Have you ever used a loupe? That handy magnifier was my secret weapon for spotting the best photo on contact sheets frequently at the start of my career. Then, about 20 years ago, the photographers I worked with began submitting pictures digitally, so I retired my loupe and started using Photoshop’s zoom feature for photo selection instead. That’s how it usually goes. New tools and technologies replace old ones, and life goes on. At least, that’s what happens most of the time, with a notable exception being QR codes and marketing.
Its story goes a little differently.
The resurgence of QR codes in marketing
After their rise and fall, QR codes rebounded back onto the scene, returning with fervor during the pandemic. It was a marketing comeback story for the ages.
Here in the U.S., about 89 million people scanned a QR code in 2022. That’s an increase of around 26% from 2020! Usage is expected to continue to rise, with the total number of people scanning QR codes estimated to reach over 100 million users by next year, according to Statista.
It’s no wonder that more and more marketers are incorporating QR codes into advertising campaign assets with impressive numbers like those.
Keep reading for a refresher on the best practices of QR code usage and learn more about how they work to drive conversions. Plus, see examples of ways to use them effectively and get answers to FAQs about QR codes and marketing.
QR code: What does QR mean?
The “QR” in the term QR code stands for quick response, which is fitting since marketers use them to quickly deliver additional resources and information.
Why would a marketer use a QR code?
QR codes are helpful because these easy-to-scan graphics can take users straight to website landing pages and other online content.
But how does that exactly work? What’s the secret?
QR codes can seem like magic because they do so much behind the scenes.
What looks just like a matrix of different black-and-white shapes (often squares) to the naked eye is actually an encoded piece of information that your smartphone’s camera or a QR code reader can understand when scanned—directing users to open a webpage, add a contact, connect to a network, or something else.
What can I put into a QR code for my marketing campaign?
Marketers often encode URLs into QR codes (for assets like landing pages that support a campaign); however, you can also use generators to create QR codes that include information like contact details, calendar data, app download links, payment details, Wi-Fi credentials, etc.
So, what happens if part of my marketing QR code is obscured?
With QR codes and marketing, scannability is understandably a top priority because using a code that doesn’t function makes you look foolish and, at worst, hurts conversions. That’s why understanding error correction levels, or how much of a QR code’s pattern can be damaged or hidden and still work, is critical.
For example, if you wanted to create a branded QR code, its level of error correction would determine how big you could make the logo that you put on top of it and have it still do what you want it to do when it’s scanned.
QR codes have four levels of error correction: L, M, Q, and H. With Level H, for instance, up to 30% can covered up or missing without sacrificing usability.
Types of QR codes used for marketing
Different QR code generators use different algorithms and encodings. Here are some of the common types of QR codes and how they are used for marketing include:
- Model 1: Relatively basic; works well for simple marketing tasks like encoding a short URL or a short promotional message (e.g., a discount code)
- Model 2: Widely used; works well for campaigns that require tracking metrics (e.g., landing page URLs with UTM parameters)
- Micro QR: Smaller in size; ideal for when you want to run QR codes in tight spaces (e.g., business cards or tiny product labels)
- SQRC: Adds security; useful when access upon scanning needs to be limited with additional security like a key or password (e.g., a VIP offer or restricted promotion)
- Frame QR: Provides dedicated space within the matrix for logos or marketing messages; effective for enhanced brand visibility without the worry of hurting scannability by incorporating these types of elements
- Dynamic QR: Allows the encoded information to be changed as needed; ideal for marketing campaigns that require frequent updates or revisions based on campaign results
- iQR: Stores more data; can be presented as rectangles
- Aztec code: Doesn’t require a quiet zone or empty margin of white space or blank area to surround it for readability; great for situations where space is limited or the design is busy (e.g., event tickets or small receipts)
Which type is used the most for marketing?
Model 2 codes tend to be the most commonly used QR type in marketing materials because they’re versatile and easy to use. That said, sometimes they aren’t the best choice because they’re static.
The difference between dynamic vs. static QR codes
Marketers will choose to use dynamic codes when they need a solution that provides flexibility. With dynamic QR codes, you’re unlimited by the number of times you can update their encoded data since that info isn’t “hard-coded” into them.
All other types of QR codes are considered static because they’re uneditable. Post-creation, you can’t modify the data static codes pass on when scanned.
5 benefits of using QR codes in advertising
QR codes offer versatility, allowing a more seamless connection between the physical world and the online world (or, in some cases, linking people from one corner of the web to another), but that’s not the only reason why they can be a valuable addition to any digital marketing strategy. Here’s a quick rundown of some other benefits:
- Instant access: Quickly direct users to landing pages, apps, or product details.
- Contactless interactions: Enhance safety by avoiding physical touchpoints.
- Track engagement: Gather data on scan rates, locations, and devices used to access content.
- Boost conversion rates: Provide quick ways to redeem coupons or sign up for events.
- Encourage social engagement: Seamlessly link customers to social media pages for more interaction.
Creative examples of marketing QR codes
Various creative approaches make QR codes a versatile marketing tool. Here are some ways they have recently been used in marketing campaigns to make deeper connections with target audiences.
The Tortured Poets Department’s mysterious murals
Calling all Swifties! To generate buzz around her latest album, Taylor Swift paired guerilla marketing with jumbo QR codes on signs in cities across the globe, each one encoded with a different letter that, when pieced together, spelled out “For a Fortnight.”
Organic news coverage and social media mentions—inspired by this QR-code-based brand awareness marketing stunt—helped fuel her album’s record-breaking release.
HBO Max’s Easter egg in The Penguin
During the first episode of HBO Max’s The Penguin, a random masked man walking through a train passes out flyers featuring a QR code. Though the code was only seen on screen for a split second, some eagle-eyed watchers scanned it and shared what they found with strangers online.
With exclusive, interactive online content incorporated into their shows using techniques like QR codes, Hollywood showrunners have an exciting way to bring their stories to life, delight viewers, and help introduce their programs to broader audiences.
ZocDoc’s
A QR code isn’t usually the punchline when a marketer tells a story, but that was the case in this 2024 commercial from ZocDoc.
About ten seconds into this unconventional example, a woman concerned about a rash on her arm watches as it morphs into the shape of a QR code (which she then scans to access the ZocDoc directory of healthcare providers to find a dermatologist).
The “don’ts” of QR codes and marketing
Although QR codes are powerful, they aren’t a one-size-fits-all marketing solution. You might do more harm than good without the right strategy behind your usage.
Ask yourself: Do you have a solid call-to-action to pair with your QR code? And, if you motivate them, is there a fitting “payoff” when they engage with your code? If you aren’t giving people an explicit reason to scan your QR code. For example, pairing “Scan to save 20%” with a QR code on a print magazine ad is more likely to drive engagement and conversions than just putting a QR code by itself without explanation.
Wondering if they’d be a good fit for your next campaign? Here’s a closer look at five types of marketing in which we’d recommend NOT using QR code graphics:
- Email marketing messages
- Webpages
- Social media post graphics
- MMS marketing messages
- Vehicles and billboards
Email marketing
Scanning a QR code from a marketing email message, especially if using a mobile device, is cumbersome and awkward, requiring extra work. Just providing a link is quicker and easier for users.
- Exception: If the marketing email you’re sending is an event registration message that serves as an event ticket (so it’s likely to be printed), then including a QR code could be helpful to include and provide some convenience.
Webpages
Usability is all about removing hurdles for your users, not adding them. QR codes are redundant on websites since users are already online. Adding a clickable link to direct them where you want is much easier and creates a smoother user experience.
Social media
Like webpages, social media is already a digital platform where users can more easily get to where you want them to go by clicking links. Asking someone to take a screenshot of a QR code or use another device to scan it adds unnecessary friction. Instead, use links in posts or bio sections, etc.
Online paid ads
By their nature, paid ad graphics are already interactive (clickable) and include tracking, so integrating QR codes into their design doesn’t provide users any additional convenience. In fact, doing so might just confuse people and keep you from reaching your digital ad engagement goals.
PDFs
For marketing content, like PDFs, that are “digital-first,” clickable CTA links within the document are a better way to provide a straightforward connection to additional digital information.
- Exception: If your PDF might be printed, its clickable CTA provides no extra value. So, in instances where you might want people to check out content with long URLs that would be a burden to re-key, including a QR code next to the linked CTA would be helpful.
MMS marketing
Since users receive MMS messages directly on their mobile phones, a clickable link is more efficient than scanning a QR code embedded into a graphic because it doesn’t require additional steps.
Vehicle wraps and billboards
Ultimately, it’s a matter of safety. QR codes on moving vehicles or billboards pose practical issues for scanning—users may not have enough time or a safe opportunity to scan them. Instead, focus on memorable URLs or other forms of encouraging engagement.
- Exception: In stationary settings, such as on a food truck that’s parked for long periods, including a QR code can provide easy access for further engagement.
FAQs about QR codes and marketing
Here are some common questions marketers ask about using QR codes.
Wait—Are QR codes and barcodes the same?
Kind of. QR codes are a type of barcode. Unlike the simple (one-dimensional or linear) barcodes found on the bottom of things like cereal boxes, QR codes are 2D. This means they can hold a lot more information, and you can scan them from any orientation, making them much more flexible.
Will the output look identical if you ask two different tools to generate QR codes that encode the same information?
Good question! QR code generators use varying algorithms and encodings, meaning that there are nearly infinite possible permutations during the creation process.
The sheer number of potential combinations (trillions) makes accidental duplication possible but rather unlikely, even if the same data is input for encoding. Even if the same URL is encoded, the resulting QR codes will likely have slight visual differences based on customization factors, such as their type, error correction level setting, and more.
Do QR codes expire?
It depends on the service you use. Read the fine print!
Generally speaking, static codes don’t expire. They always point to the same content. Dynamic codes can also remain active indefinitely, but access to change the link may depend on the subscription plan of the QR code service you use.
Are there any drawbacks to using a QR code and URL shortener together?
Using URL shorteners can make long URLs more manageable, but they introduce potential risks. If the URL shortener service experiences outages, the QR code becomes useless. Additionally, users may be wary of shortened links due to phishing concerns.
What’s a link to a QR code generator you’d recommend?
If you’re looking for a reliable and free way to generate a QR code that won’t expire, consider the Adobe Express web-based tool, which is easy to use and allows for basic customization.
If you have Adobe Creative Suite and work in InDesign, you can also use it to generate and customize QR codes for marketing straight from within the application.
Do QR codes have to be displayed at a specific size?
Yes—QR codes must be large enough to be easily scannable.
As a rule of thumb, a QR code should be at least one inch by one inch when viewed at arm’s length. For larger marketing materials (such as posters), the size should be increased accordingly to ensure easy scanning from a distance.
Have more questions about QR codes and marketing?
QR codes can be powerful tools when used correctly. Their effectiveness depends on a well-crafted strategy that integrates them into the larger goals of your marketing campaign.
If you’re considering adding QR codes to your marketing mix or want expert guidance on using them effectively, TBH Creative is ready to help. Let’s talk. Reach out to our team for advice on maximizing the potential of QR codes in your next campaign.
