Critical Insight for QR Code Success

By Barb Pellow and Kaspar Roos

Mobile technology is ubiquitous on a global scale, and it has become an important aspect of many consumers’ everyday lives. As a result, awareness and adoption of mobile barcodes is growing among consumers, marketers, and print service providers. Quick Response (QR) Codes are the most recognized type of mobile code due to their prominent use in marketing, advertising, and media. QR Codes are being used on monthly statements to encourage customers to take action, in printed real estate magazines to deliver more information, and on retail packaging for brands that want to engage with consumers.

The Challenges

There are a number of challenges associated with mobile barcode interaction related to phone functionality and mobile application availability. The Flemish Innovation Center for Graphic Communication (VIGC) conducted a variety of tests using various QR Code applications, software packages, and mobile devices. No matter what technology is being used, delivering a bad experience is detrimental to the recipient. It also creates a cloud of scrutiny around those companies that are trying to deliver great experiences to end-users. As a result, QR Codes must be tested on various devices and operating systems. Proper creation and printing of QR Codes can help ensure a positive consumer experience.

The Research

In concert with the VIGC, InfoTrends recently released a report entitled How to Be Successful with QR Codes. Key findings from this in-depth guide included:

While there are a variety of mobile barcode technologies on the market today, QR Codes are most recognized by consumers and the most prominently used by marketers.

• Common QR Code applications include URLs, geotagging, calendar events, SMS messages, and vCards.
• Close to 90% of marketers report some level of familiarity with mobile barcodes. Meanwhile, 24% of marketers are using them today and another 43% have plans to use them in the future.
• Among consumers who have interacted with QR Codes, the number one issue is poor print or display quality. The size of the code is also a common complaint.
• Some consumers don’t know how to scan or interact with QR Codes, and this remains a clear barrier.
• There are a variety of free and paid applications for generating and scanning QR Codes. Nevertheless, not all software applications work across all QR Codes or mobile devices. Testing is therefore essential.

Tips and Tricks

Integrating mobile technology with print and other media types can deliver an interactive and engaging experience for consumers while also creating new opportunities for marketers, advertisers, mobile technology/service providers, and print service providers. Key recommendations for marketers and service providers are as follows:

Don’t forget the fundamentals. Mobile technology is driving the next communication revolution due to its increasingly capability, intimacy, and immediacy. Marketers and advertisers of all types must be thinking about how to get active in the mobile channel. Many have rushed into using the newest technologies, only to find out that they didn’t deliver the expected results. Tie the use of QR Codes back to specific marketing goals, and don’t forget to stick to the marketing fundamentals. Great creative, a strong call-to-action, a valuable offer, and a response mechanism are all required to be successful with integrated mobile campaigns.

• QR Codes represent a new services opportunity. Printers have a unique opportunity to help marketers leverage mobile technologies that are being integrated with print and other media types. Print service providers that explore mobile marketing methods will likely find ways to expand, enhance, and diversify their service offerings.
• Follow best practices. Quality assurance testing, linking to mobile-friendly content, adding instructions for interaction, and providing opt-out options to recipients are just a few best practices that marketers and advertisers can employ.