QR codes are smart barcodes that have a lot of potential to bridge the gap between online and offline marketing.
QR codes are image-based links to information. QR stands for ‘quick response’... instead of remembering and typing a URL / phone number you just take a picture of a QR code, and it does the rest.
In a nut, here’s how it works:
- You create a code (an image).
- Someone takes a picture of it on a smartphone.
- The code is deciphered via a QR reader.
- It becomes a link to provide the viewer with information.
In a moment I’ll show you how to set one up...
The future for QR codes is very bright. In Japan they are widely used by companies and consumers, but in most other parts of the world there are a couple of things that need to happen before QR codes really take off.
Firstly, QR readers will need to be native apps in smartphones to make it easy for people to use them. Right now you’ll probably need to download an app to make them work (I’ll suggest one for iPhone users in a moment).
Secondly, the market will need educating. Thankfully, the market applications are vast. QR codes can be used in print, billboard and TV ads as a response mechanism. They can be used on packaging and signs to promote offers and provide links to information.
Ok, so would you like to set one up now? Here's how...
Creating a QR code in less than five minutes
Step 1: Download a QR Reader. If you have an iPhone you can download NeoReader from the app store. NeoReader also works for a bunch of other internet-enabled handsets. Go get it. Here's how the app looks on my iPhone:
Step 2: Test the QR Reader. Once you’ve installed NeoReader try taking a picture of this (and by all means follow me if it works!):
Step 3: Create your personal QR code. It couldn’t be simpler. All you need to do is define the type of link (URL / text / phone number / SMS) and then add the appropriate content. You can use a free QR code generator like this one.
Step 4: Save and share. Keep the image file in a safe place ('Save As') and copy the image URL from the QR code generator page to use it on the web (as I have done). Spread word.
Hope that worked for you. I'd love to hear about creative real-world applications and early adopters of QR codes. Let me know what you're seeing out there by leaving a comment below.
Chris Lake is Director of Product Development at Econsultancy, an entrepreneur and a long-term internet fiend. Follow him on Twitter, Google+ or connect via Linkedin.
4:21PM on 11th August 2009
Hi Chris,
Great article. Spookily enough I did a blog piece about QR codes just a few weeks ago with some examples of companies doing it for real
http://www.nonlineblogging.com/blog/2009/7/21/qr-codes-and-non-line-marketing-campaigns.html
I would like to recommend another QR code generator - its on the Nokia site and you can see the QR code "grow" as you type in more data!
http://mobilecodes.nokia.com/terms.htm
And of course no Econsultancy party would be complete without a bunch of us wandering around with our QR Vcards printed onto the back of our anoraks...and here is a company that can make our geeky dreams come true...
http://www.zazzle.co.uk/qr+code+tshirts
Happy QR-ing!
David Hughes
ww.nonlineblogging.com
4:28PM on 11th August 2009
Great Post! It is in my opinion that QR codes will really hit the tipping point and take off within the next year. The codes are already extremely popular in Japan and are starting to gain momentum in Europe and the US. The codes themselves are a cool way for people to engage in promotions, mobile content, branded websites,etc. They can be used in many different ways by many different people.
In terms of business, they allow advertisers and marketers to effectively add interactivity to offline media. This means that print ads can be linked to digital content and can be monitored and tracked through mobile engagements. Analytics can show accurately how successful a print advertising campaign is at reaching the target market. My company, Mobile Discovery, is currently offering a free trial for advertisers to create, manage and track QR codes.
www.mobilediscovery.com
12:39PM on 26th August 2009
Hi Chris,
I enjoyed the article. No doubt that 2D barcodes are fast dominating the mobile market arena. In terms of solutions, my company, 3GVision (www.3gvision.com) revolutionized the mobile barcode market in 2002, in Japan when it launched the first barcode scanner, delivering to the mobile camera encoded information like URL's that could connect direct to the mobile internet. To date, 3GVision, has embedded over 120 million mobile phones with its mobile code readers worldwide while in Japan, it is the 'de facto' industry standard. Leading brands like PepsiCo. are using QR codes to increase interactivity with consumers. These codes appeared on 400 cans and bottles of Pepsi across the UK as an eye-catching and innovative way to fast-track consumers to mobile content and as a cost-effective method of encouraging interaction with Pepsi's target age group.
Moreover, in the current economic climate, leading advertisers, brand owners and the publishers that carry their ads, are using 3GVision's i-nigma solution to improve advertising effectiveness through real-time actionable insights on the customer's behavior and tools to reach their audiences wit the most relevant ads eg. number of codes scanned, response volume by location, time and media type.
3:29PM on 29th September 2009
Does anyone know how graphics gets incoporated into the QR code. If you go to Wikipedia there is a man's face integrated into the QR code. How is this created?
12:29PM on 22nd October 2009
QR Codes are good because the information ise mbedded in the graphics with the need for an internet connection to decode them. EZ codes by Scanlife require an internet connection but allow for a greater aamount of information to be given to the end user. Including complete contact information, a simple text note, a weblink, call, text, twitter, save to calendar and more all from one registered, less complex, code created by http://www.scanlife.com I am going to use it on my business cards and marketing materials.
4:58PM on 20th July 2010
@John - My company www.qrarts.com designs branded QR codes like the ones you are asking about. Its very tedious, but worth the extra investment. Let me know if you have any specific questions.
Patrick Donnelly, QrArts