Are QR Codes Worthwhile for B2B Marketers?

Jan. 06, 2011

QR Codes and B2B Marketing QR codes have become a fairly mainstream mobile marketing tactic of late, but they're aren't actually a new phenomenon. The first QR codes were developed over a decade ago and have been widely used in some parts of the world (especially Japan) for years.

What is a QR Code?
A QR code is a bar code (QR stands for quick response) which is capable of being decoded at high speed and is frequently used for mobile tagging. The codes were originally developed in Japan in 1994 (we told you they weren’t new!) and were used to tag different parts in the vehicle manufacturing process. Since their development, QR codes have become a popular way to track B2C and B2B customer interactions and are evolving as one of the biggest new trends in mobile and social marketing.

How do QR codes work?
QR codes consolidate data into an image which can be read by digital cameras. When a QR reader is installed on your mobile phone (look at apps like SCVNGR the user can just point their camera at the code, and the phone should link the user directly with the web page associated with the code in a matter of moments.

How can you use QR codes in your marketing?

QR codes are widely used in Japan for B2C marketing for everything from brand-related games and applications to providing nutritional information on products, but this phenomenon is certainly becoming more popular in other areas of the world as well. In fact, as part of Internet Week 2010, Times Square (in New York City in case you didn’t know) was covered in an enormous QR codes and called the set up “The City at Your Fingerprints” and was supported by 11 different New York agencies.

Obviously QR codes have a large ability to engage your audiences through mobile marketing, and with the increasing growth of the mobile market, it seems to be a promotion method aimed directly at what consumers wants and needs. Obviously most companies don’t have the resources to set up giant QR codes in Times Square, but there are certainly other ways the small B2B organizations can implement QR codes. Anyone with a mobile phone can view a QR code, and anyone with a computer and web browser can create a QR code (look at BayBrain’s Snappr.net) , but once you’ve created the code, what are some uses for it in your B2B marketing?

What can a QR code do?

Send users to a mobile website or landing page
Dial a telephone number
Send a text message
Send an email
Download contact details
View a Google Maps location
Send users to a social media profile

Where can you add QR codes for the most effect?

Business cards. Using tools like this one you can create a QR code for your business card so when you meet someone they can scan the code and create a contact record in their phone without having to type a thing.
Print Advertising. QR codes can be added to any print marketing materials allowing you to save space and build interest.
Tradeshow and industry events. If your organization regularly attends events you can have QR codes as part of your displays rather than give-aways.
Industry directories or magazines.

What are the biggest benefits of QR codes?

QR codes can help build interest for your brand or promotions. By adding QR codes to print marketing you can save space and resources and engage your audience. They can also act as a more efficient way to transmit information. Imagine the possibilities of sending users automatically to your companies contact information (or even automatically dialing your support line? that would be especially helpful for SaaS companies like ours). You can use them to send your users to Google Maps so they can find your business location more easily or you can add your company as a contact in their phone without them having to make the commitment of typing your details in. Basically these codes can make it easier for your audience to engage with your brand with less of a commitment. They allow you to link the physical world with the online world more easily, using the platforms (mobile) that your audience is probably using.

Having given you these ideas, it’s still important to note that many people still don’t understand what QR codes are. Once again we’ll say that it’s important to do your market research to determine whether your key audience is making use of QR codes before you try implementing them as a marketing tactic. Creating and using them just for the sake of it doesn’t help your overall marketing strategy. Don’t just jump on board with a fad, as with the rest of your marketing tactics, your QR code marketing needs to add value to your overall business strategy or else it is just a waste of time and resources. If your audience DOES use newer technology like this, then hopefully after reading this you’ve figured out some ways that you can use QR codes in your B2B marketing. As it stands right now they are definitely more popular in the B2C market, but that doesn’t mean there aren’t ways to make it work if you’re in B2B! Leave a comment if you have some innovative and interesting ideas we’ve missed!

Image by gaiLLLO! on Flickr.

Posted by Amberlie Denny at January 6, 2011 8:00 AM

Comments

James H

Post raises a good question. I've received a few QR coded pieces at work and I have to admit I haven't used them... though they did add interest in the piece. One reason is I can't be bothered to pull up the reader, but the other is I don't see the point. In a B2B situation, I think there needs to be a significant reason to use the QR code vs just researching the company on the internet. Just slapping it on there as an 'add on' isn't going to do much other than, as your post points out, maybe generate interest in the piece (while the technology is still new).

Amberlie Denny

I completely agree James. It really will depend on your audience. For us, many of our customers are quite well-informed about new technology and using tools like QR codes could build increased interest in our brand, but some of our customers certainly wouldn't benefit from using them since their audiences aren't as technical. I'm definitely interested to see where QR codes are headed in the B2B sector. Hopefully there are some interesting things waiting for us!