Solving the QR code problem

Matthew Janik


Here is an example of how this plays out in the real world:

A small business owner will print 2,000 business cards using a QR code to direct people to his website only to find out that his site is not mobile friendly. His business prospects and potential clients will have a difficult time viewing his site from their mobile phones, which does not maximize the benefits of using a QR code. Eventually, the business owner will have to find a company to build him a mobile site, create a new QR code directing to his now mobile friendly website, and re-print another 2,000 business cards with the new QR code. This has now become an expensive and inefficient problem for this small business owner.

Fortunately, software developers are working on the best way to solve this issue. While there are some companies that offer band-aid fixes, businesses could save hundreds, if not thousands of dollars per year by using a “Smart” QR code. A Smart QR code allows a business to make adjustments to changing needs and circumstances of a campaign and direct potential customers to the most relevant content. This means that once your QR codes have been printed and handed out, that collateral will never be out-of-date.

For the first time since 2005, QR codes hold increasing possibilities for smarter marketing campaigns.

Matthew Janik is the CEO of FRINGE, a Vancouver-based digital marketing agency. He can be reached at or 360.334.5868.

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