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QR codes have always struck me as a solution in search of a problem. But that hasn't mattered to legions of dutiful marketers, eager to show their savvy by exploiting the next whiz-bang gadget. In far too many cases, though, marketers have been so caught up with whether they could use QR codes, they forgot to ask themselves if they should use them.
Technology and Education Gap: The two biggest hurdles to widespread audience utilization of QR codes is the stubborn facts that relatively few people know how to use them, and if they do, the darn things just don't work all that often. Or at least not conveniently. Most people have to download an app for their phones to read QR codes. Say you have an app that actually works (I went through several on my Blackberry and Android that didn't) - you'll still need to take the time to open that app, try to position your phone's camera to take a picture, and hope that the QR has scanned correctly. After that process, you can finally access the content the QR creator intended. But that's another problem.
Lack of Original Content: I can't tell you how much it bugs me when a QR code simply links to a website. Especially one that is not built for mobile. (Yes, they do exist.) A QR code must link to content that is only useful for consumption on a mobile device. Your website almost always doesn't qualify. And given the acumen young people in particular have for texting, you are probably further ahead simply listing your URL, if that is your target audience.
The Future is Dim: Speaking of young people - if these nifty QR thingies are supposed to be the wave of the future, shouldn't the future be using them...now? I found this study of college students' experiences with QR to be enlightening. Among the key findings:
Poke holes in the methodology of the study if you like, but it's rather difficult to square a 60 percentage point gap in the number of students who owned a smartphone and those who could actually scan a code.
81% of students owned a smartphone 80% of students had previously seen a QR code 21% of students successfully scanned our QR code example. 75% of students said they are “Not Likely” to scan a QR code in the future.
C'mon, Really?: Another complication for QR code use - use along highways.
Obviously, there are some great examples of original QR code thinking. This is pretty cool. So is this. My employer puts them on business cards to allow people to scan our contact information right onto their phone. That seems to make some sense, too.
Which means there is still a chance I could be wrong about QR codes. And I hope so, because I'm always a fan of truly effective ways to give valuable content to an audience. But until we see a whole lot more in the way of unique thinking (with technology that actually works) and less in the way of pure marketing self-indulgence, I'm not inclined to hold my breath.
What do you think? Will QR codes ever gain mainstream (usability) status? Or will they always be the marketers' plaything?
Thanks for your post, Andy! I saw it via Anthony's tweet. I totally agree about QR codes. I think they're great in theory, and I think they have a lot of potential, but I don't see them put into practice very well. One QR code that I scanned on an ad took me to a JPEG of that exact ad, complete with the QR code that was on the paperspace copy. (It's like the Inception of advertising).
ReplyDeleteWe (Reusser Design) were just hired by a company to put together a QR code campaign. I won't reveal too many details here, but we're trying to be very careful not to fall into the usual traps of badly-enacted QR campaigns. I've been trying to be the devil's advocate all the way to make sure this isn't going to be icky. I'll make sure we dissect the campaign in a case study when it's out the door!
-Andy
Andy - Thanks for the comment. My fear is that QR codes don't become the marketing version of "the one that got away." Meaning, I hope people don't miss out on positive experiences in the future because of the mindlessness that exists now.
ReplyDeleteGlad you tend to agree - not that we need more people who think like me (though that doesn't hurt) - but we definitely need more people to think these things through when they execute campaigns.
Andy, the QR code billboard image you are using was a project I worked on. We certainly did not expect drivers to pull out their phones and scan as they drove. The billboard was in a Target parking lot during Christmas. We simply capitalized on the curiosity factor with this board. People in the area were just being exposed to qr codes. But, with that said...within 30 minutes of this board being up, my client received a call regarding the board and by days end made a $15,000 sale to that same caller. Within three weeks, the entire 38 board campaign (this being the only qr code board) was paid for. My client has since hired five new techs and has built two new state of the art transplant rooms. The concept worked in this case. I have no regrets making my client money. Now, I agree that qr codes are not the thing of the future, as NFC technology will take over...but you are using our image in a negative light new in fact this campaign was very successful.
ReplyDeletePoint well-taken, and thanks for commenting to clarify. I regret the error, especially since I've seen several billboards with QR codes on highways since this post was published. Yours clearly was a bad example to use, but the point I believe is the same - an interactive element that requires a stationary audience is not ideal for placement along a road.
DeleteHave you used QR since? If this was successful when people were just getting exposed to it, have you seen similar results after this?
Andy - We have used qr codes on several of our gaming client's in-store signage. They have used codes that direct viewers to videos highlighting their games. In our type of print, codes have lost their steam. Retailers are finding more and more fraud happening as would-be thiefs are covering legit codes with their own codes and stealing customer contact and/or credit info. In conventional print (magazine ads, coupons, etc.) codes still thrive. One good example I saw was an ad in Martha Stewart magazine for Jurgens body moisturizer (was looking over the girlfriend's shoulder of course). A qr code directed you to a video with ten ways you can get healthier skin. Great resource. Moving forward, I am seeing more retailers adopt Google Wallet and it's use of Near Field Communications...or Bump technology. Much safer and less effort, but very new at the moment. We'll see in a few years.
ReplyDeleteCool. And you're right - they could be an amazing resource. I just hope the fraud or letdowns consumers experience in one area don't cause them to dismiss QR outright. Would be a shame. (And hey, you can feel free to admit you read Martha Stewart here. We won't judge.)
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