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3 Tips For Gaining Insights From QR Codes

Quick Response codes (or QR Codes) are 2D bar codes that store up to 7,089 characters of numeric code that are making waves as advertisers find a new easy way to use marketing content.

QR codes require that users have a smart phone with a QR code reader installed and they link to a mobile website.

It is possible that QR codes can provide measurable insights that may not be possible to obtain from other marketing tools. QR code marketing is however a fairly new technology and it can therefore be daunting. It is important to establish how it can add value and produce a solid ROI. With this in mind, here some key steps for your QR code campaign.

1. Establish Your Company’s Objective And Select Your Metrics

Campaigns should always start with a business objective that increases value for the user. Examples of popular objectives are generating leads, improving conversion, creating loyalty etc. It is also necessary to select metrics to measure the success. Brand awareness is a common objective which requires an unbiased response. This could be carried out by e.g. in-store surveys asking shoppers to rate their awareness of brands. Once this metric is in place you need to set a target goal for success.

2. Create A List of Available Metrics And Known Data

In order to evaluate metrics, you should make a list of what you know and what you can measure. Consider data throughout the marketing process. Here are some examples:-

Barcode Metrics

  • Mobile device used
  • User demographics
  • Scanned content/URL

Website Metrics

  • Bounce rate
  • Purchases

Marketing Data

  • Location of products
  • Location of QR codes
  • Date of product sales

As far as user location accuracy is concerned, Wi-Fi networks can narrow the user location down to a small neighbourhood, but the best location precision comes when users enable their QR reader app to use their current location. Many users however consider this as an invasion of their privacy, and therefore don’t allow apps to use their current location. This means that neighbourhood metrics are likely to be the best you will get.

3. Decide On Actionable Insights

Based on the information/data available to you, document your conclusions and your questions. It is advisable when reviewing analytics, to ask yourself questions to allow yourself to understand your findings. Examples of questions to ask are:-

Did the campaign get mentioned by online bloggers or local news?

What guidance was provided to help users scan the code?

What competing products were nearby?

Is the landing page mobile-friendly?

Why are users bouncing from the landing page? etc.

It is advisable to consider unique URL links for different locations or stores and to add a lead form to your landing page. Make sure that whatever tactics you use are measurable and tie in with the objective of your business.

If you would like to know how QR codes can benefit your business please enquire about Network Intellect’s QR Code Service.

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