Understanding the difference between Dynamic and Serialized QR Codes

QR codes have become an indispensable tool for brands to engage with their audience, and thanks to advancements in technology, they’ve evolved far beyond just linking to a website. Today, companies can utilize different types of QR codes—namely dynamic and serialized QR codes—to deliver personalized content and gather actionable data. But what exactly is the difference between these two types of QR codes, and how can you use them to enhance your marketing campaigns?

In this article, we’ll break down the distinctions and explore how choosing the right type of QR code can maximise your campaign’s impact, improve customer engagement, and deliver granular insights.

What Is a Dynamic QR Code?

A dynamic QR code is a single, reusable QR code that can be applied across multiple products, screens, labels, posters, or other marketing materials. Even though the same QR code is used in each instance, the content it links to can be updated or modified at any time, offering flexibility and control over what customers see when they scan the code.

Benefits of Dynamic QR Codes:

1. Content Flexibility: With a dynamic QR code, brands can change the linked content without altering the physical QR code. For example, you can update the destination URL to reflect the latest promotions or product offerings, ensuring that your content stays relevant.
2. Simplified Deployment: Since the same QR code can be printed on multiple materials, it’s easier and more cost-effective to implement across various touch-points.
3. Generalised Data Collection: Dynamic QR codes enable businesses to collect scan data—such as total scans, locations, and device types—but only at a general level. This type of data helps marketers understand overall trends, such as how a QR code performs across a particular region or time period.

Use Case Example: Imagine a company running a nationwide marketing campaign using posters in various locations. A dynamic QR code on these posters would allow the brand to direct customers to a landing page with relevant information. Over time, they could update the landing page to reflect new product releases or promotions, all while using the same QR code on every poster.

What Is a Serialised QR Code?

A serialised QR code, on the other hand, is a unique QR code for each individual product label, poster, screen, or any other physical item. These codes are typically generated in bulk and provide a unique identifier for each individual item they are attached to. When scanned, a serialized QR code can trigger personalized content or experiences based on its unique attributes.

Benefits of Serialised QR Codes:

1. Granular Data Collection: One of the key advantages of serialised QR codes is the ability to gather highly detailed data. Brands can track which specific QR code has been scanned and which ones have not. This level of granularity can reveal valuable insights, such as identifying underperforming items or locations.
2. Personalisation: With a serialised QR code, each individual scan can deliver personalised content based on the unique identifier of the code. This opens up possibilities for offering customer-specific promotions, loyalty rewards, or even tailored product information for individual products or regions.
3. Enhanced Campaign Analytics: serialised QR codes provide much deeper insights than dynamic ones. For instance, you can analyse the performance of each product or location individually, helping you understand which items or areas resonate most with your audience.

Use Case Example: Consider a beverage company that sells bottled drinks across various stores. With serialised QR codes on each bottle, they can track which specific store locations are getting the most scans. In addition, when a customer scans the code, the company can serve personalized content—such as location-specific promotions or even a unique loyalty reward—directly to the customer based on the exact bottle they scanned.

Dynamic vs. Serialised QR Codes: Choosing the Right One

The decision to use a dynamic or serialised QR code depends on your campaign goals, the level of data you want to collect, and how personalised you want the customer experience to be.

If you need flexibility in managing content across many marketing touch-points without changing the physical QR code, dynamic QR codes are a great choice.

If you need to track performance at a granular level and offer personalised experiences, serialised QR codes provide the level of detail and personalisation that can take your marketing to the next level.

How Our Platform Enhances QR Code Campaigns

At Proqure, we provide a platform that allows you to easily generate both dynamic and serialised QR codes. Our system enables brands to create a unique mobile experience, attach it to the QR codes, and launch campaigns with powerful data collection and analytics.

With Dynamic QR Codes:

• Update content quickly and easily, even after the code is printed and distributed.
• Gather data on total scans, locations, and times to understand the broader performance of your campaign.

With Serialised QR Codes:

• Collect scan data at a granular level, allowing you to know which specific product label, poster, or screen was scanned.
• Deliver personalised content based on the QR code’s unique identifier, offering tailored experiences for customers.
• Gain deep insights into individual product or location performance to optimise your campaign strategy.

Conclusion

Both dynamic and serialised QR codes offer powerful advantages depending on your marketing objectives. While dynamic codes provide flexibility and broad data collection, serialized codes offer granular insights and opportunities for deeper personalization.

No matter which type you choose, our platform enables you to create effective QR code campaigns that engage your audience, collect meaningful data, and optimize your marketing efforts.

Ready to get started? Contact us today to learn how you can leverage QR codes to enhance your customer experience and improve your marketing performance.

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