7 Best Practices to Use QR Codes in Business Marketing (2025 Guide)

According to industry surveys, 59% of consumers scan QR codes every day. Marketers continue to integrate QR codes into offline and online communications. Statistics confirm the trend: the number of QR code scans worldwide has jumped by 57% in 50 countries in recent years, and is projected to grow by another 22% by 2025. Why should businesses pay attention to this tool, and how should they use it most effectively?

In this article, we will look at why QR codes are so powerful in 2025, provide 7 best practices for integrating them in business marketing, analyze common mistakes, answer FAQs, and finally share QR marketing trends worth monitoring.

What Makes QR Codes So Powerful in 2025

QR codes have become much more than just a curiosity. Today, they are a key element of brand engagement with their audience. Here’s what makes QR codes especially powerful in 2025:

Mass adoption and user habit

Scanning QR codes has become a common activity for a wide audience. Most modern smartphones can read QR codes directly from the camera without additional applications, so there are almost no barriers for users. As a result, QR scanning has become a regular behavior.

Surveys show that more than half of consumers scan a code every day. In the US and other developed markets, QR codes are everywhere. 42% of all global scans are in the US (followed by India at 16%, France at 6%, the UK at 3%, and Canada at 3%).

The bridge between offline and online

QR codes effectively combine physical and digital experiences. One scan and the user instantly lands on the desired online page, app, or interactive experience. This shortens the user’s journey: no need to enter the URL or search for information manually – point the camera. For businesses, this means more touchpoints: from offline advertising or product packaging directly to digital content (website, landing page, video, social media, etc.).

High engagement and conversions

Scanning a QR code is not a random click, but a conscious step by a user who is already interested in your offer. Therefore, it is not surprising that campaigns initiated via QR demonstrate high engagement rates. According to surveys, the average CTR (click-through rate) after scanning a QR code is ~37%, which is much higher than in many traditional digital campaigns.

Collecting valuable data and personalization

For marketers and businesses, QR codes are also an analytics tool. When a user scans the code, you can track the scan, time, location, device type, and other parameters. This first-party data about customer interactions (the so-called first-party data) becomes especially valuable in conditions where third-party cookies disappear.

Knowing where and when your code is scanned, you can better understand audience behavior and optimize your marketing efforts. Moreover, dynamic QR codes allow you to show different content to different audiences or at different times, that is, personalize the experience. It is not surprising that 79% of companies are already using dynamic QR codes for personalized customer interactions instead of a static, uniform approach.

Low entry threshold and business benefits

Creating and implementing QR codes costs almost nothing, but can bring tangible benefits.

1. Minimal startup costs

• Most QR code generators are available online.
• A QR code is easy to add to any medium: business card, packaging, banner, billboard.
• Does not require special equipment or complex integrations.

      2. Versatility and scalability

QR codes are used in dozens of areas:

• Marketing and advertising: discounts, coupons, videos, presentations, interactive promotions.
• Retail: reviews, product details, payment, loyalty programs.
• Public catering: contactless menus, collecting reviews, paying for a table.
• Logistics: order tracking, delivery, electronic receipts.
• Education: quick access to educational materials, video lessons.
• Security and access control: passes, e-tickets, two-factor authentication.

One tool for dozens of scenarios: for marketing, IT, sales, HR, etc.

Simplicity, accessibility, and breadth of application have made QR codes an indispensable tool in 2025 – regardless of industry or business size.

7 Best Practices for Business Marketing with QR Codes

So how do you integrate QR codes into your marketing strategy to get the most out of them? Let’s take a look at seven best practices that will help make your QR campaigns successful.

1. Provide value to the user and add a clear call to action

First of all, ask yourself: why should someone scan your QR code? Every scan should provide the user with a tangible benefit or unique bonus. Otherwise, why waste time?

A successful QR strategy is based on a simple rule: “every scan = valuable reward”.

A QR code should offer something tangible:

• Exclusive content
• Discount or bonus
• Participation in a draw or special offer
• Quick access to a video or review.

Therefore, clearly formulate the value: for example, next to the QR code, you can write “Scan to get -20%” or “Point the camera and watch the video review”. This text is a CTA (call-to-action) that explains what the user will get by scanning the code. Without a CTA, a QR code can look like an incomprehensible black square, so don’t make people guess – tell them what awaits them.

If a person receives a real benefit, they will remember the brand, scan your codes again, and share them with others.

2. Use dynamic QR codes with editable and analytics capabilities

One of the common mistakes marketers make is printing a large number of static QR codes without considering changes. The problem is that such a code permanently locks in one link. If you make a mistake or want to update your content, you will have to create new code and re-edit all the materials.

In contrast, a dynamic QR code leads to a redirecting URL that can be edited at any time, even daily. Has your landing page changed? Update the settings, and scanning immediately leads to the new content. This is especially convenient for long-term or seasonal campaigns.

Additionally, dynamic codes provide access to real-time analytics. You can see:

• How many people scanned the code
• From which devices and countries
• At what time
• Which pages performed the best

Thanks to this data, you can quickly adapt your strategy by changing the link, design, or text based on the actual behavior of the audience. This saves time, money, and increases marketing efficiency.

To work with dynamic codes, you should use specialized services. For example, the ViralQR platform allows you to create dynamic QR codes with an unlimited number of scans, track key indicators, and change the target link even after printing.

3. Optimize the mobile experience

Success depends on what the user sees after scanning. Marketers often lead to sites that load slowly or are not adapted for smartphones. To avoid losses, make sure that the page is mobile-friendly: it opens quickly, is easy to view, and the information is available without scaling. The video is optimized, and the form is short. It is best to have a separate mobile landing page specifically for the QR campaign. This will help focus attention on the main thing: registration, purchase, and download. Be sure to test the page on different phones. Every extra second is a minus for the user. The experience after scanning should be smooth and straightforward. Then there will be a conversion.

4. Design and branding: highlight the QR code visually

Although the QR code looks like a simple pixel square, it should not be boring. Perceive it as part of the design.

Size and contrast are critical. The code should be at least 2×2 cm in print. For reading from a distance, aim for a ratio of 10:1 (at 2 m – 20 cm). The color is dark on a light background, with free space around.

QR is a point of contact with the brand. Add a logo, corporate colors, and a frame with the text “Scan me”.

A branded code attracts more attention and inspires trust, while a faceless black square can get lost or scare off.

A little time spent on design and your QR code will not only be functional, but also part of the visual style that enhances brand recognition.

5. Strategic placement: where and how to distribute QR codes

The place where the audience interacts with your QR code plays a significant role. The principle here is simple: the code should be where it is convenient for a person to scan it. If you place the QR code in an inconvenient or inappropriate place, the chances that someone will stop and take out their phone are minimal. Therefore, develop a placement strategy: think about where your target audience spends time and when they have the opportunity to scan the code. For example:

• In waiting areas. Great locations are where people are forced to wait and don’t mind being distracted: waiting rooms, reception areas, cafes or restaurants, transport (bus stops, subway cars). If a person is sitting idle, they are more likely to scan your code, especially if you offer engaging content. Many restaurants have replaced menus with QR codes precisely because the visitor is already sitting at the table and can safely scan the code with their phone.
• At events and activities. Use QR codes at exhibitions, conferences, and seminars. A participant badge with a QR code will allow you to instantly download information about this person or subscribe to their profile. Scanning a QR from an exhibition stand can give a visitor an electronic brochure or add them to a prize draw. At events, people expect interactivity, so QR codes are perceived naturally.
• At points of sale (POS). Stores and showrooms are another option. Place a QR code next to the product: “Find out the characteristics” or “Read customer reviews – scan”. Imagine a buyer who is hesitating between products. Give them a QR code with a detailed review or video. This way, you combine offline shopping with the benefits of online information. Stores also use QR for loyalty programs: scan – get a coupon on your phone. In-store displays with scan codes have become commonplace.
• In printed materials and advertising. If you place an ad in a magazine, newspaper, or on flyers, add a QR code for detailed information. This will turn passive printed advertising into interactive. If you are interested in the headline, immediately point your phone and learn more. Don’t forget about outdoor advertising: billboards, posters, banners. But be careful here: try to place QR codes on external media where people have time and safety to scan (for example, at bus stops, not on busy highways). Also, take into account the distance – the code should be large enough.
• Email newsletters and the web. Interestingly, QR codes can also be used in digital channels. For example, in an email newsletter, you can insert a QR code for users who read the letter from a computer: when scanned, the code can lead to a mobile application or save a contact. This is convenient when you want to move a person from a desktop to a smartphone (say, invite them to download an application or open an Instagram profile via phone). Companies also sometimes show a QR code in webinars or videos: the viewer will be able to scan it right on the screen and go where they need to (for example, to a chat or a survey).

Be wherever your audience is and use QR codes as part of an omnichannel strategy. Successful campaigns use QR codes everywhere. When planning placement, always ask yourself: “Is it convenient for a person to scan here?” If the answer is no, look for another opportunity. And where you do place the code, highlight it visually (with branding, arrows, tooltips) so that it doesn’t go unnoticed.

6. Track Results and Use Analytics to Improve

One of the main benefits of QR codes is the ability to collect offline engagement data. This allows marketers to not only launch campaigns but also clearly see how they are performing in the real world.

🎯 Start with Goals

Before launching a QR code campaign, set specific goals for each code, such as:

• 500 scans per month
• 100 QR sign-ups
• 50 checkouts

This will help you measure success and evaluate results.

Dynamic QR codes usually have built-in analytics. You will be able to see:

• Total number of scans
• Unique users
• Geolocation of scans (country, city)
• Scan time (hours/days)
• Device types
• Device language

This information is invaluable insight for improving marketing. Analyze it: for example, if you notice that location A generated twice as many scans as location B, it makes sense to focus your next activity there or try to change the approach in the less successful spot. Or, say, the QR code on one poster worked better (more scans) than on another – analyze why (maybe better visibility or a stronger CTA) and take this into account in the future.

It’s important to know not only who scanned, but also what happens after the scan:

• How many people made a purchase?
• How many registered or submitted an application?

To do this, add UTM tags to QR links and configure Google Analytics.

Integrate scan data into overall marketing analytics to see the full picture of ROI. QR codes provide a direct, transparent path from offline activation to online conversion, so don’t lose sight of it.

Set up data collection and analysis for each QR code. Use special QR code generators. For example, ViralQR has detailed scan analytics, convenient reports, and even automatic notifications about scan dynamics. Review this data regularly and learn what worked, what didn’t, and where you need to change your design, message, or distribution channel. This “data-driven” approach will ensure that your QR campaigns are constantly improving and maximize their effectiveness.

Key Metrics to Track QR Campaign Performance – Table

7. Test QR codes before launching and avoid common mistakes

Before printing 10,000 flyers or launching a QR code campaign, be sure to check everything yourself. Test the code in real conditions. Print a sample copy, place it as planned, and try scanning it with different phones. It is advisable to test on several models (iPhone, Android, and other brands), with different camera resolutions. Scan at various angles and in different lighting. Make sure that the QR is easily readable and quickly accessible.

If you have difficulties, you may need to increase the size or contrast. Also, check the content to which the QR leads: is the link correct, is the file downloading, is the page opening correctly. An error in even one character of the URL can nullify your entire campaign, so don’t rely on chance. Unfortunately, many people forget about this stage and then regret it. So make testing a mandatory checklist item.

Mistakes to Avoid in QR Code Marketing

As a summary of the seven practices, here are some dos and don’ts in QR marketing:

1. No clear CTA and value. Don’t expect people to guess why they should scan the code. If there is no explanation or promise of benefits, interest will be minimal. Without a call to action, a QR code looks confusing, so always tell the user what they will get.
2. Using only static QR codes. Using static code for marketing campaigns is a mistake because it does not allow you to correct the link or collect statistics. If the code is printed incorrectly or the content changes, you can’t fix a static one. Dynamic QR codes are more flexible: they can be edited and scanned, so choose them instead of static ones.
3. Incorrect size or poor quality of the code. The camera may not recognize a QR code that is too small, and the user will not be able to focus. Too large (for example, at close range) will not fit completely on the phone screen. Also, pay attention to contrast: pale colors or a colored “mottled” background will interfere with scanning. Follow the recommendations for minimum size and contrasting design.
4. Lack of branding and attractiveness. A faceless black square may go unnoticed. Not using branded elements – a loss of opportunity to increase recognition. Add at least a logo or corporate colors to make the code look like part of your marketing story. A bright or stylish QR code attracts more scans than a generic one.
5. Inappropriate placement. Do not stick QR codes anywhere! Remember the context: places where people are in a hurry (metro, highways), or where there is no Internet (basements, field conditions) are a bad choice. Placing the code in an inaccessible location (too high, behind a window, in a corner) will also reduce the chances of scanning to zero. So plan locations with the convenience of the audience in mind.
6. Non-mobile content using a QR code. Does the code lead to a cumbersome desktop page? Or, even worse, to a site that requires Flash or does not open on a phone? This is a guaranteed failure. If the landing page is not optimized for smartphones, you will lose users. Always check that mobile-friendly content opens after scanning.
7. No tracking and analysis. Launching a QR code and not monitoring its performance means losing valuable analytics. Without data, you will not know whether the campaign is successful and how to improve it. Built-in analytics of dynamic QR codes or UTM tags are your friends. Do not repeat other people’s mistakes: track scans and audience reactions.
8. Lack of testing. The most annoying thing is when a QR code has already been printed in large quantities, and later it turns out that it is not readable or leads to “in the wrong place”. This happens if you do not test the code in advance. Always scan it yourself, ask your colleagues to check it on their phones – make sure everything works before releasing the QR code into the world.

By following these tips, you will protect yourself from the most common mistakes and ensure a good start to your QR campaigns.

Frequently Asked Questions (FAQ)

Are QR codes relevant in 2025? Are people still scanning them?

Yes, QR codes are not just relevant. They have become a familiar tool. Today, consumers are eager to use QR codes: according to research, about 59% of people scan at least one QR code every day. Businesses around the world are massively implementing them in their marketing and operational activities.

What can QR codes be used for in marketing?

The possibilities are very wide. Here are some popular options:

1. Redirect to a website or landing page (from an advertising poster to a promotion page),
2. Download an application (a QR code will automatically open your application page in the App Store/Google Play),
3. Subscribe on social networks (a code that leads to a Facebook/Instagram/TikTok profile),
4. Watch a video (scan it and immediately watch a trailer or product review),
5. Hold a coupon or discount (a code on a flyer gives a discount when scanned),
6. Collect reviews (a QR code in a restaurant to leave an online review),
7. Register for an event (a code on a conference poster leads to a registration form), etc.

What is the difference between a static QR code and a dynamic one?

A static QR code is a simple code that encodes final information (for example, a specific URL or text). It cannot be changed: after generation, the pattern is permanently attached to this content. If you need a different link, you need to create a new QR code. Static codes also don’t provide analytics – you don’t know how many times it was scanned, when, and by whom.

A dynamic QR code works differently. It links to a short intermediate URL that can redirect to your content. You can edit this URL in the admin panel, thereby changing where the QR code leads, even after printing. Plus, dynamic services collect scan statistics (all those metrics mentioned above).

How to track QR code effectiveness?

If you use a dynamic QR code, the platform usually provides ready-made analytics: in your account, you will see the number of scans, time activity, geography, and other indicators. Be sure to use this – view statistics regularly. If you have a static QR code, you can also partially measure its effect: add UTM tags to the URL before generating the code. This way, transitions through this QR will be displayed in Google Analytics as a separate traffic source. You can also set up an individual goal or event (for example, when a user fills out a form after scanning). But the easiest way is dynamic codes or special services. Some of them even send you reports or notifications. After all, the effectiveness of a QR code is measured not only by scans, but also by the extent to which people perform the target action after scanning. Therefore, analyze the entire path: scanning -> behavior on the page -> conversion. This way, you will know for sure whether your idea worked.

How to encourage more people to scan my QR code?

There are several proven techniques.

1. Offer something valuable, as mentioned earlier, like a discount, bonus, or helpful content. People should have an incentive to pull out their phone.
2. Make a noticeable call to action. Write a short instruction next to it, for example: “Scan to view a demo” or use a bright frame with the text “Scan me”.
3. Take care of the design and size. QR code should be eye-catching, large enough, and stylish.
4. Choose the right place. As we discussed, place the code where the audience has the time and opportunity to use it.
5. Trust and curiosity. If this is an audience that may be hesitant, add a logo next to it to show that the code leads to the official website, or briefly explain what they can expect.

Bonus: QR Code Trends to Watch in 2025

The world of marketing is not standing still, and QR codes are evolving too.

Here are some key trends for 2025 that businesses using QR marketing should watch for:

1. Integration with AR/VR and new technologies. QR codes are increasingly becoming a “bridge” to augmented reality (AR) and other interactive technologies. For example, scanning a code on a poster can launch an AR filter or a 3D model of the product on your phone.
2. AI and real-time personalization. Artificial intelligence adds flexibility to QR codes. Content changes in real time based on the user’s profile, and AI chatbots advise after the scan. Automatic optimization of campaigns based on behavior.
3. More emphasis on security and trust. In 2025, the trend is to make QR codes safer and more reliable for users. We are talking about using your own domains in links (so that the user sees a familiar site when scanning), introducing authenticity markers (for example, code design with elements confirming officiality).
4. QR codes and sustainable development (eco-friendly trend). More and more companies are thinking about ecology, and QR codes fit into this trend. Instead of printing thick instructions or catalogs, brands place a QR code that leads to a digital version. Less paper – more digital solutions.
5. Further growth and ubiquity. Finally, none of the listed trends would work if QR codes were a temporary fad. But the numbers show the opposite: the QR solutions market continues to grow rapidly. The market is expected to double or more by 2030 (from ~$13 billion in 2025 to ~$28–30 billion in 2030). Dynamic codes are replacing static ones, and new industries are embracing the technology. Marketing and advertising using QR codes is growing by ~19.5% annually, which shows that brands are getting results and increasing their investments.

To sum up, QR codes have established themselves as a communication standard. They are waiting for deeper integration into our digital experience, more creativity, and more personalization. Businesses should keep up: implement new approaches (AR, AI, personalization), but also remember the fundamental best practices described in this guide. Then QR codes will become not just a buzzword for you, but a truly powerful marketing tool in 2025 and beyond.