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QR codes put businesses in touch with cell phone owners
The QR code on J. Scott Christianson’s business card looks like a piece of abstract art, and it often prompts the same question: What is it?
Short for “quick response,” the QR code is a thumbnail-size graphic that, when scanned with a cell phone camera, automatically provides Christianson’s contact information.
“If you can get people to integrate your contact information into their CRM [customer relationship management] with one click instead of just putting your card in the pile until they have time to enter the information, that is a clear business advantage,” said Christianson, owner of Kaleidoscope Videoconferencing. “QR codes are very cheap and easy compared with other means of electronically transferring your contact info: smart cards, mini CD-ROMs in the shape of a business card, magnetic strips, etc.”
QR codes are showing up in a variety of places around Columbia, including print ads, digital signage and TV commercials, where they provide more information than would fit in the ad. They’re still a rarity, so consumer unfamiliarity currently limits their effectiveness, but local companies using QR codes say that novelty is also a way to grab attention.
“This looked like an innovative way to get people to a website while standing at a gas station,” said Paul Smith, a Realtor with House of Brokers Realty. “I also use them on listing flyers so people can go directly to a website for the house and see more photos than I can put on the flyer.”
More than website links
QR codes are best known as a way to virtually take a cell phone to something, such as a website. Like a barcode, it contains information that the phone uses to launch its browser and then automatically navigate to a website.
But QR codes can do much more. For example, instead of going to a website, the QR code could:
• Tell the phone to dial a phone number so the user can talk with a salesperson.
• Send a text message to a server that responds with an electronic coupon redeemable in the store where the user saw the code.
• Create a post on the user’s social networking site saying that he or she is at a particular store.
QR codes also enable businesses to collect information about, for example, the people who scan the codes or the effectiveness of an advertising medium. The breadth and depth of that information often depends on whether the business creates and manages the codes on its own or hires a third party to handle those tasks.
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“QR codes are very cheap and easy compared with other means of electronically transferring your contact info: smart cards, mini CD-ROMs in the shape of a business card, magnetic strips, etc.” QR codes are showing up in a variety of places around
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