In our past articles (click here and here), we took QR codes for granted wherever we found them and focused on their underlying technology, shared tips on how to get them right and suggested a few goals for after they scanned correctly.
For a quick recap, QR codes enable smartphone users to visit websites and landing pages, download mobile apps, add contact info directly from business cards to their phonebooks, and do lots more – all this without the hassles of typing long URLs on their smartphone’s touchscreen keyboards.
According to recent research by ECONSULTANCY, QR codes enjoy 11% scan rate. This makes them 110X more effective than banner ads, which typically have around 0.1% click through rates.
While these numbers can be debated, there’s no doubt that QR codes are a powerful weapon in the armor of B2C and B2B marketers – when they’re used correctly.
Introducing the QR360 Framework for QR code best practices.
This framework helps marketers decide when to use QR codes – and when not to use them.
Since QR codes can only be scanned from a smartphone loaded with a QR code reader app, the mobile medium plays the centerstage in all QR code usage scenarios. Not surprisingly, the cornerstones of the QR360 Framework are all related to mobile:
- For the mobile: The CTA should involve a natural transition from print / online / TV / outdoor media to mobile.
- On the mobile: It should be easy to perform the desired action on a mobile phone.
- Harness the mobile: Devise next steps to harness GPS, camera, accelerometer, voice recorder and other superior smartphone features – instead of treating mobile as just another online channel.
Click here to download the QR360 Framework.
We encourage advertisers and marketers to use the QR360 Framework to design suitable QR code based campaigns that deepen customer engagement, generate more leads and accomplish other business goals. If that sounds like too much work, feel free to contact us for help.