Marketing
QR codes bridge the gap between audiences seeing your marketing and taking action. People can scan with their phones to visit landing pages, download your app, or engage with your content. They work across both digital and print campaigns.
When you’re running ads in magazines or putting QR codes on product packaging, it gets tricky to track how those offline efforts connect to your online results. A solid QR code marketing strategy gives your team a clear plan to tie these campaigns back to your broader marketing goals.
This guide walks you through the essentials: defining objectives, launching campaigns, and measuring success.
Developing your QR code marketing strategy
QR code marketing starts with measurable objectives that connect to your business goals. What do you want to accomplish? You might want to boost engagement with current customers, capture leads at events, or help new users get started with your product.
Clear objectives help you create focused campaigns and track real results. Here are some examples:
- Drive 1,000 QR scans to a new offer page this quarter
- Capture 500 email signups from event attendees
- Boost onboarding completion by 15% using packaging QR codes
Think about where QR codes will be most useful for your audience. Beyond basic print materials, you can use them on retail displays, direct mail, receipts, store signs, product packaging, and event badges. Put them where people naturally expect to find more information or take action.
Static codes work well when your destination won’t change, like linking to your main website. Dynamic codes give you more flexibility—you can update the destination after printing and get detailed analytics on scan behavior.
Dynamic QR codes show you when people scan, what devices they use, and where they’re located. This data helps you understand what’s working and improve future campaigns. You can also update your links and UTM parameters without reprinting anything.
Strategic QR code placement for maximum engagement
QR code marketing requires careful thought about placement and how it affects the user experience. Consider how each code fits into the journey from interested prospect to customer. This looks different depending on your industry:
- Retail: Use codes on displays, packaging, and receipts to promote exclusive online content
- SaaS: Add codes to product packaging, social media, and onboarding flows to deliver key information when users need it
- Events: Put codes on badges, posters, and screens to share schedules, session details, or giveaway information
- Restaurants: Use tabletop codes for menus, ordering, reviews, and loyalty programs to reduce printing costs
- Transportation: Place codes on transit ads and maps to drive app downloads and share service updates
The key is contextual relevance—QR codes work best when they match what people want to do in that moment. You can also experiment with artistic QR codes or augmented reality features to make the experience more engaging.
Test different approaches to see what works. Try different physical placements, vary your post-scan destinations, and track which combinations drive the best results. Dynamic QR codes let you update destinations without reprinting, so you can optimize based on what you learn.
Since QR codes connect physical and digital experiences, you need to understand how they perform in both worlds.
Creating compelling post-scan experiences
When someone scans your QR code, they need to see immediate value. This requires a solid link management system to handle the post-scan experience. Every QR code destination should:
- Load fast on mobile: Pages must load quickly and work properly on all mobile devices
- Include a clear call to action: Use direct language that tells people exactly what to do next
- Build trust with branded links: Custom domains look professional and reassure users they’re in the right place
- Allow real-time updates: Dynamic QR codes let you change destinations or offers without reprinting
Post-scan experiences can include digital menus, coupon codes, virtual stores, or social media pages. These connections engage customers, build loyalty, and give people the information they need right away.
A good post-scan experience creates a direct line between your brand and consumers, no matter where they are. The Three Rivers Park District shows how effective this can be—they use QR codes and link management tools to connect with visitors across their 30,000-acre park system, share valuable information, and keep everything current without constant reprinting.
Building a measurement framework for QR code marketing
Measuring QR code marketing works like other campaigns—start with clear KPIs. Good link analytics gives your team the data needed to track performance and improve results. Track these key metrics:
- Scan-through rate: Percentage of people who scanned versus those who saw the code
- Conversion rate: Percentage of scanners who completed your intended action
- Engagement time: How long people stay on your page after scanning
- Location and device data: Where and how people scan your codes
These metrics show how QR campaigns contribute to your broader marketing goals. Set up UTM parameters to get more detailed insights into each campaign’s performance. These tags help you identify traffic sources, code types, physical locations, and which goals each scan supports.
Use analytics tools to capture and organize these insights for your team. This builds your understanding of user behavior with each campaign. You can then calculate ROI, measure performance, and make changes to create a more effective marketing strategy.
Quick-start QR code marketing checklist
Ready to launch? Here’s your recap:
Define campaign goals, audience, and key placements- Choose dynamic QR codes when you need flexibility and analytics
- Place codes where they match what users actually want to do
- Create mobile-first, brand-consistent post-scan experiences
- Use branded links and analytics to track, test, and optimize
Use QR code marketing to connect with real-world audiences
QR codes bridge the gap between your physical and digital marketing. Whether they’re on product packaging, print ads, or displayed in public spaces, a simple scan connects people to your digital content and gives you valuable insights into customer behavior.
But your QR codes are only as good as your strategy for deploying them. Give yourself a headstart by choosing the right tool.