Quick respond (QR) Code is one form of two-dimensional barcode based on visual representations of information. Although the concept itself is not new, its efficiency of the current version and the wide-spread adoption of mobile devices that have web connectivity have elevated the utility of this technology to a completely new degree. Today QR codes are utilized in a range of applications in marketing. The paper below outlines the potential of QR codes to promote marketing through physical media, with a special attention to the digital monitoring for physical advertising.
The QR code can be described as a barcode that has two dimensions typically in the shape of a rectangle that has information encrypted in a visual format. The code is decrypted by using an optical scanner that can convert the information into simple text. The security and ease of this method have led to its rapid adoption by the public. In the present, the majority of smartphones that are available with hardware that is capable of recognition of QR codes, and the software used for encryption and decryption is available for free and freely accessible (Cata and co. 2). The primary feature of the technology is its possibility of seamless transitions between digital and physical media. In the end, this feature was utilized in several advertisements (Ryu Murdock 111) and Murdock 111). In general QR codes were added to business cards, posters brochures, product tags, brochures and manuals, as well as other surfaces like trailer sides. Because of their ability to correct errors and reliability it can also be used to display codes in an innovative manner for example, by using fragmented images that is easily recognized by the human eye as well as scanners, which adds value to the design. Additionally, the internet connectivity of a device that is used to scan (e.g. smartphones) permits a substantial increase in the interaction of the media through linking to video and audio messages.
But, one of the most damaging applications for technology could be the capability to collect information on the efficiency and efficiency of the physical medium. In certain instances there is the possibility to write codes that record scanning instances and then log them on a specific platform. This approach has led to the success of many large-scale marketing campaigns of Verizon (MMA). The result can be achieved through three different ways. It is first possible to utilize public-facing services like myqr.co as well as goo.gl. The links that are shortened by these services record access events and also record basic user behavior data, including where the person who is using the scanner. The service is cost-effective that can lead to 20% growth in sales in certain instances (Research Today SSI). This option, however, offers only the basic information which is not sufficient for business-scale measurements. Another alternative is to use GPS-based tracking to collect information. It is, in particular, possible to link GPS details with results from barcode scanning. This eliminates the need for an outside party system, this approach calls for the usage of a proprietary scanning software, and therefore is not ideal for use in marketing. Additionally, it is possible to employ a private system that can track the data and processing it. The benefits of this approach include the ability to adjust code as well as seamless access to and the conversion of metrics data and the possibility of modifying reports to suit different purposes in marketing. In the present, this can be considered to be the most practical solution for digitizing metrics relevant to print media.
It is evident that QR codes have the opportunities to digitize marketing metrics from physical media. Apart from improved accessibility, user-friendliness and the capacity to create a unique presentation, the ability to gather information about QR code’s use gives marketers with more ability to control the procedure. It also. This allows the introduction of adjustments and tweaks to the marketing campaign. Furthermore, it enhances marketing analysis capabilities and, in turn gives relevant information promptly. It is therefore sensible to include QR codes in the future strategies of marketing for the company.