Do your target audience have smartphones? Are you already providing them with high quality print products? Do you want to connect with them digitally?

You should be thinking about using QR Codes.

What are QR codes?

Surprisingly, they have been around since 1994, originating in Japan to be used for tracking automotive parts.  QR stands for “Quick Response” and the best way to think of them are as printed versions of hyperlinks.

We’re all familiar with the way hyperlinks enable us to explore the web, QR codes allow us to extend this linking to the real world.

They work in a similar way to barcodes but with a lot more flexibility.  They can contain a wealth of information such as: -

• URL’s
• Geolocation data
• Text
• Phone numbers

Using a wide variety of freely available apps, QR Codes can now be scanned by anyone with a modern smartphone.  This provides an excellent method of eliciting an instant response from a user.

Scanned a URL? You’ll be taken to a website, a phone number? Dial it instantly, geolocation data? Show me the store on a map and give me directions.

How are they being used?

The possibilities are only just starting to be explored but here are some examples of how QR Codes are finding their way into our daily lives.

1 – Product information

They can provide quite utilitarian functionality such as this Japanese McDonalds packaging which has a QR code linking to nutritional and allergy information: -

Hint: - Most of the codes in this article (even the ones in the pictures) can be scanned from the screen using your smartphone (or clicked on) to link through to the destination URL.

2 – On-line shopping

Slightly more advanced, this Ralph Lauren example provides direct access to their on-line store: -

3 – In social media

Diesel are using them as part of an innovative social media campaign allowing people to “Like” real world products on Facebook: -

4 – As billboards

They have even been used as giant billboards on buildings: -

5 – A step too far?

Creating codes

There are several on-line resources that will help you to generate QR Codes for free.  As an example of how simple this is, all you need to do is add the required URL/text and kaywa.com will create a shiny new QR code for you.

If you’re using the link shortening service bit.ly then a QR code is generated automatically for each link you create.

By carefully coding your links (as we do in the Jump Suite Smart Tracking), then users that scan them will appear in your Google Analytics as having been referred from the related printed material, store collateral, building signs, etc.

What does this mean for publishers?

These examples are just scratching the surface of what’s possible.  To find out what this means for publishers, why not download an app to your phone now and scan this code to find out?: -

Alternatively, click on the image if you’re reading this on a mobile device (or if don’t have a smartphone to hand)

QR Codes