QR Codes add interactive elements to wide-format graphics.
By Jason Pinto
Providing consumers with the ability to respond at the very moment you pique their interest has tremendous value. For example: A man sitting on a bus snaps a picture of a QR code on a billboard as he passes by. He’s taken to a website where he accesses a coupon that he can use at a store by simply showing the cashier his cell-phone display. By making cell phones the response mechanism, you remove many of the barriers to action response.
One of the most important benefits QR codes offer is the ability to tie together print, mobile, and Web in an effort to increase the response rate and reach individuals through their preferred channel – their smart phone -- a media that they happen to be carrying with them the majority of the time. QR Codes can easily boost the effectiveness of print for multiple reasons, including:
• Providing one-to-one communication: URLs can be embedded right into QR codes, so when the recipient scans the code he is taken directly to a landing page. Once the recipient is at the page, the QR code owner has the opportunity to engage him in a one-on-one-dialogue. Also, because sharing your link via social-media sites is so easy for the customer, the chances of your site/video going viral rise dramatically. The share-ability offered by QR codes brings a whole new meaning to word-of-mouth marketing.
• Making it easy to respond: QR codes make landing pages portable. They allow the recipient to access each individual website without needing to be sitting in front of a computer. Because people are on the go, and many carry their phones with them at all times, this portability is ideal in increasing the response rate. Additionally, QR codes eliminate the need for the recipient to type a lengthy URL into their Web browser. By pressing one button, the recipient is automatically directed to the website, eliminating the chance of typos and decreasing the effort required by the recipient to access the information.
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