QR (Quick Response) codes have been in use since the 90s. They haven’t seen a change in technology since then; however, in the age that is populated by smartphones, 5G technology and, their usage has finally begun to gain momentum. QR codes play a significant part in government actions to combat the COvid-19 pandemic as well and have brought their use into mainstream.
The time is now for businesses to profit of QR codes to use for digital marketing.
How do QR codes function? Why are they not being used in 2022? How do you make your own? What are the ways that brands are employing them?
Marketing with QR Codes: A brief background
QR codes were developed in 1994 by the Japanese automobile company, Denso Wave, with the goal of tracking vehicles during production. Their unique design was in the style of the white and black pieces used in the board game Go.
The pattern of white space and squares (which is called”quiet zone “quiet zone”) in every QR code is distinctive and therefore can be connected to one bit of information on the web. These codes can be read from any direction so that the user is able to quickly scan it with their phone and arrive at the page they are looking for within a matter of seconds.
For instance, a restaurant could turn the URL for their menu into the form of a QR code. When a person scans the QR code and scans it, they will be taken straight to the menu.
Prior to the outbreak of Covid-19 There was a perception that QR codes were unable to fulfill their potential. They have obvious advantages that QR codes are affordable to make, they help customers save time and businesses can monitor their effectiveness. However, these benefits weren’t enough to motivate users to adopt a new behaviour.
The Covid-19 pandemic has caused QR codes into the forefront of the public debate. As the chart below shows, QR codes are finally gaining their moment. MobileIron survey revealed that 83 percent of American users have scanned an QR code at the least once and 72% have used QR codes in the last month.
Making these codes is easy for anyone to create.
There are no-cost services like QR Code Generator as well as the Wix QR Code Creator, however, more reputable brands generally opt for a premium service such as Beaconstac.
QR codes have clearly practical applications for companies. They can eliminate several steps of the user’s journey and direct users straight to the right element of info.
1. Coinbase: Eye-Catching Simplicity
Super Bowl advertising is big business. Brands pay tens of millions of dollars to get a brief commercial, so they’d like to make maximum value from their investment.
Typically, these companies will make use of big-name celebrity appearances as well as expensive productions as shown in some of the most effective Super Bowl ads
Coinbase changed the accepted wisdom on its head showing nothing more than the bouncing QR code the Super Bowl LVI advertisement.
Customers could scan the QR code for access to $15 worth of Bitcoin in exchange for signing up for the Coinbase account.
The company then relaunched with this QR code campaign of marketing on its social media channels to provide an extra dimension to the minimalist Super Bowl commercial.
However, if the main goal of Coinbase was to draw the attention of others, it certainly did so. The Coinbase application crashed shortly after the advertisement went live due to the massive increase in traffic.
It’s a truism of marketing that brands must be different from the norm. In the days when every company had white headphones Apple launched white headphones. If everyone else draws an “X” then draw an O.
It’s counterintuitive to pay $13 million for a 30-second advertisement slot, only to fill it up with a bouncing QR code. This is precisely why it is effective. QR codes are all over the place in the present It makes sense to make them the main attraction of the show.
The proposition is easy and persuasive and compelling. It draws customers in , and then provides them with a the reason they need to join an account.
2. Adidas QR codes that have geo-location
When Adidas introduced its new Pulseboost HD collection that included the QR code to the tongue of the sneaker. When people scan the QR code the code will take them to an Spotify playlist with songs based on the current location. Adidas joined forces with Spotify to curate a selection of playlists for a number of cities. They have expanded the partnership to include QR codes on t-shirts and Hoodies. The variety of playlists continues to expand, too.
The inclusion of geo-location information proves that QR codes aren’t only a standalone way to access an URL. When they are combined with other information they can direct users to more relevant content.
It is based on the needs of the user in the moment. When you’re on the run it can be difficult to navigate apps to find the perfect playlist. By scanning this QR code, the user is immediately taken to an energetic collection of music in their town or city. (Presumably the user may stop briefly to scan the code obviously.)
This is great for Adidas also, since it helps strengthen the relationship with customers via this Spotify partnership.
3. Louis Vuitton: Creative QR Collaboration
Louis Vuitton partnered with Takashi Murakami to design a collection of customized QR codes with the distinctive style of the artist. This campaign was launched in Japan was a call to action for customers to scan the QR code and check out the new range of handbags that was designed in collaboration with Murakami along with Louis Vuitton.
It is a reimagining of the widely-known (and visually, rather old) design that is QR codes QR code and reimagines it in a completely new manner. Murakami’s designs instantly stand out and are awe-inspiring in this particular context.
The style also blends perfectly with the brand’s new handbag collection, so that customers will have an idea of what they can expect when they visit the Louis Vuitton site.
4. Lacoste: Linking TV and Ecommerce
According to a survey conducted in 2021 36 percent of US customers have utilized QR codes to pay for their purchases as a method 53% said they’d like to utilize QR codes for payment in the near future. This is understandable since QR codes enable users to take a simple leap from wanting something to actually having it.
Lacoste has shown a keen appreciation of the potential in the year 2019 when it included a QR code in its advertisements during the French Open tennis tournament.
The company is heavily invested in player sponsorships hoping that the viewers will be inspired to emulate the styles of their heroes. In this case Lacoste puts the QR code on top of Novak Djokovic, inviting users to scan the code and browse his outfit on-screen.
Others have followed the same pattern. CVS pharmacies across the US have begun to utilize QR codes to pay for purchases and we can expect more fashion companies to include this feature to livestreams of their social media. There’s still some friction with online payments and QR codes could ease the process significantly.
What is the reason why the Lacoste campaign is it effective?
This QR code will reach the customer at what could be likely to be a time of high intention to purchase. It provides clear directions and it simplifies the process of purchasing. Lacoste has discovered that QR codes can connect digital and offline worlds efficiently.
5. DIESEL: Scan for Authentication
For the fashion label DIESEL fake jeans are huge problems. The majority of counterfeiters overflow the market with counterfeit models of their brand which can damage the value of the brand and image.
QR codes offer a sophisticated solution to this issue. DIESEL includes QR codes on its jeans, directing the wearer to a confirmed authenticity of the item’s origin. It’s a trusted mark of authenticity. Each pair of jeans has its own unique code that means they can’t be duplicated.
False jeans are still a problem however, fake ones are no longer able to claim to be the genuine version.
QR codes are utilized to authenticate transactions in many other sectors as well. Prooftag includes QR codes on bottles of spirits and wines which allows the buyer to confirm the authenticity of the purchase. This is also helpful when the buyer would like to sell the bottle since the buyer will be able to verify the authenticity of the item.
What is the reason why the DIESEL campaign do what it does?
DIESEL employs QR codes in order to safeguard the value of its brand. It keeps track of each product , and the QR code serves as the way to access the information. But, it can also be an external display of authenticity that anyone is able to scan. It’s a smart way to thwart counterfeiters employing a basic technology.
The advantages are the benefits of QR codes in marketing
These examples demonstrate that QR codes can offer more advertising potential than you initially believe. They’re cheap, common and are able to be utilized in a very innovative way. Today, brands are making use of QR codes for marketing campaigns therefore think about how you can use QR codes to accomplish:
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