QR Codes for Marketing: The What, Why, and How
Today, we can buy a dematerialized bus ticket, generate our certificates from our smartphone, discover the menu of our favorite restaurant... with a QR code. This technology, which had been discreet in recent years, seems to have come back to the fore since the start of the pandemic, but for how long? Which are the errors to avoid ? What solution could replace this technology?
Entrepreneurs, here is everything you need to know about QR codes and how to use this technology to digitize your business.
What is a QR code?
A QR Code (short for Quick Response) is a black and white graphic (similar to a barcode) that contains certain information. Indeed, a QR code can be used to direct a customer to an internet address or to provide additional information on a product.
This technology is very effective in allowing links between your tangible communication tools (posters, maps, flyers, etc.) and digital elements (websites, applications). Indeed, with one click on their smartphone, your audience can access more information. A very good tool for digitizing your business !
The History of the QR Code
Let's go back together to the origin of the QR code. Invented in 1994, Denso Wave developed the QR Code on behalf of Toyota. This black and white pattern quickly became very popular in the logistics industry.
However, it's no surprise that the QR Code took so long to make its way into the non-industrial world, because a reader is needed, it will be necessary to wait a few more years until the first smartphones have a camera and the possibility of installing applications, so that the companies can seize this technology.
Quickly trending, the use of this technology can be done without a license and without charge. To adopt QR codes in your business strategy, you can use a free QR code generator to make anything you want, like the trendy business cards with qr code for example.
Note: Make sure that by downloading the QR code, you have the right to use this code for commercial purposes! Not all providers automatically grant this right.
Mistakes to avoid when using QR codes for your business:
No added value.
Entrepreneurs, before choosing to include a QR Code in your communication strategy, make sure that it brings real added value to your customers. And above all, let your target know why this QR code is important to them. Arouse the curiosity of your prospects and customers enough to make them want to scan your code with their smartphone. To do this, clearly state the importance of the information included in your QR code.
Creation errors
Users are particularly susceptible to bugs. Be meticulous when creating your QR code to avoid frustration on the part of your target:
- Check that the internet address points to the correct web page.
- Check that the URL works.
Think desktop and mobile.
This is the biggest trap that many companies fall into. When you create a QR code, remember to prepare a mobile version and a computer version. This will avoid Internet users the frustration of a layout that is not adapted to their medium: fonts that are too small; images that are too large on mobiles; pixelated visuals, etc.
Cyber security
When the QR code began to become popular with mainstream businesses, cybercriminals took over this technology to distribute fake QR codes. These usually contain ransomware or Trojans (malicious programs that pretend to be genuine software). Although 67% of users distinguish between a safe URL and a malicious URL, it is more difficult to identify a malicious QR code. In effect, nearly three-quarters of people (71%) can't tell the difference between the two!
To prevent your QR code from being considered potentially at risk, be careful to position it only in spaces identified as safe by your audience: your website, your QR Code Business Card, your social networks, your letters, your emails...