Quick response (QR) codes are a hot topic marketing item in 2012. This is the year where marketers and agencies are reporting that they are increasing their spend on core mobile channels including mobile apps and QR code programs.
Our clients are questioning how to use QR codes in their business and what strategy considerations should be applied for QR code deployments. How their content is best represented with this latest information opportunity, what content they deliver and what QR infrastructure they should deploy remain top considerations.
These discussions prompted a list of considerations for QR code use – a framework that will assist with making QR code decisions. So… here’s a list for your reading enjoyment. Note: This list was originally a TOP 20. With a TOP 9, we are erring on the side of readability!
QR Proven Practises and Considerations
#1 QR codes should always be linked to content that is optimized for the mobile devices they are serving. Most websites can accomodate mobile content optimization through their content management systems. Designing and managing mobile web pages can also be facilitiated through solution providers such as Mobify, MobStac, bMobilized, and others.
#2 As with all content, be aware of the target audience you are delivering to. For example: in a recent Concentric survey, young adults and teens noted they will not use or tell their friends about QR code content that automatically loads heavy media files. “It’s a bummer on the data plan charges…”
#3 Ensure you have a measurable call to action within your content. Keep it simple. Present your audience with features such as “Contact Us”, “Click to Call” and “Get More Info” within your content.
#4 Be aware of where your QR codes will be used. Use common sense. For example: placing a QR code on a poster in a location where there is no internet access (subway tunnel) may be frustrating for anyone who tries to scan your QR code. Placing a QR code on a rotating billboard could cause irritation particularly if your audience has no chance of scanning without waiting for the next rotation of the billboard.
#5 Consider short and long term strategies when selecting the URL for your QR code. Most QR codes are attached to a permanent URL or content location. If you require the flexibility of changing URLs and/or content, on demand, then consider creating a QR code attached to a flexible URL. QR shortner programs provide this flexibility.
#6 Offer a directed experience that’s easy to use. Some of the best QR code implementations bring the visitor to a simple welcome page displaying a menu with 3 or 4 options and a home button or a single call to action (for example: entering a contest).
#7 Tell your audience about your use of QR codes. Direct people on what action to take. Simple messaging such as “Scan this QR code for more information” is required.
#8 Size matters. When using a QR code on printed material, T-shirts, tattoos, etc., ensure that your QR code at least 1.25″ x 1.25″. Don’t cut off the white border, it’s part of the code.
#9 QR codes can and will take your target audience to more than just a web page that is optimized for mobile devices. QR Codes can also contain a phone number, a SMS message, V-Card data or alphanumeric text, and provide an opportunity for you to connect in many ways.
The sky is the limit. The applications are endless. Enjoy your QR coding!
For additional insights see the QR Codes – Insights, Tips and Advice.
For more information on mobile apps and and QR code programs leading the way for targeted spendingread the Mobile Marketing Feb 2012 article at this link.
This post was brought to you via the wonderful Joe Wozny, a Look-Solutions contributor, from Concentric.