August 30, 2019
Today, it is estimated that more than 5 billion people in the world have a mobile device. Smartphone ownership is growing exponentially and it’s changing how we market.
In emerging economies, technology is rapidly carrying brand messages across oceans. That’s why QR codes are one of the smartest types of modern advertising. The best means to initiate this method of marketing is to start with a short link.
A short link is a small URL that redirects a user from your campaign to a microsite or landing page. There are many reasons why people shorten links for marketing. These can include:
The idea is that you are creating something convenient for consumers to remember and share. However, short links take on an entirely new meaning when applied to QR codes.
A study by Juniper Research found that, by the year 2022, 5.3 billion QR code coupons will be redeemed by smartphones and 1 billion smartphones will access QR codes. So, what exactly is this magic gem for marketing?
Despite existing for decades, QR codes only grew in popularity recently. That’s when smartphone cameras allowed you to scan them (starting in 2017). This revolutionized marketing in many ways.
QR codes are simply a machine-readable matrix barcode. They consist of an array of black and white squares arranged in a larger box. Akin to what a grocery store scans, QR codes contain information about the item or campaign. QR codes can be placed anywhere. Marketers have used them in a multitude of ways, like:
Just like short links, the purpose of QR codes is to create a level of convenience that makes it easier for people to connect with your brand (and possibly make a purchase). It’s about brand continuity. That’s why using a short link to create a QR code is the most advantageous avenue for this type of marketing.
So, what makes a short link better for QR codes than your regular domain? It’s simple math. The black modules of a QR code is where the data for your URL is contained. The longer your link, the more data there is to code. This creates a more complex arrangement. The denser the black squares, the more challenging it is for a reader to decode the message.
A long URL makes it difficult for a user to scan the QR code with their smartphone. You only have a few attempts before people typically give up. This is particularly the case if your QR code is posted in a public setting, like a train or mall. It’s a waste of both time and effort to post an unreadable code.
Even worse, it creates doubt within your audience. It can make a brand look incapable. Like having typos all over your website. It creates a bad first impression which, happens to be the most important one of all.
As marketing delves deeper into digital methods, it’s easy for marketing to go awry. Short links and QR codes are not complex concepts, but issues can develop when executed poorly. Creating QR codes with a short link establishes brand continuity, leads to faster marketing, and ensures your audience will receive the message every time.
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