QR Codes

Using QR Codes in Cross Media Marketing

What is a QR Code?

QR Code

There has been a lot of buzz at conferences, in blogs and on pundit websites lately about QR Codes. A QR Code is simply a two dimensional barcode where content can be read both across and down. The term QR is derived from "Quick Response". When scanned by a reader on a camera, the device’s internet browser will be directed to the programmed information embedded within the code.

The primary usage for marketers has been to link url's in various forms of advertising. QR Codes can be used on signs, magazines, billboards, buses, business cards, product displays or just about any printed media. For reading the barcode, most users must install specific software on the mobile device to be used in order to scan the image. There are numerous devices available in the market with scanning capability, usually using a camera. Various software providers have applications that can be loaded onto phones that do not come with the functionality pre-installed, such as the iPhone.

Creating QR Codes

Static QR Codes are free to create and variable codes are included with PURLs at Enterprise and Premium VDP Web accounts. Simply check a box to have a the images created and exported with your data file. There is absolutely no need to pay for a standalone service to create and host QR Codes in order to get robust reporting and analytics on these images. Avoid data silos by using the same system for QR Codes as for landing pages, personalized, URLs, email, SMS-text and your other marketing channels.

QR Codes For Static Applications

Use a free code generator to generate your image. This image can then be incorporated into the design of your advertisement or any printed or display piece. It can appear almost anywhere. The QR Code can drive respondents to content specific landing pages that include an opt-in form to start a new conversation. QR codes can embed web addresses, phone numbers and other contact information. They create shortcuts to make it easier to engage mobile device users. A QR code can provide a seamless connection from static print to the web.

QR Codes For Variable Applications

Mobile Web Site

For variable marketing applications such as email or variable data print such as VDP Mail®, individual codes can be generated for each recipient. This code can contain a Personalized URL (PURL) or other specific content, such as a prize or discount code.

For Publishers & Print Advertisements

Use QR Codes in feature articles, stories, and advertisements to bring the print to the web and connect your readers to interactive online experiences. Each landing page view presents opportunities for additional advertising revenue and by including QR Codes in your editorial content, printed publications become more attractive to advertisers. Leverage QR Codes not only to drive consumer engagement and measure the effectiveness of campaigns, but also to generate a list of warm leads.

Additional Information

Mobile tagging is the process of providing data on mobile devices, commonly through the use of a web address that has been encoded in a two-dimensional barcode that can be read and accessed using a camera phone and the devices web browser. The reason for the success of mobile tagging is the quick, precise and customer-driven access to specific content. There is no license required to use QR Codes.

The small picture generated can contain a vast amount of data. QR Codes can display 7,089 numeric characters and 4,296 alphanumeric characters. There are approximately a dozen types of codes and various readers available.

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