QR Codes: Bridging the Gap Between Print and Digital Marketing - Burlington Press
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QR Codes: Bridging the Gap Between Print and Digital Marketing

QR Codes: Bridging the Gap Between Print and Digital Marketing

Not long ago, scanning books or groceries using a rectangle barcode seemed quite novel. It was fast, convenient, and just a little fun. But as society’s pace accelerated, so did our need to read barcodes efficiently. In 1994, Japanese auto-makers adopted “Quick Read” QR codes (square matrix barcodes that could be scanned from any direction) that stored a hundred times more information than conventional barcodes.

scanning qr code on phoneQR codes have a unique look, encouraging customers to get involved by scanning the code and following the “digital scavenger hunt” you’ve created to lead them to a URL for your website, social media page, or to retrieve personalized communication from you (like texts or e-mails). QR codes are a fantastic advertising strategy as they allow users to engage with a brand in convenient, personalized ways. QR codes increase conversion rates while coaxing prospects further down the sales funnel effortlessly.

Nielsen found about 56% of consumers rely on printed materials for sales information, specifically when seeking information on a purchasing decision. Print is seen as a concrete, reliable source, especially for prospects nearing a decision.

QR codes have also found new life thanks to the COVID-19 pandemic as a way to integrate printing with contactless methods of information exchange. For instance, some restaurants have added digital menus accessed via QR code as a replacement for shared printed menus. And government agencies are using QR codes as a way to access vaccine records.

qr code business cardBy including QR codes in print marketing, you increase the potential for landing a valuable client. Consider using QR codes for:

  • Product packaging
  • Invoice stuffers
  • Printed menus
  • Business cards
  • Rack cards
  • Store promotions with discounts available at checkout
  • Promotional games, puzzles, or scavenger hunts
  • Stickers for merchandise or displays

Print is naturally viewed as informative and trustworthy, and QR codes are a perfect tool to bridge the gap between your print and online media!


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