Smart business applications for QR codes

The New York Times reported today that TV advertisers are starting to incorporate this technology into broadcast advertisements. The technology behind QR codes is nothing new. These square bar codes that can be scanned by mobile devices are, however, just starting to find a home in marketing programs. There are ways for marketers from all industries can incorporate QR codes into digital campaigns to connect online and offline user behavior.

Here are a few things marketers should keep in mind when using QR codes.

8. Make sure links direct users to a mobile friendly webpage. Optimizing mobile landing pages will ensure users can interact with you after scanning a QR code.

7. Incorporate QR codes at point of sale. To connect online behavior with offline purchases, integrate QR codes into existing reward programs or promotions.

6. Use QR codes to eliminate paper whenever possible. Besides helping the environment, this will help transition users to digital interactions with your brands. An example would be replacing paper coupons with QR codes that can be redeemed for discounts.

5. Use QR codes strategically and sparingly because otherwise consumers might not see the point. To highlight on-property events to hotel guests, include a QR code by the concierge desk. Keep it relevant and simple.

4. Include instructions or guides about using QR codes. Most users have not used QR codes, so make it easy on them. Provide information about what they will find after scanning a code.

3. Think like your tech savvy consumers. QR codes are not for everyone, so cater engagements toward technologically advanced users who are most likely on the go.

2. Encourage QR interactions by offering incentives. Whether it’s additional tips or off-beat videos, give users a reason to use your code.

1. Do not forget about tracking. Make sure you take the necessary steps to integrate analytics into any QR execution. This can be as simple as building unique landing pages, to differentiate between other traffic sources.

We have also pulled together a few resources to help you get a feel for QR technology.

• 5 unique uses for QR codes
• Why QR codes are poised to hit mainstream
• Google Sends Out 100,000 QR Code Stickers
• QR Codes Coming to Wine Labels
• Ralph Lauren and QR Barcodes