A Scannable History: QR Codes in Marketing

I remember using QR Codes on printed newsletters way back in the early 2010s. Then, it seemed QR codes went away. But now they're back with a vengence. I recently came across this helpful article that recapped the QR Code timeline and thought I'd put my own thoughts to the topic.

QR codes, those enigmatic black and white squares, have had a fascinating journey in marketing. From niche industrial use to ubiquitous restaurant menus, their story is one of adaptation and a perfect fit for the mobile age.

Born from Efficiency (1994): Invented in Japan by Denso Wave for the automotive industry, QR codes (Quick Response codes) aimed to streamline parts tracking. Their advantage? Holding more data than traditional barcodes and being faster to scan.

Early Stumbles (1990s-2000s):  Adoption was slow. Limited scanner availability and a lack of mobile internet hindered widespread use. QR codes found some success in magazines for redirecting readers to websites, but the barrier to entry (downloading a scanner app) remained a hurdle.

The Smartphone Revolution (2000s): The rise of camera-equipped smartphones was a game-changer. Native scanning capabilities eliminated the app download friction. Marketers saw potential: embedding coupons, linking to social media profiles, or providing access to exclusive content.

Challenges and Evolution (2010s): Despite potential, QR codes faced challenges. Often poorly designed or placed, they offered unclear value propositions.  Additionally, a lack of tracking made measuring success difficult. However, QR codes continued to evolve, with dynamic codes allowing for real-time content updates and analytics tools measuring user engagement.

The Pandemic Push (2020s): COVID-19 became an unexpected QR code champion. Restaurants used them for contactless menus, businesses promoted them for product information, and contactless payments boomed with QR code integration. The pandemic highlighted the code's ability to bridge the physical and digital worlds seamlessly.

Pros of QR Codes:

• Measurability:Track scans, understand user demographics, and gauge campaign effectiveness.
• Versatility:  Direct users to websites, landing pages, social media, coupons, or even trigger actions like adding contacts.
• Cost-effective:  Free to generate and require minimal maintenance.
• Offline to Online Bridge:  Connect physical marketing materials to the digital world seamlessly.
• Enhanced Engagement:  Interactive and dynamic content keeps users interested.

Cons of QR Codes:

• Technical Barrier: Requires a smartphone with a camera and internet access. 
• Design Dependence: Poorly designed codes can be difficult to scan or lack a clear call to action.
• Security Concerns: Malicious QR codes can redirect users to phishing sites. 
• Limited Data Display: While information-dense, displaying too much data can overwhelm users.

Factors Enabling QR Code Ubiquity:

• Smartphone Penetration: The near-universal presence of smartphones with built-in scanners is a critical factor.
• Evolving Use Cases: QR codes have proven adaptable, finding new applications across industries.
• The Rise of Contactless Interactions: The pandemic accelerated the shift toward contactless solutions, perfectly aligning with QR code functionality.

The Future of QR Codes:

QR codes are likely here to stay. As technology advances, expect even more innovative applications. Integration with augmented reality could create interactive experiences, and secure authentication methods can address security concerns. Marketers who leverage QR codes strategically, creating clear value propositions and seamless user experiences, will be well-positioned to reap the benefits of this versatile technology. 

Scratch Off Advertisements

A big part of marketing is positioning your message where it can be seen. As featured in a previous post, a bus stop makes for prime positioning. Well, the bar for bus stop marketing has been raised again, thanks to scratch-off advertising.

I came across this April 2014 article on TrendHunter and I have to say that this technique really intrigued me. Part of me really likes the newness of this idea but another part of me would be hesitant to utilize scratch-off advertising due to pranksters that would inflict their crude humor onto my ad.

I wanted to share some video of this bus stop or similar use of scratch-off advertising but I had no luck finding such footage. In my search, I came across posts from several other websites that highlighted this same bus stop.

• The Atlantic Cities 
• Huffington Post 
• AdWeek 

They all used the same photo (below) and were all from February of 2014.

Photo by Nathan Keay, courtesy of MCA Chicago

Is this lazy journalism or just an odd coincidence?

Neither, actually. Each post credits the Museum of Contemporary Art Chicago as the source of this and other photos. That fact makes it clear to see that these posts are all publicity pieces for the museum. But why the gap between February and April? That’s probably because the April feature was meant to be a last-minute push for the exhibit that’s being promoted at the bus stop, which ended on May 4th, 2014.

Scratch-off advertising like this is a little too bold for me but I do like the “hidden feature” aspect with the QR codes. If you know of any other examples of this technique, please send them my way.

Why Did I Keep This Direct Mail Piece?

The mail I receive at my home address consists of bills and direct mail pieces. I will normally skip right over the advertisements but occasionally will examine one of the direct mail pieces to say informed of the latest direct mail trends. Such was the case with a curious mailer I recently received from a local retirement planner. See for yourself:


I don't perceive marketing messages like a normal person. When I originally noticed this mailer, I instantly looked past its message and began to estimate the paper weight, postage cost, call to action, ROI potential and other details.

My initial observations about this direct mail piece are as follows:

• This mailer arrived to me folded in half. It was obviously designed to grab my attention by being longer than any other piece of mail. That feature (and the money spent to create it) was negated by the dimensions of my mailbox or a grumpy postal worker.
• I really like the paper quality and coating. This must have been a very expensive print job.
• I also like the use of a well-placed QR code on the interior of the mailer. When scanned, the code takes the user to a video and not a static mobile site. That's a big "bonus" in my book.
• The interior message features engaging questions about retirement plans and a clear call to action.

This mailer did not prompt me to contact the sender and schedule an appointment to plot my retirement. However, as a marketer, I appreciate this piece's size, quality and effort. Thanks to the high costs associated with direct mail, advertisers see it as a big gamble these days. I hope that it paid off for the sender. Please let me know your take on direct mail and it's effectiveness in the comments section below.