
It should go without saying, but internet connectivity is a must to use a QR code so if its signal is intermittent, poor, or unavailable, a QR is not your friend!
As scanning a QR code requires access to a phone, suitable lighting, a steady hand, and a short burst of concentration, marketers should bear all of this in mind when deploying a QR code. Users should not be asked to get into any uncomfortable or dangerous situations to scan a code. This sounds obvious but for example, deploying a QR code for out-out-of-home advertising may sound harmless and potentially it is in most cases, but if your poster ends up on a billboard or the back end of a bus, and attracts the eyes of motorists, it could cause harm if they take action whilst being behind the wheel.
The second point to note and related to the above, is that QR codes need to be accessible. Nothing is more frustrating than engaging with a brand’s content or advert, deciding you want to know more and then attempting to scan the code, only to find that it is too far away, out of reach, or requires the scanner to position themselves somewhere inconvenient to access it.
Similarly, there are some basic points of guidance about deploying QR codes in terms of minimum size and format. 2.5cm square or 115 pixels in height and width is about the smallest that most smartphones can deal with. QR codes also need a white boundary to be identified. If the QR code can’t be given sufficient space and size, there might be better alternatives.
Similarly, a QR will generally work as long as it is about three-quarters intact. But if your marketing is going to be at risk of damage from the elements, a written-out URL may be good as a backup.
QR codes can be useful tools for video marketing (such as for content produced for YouTube) as this can be consumed on devices that do not have the same interactivity as a computer or smartphone screen. Being able to view the video content on a large television screen and then use a QR code to access an organisation’s website or social channels is multichannel marketing made in heaven. Be careful about using QR codes on television content that is fast-moving or not controllable though (i.e. commercials aired between programmes) as viewers may not be ready to scan and the opportunity will be missed.
QR codes don’t tend to add any benefit when the user is already online and can therefore be bad for user experience – particularly, for example, if a desktop computer user is asked to pick up their smartphone to scan. So adding a QR code to an email or website when the user could just as easily click on a link, is over-engineering things unnecessarily. (Therefore the link in the QR code above is not best practice!)
It’s hugely important to ensure that the content of the page (or social channel) that the user lands on is relevant. Just directing them to your home page may be sufficient in some circumstances but it’s much better to provide targeted information relevant to the advert or the context in which it was seen.
Even a highly relevant landing page will be rendered redundant if the site is not optimised for mobile. Given almost everyone accessing the URL will be doing so via their phone, having a slick user experience when they arrive is a must.
Did you know that QR codes don’t have to be black and white? The standard versions attract less attention than the ones that have been altered to reflect a brand’s guidelines or to stand out in some other way.
A call to action is important too. Why should someone whip out their phone and scan a QR if they don’t know what the purpose of the resulting content is? ‘Scan me’ is better than nothing at all but the CTA is best with a clear message such as ‘register for our event’, ‘find out more’, ‘get a 10% discount’, or ‘follow us on Facebook’ etc.
It’s also important to consider whether a static or dynamic code is best for a campaign. Static is usually fine for a one-off event but dynamic codes are more useful if you might need to change the content that is served to the user at some point in the future. Dynamic codes are more trackable from a marketing point of view too.
Finally, think about your audience. My 80-year-old mum recently received a letter from her local NHS trust about the wait time to see a consultant for a hip replacement. Needless to say she had no clue what the odd-looking black and white square was or what she needed to do with it!
There are plenty of opportunities when QR codes are exactly the right mechanism for engaging with an audience but it pays to think about the user journey and not just roll out a QR at all times.