Not all QR codes are made equal. To get users from scanning a QR code to downloading and engaging in your app, the user experience needs to be near-perfect. When building a mobile marketing strategy around QR codes, consider:
1. Looks matter
Create custom QR codes by personalizing them to the brand or app identity. Add colors, brand elements or logos, or images to capture attention. But, make sure they’re still scannable. QR codes should be no smaller than 2 cm by 2 cm — and at least 240 pixels. Find a balance between a reasonable size for your marketing materials and the potential customer’s scanning distance.
2. It’s all about placement
Place QR codes where customers are most likely to see them in their digital and physical environments — when they walk into a store, are waiting in line at checkout, or receive a package in the mail. The options are endless, but some include:
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- Product packaging and inserts
- Storefronts and in-store signage
- Physical fliers, mailers, gifts, or other direct mail
- TV campaigns
- Email campaigns
- Print ads or billboards
3. Include a clear call to action (CTA)
Potential users aren’t likely to scan a QR code unless there is a compelling reason or benefit. Specific CTAs like “Scan to receive a special discount,” “Scan to access exclusive content,” or “Scan to enter the giveaway” help users understand what to expect when scanning.
4. Scalability is key
Creating a one-off QR code takes seconds with a QR code generator, but incorporating them into an enterprise marketing strategy is more complex. To scale, mobile marketers need to be able to create and customize codes for various channels and marketing campaigns. Use dynamic QR codes to update existing links in real time and ensure content is always up to date. Programmatically creating QR codes via SDK or API can speed up workflows, eliminate developer work, and scale to enterprise-level traffic.
5. Measurement and attribution are a must
Like any other marketing strategy, measuring QR code performance metrics is key. Just knowing the number of scans isn’t enough. For mobile marketers aiming to drive app downloads and engagement, it’s critical to tie app activity back to the QR code that drove it, including the specific store, product, or email the QR code was scanned in. Accurate attribution helps marketers optimize their strategies, allocate resources, and maximize return on advertising spend (ROAS).