QR Code (Quick Response Code)

What is a QR Code?

A QR code (short for Quick Response Code) is a two-dimensional barcode that stores information in a square pattern of black and white fields. Unlike a classic, one-dimensional barcode, a QR code can be read in two directions and can therefore hold significantly more data. It is scanned in seconds using a smartphone camera and triggers an action, usually opening a website.

The QR code was developed back in 1994 by the Japanese company Denso Wave, originally for labelling components in automotive production. With the spread of smartphones featuring built-in scanning functions, it has long since become a staple in marketing.

What can a QR Code contain?

QR codes are versatile and can store a wide range of information:

• Web addresses (URLs): By far the most common use, such as linking to a website or landing page.
• Contact details: As a digital business card that can be directly saved to an address book.
• Wi-Fi access data: For easy connection to a network without entering a password.
• Payment information: For mobile payments or bank transfers, for example.
• Texts, phone numbers, or email addresses: For quick actions like composing a message.

Static and Dynamic QR Codes

An important distinction, especially crucial in marketing:

• Static QR Codes: The target information is permanently stored in the code and cannot be changed after creation. They are free and can be used indefinitely but do not offer any tracking capabilities.
• Dynamic QR Codes: Here, the code points to a redirect URL, the destination of which can be changed at any time without reprinting the code. Additionally, scans can be tracked, including the number, time, and approximate location. However, this usually requires a paid service.

For marketing campaigns, dynamic codes are often more practical because they are measurable and can be flexibly adjusted.

QR Codes in Online Marketing

QR codes bridge the gap between the physical and digital worlds. They connect offline media directly to online content and are therefore a valuable tool, for example, for:

• Posters, flyers, and ads that lead to a landing page
• Product packaging with links to instructions or promotions
• Business cards and trade fair stands
• Restaurants and hospitality (digital menus)
• Linking print advertising with social media profiles

Their particular value lies in measurability: With dynamic codes and appropriate tracking parameters, it is possible to precisely track how many users have accessed a website via a specific offline medium. This makes the success of traditional advertising digitally measurable.

Tips for Using QR Codes

• Clear call-to-action: A brief prompt like "Scan now for 10% off" significantly increases the willingness to scan. A QR code without a clear benefit is rarely scanned.
• Link to an appropriate landing page: The destination should be mobile-optimised, as QR codes are almost always scanned with a smartphone.
• Adequate size and contrast: The code must be clearly visible and scannable, with sufficient spacing from surrounding content.
• Incorporate tracking: With UTM parameters in the target URL, visits can be specifically analysed in tools like Google Analytics.
• Test before printing: Always check the code with different devices before printing in large quantities.

Conclusion

The QR code is a simple yet powerful tool for bridging the gap between offline and online marketing. It directs users to digital content with a quick scan and makes traditional advertising measurable. Dynamic QR codes, in particular, offer flexibility and valuable tracking capabilities. The key to success is providing users with a clear incentive to scan and guiding them to a mobile-optimised landing page.