Did you know that you’re leaving precious data about your audience, campaign effectiveness, and ROI metrics on the table? It is accurate to say that every unrealized insight represents a lost chance.
The solution? Dynamic QR codes, or as we like to call them, the secret weapon that marketers didn’t know they needed!
Unlike their old-fashioned counterparts, dynamic QR codes allow you to create editable URL QR codes to help track performance, tailor offers to specific audiences, or edit your messages with just a few clicks.
Dynamic QR codes are unquestionably an essential asset for every modern marketer. Let’s take a look and see how these insight-packed QR codes can transform your entire marketing strategy.
What are Dynamic QR Codes?
Before we get started, let’s clarify the difference between dynamic QR codes and their static counterparts.
When they were first introduced in the 1990s, QR codes were static, which meant that they pointed to a single, unchangeable URL that couldn’t be changed once it was printed.
In recent years, dynamic QR codes have practically revolutionized this technology. With a quick update in the backend, the destination of a dynamic QR code can be changed, whether it’s a landing page, an offer, or something else.
Likewise, dynamic QR codes allow real-time tracking of scan data, which offer a world of insights, like when and where a code was scanned, who interacted with it, and so on — a jackpot for marketers!
This brings us to our next point: Why should Marketers care?
The answer is their cost-effectiveness and adaptability.
They can be updated in real-time without reprinting, saving businesses money and making them ideal for long-term use.
Meanwhile, their versatility supports a whole variety of features, like geo-targeted offers, A/B testing, and campaign pivots, giving marketers the agility needed to stay competitive.
How to Use Dynamic QR Codes in Campaigns
Marketers can use these codes in a variety of ways to boost engagement, monitor results, and fine-tune strategies. Let’s take a look at some of the best ways to use them effectively…
Track campaigns
One of the most important aspects of marketing are the five Ws (who, what, when, where, and why), and QR codes take the guesswork out of a few of them.
In reality, by monitoring where, when, and how frequently they are scanned, dynamic QR codes let you collect important data about your initiatives. With this data, you can see which channels, locations, or marketing strategies are performing best and adjust your efforts accordingly.
For example, let’s imagine you’re a marketing manager for a small yet very popular city. You distribute brochures with unique QR codes at airports and hotels around the city. After a month of tracking the scan data, you can compare which location — i.e. airport or hotel — generates the most interest and, therefore, use it to influence future decisions.
Similarly, dynamic QR codes are fantastic for targeting specific audiences based on their location or demographics.
Consider an international fast-food chain using dynamic QR codes on menus across the globe. Each QR code is designed to lead customers to localized content in their native language, including region-specific pricing, combos, and promotions.
A customer scanning a menu in Paris might see a coffee and croissant breakfast deal, while someone in Tokyo might get an offer for a 2-for-1 onigiri lunch.
A/B Test Landing Pages
If you dread doing A/B tests, then don’t worry — dynamic QR codes to the rescue!
These flexible codes let you assign multiple landing pages to the same code, making it simple to see which variant performs better.
Let’s pretend you’re running a promotional campaign for a new gym. Assign one version of the QR code to a landing page with prominent visuals, like before-and-after photos of gym clients. Use the other to direct users to a text-focused page that explains the benefits of being fit.
After a week, the data shows that the bold visuals are driving 40% more engagement. You don’t need to reprint a single flyer or billboard (ahem, #ecofriendly). Simply redirect all scans to the better-performing page. Cost effective and adaptable!
Adapting Marketing Messages in Real Time
Speaking of quickly pivoting… Dynamic QR codes are fantastic when it comes to adapting your messages in real time. This is especially useful for those in commerce who must keep up with seasonal trends. They can quickly adapt to flash sales or last-minute changes.
After your stint at a small town tourism board, fast food chain, and gym, you decide to follow your passion and open an online store… But the holidays are coming up and you need an amazing new campaign!
The same QR code from last month’s Black Friday deals can now showcase Christmas discounts. You don’t need to reprint ads or materials, just like in the example above. The ability to instantly swap out offers ensures your message always feels fresh and timely.
Dynamic QR codes can also display different content based on a user’s profile or device type. For example, a customer scanning the code on their smartphone might see a mobile-friendly page. Someone scanning from a desktop computer sees high-res visuals for a more engaging experience.
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