Mistakes not to make
QR Codes can be an important addition to a marketing strategy, and may even become the main focus of a campaign. They should however be used properly, avoiding some classic errors:
This is the most frequent error, and undoubtedly the most serious. Given that a QR Code has to have an instant impact, the code’s effectiveness is, in this case, virtually non-existent. Codes are usually scanned by those seeking immediate information or action. As the code is scanned as soon as it is seen and cannot be memorised, a page unreadable on a mobile device is a real disaster both in effectiveness and in corporate image.
This error is all the more unforgiveable considering that creating a mobile site is not exactly rocket science. The available formats are limited, and the mobile site doesn’t necessarily have to be a comprehensive adaptation of the classic site as QR Codes are often used for specific campaigns (games, introduction to a specific product etc.) The key is to properly integrate your QR Codes into your campaigns and to use them wisely.
Nowadays, no website manager or marketing executive would fail to monitor their ad campaign performance or website traffic. Creating any type of QR Code and incorporating it into a marketing campaign without knowing its traffic means that its effectiveness cannot be assessed, its relevance cannot be enhanced, and also that the user cannot make improvements by drawing on their experience of using QR Codes.
You have the option of accurately tracking scans and obtaining useful and relevant data, such as geolocation data (country, region and town/city), time stamping: date and time of visits, history of visits, type of mobile phone used etc. The QR360 service incorporates all of this information into its statistics module.
Advertising for your new product is blazoned all over major towns and cities and adorns every magazine page, and every product in your paper catalogue has its own ‘further info’ QR Code. All bases covered, you might think. Yet when your campaign comes to an end or when you change your product range, there is a good chance that the page that your QR Code points to will no longer exist. This can be disastrous if someone is interested in your slightly out-of-date media, as they may well be directed to an error page: not a great image boost for any company.
Pointing your QR Codes to a default page which is automatically activated on the campaign end date provides the perfect solution, provided that the system that you use is able to do this. QR360 provides this option, enabling you to both specify an end date for your campaigns and to create default pages for each of your QR Codes.
QR Code technology permits over 7000 characters, the price being a potentially very high density which can sometimes make the Code difficult to read. Scanning a very high density Code requires a sometimes too high response time and an increased stability of the mobile device used, which is often at odds with the code’s purpose.
It also hinders originality when creating codes (e.g. inserting logos, integrating complex visuals etc.) as such codes must be left in black and white to avoid causing further readability issues.
For all codes using its statistics module, QR360 uses a URL shortener which enables the creation of a simple and easily scannable code.
This system can replace a URL such as: http://www.youtube.com/watch?v=ZCudwAKp4yY by http://qr.gg/12345.
The code therefore goes from:
to The difference looks negligible, but in practice may turn out to be crucial.
The main objective being fast readability and processing, it is important that the code is legible. Following the logic of the previous error, the size of the code must be sufficient for it to be scanned from a distance.
Don’t forget that with the exception of press campaigns, your target audience may be several metres away from the code. You will lose traffic if people have to go right up to your poster in order to scan your code, and (even worse) you risk them not seeing it at all!
So now that you’re convinced of the value that these little squares can add to your online marketing strategy, but are you aware that you are indeed a pioneer? QR Codes are relatively new in some countries, and although most people claim that they have seen them, the majority don’t actually know what they are. (See our page on the current QR Code market).
It is therefore still wise to add a brief reference such as “scan this QR Code with your mobile phone to discover……”. In press advertising, it may also be useful to mention the name of a (free) scanning application. Don’t forget that although a scanning application comes pre-installed on Android phones, this is not yet the case for iPhones.
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QR Codes can be an important addition to a marketing strategy, and may even become the main focus of a campaign. They should however be used properly, avoiding some classic errors: Failing to adapt your website to mobile devices. Not analysing the performances of your codes Not adding a default page at the expiry of...