QR Code as a Tool of the Marketing Library Activity

The article analyzes the scientific comprehension state of QR-coding technology in the domestic and foreign scientific literature. It has been revealed in which industries the QR-technology is most widely used. Two basic types of QR-codes are explored – dynamic and static, and the differences between them are identified. The possibilities of providing information services using QR-codes are outlined. The types of information and data that can be encoded (text and multimedia) are analyzed. Mobile applications of the new format (“smart” QR-code generators) have been considered to provide additional connectivity between smartphones, QR-codes, and content. The dynamics of the use of QR-codes and their popularity in foreign countries have been revealed. The advantages of QR-coding technology, which are easy to use and financially affordable due to the availability of free online services, are verified. Such advantages of QR-codes as versatility, flexibility, economy, environmental friendliness, tracking and analytics, user involvement are emphasized. It has been found that in order to get effective marketing results using QR-coding technology, certain recommendations are required, such as pre-testing QR-code readings, checking of the expediency of selecting their location, the relevance and importance of encoded content. On the basis of the experience of using QR-codes in library work, the prospect of QR-coding technology as a type of mobile service in library institutions from the point of view of modern marketing means of communication is substantiated. It has been established that today QR-codes in the library can be considered as a component of a mobile service, which makes it possible to increase the level of library service, as an effective way to provide additional information for the reader, to promote the books, authors and the library itself