312.768.6800 | Contact Us | Support

The ePublishing Blog

The QR Code: Passé or Pass It On?

November 13, 2012

When QR Codes first hit the scene they were touted as the lively contemporary version of the somewhat passé barcode.  But it seems that every six months or so since, someone asks whether or not the QR Code is in itself passé.

Perhaps it’s still too soon to tell.

QR Codes have potential to be a great tool for driving traffic to your website and expanding the life of your print materials into the online realm. And it seems that people are coming up with innovative ways of using them for marketing every day. Just follow the twitter hashtag #qrcode and you will find lists and examples galore. Comparison shopping? At educational kiosks? In the classroom? OEDb also shares some insight on how they are being used creatively in the publishing world with a list of 10 captivating concepts.

But there is still a question of whether the tool’s potential translates to usage by consumers. A post by Business Week earlier in the year revealed that only 5% of Americans scanned a QR code between May and July 2011. And, numerous companies are still experimenting with them to see if, when and how they are effective.

Here are some tips that when applied, may mean the difference between passé or pass it on.

1)    The QR code is for the mobile user. If your audience isn’t mobile (or can’t access a connection), don’t bother.

2)    QR codes have gained the most traction with the younger generation. If they aren’t a significant part of your audience—you might want to invest your energy in other marketing tools more apropos to your users.

3)    QR codes can be designed to better match your brand and may be more readily used if they are incorporated into your branding.

4)    Provide simple instructions on how to use the QR code and the specific benefit it will provide to the user. This is where creativity counts. It’s a tool of engagement. Be expressive, clever and enticing.

5)    There is some indication that users want some added benefit from the QR code. Going to a website is not enough, unless it includes incentives such as product discounts, unique opportunities, free downloads, etc.   

 

Case Studies, White Papers & Product Information: best practices to implement a successful publishing strategy in the cloud.

Responsive Design, Contextual Content Increases Traffic 541%  Premium Content Strategy Delivers 160% Sales Gain

Go to Resource Center
 
 

ePublishing Blog

What Does Revenue Diversity Look Like?

Let’s look at eight revenue streams that provide a good indication of diversity and a little perspective on how you compare to other publishers. 

Google is on the Move, Favoring Responsive Design

We've updated our coverage of Google's new search rankings, also known as Mobilegeddon. Now the search engine will rank mobile-friendly sites higher in search results when people are searching from a mobile device.  As a digital publisher, it can be tricky to keep up.  See what we're doing to help.

Data Visualization: A Key to the Kingdom of Engagement

But, even more compelling: as time goes on, it becomes clearer that data visualization (not just images) increases engagement, significantly. 

6 Qualities of a Niche Publication Ready to Become an International Brand

You’ve probably heard us talk about the trifecta of BtoB success: Content, Community and Commerce. Today’s digital publishers know that publishing is no longer simply about good content (although that is STILL the foundation of success). 

When Email Marketing Doesn’t Work: 4 Tips For Getting it Right

Are you an unbeliever? In email marketing, that is . . .

5 Ways Publishers are Using Deep Data

How are publishers using proprietary and 3rd party data to build engagement and revenue?