Delhi Metro's stations have been sites for companies to advertise themselves for a while now. At a time when the quick response (QR) code has become mainstream, it has also made its way to the Metro stations. For instance, JK Tyre, which has co-branding rights over the busy ITO station, has inscribed QR codes on its walls that a smartphone user can scan to visit the tyre maker's website.
"The idea was to make it interactive and provide more information than what hoardings normally do," says Srinivasu Allaphan, director, sales and marketing, JK Tyre & Industries.
He says that the company has got steady web traffic as a result. "We keep track and consider the scans as a lead. We know how many people have visited the website and encourage them to leave a query and follow up," Allaphan says, adding that JK Tyre plans to use QR code for its branding on a Kochi Metro train soon, besides on regular magazine print ads.
According to the company, the QR codes at the ITO station have yielded 250-300 unique visitors to its website per week.
The Covid-19 pandemic has made the nearly 30-year-old barcode a familiar sight, necessitated by an urgent need for digital contactless technologies. And companies are now increasingly resorting to the QR code as a marketing tool.
The question though is: How effective is QR code for marketing? Also, are we seeing an overload or underutilisation of the smudgy patterns on a square?
This story is from the May 23, 2023 edition of Business Standard.
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This story is from the May 23, 2023 edition of Business Standard.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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