Static QR Code: A square, two-dimensional barcode that, when scanned with a smart phone’s reader app, directs people to a mobile-friendly website, launches a video, or serves up other digital content.
- Intended for public use (not targeted to an individual)
- Serves up generic content that is available to a public audience
- Provides basic reporting: number of scans, time of each scan, phone’s OS
- Great for use on billboards, store signs, POS materials, in mass media/print
Following are practical examples of static QR codes intended for public consumption: (left to right) storefront signage, bus stop billboard, print ad.
Unique QR Code: A personalized QR code that is meant to provide a specific individual with either generic content or content only intended for their view, such as a PURL.
These types of QR codes are generated via variable data technology and are often used to track responses to direct mail campaigns. Since the QR code is unique and tied to a specific recipient, the marketer will have the ability to see who responds to a marketing piece and when. This type of data could then be used to further refine and personalize marketing messages or for targeted follow-up campaigns.
- Intended for a specific individual
- Serves up generic or highly personalized content
- Provides advanced reporting: scanner’s name/address, time/date of scans, repeated scans, phone’s OS, conversions (if tracking codes/unique identifiers are in place on the destination website)
- Great for use in direct mail campaigns and other personalized marketing collateral
Following are practical examples of unique QR codes in use:
Above: Direct mail postcard featuring a unique QR code that offers driving directions from the recipient’s home to the nearest retail location.
Above: A direct mail postcard featuring a unique QR code that, when scanned, takes the recipient to a password protected website with detailed information about a newly listed property in their neighborhood. The moment a recipient scans the code to access information, an email including the responder’s name + address is instantly sent to the listed property’s real estate agent.
To learn more about the practical ways in which marketers can use unique QR codes and other digital response technologies with print, download the resource titled, “Merging Mobile Technologies into Your 2011 Direct Marketing Mix,” compliments of QuantumDigital.