Print • Trends for Marketers: QR Codes
What is a QR Code?
If you are not familiar with QR Codes yet, they are similar to bar codes which are used by retailers to track inventory and price products. The main difference between QR codes and bar codes is the amount of information that they can hold. QR Code is short for “Quick Response” Code. They have become one of the hottest trends in the print industry today, and because their popularity only continues to increase, marketers should be asking themselves how QR codes can benefit their advertising campaigns.
How can you use a QR Code?
A QR code can enhance your printed material with an interactive media response, or an immediate call to action at the moment of the engagement with your marketing piece. They work as links to online (rather than fixed) content, and provide the flexibility to support campaigns for almost any product or service being offered.
What are the PROS and CONS of using a QR code on printed material?
There are several things to consider when deciding if a QR Code is a fit for your project.
PROS:
Ease of Use
Range of Users
QR codes are trackable
Easy way to direct users to online content
Appeal to curiosity of users
Cost effective
CONS:
Lack of awareness
Requires user to have smartphone
Users need to download QR code reader
Scanning can be a long process
What if the novelty wears off?
So, are QR Codes evolving in the print industry or just a current trend destined to fade away?
This is a subjective question and depending on who you ask you may get various answers. It all depends on how each business is implementing QR Code and the intended use. Considering everything, QR Code is still doing a great job for many. As for how long it will serve the purpose; I guess no one knows for sure. Personally, I think relevant material is the key to the success of QR Codes. Too many QR Codes link the user to irrelevant URLS, or non- optimized web pages. Unfortunately in those situations, the QR Code is seen to be at fault, when in fact it is the marketer.
When used in a creative and clever way to engage the user for a meaningful true experience, the QR Code can make a huge impact on printed material and connect the user to traditional design and digital technology. So in these terms, yes it is evolving and changing the way printed material engages the user/viewer.
A great example of this is an ad from setjapan.com:
In conclusion, I think when considering using a QR Code on a project, weighing the pros and cons is a great place to start, but also think about the potential QR Codes have to be great marketing and advertising tools when this technology is embraced.
