by Janet Lee, an avid technology writer
We live in a fast-paced, dynamic world and all the information in the globe is within the reach of our fingertips. We see hundreds, perhaps thousands, of commercials a day and we learn to blur them out and ignore them unless their usefulness is made immediately apparent. Successful advertisements are often the ones that aren’t perceived as interrupting the customer’s online or offline browsing but rather the ones that manage to merge naturally into everyday articles and offer something special that the customer is intrigued into pursuing.
Today, successful mobile advertising campaigns are less about bombarding the viewer’s senses from all directions and more about accommodating the consumer’s needs and providing them with an opportunity for an enjoyable interaction with your brand or product.
One of the more prevailing mobile advertising props that are used today are QR codes – two-dimensional black and white barcodes that can redirect the ‘scanner’ to almost any mobile platform.
QR codes are greatly valued for their simplicity and ingenuity in helping companies and brands persuade their customers to make the leap from the physical world of print into the more engaging online world.
They allow mobile campaigners to create flexible marketing strategies that can be adapted to the customer’s personal history and expose them to new, relevant opportunities.
Unfortunately, the friendly QR code has a catch and that is its static, barcode-like appearance that is geared for machines and not people.
The problem originates in the core of its design, as the first QR code was originally developed by Denso for Toyota, as a means to identify newly manufactured vehicles.
Although a machine is the one that will eventually scan the code, what most companies are really aiming at is connecting with their customers and convincing them that scanning the code will be worth their while.
That is why regular QR codes just aren’t up to par and are left dismally ignored and ‘unscanned’ in the corner of many posters.
Making QR Codes cool again – meet the Visual QR code
Enter the newest player on the field – the visual QR code from Visualead.
To be honest, I was sceptical at first that this was simply the latest gimmick in the faltering field of hand-crafted QR codes that operate at the costly price of a lot of time and effort spent on the creation of each code.
But, No – the visual QR code is the long sought-after solution to the regular code’s visual handicap – an automated way to merge a code into an image in a simple, three minute process using Visualead’s code generator.
The more I saw of these unique QR codes, the more I was captivated by the effortless way they amplify the code’s potential and the exciting possibilities that they bring to the table of mobile marketing strategies.
Visual QR codes make sure they retain the distinct code-like structure so that the image is easily recognizable as a scannable picture but in contrast to the original barcode.
They present a playful and attractive fusion that enables the viewer to personally relate to your brand and is a lot easier to blend into an existing design.
They are incredibly versatile and can be used to transform a well-known clichéd logo into a fresh and novel interactive logo that customers can engage with directly.
The amount of time that people spend browsing the web has grown exponentially since smartphones hit the market and the competition for attention is intense.
People have grown to expect and demand innovative, tech-savvy campaigns that are visually appealing, creative and cutting-edge as well as that offer them something that is actually useful.
When using a visual QR code, it’s important to reward the customers who have scanned your code with new, exciting and unique information that they couldn’t have accessed earlier.
Good examples are company or product details, discount coupons, loyalty programs, real-time updates and sweepstakes competitions.
You can even design your own QR coded business vCard, connect your code to your social networks site, or create on-scan, instant giveaways to help stimulate your client base to get used to the idea of the QR code-scanning culture.
That way, you can make sure your clients will try to scan any future media signed by your brand.
Proper use of QR codes can help establish a long-term relationship as your customer has learned to associate your brand with quality and convenient purchasing experiences.
They are also a great way to reach out to your customers with an inspiring, vibrant and interactive campaign that will cement their bond with your brand and product.
Join the QR code revolution – be creative, don’t be square!
Janet Lee is an avid tech-geek and content writer for various technology sites. She writes mainly about the latest gadgets and mobile phones. In her spare time she likes to dabble into web design and mobile apps.