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Sign into your accountThe Five Rules of QR Codes
December 13 2011
Guest Contributor John Lim from Mobile Card Cast Says:
When used correctly, QR, or Quick Response codes are exactly that- instant, direct, and an extremely efficient means of delivering content to a potential consumer. QR codes definitely have the “cool” factor. A scan, followed by a familiar beep of your device can bring new life to a once two dimensional print ad or promotion. Unfortunately for many companies the use of QR Codes ends with this cool factor, never allowing them to fulfill their potential as a valuable marketing tool. Here are some basic good practice measures that can take your QR campaign to the next level, harnessing the power to put your content in the hands of a consumer.
Rule #1: Your QR Code Must Lead to a Mobile Landing Page.
This is the most important rule regarding the use of QR codes, yet it is often ignored by companies who are attempting QR campaigns. If you do not have a mobilized landing destination, the instant nature of the scan is voided by slow load times, poor formatting, and cumbersome browsing. You know they are scanning the code from a phone, so give them content that they can browse freely from their device.
Breaking the Rule: Photo Source: Neustar.com
Neustar, who ironically produced an ad campaign regarding (and using) QR codes, violated the most important rule of this mobile technology. When scanned, this QR code leads to a non-mobilized website that is nearly impossible to navigate. While the content on the site may be valuable, its presentation on a mobile device offers an extremely poor mobile experience. Even users who had a strong interest in the product would be likely to take one glance at the webpage on their phone and press the “back” button on their browser.
Keeping the Rule:
Ketchum did an excellent job with their print advertisement that contained a QR code (the full ad can be seen on the mobile site). The QR code led to a fully branded, functional mobile website, complete with relevant articles and even social links. This is an excellent example of how to serve users with a great mobile experience that will be sure to leave them with positive brand recognition.
Source: Full-page Ketchum ad in Advertising Age, June 2011