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QR Code as a Universal Marketing Tool: Expert Opinions Part 1

The Drum, a publication specializing in the analysis and review of modern trends in media and marketing, has presented the results of its extensive research on the prospects of using QR codes and the directions of development of this technology in the context of outdoor advertising. The study involved marketing experts from The Drum Network.

QR codes are multifunctional and versatile. They are used for scanning information from packaging, paying for goods and services, and providing access to augmented reality (AR) capabilities. During the COVID-19 pandemic, QR codes played the role of an important tool in combating the spread of the virus. The question remains: are we fully aware of all the possibilities of this technology, or can it still surprise us? Experts give their answers.

Opinion of the Strategy Director at Momentum Worldwide

Alessandro Camaiyoni shared his thoughts on the technology that fulfills user wishes. As the Strategy Director at the British company Momentum Worldwide, he notes the unexpected surge in interest in QR codes. The expert is impressed by how technology, which was unclaimed for a decade after its invention, became a key element of social distancing and the central theme of advertising at the Super Bowl. According to Camaiyoni, interest in QR codes will persist even after the pandemic. This simple and accessible smartphone technology will continue to gain popularity as gadgets evolve. Alessandro predicts that the volume of payments using QR codes will increase fourfold from 2020 to 2030 (from 8 to 35 billion).

The expert believes that the potential of QR codes can be assessed through the prism of behavioral science. The technology attracts visual attention, works instantly, and satisfies the user's curiosity in seconds. It "cuts through advertising noise like no other media can."

Position of the Digital Director at Bulletproof

Jim Hair considers the motivation for scanning codes in outdoor advertising. As the Creative Director for digital at Bulletproof, he wonders how to interest the viewer in scanning the code, as without attracting the audience's attention, all content remains hidden. A successful solution to this problem was demonstrated in Shanghai at the Cygames drone show, where a QR code was displayed in the sky, attracting the attention of all present.

Unlike conventional texts and graphics, QR codes require active user actions for interaction, and their effectiveness is directly dependent on the results they provide. The future belongs to codes that can automatically analyze the number of scans, update and structure content, remain interesting to the audience, and encourage repeat scanning.

Head of Accessibility at Cyber-Duck

Yahye Siad discusses QR codes for people with disabilities. As the head of the accessibility and diversity department at Cyber-Duck and facing serious vision problems, the expert points out the technology's shortcomings and possibilities for its improvement:

  • QR codes are not perceived by people with vision impairments and often lead to websites not compatible with screen reading programs;
  • people with motor impairments find it difficult to hold a smartphone and scan the code;
  • the audience with hearing impairments cannot fully perceive the audio content in the videos linked by the code if they do not come with subtitles.

These problems are already being solved in other marketing tools. For example, the NaviLens technology allows scanning the environment from a great distance, and NFC technology automatically "pings" the device and does not require targeted scanning. This simplifies interaction with the brand for people with disabilities and increases the effectiveness of digital advertising.

According to Yahye Siad, QR codes will be able to overcome these limitations only if they offer users accessible content. Without finding suitable design solutions, the great potential of the technology will remain untapped.

Expert from Laundry Service in China

Del Credle discusses the integration of the service into everyday life. The expert from Laundry Service, living in China, notes that QR codes have long become an integral part of daily life. They are used for shopping, renting bicycles, paying bills, exchanging data, and opening doors and gates.

According to Credle, for the widespread distribution of QR codes in outdoor advertising and marketing, their broad integration into social life is necessary. In this way, residents of other countries will be able to appreciate the convenience and functionality of the tool, as happened in China. This approach can solve the problem voiced by Jim Hair, and marketers will not have to resort to tricks to interest the user in scanning the QR code, which can be used today when you decide to make a digital business card.