The Rewards & Risk of using QR Codes as a Marketing Tool
A Quick Response Code or QR Code is a barcode which is readable by smartphones, tablets and other QR devices. The technology has been available to for a number of years, and has been highly beneficial to businesses (Schumack et al, 2013). QR codes can be used as a bridge to link your business and your customer.
QR codes work by the user simply scanning the barcode with a smartphone or other device, the software will then decode the image and direct the users to a landing page (Forbes, 2013). This article will reflect on the reward and risks of using QR Codes as a business and marketing tool.
The Benefits of QR Codes
Firstly, QR codes are highly beneficial to businesses as they require little ad space (Robertson, 2010). The smaller the ad space the lower the costs, something that all savvy businessmen will want. However, this does not mean that you can make a tiny QR code as the code will need to be of a certain size in order for it to be readable by the customers device.
Secondly, QR codes are very easily to track. Businesses are easily able to track the number of times a QR Code has been scanned. However, it is important to note that just because the code has been scanned, it does not mean the campaign has been a success.
Thirdly, QR Codes can be a great way of reducing costs within your business. For example, if your business sells products that require an installation manual, a QR code can replace the expensive paper installation manual. Not only does this reduce costs, but it also is environmental friendly.
Implications of using QR Codes
Although QR Codes do provide businesses with a number of benefits, it does not come without its drawbacks.
Firstly, by adopting a QR Code marketing campaign you are assuming that your audience are smart phone users, furthermore you are assuming that your audience has the QR Code reading software installed on their device. In many instances, customers do not know if they have the software or not and therefore your marketing campaign may be neglecting its audience.
Also, the scanning process can also be a long painful process. Once a user stumbles across a QR Code they have to get their smart phone out their pocket, load up the scanning software, before scanning and waiting for the landing page (Charlton, 2011).. If users have a poor service or internet connection this may make the process even longer, however this should not be the case for 4G customers.
To conclude, it is clear that the use of QR Codes can be a great way of enhancing your business and its marketing prospects. However, its relevance to your business and implementation must be carefully considered. One company that has heavily benefited from the use of QR Codes has been Taco Bell.
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References:
Charlton, G. (2011) 'The Pros and Cons of QR Codes'. E-Consultancy [Online] 15 August. Available at http://Https://econsultancy.com/blog/7884-the-pros-and-cons-of-qr-codes#i.dpfcyyxv1eoiwe [Accessed 4 May 2014].
Lo, L., Coleman, J., & Theiss, D. (2013) 'Putting QR Codes to the test'. New Library World 114, (11/12) 459-477. Available at http://Http://www.emeraldinsight.com.ezproxy.brighton.ac.uk/journals.htm?articleid=17100242 [Accessed 4 May 2014]
Robertson, A. 2010, QR Codes, the Future of Marketing, Bristol (UK)
Shumack, K.A., Reilly, E. and Chamberlain, N., 2013. QR Code Mania! Strategies, 26(3), pp. 9-12.
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