The use of 2D barcodes (which come in varieties like QR Codes or Microsoft Tags) continues to escalate because of the immediacy possibilities they present. Put simply, 2D barcodes let people respond to a call to action at the time they are interested—when they’re more likely to respond. Most of us won’t respond to a call to action if there’s a delay between the impulse and access to your computer. But mobile closes that gap, making now the perfect time to respond.
Here’s what you should know about 2D barcodes:
- They can lead to contact entries, calendar items, video, apps, directions, coupons, menus, links to reviews, virtual tours—you name it. But make no mistake—users expect valuable content, entertainment value, or time or money savings (like downloading a coupon, or contact information).
- Linking to a Web page is the old way—linking to content devised for mobile is the new way.
- They can be customized visually.
- Test, test, test before you launch.
- Be wary now of malicious QR codes with malware. Criminals can replace the QR code on your Web site or even put a sticker onto existing marketing material, reports PC World.
Don’t overlook the possibilities of using barcodes in your advertising campaign. The possibilities are both endless and promising.