Look carefully and you’ll begin to notice the world being taken over by strange looking black and white squares that look a bit like an out of focus crossword puzzle. Quick Response codes have been popular in Japan for years, having been originally designed by Japanese firm Denso Wave back in the nineties to help them keep tabs on vehicle parts being used by Toyota. Now it seems like the rest of the world is catching up and these quirky squares are starting to pop up everywhere from the side of a drinks can to the outside of buildings.
A QR code is basically a unique code that can be scanned using free to download readers that are increasingly coming as standard on smart phones. You simply use your mobile to scan the image and you’re instantly directed to a dedicated web page, online coupon, enhanced product info or video ad.
Smart phones are big news for companies needing to push their products. Usage is up 70% and the global mobile marketing space is forecast to grow by 41% yearly from now until 2015. Sites such as Groupon have helped customers get to grips with using their phones to shop and now businesses are catching on fast.
Creating your own QR code is easy, simply visit a site such as qurify, type in your website address or message and you’ll instantly have your own code to download and use wherever you want. Newspapers such as Metro have been using QR codes to nudge readers towards their web articles for some time now and at Christmas Waitrose got in on the act with a QR code campaign that appeared everywhere from newspaper ads to in store stands and even, ultimately, their TV ad too. Everyone clicking on the code went straight to a specially created interactive site offering recipe ideas, Christmas countdown planners and present suggestions.
Creating specific content for those who click through from a code seems to be one of the keys to success. After all, these are mobile savvy consumers who expect no, demand, mobile friendly content.
Marketing gurus also warn of the need to educated customers the first few times you use a QR Code by including a simple explanation next to the code explaining how to scan the box, or download a free reader if need be. Yes, it’s true that some simple instructions might be required to get customers scanning but if you think the effort of learning a new technique will put people off, think again. This report from Mobio shows that QR code reading increased by a whopping 1,200% throughout the second half of 2010.
Even financial giant AXA has caught the bug, building one of the biggest QR codes on Earth using a whole host of paint containers fixed to the side of a building. With both businesses and consumers catching on, it seems like we’re reaching the tipping point and QR codes are here to stay, like it or not.