Why is my business partner so excited about QR codes?

We've put QR codes on our recently printed business cards.  They are embedded in our trade show schwag.

Recently, My business partner sent an email suggesting we get QR code jewelry.  You know....cufflinks or pendants....as a sort of digital dog tags.  This would eliminate the need for carrying a business card altogether.

What are QR codes?

QR, or Quick Response, codes are a sort of information fingerprint- a variant on the common bar code. They can be generated on the fly at no cost, through any number of QR code generators. But unlike a bar code, which we are most familiar with because of how they work to keep the checkout clerk moving (inventory systems, scanners), or to track packages, you craft them to drive traffic to targeted specific links meant for external consumption of information.

QR codes have been around for a while, but are just now getting real traction- you can see them starting to appear on billboards, business cards, even real objects. This growth comes because smart phones with embedded camera are now ubiquitous- if you have a smart phone, coupled with a free QR reader app, you effectively have a digital scanner.

Why do they matter?

QR codes bridge the gap between print or analog objects to digital media in a new way. As a marketer, after you generate a code, it can be included in a print label, or on any real world object, as well as shown digitally. You can customize the code to directly link to the most relevant digital media. This allows for micro targeting from an object or a property to a specific web page with a detailed call to action- a QR code on a bus-stop ad for a new album release links directly to a purchase now and download page, for example- not to the artist's main page.

A Great Mobile Interface Shortcut

This is especially important from mobile devices where any navigation that requires typing something into a browser is a pain- often subject to auto-complete errors and overly sensitive touch screens. Now, if I want to get more information on something “in the real world” while moving about with my device, I don’t have to type in the web address, I point my phone at an object, click through, and I’m at the end point I was seeking- whether that end point was event information, a political action such as vote now or donate now, or liking something on Facebook. When coupled with geo-loco, QR codes will become even more actionable and personalized.

Point of Purchase Potential

There is huge potential for QR codes to provide rich product information, right at the point of purchase- we would love it if that information was actually independent and vetted, and contained things that would help us make purchases aligned with our values.

For example, if we could see labor source, waste packaging impact, or energy efficiency on something we were purchasing, we might make a different choice. So we get into the question of who controls the information flow. Who generates the QR code may have an impact- the manufacturer? The retailer? What retailer will do a deal with an independent information site to generate bar codes, when they could go to more sales information? Watch for policy discussions on how to best use the QR code at the shelf.

In the meantime, look for us at SXSW sporting our QR code bling.