Dynamic QR Codes on Promotional Merchandise – What’s the Benefit?

Insights Dynamic QR Codes on Promotional Merchandise – What’s the Benefit?

In marketing, innovation is everything. One such innovation that has gained traction in recent years is the use of dynamic QR codes on promotional merchandise and marketing collateral. Dynamic QR codes offer loads of advantages for marketers, from enhancing engagement to providing valuable insights into customer behaviour. Let's delve into the world of dynamic QR codes and explore how they might help your marketing.

What Are Dynamic QR Codes?

Before we delve into their applications, let's clarify what dynamic QR codes are. Traditional static QR codes encode fixed information, sending you to a web page at a fixed URL. Dynamic QR codes allow the editing of the destination URL because they direct the user via an intermediary. The printed code stays the same, obviously, but the destination can be amended. This opens up a world of possibilities for marketers, allowing them to adapt their campaigns in real-time. It also allows tracking and therefore the measurement of campaign effectiveness.

Advantages of Dynamic QR Codes

Enhanced Flexibility: Dynamic QR codes enable marketers to modify the linked content without having to reprint the code itself. Whether it's updating a promotion, redirecting to a new landing page, or adding additional information, changes can be made instantly, providing unparalleled flexibility. This particularly useful when linking to data sheets which need periodic updating or where the information, for regulatory reasons, needs to be kept up to date.

Customisation: Marketers can tailor the content behind dynamic QR codes to suit specific target audiences or marketing campaigns. This personalised approach enhances the user experience and increases the likelihood of engagement.

Tracking and Analytics: One of the most significant advantages of dynamic QR codes is the ability to track user engagement in real-time. Marketers can gain valuable insights into how, when, and where their audience interacts with their promotional merchandise, allowing for data-driven decision-making and optimisation of future campaigns.

They are Easy: As well as being eye catching and demonstrating the technical competence of the brand – they are super easy to set up and use; and yet can yield great analytics

Uses in Marketing

Dynamic QR codes can be seamlessly integrated into various marketing strategies across different industries. Here are some examples of how they can be effectively used:

Event Marketing: At trade shows, conferences, or promotional events, dynamic QR codes on signage or promotional materials can facilitate lead generation, provide event schedules, or offer exclusive discounts to attendees.

Print Advertisements and collateral: Incorporating dynamic QR codes into print enables marketers to provide supplementary content, exclusive offers, or interactive experiences, driving engagement and conversion rates.

Product Packaging: Embedding dynamic QR codes on product packaging allows customers to access additional product information, user guides, or instructional videos, enhancing their overall experience.

Direct Mail Campaigns: Including dynamic QR codes in direct mail campaigns can lead recipients to personalised landing pages, special promotions, or online surveys, fostering engagement and response rates.

Benefits for Tracking Activity

The ability to track user activity associated with dynamic QR codes provides marketers with invaluable data to measure the success of their campaigns. By analysing metrics such as scan rates, location data, and time of engagement, marketers can:

  1. Gauge the effectiveness of different marketing channels and promotional strategies.
  2. Identify trends and patterns in consumer behaviour to refine targeting and messaging.
  3. Measure the ROI of marketing campaigns more accurately and allocate resources effectively.


Dynamic QR codes represent a powerful tool in the marketer's arsenal, offering unparalleled flexibility, customisation, and insights into customer behaviour. By leveraging dynamic QR codes on promotional merchandise, marketers can enhance engagement, drive conversions, and optimise their marketing strategies for maximum impact. If you want to see how this could work for you then contact PDI and we can chat through the process



By: Simon Bonello