QR Codes: Adoption Rates Should Drive Marketing Strategy

[May 13, the Year of our Ford 2011]
What the heck are they?
Quick Response Codes (aka QR codes) are two-dimensional codes readable by smart phones. Here is a sample QR code designed to lead users to the case studies section of our website.

You can code these to lead mobile users to a web page, a text message or a phone number. A user interacts with the code by scanning it with their smart phone, like taking a picture, but using a downloadable application like RedLaser. The great thing about these codes is you can drive users to any piece of content or message, making the experience ultra-relevant to the target audience.

How should marketers use QR codes?
First, think through the entire user experience. Is your target audience technically savvy? Would they be the types to have the scanning application or know where to get one on their phones? Adoption in the U.S., while growing significantly, still lags behind that of the Japan and Europe. Only 13 percent of U.S. consumers have used a QR code and the adoption demographic skews to the 35-44 year-old segment slightly more female than male.

Another consideration is the destination. Make sure you’re providing a mobile-friendly experience. Driving a user to a website that is not easily viewable on a smart phone is a mistake. Give careful thought to the communication strategy and thoroughly test the entire user experience with the same applications your target audience may use.

Lastly, include some other form of response within the promotion like a phone number or a URL, so your target audience can respond by alternate means if not equipped to scan the code (they lack the proper device, software or know-how).

When is it a good time to use QR codes?
The best use is a creative display that will catch your target’s eye when they have their smart phones on them. So, think users who are out and about, not in front of their computers. The most successful campaigns provide consumers with a coupon or promotional discount.

Here are some examples we like. Share yours.