Updated Marketers Guide to 2D / QR Codes

It’s been nearly two years since I first published my article on decoding the mobile QR Code. It’s still a great primer and has stood the test of time so far.

What has changed?

Not a lot – except maybe  consumer awareness.  Marketers also have a lot more awareness – but still only a little bit of knowledge…. which can be dangerous to your ROI!

Here are a 6 things marketers and brands need to keep in mind as they look to integrate 2d bar codes in their OOH, Retail, POS, Print or Television campaigns:

1. Learn the difference between a QR code and everything else. “QR” or “Quick Response” codes are the most commonly used format. Most people use “QR” as the generic term for 2d bar codes. Nearly all 2d bar code readers will read a QR code – so this is a safe format to go with. If you go with an EZ-Code (used by the National Post and other publications), you’ll need a specific reader to decode it. Given that the consumer has to download a reader to begin with, why go with a proprietary code? There are dozens of other formats that will do the exact same thing – but may require specific readers. When looking at a code – make sure you know whether or not it’s a QR code or something else before you print that poster…
2. It’s not the reader, it’s the code. Some marketers think it’s all about the reader. There are many free readers that read most formats… but if your code is not being interpreted properly, chances are you’ve chosen a 2d code format that is not universally readable. Don’t create your own reader, borrow somebody else’s.  Quickmark and ScanLife are two great free Apps available – but do a search on your mobile phone’s App store to search for one.
3. You need to incorporate the code where somebody will want to interact with it. If you are integrating a 2d code in a transit shelter, make sure the code is at eye level. If it’s at the consumer’s knees or way above eye-level, they will be less likely to see it and scan it.
4. Creating a code is virtually free – don’t pay thousands for a code (and shame on marketers who charge thousands to produce them). What costs money and time is what the code does – like linking to a campaign or brand mobile website. It’s the destination that costs money. Having said that, you don’t have to spend a lot to get a lot.
5. Codes can’t just go to your current online website. Your current website likely looks like crap on a mobile browser. If it’s got flash, it won’t work at all. You need a mobile specific experience. If your code is going to your facebook, linkedin,or other social media site you are probably ok as they are already mobile enabled
6. You don’t need a smartphone to read a 2d code. Actually, all you need is a mobile device that has a camera. “flip” phones and other non-traditional smartphones have free readers too… it’s just often more difficult to download and use the reader initially.

With nearly all our clients either expressing interest or actively engaging in 2d code integrations within campaigns, my prediction is that the 2d bar code will replace the need for SMS marketing within 18 months.

If you’re excited by that prospect, just wait until flash lite makes it’s way to your mobile device so that we can start using Augmented Reality (AR) codes with our mobile browser…