QR Code Marketing: Everything You Need to Know

QR codes have become increasingly popular to bridge the gap between traditional and digital media. They help brands connect with a wider range of audiences and gain valuable engagement insights through tracking. 

In recent years, QR codes have become a popular way to merge traditional and digital media and more widely share marketing materials.

In fact, a recent Bitly study shows that 93% of marketers surveyed increased the use of QR codes in the past 12 months at the time of publishing, and 88% feel consumer sentiment toward QR codes has become more positive.

But how do you incorporate QR codes into your own marketing strategy?

We spoke with HawkSEM Senior Lead Strategist Chloe Rice on the best practices — and common mistakes to avoid.

What is a QR code?

A quick response (QR) code is a type of barcode that can be scanned with a smartphone camera or a QR reader to access online content or information.

When someone scans the square patterned code, it instantly triggers an action and gives access to that content.

This is usually opening a webpage, but it can also:

• Launch an app
• Display sms text message or contact information
• Connect to Wi-Fi
• Start a payment
• Play a video or download a file

How do QR codes work?

QR codes work by encoding information into a visual pattern, usually created with a QR code generator.

Here’s a quick breakdown of the process:

1. Data is encoded into the square pattern
2. A phone camera scans and detects the pattern
3. The built-in software reads the pattern and interprets the QR code
4. An action is triggered, prompting the user to open a link, download an app, connect to Wi-Fi, etc.

QR codes also add a layer of tracking that isn’t present otherwise. (Image: Adobe)

Why use QR codes in your marketing?

In marketing, QR codes can help bridge offline and online experiences.

“QR codes are a conversion pathway that help connect offline actions to digital,” explains Rice.

“Instead of having to type in a url or needing to search for a brand, they’re an easy way for a user to get to your website or landing page where they can then take action.”

QR codes also add a layer of tracking that isn’t present otherwise.

“They can be tied to specific ads or platforms using UTM links, which helps with determining which creatives are performing best.”

Benefits of using QR code campaigns include:

• Larger reach: Bring in more traffic from the “real world” along with digital connections.
• Easy access: It’s easier for users to scan a code on a physical product than type in a specific URL or even search online.
• Cost effectiveness: QR codes can save on printing costs.
• Further information and elaboration: Additional content that couldn’t fit on a printed page can be easily shared.
• Tracking capabilities: Dynamic QR codes allow you to track engagement in real time, along with ongoing metrics like conversion rate.
• Measurable analytics: The data collected helps optimize ongoing campaigns.

How to use QR codes in marketing: Use cases

QR codes can connect offline and online marketing experiences in practical ways.

“One of the scenarios where QR codes can be very useful is with CTV,” explains Rice. “This has historically been an upper funnel strategy, but QR codes introduce a clear and direct action that users can take while they’re already engaged.”

Since users are often watching TV with their phones nearby, this is an easy way for people to learn more about a brand at that moment, instead of needing to look the brand up later, she adds.

Some other use cases include:

• Restaurant menus: QR codes gained popularity at restaurants during the pandemic and are still used today to streamline the ordering process and promote cleanliness.
• Product packaging: Link to review pages, recipe pages, additional product information, tutorials, or other related web pages.
• Print ads and direct mail: Make it easy for print readers to access your website and increase traffic.
• Business cards: Allow people to instantly save your contact information or be directed to your portfolio or website.
• Events and signage: Direct attendees or passersby to schedules, maps, speaker bios, or registration pages, and enable quick check-ins, feedback collection, or lead capture. 
• App downloads: Send users straight to the appropriate app store (iOS or Android) or a universal download page.
• Payments and promos: Allow customers to complete purchases, redeem discounts, access exclusive offers, or join loyalty programs with a quick scan.
• Television and other digital media formats: Provide a second-screen experience by linking viewers to landing pages, contests, or product pages, though effectiveness depends on screen size, timing, and ease of scanning.
• Receipts: Boost repeat purchases by embedding QR codes in receipts or order confirmations.

Pro tip: While people can scan QR codes on other forms of digital media (such as videos or web pages), it’s generally easier for users to click a hyperlink. 

Risks of using QR codes

For brands with an older or less tech-savvy audience, QR codes can feel inaccessible or isolating at worst and ineffective at best.

On a larger scale, QR codes can come with some security risks. When used on print media, the original code could be covered by a sticker of another QR code that takes the user to a malicious website or steals personal information.

These pose security risks for users and trust risks for brands.

To reduce these risks:

• Use trusted QR code generators
• Monitor performance for unusual activity
• Make tampering obvious on printed materials

We also recommend pairing QR codes with a visible URL to help build user trust.

Real examples of QR codes in marketing

Curious how QR code marketing looks in practice? Here are some examples of brands that used custom QR codes to share additional product details, provide interactive experiences, and minimize packaging waste.

Coinbase

(Image: Screenshot)

Coinbase launched this ad during the 2022 Super Bowl, featuring a floating QR code that bounced around a black screen for a full minute.

(Image: Screenshot)

The code linked to a crypto landing page that resulted in over 20 million scans per minute — causing their app to crash temporarily.

Jameson

(Image: Screenshot)

Jameson’s limited-edition gift boxes featured a QR code on the packaging which led to an AI-powered experience where users could create a custom song for their dad for Father’s Day.

Users entered their dad’s name, a message, and chose a specific style of music. The platform then generated a personalized track to accompany the whisky gift.

Patagonia

(Image: Screenshot)

Patagonia has integrated QR codes with their clothing tags to reduce its packaging footprint. The code links to supply chain information, sustainability details, and product stories.

This update aligns with the brand’s values of sustainability and helps build trust with its customers.

QR code best practices 

A mobile-optimized destination page, clear call-to-action (CTA), and a clear and scannable code can help boost engagement for QR codes.

Here are the top best practices for more effective QR code campaigns:

1. Determine the purpose of your QR code

Before creating and integrating a QR code with your marketing strategy, make sure you have a clear, single purpose. For example, do you want your QR code to help drive app downloads, collect leads, or unlock a discount?

If you are trying to accomplish too many things with your QR code — or lacking a goal at all — people won’t be motivated to scan your code.

2. Give people a reason to scan your QR code 

Use a compelling call-to-action and a clear message of what to expect when they scan.

In other words, “scan me” is unlikely to motivate people — but “Scan for a 20% off coupon,” “See the full menu,” or “Watch a one-minute tutorial” offers incentive and clarity for a higher number of scans.

3. Link to a highly relevant landing page 

Like any PPC ad or call-to-action, the destination page for your QR code should meet the expectations of the user.

“A QR code at a bus stop vs. one in a retail store imply different user intent, and the landing page experience should reflect that,” says Rice.

4. Make sure your landing page is mobile-optimized 

“Because users are navigating to the landing page on their mobile device, it needs to be a seamless experience on mobile,” explains Rice.

Your destination should load quickly, be easy to navigate on a small screen, and follow through with the promise you made next to your QR code.

Further reading: Mobile SEO: Best Practices + Examples

5. Opt for dynamic QR codes when possible

Dynamic QR codes allow you to modify or change the destination URL without reformatting and reprinting the QR code. It also provides you with tracking data — unlike static codes that offer limited data and cannot be changed.

Dynamic QR codes are essential for marketing campaigns, whereas static codes are used for data that won’t be changed, like Wi-Fi passwords.

6. Design for visibility and scannability 

“Invest in high-quality design,” says Rice. “Contrast and accompanying copy and CTAs will heavily impact scan rates.”

Aside from the black-and-white design, codes need to be the right size for scannability.

“Specifically for CTV, keep the QR code on screen for a minimum of 5 seconds, ideally 10 seconds (or longer if possible),” says Rice.

7. Plan for people to refuse the scan 

Some people may not understand how QR codes work, while others might refuse to scan them for personal reasons.

It’s best to plan for these scenarios and to integrate a short URL or simple instruction to provide additional access points — and make sure this segment doesn’t feel isolated.

8. Test with different devices and environments 

When it’s time to test your QR code, be sure to use different phones, distances, angles, and types of lighting to ensure you have the smoothest user experience possible.

9. Use UTM parameters to segment traffic by placement

Add UTM parameters to each QR code’s destination URL so you can track exactly where scans are coming from (like packaging, signage, or direct mail). Then you can measure which placements drive the most engagement and conversions.

“Using the same example as earlier, the QR code at the bus stop should be unique to that one placement, and there should be a unique one for the store as well,” says Rice.

10. Make sure scanning is doable for users

People need time to take out their phone and scan a code; that means QR probably shouldn’t be used on highway billboards or moving vehicles.

If your QR code is used on TV or a YouTube or social media video, make sure people have adequate time.

11. Set up tracking and measure performance

Use your QR platform’s analytics or UTM parameters to measure the performance of your QR code marketing campaign. With these metrics, compare your placements, messaging, and offers.

Mistakes to avoid

When launching a QR code campaign, there are some common mistakes that can derail your efforts.

Here’s what to avoid:

Missing tracking or attribution setup 

This makes the entire campaign unmeasurable, and makes it impossible to determine the effectiveness and the return on investment.

Sending users to the homepage 

The ideal scenario is to bring users to a specific and highly relevant landing page, and sending users to the homepage will drastically lower conversion rates.

The wrong context

Putting a QR code on a billboard isn’t a sound strategy because people will be driving past it and are not in a situation where they can safely scan it.

Broken or outdated links

Broken or outdated links lead to trust issues.

Poor mobile experience 

If load times are slow or if the UX isn’t mobile-first, this will lead to a frustrating user experience and low conversion rates.

The takeaway

Whether you’re a large or small business, QR codes can be a helpful marketing tool to extend your reach and increase engagement from the physical world to the online space.

By adding another touchpoint, you can bring in a wider audience and increase your bottom line — but when done incorrectly, you risk losing user trust.

Hiring an agency can streamline your marketing efforts and keep those goals on track. At HawkSEM, we help our clients bring in high-quality traffic online and in-store through digital marketing strategies that yield an average 4.5X ROI.

If you’re ready to partner with the pros, reach out today.