QR codes have become instrumental in mobile marketing these days. The unfortunate fact is that most of the people using these QR codes are doing them all wrong. This is a free QR code generator that I use to create my own QR codes in my mobile campaigns.
I see a lot of these quick response codes showing up in advertisements in newspapers and on flyers and also on storefronts, but they all lead to a non-mobilized website. I just don’t get that. I don’t know if the place they bought the advertisement through was just trying to up-sell them on a QR code or what, but they’re really missing out on a huge opportunity here.
These funky little codes can only be scanned by a smart phone, so it only makes sense that if you’re going to be looking at the destination of that code it needs to be mobile optimized.
Most QR codes lead to a mobile website, or what have seen recently is that they lead to a mobile webpage that tries to get them to download their location from the iTunes Store. Rarely have I ever seen that you are code used at its maximum 100% marketing potential.
What do I mean by that? The simple fact is that when people are looking at things on their mobile phone their attention span is really quick. They don’t have time to zoom in pinch out navigate around a non-mobilized optimized website or go through the trouble of downloading an application if they don’t know what it’s for. So because of that, people themselves have gotten tired of QR codes already, because they know they lead to a failed destination.
So how can you properly use a QR code? The most obvious is to have a mobile website and it leads to or at least a mobile webpage that has something on there to create an action right away. My action I mean what you want from your customer? I you trying to sell them something? Are you trying to get them to sign up for something? Or are you just trying to provide them with good information? To answer those questions then you will know what the endgame scenario is.
Let’s just come up with a fake company and run a quick mobile campaign so you can see how this works.
Let’s say “Brenda” just opened her own clothing boutique of close that she makes and imports to sell at her store downtown. She has done all the normal things, she’s created a website, a twitter page, twitter, etc. And she’s thinking about doing some advertising in the local newspaper and online.
Here’s where it gets interesting. If Brenda was smart in the beginning of making her website optimized for mobile devices and user-friendly, and she is going to make a lot of money provided the products are good.
So she takes out an ad in a local newspaper and has a QR code embedded right on the head that leads to a page within her website that is Mobile optimized and set up to collect e-mails and phone numbers. Of course she will offer incentives like a coupon or a free gift if you enter your name, e-mail, and phone number. While she builds a customer list at the same time.
Also on her mobile optimized website will be a geolocation map so people can find out exactly where she is so they can actually walk into the store. And have a phone number in plain view that all they need to do is tap on and it will automatically call the store directly for any questions that they may have. And this is all done in under 10 seconds of landing on that mobile page.
Same thing goes for advertising on the web, when you set up an advertising campaign to matter who it’s with they will ask you if you want deliver mobile ads as well. If you have your business set up to be mobile friendly than this is going to be even better because you get a much higher return on investment. People search for stuff on their mobile phone all the time even more so than they do on their desktop or laptop computers nowadays, so doesn’t it make sense to have your business optimized for the mobile web?