What is a QR code and why are they important?

QR code sample (goes to www.google.com)

We have all seen QR codes popping up since smartphones have been becoming mainstream.  These codes can be found in many places - including fliers, museums, business cards, t-shirts, billboards, and many others.  Why are these codes special; and what can they offer for marketers (including individual use)?  This blog posts hopes to demystify these icons and share the many practical uses for them.

What are QR Codes?
QR codes originated in Japan for use in the automotive industry (they have become common everywhere in that country).  QR, short for Quick Response, is the trademark name for a type of matrix barcode that can be quickly processed by scanners.  They are more useful than standard barcodes because they can store (and digitally present) a wide variety of information.  They are also more practical because any smartphone device can scan them using free applications, and many new phones come with these scanners pre-installed.  You can find a full description of QR codes and their technical details by viewing a Wikipedia article here.

What do you need to make / use QR codes?
Quick Response codes are just as easy to make as they are to use.  Simply do a Google search for "qr code generator" and you will find a list of free sites that you can use to upload content and generate a unique code for.  Scanning them is easy - just by using a free reader available on any of the application markets.  One in particular is the Kaywa Reader (they also offer a page for creating your own QR codes).  It takes less than a minute to download and install one of these readers.  From there, open the application, point your phone at a QR code, and hold steady until your phone processes the code.  It will translate the encrypted code and present the content without having to do anything else!

What can you use QR codes for?
The following video is an example of how any business card could be modified to include a QR code that saves people from manually having to enter contact information in their phone:



Along with using them for personal information, they can be used for a variety of other purposes.  For example, they can be included in any print advertising to include product details, contact details, coupon information, event / competition details, or links to social media channels.  As they are added on websites, they also assist with search marketing (search engines see that you are updating content and index them accordingly).  Eventually, search engines will be able to read QR codes and index the content that they contain as well. 
Other Advantages of QR Codes

• User convenience - QR codes provide one-step processes for directing customers to relevant content.
• Cost-effective - They are free to generate, and they can be applied to any marketing strategy.
• Environmentally-friendly - QR codes make more efficient use of printed materials and can also reduce waste.
• Device independent - QR codes can be viewed on all popular smartphones and do not require any additional development to tailor them to specific devices.
• Competitive differentiation - These codes are still somewhat new in the United States, and they can still set campaigns apart for those who are trying to move forward with strategic marketing plans. 

Do you use QR codes?

Many people still haven't begun to scan and utilize the information that is stored in these codes.  Currently, only the tech-savvy individuals are claiming to use the information that is embedded in these codes.  However, as they become more prominent in the United States, we can expect to find them more commonplace and more accessible for all smartphone users.