Go ahead, scan it with your phone!
If you’ve ventured out for some patio dining in the past few months, there is a chance that you’ve scanned a QR Code to access your menu. Maybe you didn’t reflect on it too much or perhaps it really felt like a blast from the past—QR had a popularity surge in 2012 but lost momentum due to a plethora of technical errors. For example, when they were first used in marketing, smartphones lacked the ability to scan them natively through the built in camera – the user was required to download an external scanning app. This, paired with slow phone connections and network speeds at the time kept QR codes from blossoming into what they have just recently started to become.
What Changed With QR Code Technology?
Thanks to advancements in smartphone software, the majority of consumers can now scan QR codes directly from their phone camera and access the intended information in seconds. Because of this function, popular brands and apps have implemented QR codes into their campaigns and business models. For many consumers, scanning these little collections of dots have become daily or weekly occurrences. One commonly scanned function is Snapchat’s QR “SnapCodes”, which were put into effect in 2016 and continue on as a popular function into 2020. They allow users to add one another on the app by scanning their unique codes. (Similar technology is also seen on cash transaction apps such as Venmo). These setups allow users to seamlessly add each other online without fumbling to remember their username or type anything into a search bar while on the go. It’s as easy as snapping a picture!
Why are QR Codes Facing a Popularity Surge in 2020?
Even before this year, QR codes usage was on the rise. For example, the number of users scanning codes doubled from 2016 to 2018! And moving into 2020—the year of touchless, paperless communication—they are more applicable now than ever. What better way to get previously physical communication across than through a phone screen? Restaurants serve as a visible, accessible, and public example. Recent months have been especially difficult for restaurants as they figure out how to adapt to new guidelines. Phasing out physical menus in exchange for scannable, PDF versions serve to cut down on contamination from handling the same pieces of paper/plastic repeatedly. There are numerous other advantages to QR codes as well! Updating menus has never been easier, all one has to do is update the digital file attached to the QR code. Listed items can be changed at a moment’s notice to accommodate daily specials without having to be reprinted. However, restaurants are not the only industry taking advantage of QR codes in 2020. Any company with critical information, promotions, or a list of goods/services benefits from using these scannable codes to connect touchlessly with an increasingly hands-off audience.
What are Their General Uses?
When scanned, a QR code can lead a user almost anywhere!
Below is a list of some of the possibilities:
- File Sharing: This includes video and photo/album sharing, and links to PDFs or URL links. These files could be promotional, educational, or just plain hilarious and fun. There’s a lot of fun to be had with this concept.
- Communication: Scanning a QR code has the potential to prompt communication through multiple channels, whether it be through SMS message, email, or a social media link.
- Ease of access to information: There is also the ability to provide others with useful info such as location data, Wifi access, and pre-programmed calendar reminders to name just a few.
What Should Marketers Take Advantage of?
The advantages for marketers are rather obvious—QR codes are easy to create and extremely cost effective. However, there are important points to consider when embarking on a QR code campaign:
- Get creative, but make sure that there is something engaging on the other end. The scan has to be worth it to the consumer!
- While app-based social campaigns are incredibly common, be wary! If the QR Code is primarily going to show up on a phone screen, this defeats the purpose. These codes work best when they show up in print, on a digital/physical billboard, banner, postcards/mailouts, or product packaging. You don’t have to take social media out of the picture entirely, however, your QR code can link directly to one of these platforms if you wish!
- Make sure that the content on the other end is mobile friendly and appealing to smartphone users. It should load quickly and be straightforward to maximize ROI and customer satisfaction.
So, what’s the bottom line? There’s still time left in 2020 to get on board with QR Codes! Popularity with this medium is only going to climb. While it’s important to think critically when embarking on a new marketing strategy with new software, don’t inhibit the creativity that got you to where you are. Get out there and get scanning!