Old Media and New Media - QR Codes

One of the more exciting examples of new technology is the QR code. QR stands for Quick Response, aptly named because the contents of the code can be decoded at high speed by devices including mobile phones equipped with a camera, net books and laptop computers, desktop computers, cameras and televisions.

QR codes are the new way for customers and prospects to reach a web page, a location (using geocodes) or obtain information about products and services. Add a QR code containing contact information to your business card and someone can add you to their contact list by reading the QR code with their cell phone or computer. Add a QR code to individual products on your web site and enable customers or prospects to download product details and a phone number for ordering, or link to a YouTube video.

QR codes were developed in 1994 by the Japanese company Denso-Wave as a way to track parts in vehicle manufacturing. The code is a 2-D symbology because it stores information both horizontally and vertically and thus is able to hold much more data than a one-dimensional bar code.

The typical barcode holds a maximum of 20 digits, while a QR code can hold up to 7,089 characters. In addition, QR codes take up about one-tenth the space of a bar code. This ability to hold a great deal of information in a small space is what makes QR codes so valuable for sales and marketing.

QR codes are quite common in Japan and their use is growing in Europe. In the United States, QR codes are just beginning to appear but are expected to spread rapidly. A QR code may be applied to many substrates – paper, plastic, even cloth – and on many surfaces, including curved ones – walls, floors, billboards, t-shirts. About the only limitation is ensuring that the QR code is of sufficient resolution to be read by the mobile phone or other device.

An example of how QR codes are being used is the Google program Google Places, a way for businesses to manage their presence on Google. Any business that is selected by Google as a Favorite Place receives a window decal that includes a QR code that takes the viewer to the Google Place Page for the business. Google has already distributed 100,000 Favorite Places decals and is planning a second round of 50,000 more.

With Google promoting QR codes, they are likely to become very important in search marketing. Google suggests that if your web site contains a QR code, search engines will see a new image and index it, and might in the future index the content in them.

Many mobile phones, including iPhone, Blackberry, Motorola Droid and any phone that runs on the Android operating system, have application software available for scanning QR codes. Some phones may have the app already installed on the phone; if not, it can be easily downloaded and installed. One feature is necessary, though – the mobile phone must have a camera. After reading the QR code, a phone with a web browser can connect to a URL, download an MP3 file, dial a phone number or send an e-mail.

QR codes have other uses besides marketing material. An educational organization can direct people to reference or training materials. An online product catalog can use a QR code to provide complete product specifications. Retail locations can use QR codes to provide additional information – such as a restaurant providing nutritional information for items on the menu. A QR code on a direct mail piece can take the recipient directly to the web site of the business offering the product or service.