Q&A: Mobile marketing with QR codes

Contributor - Sonja Jefferson

A woman scans a marketing QR code with her smartphone

QR codes are barcodes that can be read by smartphones with a camera. This mobile technology is a great marketing tool and it helps you improve your customer service, as Richard Gauder of CMS Web Solutions tells Sonja Jefferson

What are QR codes?

RG: "QR codes or Quick Response codes are a two-dimensional barcode that can be read by smartphones with a camera."

What can QR codes do?

RG: "When a smartphone user takes a picture of the code, they are directed to a page on a website. A business could have anything on that webpage - product information, menus, order forms, coupons, store hours, promotional offers and links to social media pages.

"You can place them on marketing materials, on products, in store windows, on restaurant tables, on billboards, TV commercials, newspapers, t-shirts, anywhere!"

Why should businesses use them?

RG: "QR codes are a fantastic marketing opportunity. As most people have smartphones, they now expect instant information: take the opportunity to lead the way in giving them just that."

How easy is it to use QR codes?

RG: "QR codes are quick, convenient and easy for the consumer. For businesses they are simple to set up and can be generated for free - a great way to interact with your customers. Results are easy to track; you can quickly adjust your marketing strategy based on what works best."

Can you suggest any marketing ideas?

RG "You could use a QR code to direct people to customer reviews. How about a page that shows up at check out offering an extra gift or discount if they sign up for your newsletter?

"They're not just for retail. How about putting one on your business card sending people to your website? Estate agents could add a QR code to the For Sale sign: interested buyers can scan the code and immediately access details about that property."

So how do you set up a QR code campaign?

RG: "For best results, make sure your QR code takes visitors to a customised landing page on your website. Also, make sure your page is mobile-friendly. You want it to load quickly and have the most important information near the top.  Include contact details so that visitors can quickly connect.

"Once you've created your landing page, you'll need a QR code for it. It's easy to generate - URL shortening services such as bit.ly let you create a code from any web page address (usually by adding a '.qr' to the end of the shortened URL). With services such as QRStuff you can create other types of response such as text messages or phone numbers. It's simple. "

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Sonja Jefferson

Sonja is a marketing consultant, content specialist and business book project manager with a background in B2B sales.

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