Digiphy, a Westside-based tech startup, helps brands connect directly with customers through scannable – quick-response – QR codes that link to customizable mobile landing pages, product packaging and other assets marketing to instantly become an “always on” advertising channel.
For example, suppose a customer orders an item of clothing from an Amazon third-party seller. If the original apparel retailer uses QR codes on their packaging, the customer can scan that code and be sent to the brand’s social media page. This creates a direct link between a consumer and a small business. On the one hand, the customer can see who the retailer he is buying from is for; on the other hand, the brand is able to have a better idea of who its customers are.
A QR code is a type of barcode that consists of a square pattern printed with small black and white squares that encode data. With Digiphy, businesses can capture customer data and insights to accelerate sales and build trust.
QR codes are not a new invention. However, their capabilities have grown and can be used in a number of ways, including redirecting users to landing pages, websites, or social media profiles. According to business research platform Crunchbase, there are 292 QR code generator companies in the United States. In 2021, 45% of US shoppers said they had used a marketing-related QR code in the three months prior to the survey, according to Statista.
Using its no-code tool, Digiphy users create a new marketing form.
How it works
With digital ads being more expensive and less effective, brands are looking for marketing alternatives, especially those that sell products through third-party retailers. Digiphy’s tools are a way for small businesses to have what company founder and CEO Sarah Ellenbogen calls an “always-on marketing channel.”
The tool enables brands to create QRs and landing pages and capture customer data and omnichannel analytics without large teams or expensive budgets.
For example, a potential customer who scans a bicycle brand’s QR code would be taken to a web page with more information about the company and the product.
“What we do is we activate physical products and marketing assets with a no-code tool,” Ellenbogen explained. “This no-code tool combines QR with a flexible page builder, so we enable brands to tell a story from the product using QR as an entry point for a customer. They can contextualize the story, utility, engagement of a customer based on where that user is scanning from. Are they scanning from a shelf in a store or a billboard or the product packaging itself? using our page builder, they can drive conversions.”
If a brand wants to show a customer the traceability of their product’s supply chain, offer a promotion, or provide recipes or other useful content, Digiphy’s platform is designed to give businesses creative freedom.
By using our
page builder, businesses can drive conversations.
In the QR space, there are many ways for brands to generate codes for free. The Digiphy marketing platform is available to businesses through a subscription for $149 per month, which includes a free trial that allows users to generate a QR code and landing page. This free version has limited access to analytics.
The power of QR
“The goal is to get them to sell our starter package, which has unlimited QR codes and unlimited pages they can create,” Ellenbogen said. “You want every product to have a unique QR code, you want every shelf topper, billboard ad, or TV campaign to have a separate QR code so you can capture analytics and insights on that scan location. That’s really important, that’s why unlimited (level) is really important to us, because you don’t want just one QR code on each of your 50 products, you want 50 QR codes on each of them.
According to the company, early adopters have found success, achieving an average click-through rate of 21% and a 35% rate for new orders and email subscriptions.
Comparing free QR code services with Digiphy’s subscription services, Ellenbogen said the company educates brands on why paying more for onboarding services and creative capabilities is better for their businesses.
Doreen Shanahan, professor of marketing at Pepperdine University’s Graziadio Business School, explained the difference between static and dynamic QR codes. A static QR code contains fixed information, such as a restaurant menu or a movie ticket. Dynamic QR codes are more complex. They can send a user to a website and can be edited when complete.
“This idea of building dynamic websites and using a lot more creativity to engage with consumers, create calls to action, drive traffic, beyond just sharing information, is where the real power of these QR codes comes into play even more,” Shanahan said.
She went on to explain that companies using dynamic codes need an interface to help them simplify the customer information they collect. This is where Digiphy comes in.
“That’s (Digiphy’s) value proposition,” Shanahan said. “They’re basically saying, ‘We can let you try it for free, but if you really want to get into creating campaigns that use QR codes in a very dynamic way to interact with your consumers and gain customer permission on data, capturing that and then using contextual marketing to remarket it is a bit beyond what free QR codes can let you do.
Creating these dynamic QR codes can be challenging, and Digiphy is aimed at a specific group of businesses.
“It takes a lot more capability within a marketing organization to not only understand the technology, but also to have the creativity to think about how to grow a campaign through the QR code, and to capture all that data and continue to use them in-game,” Shanahan continued. “I think that’s where marketing agencies can become a very effective resource. (Digiphy) seems to be focused on small and medium-sized businesses, and I suspect it’s a great target market for them.These are organizations that have somewhat limited staff in their marketing department and the use of external resources to help them with these complex technologies to get the most out of them for the benefit of their business can be very beneficial.