Learn more from QR Codes
At R/GA we’ve been using and promoting QR codes for years, and it’s nice to see them gaining traction in the mainstream marketplace. You’re seeing them more and more in print advertising, on packaging and on outdoor signs and you’re also seeing increased reports of QR Code usage.
When a consumer sees a QR code, he or she is supposed to take their mobile device, launch a barcode reader application (there are literally hundreds of these), scan the code, and then get more information about the thing in front of them. The information could be a full product demo, a website of information, or even information like comparing the current price to prices online or elsewhere.
QR codes are becoming more commonplace, but often marketers are just putting the direct URL for their product in the QR code and leave it that, which is a missed opportunity. By driving straight to a simple URL, you’re not able to gather any type of analytics about QR code usage. For example, the QR code featured in this article is for http://techblog.rga.com/, however, if you scan it you’ll see http://bit.ly/eqjdvq instead. That shortened URL automatically redirects you to this blog, but by going through a URL shortener, I’m able to track the effectiveness of this QR code, and know how many people actually scanned and clicked through to the site using this QR code.
You can take this notion even further to help measure the effectiveness of your outdoor and multi-channel advertising. Say for example, you are placing 100 different posters in a densely populated area. If you created a different QR code for each poster, then you could get reporting on an individual poster level about how many people scanned the QR code as well as aggregating all the information and comparing it to your normal site traffic. Then you will know which areas have the highest number of QR code users, and you can more effectively target them in the future.