QR Code as a Universal Marketing Tool: Expert Opinions Part 2

Yesterday, we began publishing a series of expert opinions regarding the use of QR codes in marketing, as explored by The Drum publication. Let's continue their publication.

Employee of M&C Saatchi Performance

Josh Kirby emphasizes the need to expand the audience. The expert from M&C Saatchi Performance sees in the QR code the ability to bridge the gap between the physical world and the online space. In his opinion, modern marketing has not yet fully realized the potential of this tool. Currently, QR codes are often placed at the end of CTV and DOOH messages as a link to additional information, leaving insufficient time for scanning.

Analysts conducted a series of tests, and the results were disheartening. The number of people ready and able to use QR codes (having the technical capability and sufficient level of information literacy) is so small that it does not allow for an accurate assessment of the tool's real effectiveness. Therefore, the expert's main task is to rethink the delivery methods of the codes and improve the convenience of scanning.

Head of Strategy Development at Wonder

Jonathan Izzard expresses his opinion on the potential and limitations of the tool. The Strategy Director at Wonder disagrees with Alessandro Camaiyoni. For him, the QR code is not associated with the concepts of "instant" or "immediate". You need to take out your phone, activate the camera, focus, and follow the link, not knowing in advance if the goal justifies the efforts expended.

However, Izzard does not deny that the tool plays an important role in brand interaction and in the field of digital advertising. He also mentions the NaviLens technology, which provides visually impaired users with necessary guidance and practical experience. Overall, QR codes are becoming a universal base for various operations in the future — from mobile payments to targeted interaction, from augmented reality to artificial intelligence.

Senior Marketing Director at Niantic

Caitlin Lacey notes the accessibility of the QR code after the pandemic. The Senior Marketing Director at Niantic emphasizes that the COVID-19 pandemic significantly increased audience awareness about QR codes and taught people to interact with them. Marketers can take advantage of this new wave of popularity of the tool to make the connection with the brand more comfortable and personalized. Launching augmented reality upon scanning packaging, opening a map, instant payment — the possibilities of the technology are limited only by the developer's imagination.

Creative Director at VMLY&R Commerce

David Moore considers the universality of the technology. The Creative Director at VMLY&R Commerce sees the QR code not as an end but as a means to achieve goals. At the same time, the potential of this tool is virtually limitless. With a simple black-and-white square, you can integrate any additional technologies into your message: image recognition, geolocation, artificial intelligence, augmented reality. All these functions provide an exciting user experience and are cost-effective. Moore considers the main advantage of the QR code to be its adaptability and flexibility.

The expert provides several successful examples of implementing modern technologies with access via QR. VMLY&R Commerce created the Oreo Stuff Scan, which allows users to transform any objects into cookies. Billboard Labels transforms Coke brand banners during the soccer World Cup into food products. Nature Valley Adventure Quarters opens a world of amazing adventures based on the change from your pocket.

According to Moore, the brighter the demand for a multi-channel experience, the brighter the future of QR technology.

Creative Director at Signal Theory

Sean Crockett highlights the key role in the world of augmented reality. The Creative Director at Signal Theory notes that with the ongoing digitalization of the world, the potential of a tool that transforms physical experience into digital cannot be overestimated. A QR code can open access to a company's contacts or an online restaurant menu, as well as immerse us in the world of augmented reality. For example, you can supplement furniture assembly instructions with a real-time video layer showing how a bookshelf is assembled.

The maximum benefit from QR codes is achieved in the context of wearable devices. It is a universal language for XR glasses, linking your physical and digital lives. According to Crockett, the QR code has secured a stable future for itself by becoming a convenient channel for accessing other relevant technologies.

Head of GreenJinn

David Brewster discusses ways to engage the audience. The head of the client department at GreenJinn is convinced that a simple redirect to a website via a QR code is not effective enough. Today, many brands and agencies use this tool as any other link, without a clear call to action and an offer for the customer. GreenJinn offers its clients tools for more effective use of QR codes, such as obtaining a coupon for online or offline purchases through scanning, providing a clear CTA to the audience, allowing the channel's effectiveness to be evaluated, tracking the consumer's journey, and accordingly adjusting targeting

Vice President of Allied Global Marketing

Rob Walsh on brand interaction and sustainable development. The Vice President of Allied Global Marketing for brand interaction evaluates the effectiveness of the technology in the context of his work. The expert believes that the tool provides a more natural experience for the client and simplifies the connection with the brand. Walsh offers several working strategies for implementing AR technologies that bridge the gap between reality and virtuality. QR codes on flyers provide access to online broadcasts and exclusive content, allowing you to enjoy events from home. Markers on tickets support interactive possibilities at live events, including access to the bar menu, contactless payment, loyalty rewards, and personalized recommendations for snacks or drinks. From a sustainable development perspective, QR codes are preferable to traditional outdoor advertising methods, as they transfer brand interaction online, reducing the need for printed materials production. Digital marketing methods meet eco-trends and increase trust in the brand using them. They allow, for example, to create an electronic business card with a QR code, foregoing the paper alternative.