The QR code may be many things. But let me go on record as saying this:
The QR code is not the CueCat.
Remember the CueCat? The adorable cat-shaped scanner was going to make it easier for consumers to find advertiser websites (apparently, typing a URL into a browser was considered too onerous?) by simply scanning a special UPC code that had a cute cat-shaped logo next to it. Thousands of newspaper and magazine subscribers received the USB scanners that had one use — to bring you to a website, assuming that you would actually take the newspaper, walk over to your computer, fire up the machine and CueCat, and scan away.
PC World remembers — calling it one of the “25 Worst Tech Products of All Time.” Gizmodo called it the “#1 worst invention of the 2000s” (“If it sounds like a needlessly cumbersome way to use the Internet, that's because it is!”).
To be fair, a lot of things that seemed like great ideas in 2000 (“Who Let the Dogs Out,” Kozmo.com, Reindeer Games) seem kind of stupid now.
Which brings me to the QR Code, which are either amazing, or terrible, depending on which headline you believe:
“QR Codes Gaining Prominence.”
“QR Codes are Hopeless.”
(Of course, headlines are meant to grab a reader’s attention and are, by definition, lacking in subtlety, but these two do a particularly good job of articulating the pro and con.)
The debate in the advertising trades related to the efficacy of QR codes has picked up lately. It’s hard to believe that these simple, pixilated two-dimensional codes — and the smartphone apps that make them work as a “call to action” for display ads — could inspire such rancor.
On the “prominence” side, supporters point to recent high-profile campaigns from major brands such as JetBlue, Best Buy and Macy’s. The Macy’s campaign, which is featured prominently throughout its stores, is particularly groundbreaking because it includes an educational element — links to videos that show users just how to use these things.
Which points to the major argument of those in the “hopeless” camp: You need a video to show you how to use these things.
Naysayers point to a litany of shortcomings. Consumers need to download a specific app to the phone to make it work. You need to be connected in order to make them relevant — making some high-profile campaigns placed in subways useless. Once you’re connected, the content isn’t particularly compelling — typically, it’s just a link to a website or landing page to provide further information.
I truly believe the first two challenges will be overcome:
• Beyond the subway and a few remaining airlines, how many truly “disconnected” public places are there? And for the handful of cities with underground transit, most are working with carriers to provide 3G service for commuters.
• Ten years ago, no one knew how to send text messages, and shortcodes might as well have been Greek. Now, SMS is ubiquitous. The adoption curve for QR codes — particularly as smartphones expand market share — will be similar, provided consumers see some value in trying them.
The third challenge is going to require some work on advertisers’ parts: Consumers will embrace QR codes when advertisers make it worth their while to do so.
QR codes are where SMS-based calls to action were five years ago: Despite the inherent benefits of brands engaging with customers via mobile, consumers didn’t see the value. Why should I send a text message to my favorite potato chip brand? I’m just going to get annoying commercials via text message. But once advertisers made it worthwhile — through mobile loyalty clubs, members-only content, special events and sales, or other content that made customers feel like they had “insider status” — they opted in.
The same is true for QR codes. Most of the time now, they point to a company or product website, or maybe a special landing page — a lukewarm call to action that lacks any real activity.
Instead, advertisers should see this as a way to reward customers who have taken the time to download an application and scan their code by taking them right to:
• A “QR Club” that provides them with special status, rights and privileges; after scanning the QR code, customers can opt into the club in order to receive ongoing alerts and special content via SMS. Beyond the special status awarded to the customer, this “QR Club” will actually have the customer giving you permission to engage with them on an ongoing basis via their mobile device.
• Invitation to special insider events for the “QR Club,” including branded scavenger hunts (which could include more QR codes!), product demonstrations or celebrity appearances;
• Branded videos or movie trailers that feature product placement or other unique content that can only be accessed by scanning a QR code; or
• Special insider information about new products and services, including ways they can get them first.
Like most nascent marketing technologies, the impulse to anoint QR codes as prominent or hopeless is strong. I believe the medium isn’t the problem — it’s the message. By providing content that consumers truly want to see, marketers can reap significant benefits using QR codes. And they don’t even need to plug in cat scanners to do so.
The missing link and the most important part of QR codes is the "READER" Without this your mass confusion starts with the eager public wanting this to work, This will be a great marketing tool to the Mobile Space as soon as you offer the complete package that educates the targeted consumer and not just throwing landing pages up for the promotions, many have failed to see results without properly setup programs.
1. QR codes are ugly.
2. Microsoft has a competing product which confuses the audience and requires a standalone application to be installed. The Microsoft product also requires an internet connection to work, creating a bad user experience when a connection is unavailable and further consumer confusion between the two.
3. Google has officially discontinued support for QR codes in their Places application and are pushing to make NFC(Near Field Communication) the standard for information delivery. Instead of a QR code requiring you to use a camera, you can just wave your phone over a poster with a NFC chip printed onto it. NFC chips can store and deliver much more information on the spot, no need to go to a website. It's the future. Google is pushing to make our phones into wallets, which will drive consumer use through sheer convenience. Swiping your phone will be the ubiquitous action and is in fact a technology that has been around for almost a decade in Europe. NFC chips are cheap, easy to program, and are already in everything from shipping manifests to ID cards to U.S. passports. Soon they will be everywhere.
4. The misuse of QR codes is rampant. There are Web sites that have QR codes to go to Web sites. It would be easier to text the user the link. Within the year, even that won't be necessary as adoption of browser to phone is fast becoming the norm. Android users using the Chrome Browser can already send information to their phones from the browser directly. Highlight a phone number, send it to phone and the phone's dialer opens up with the phone number ready to dial or add to contacts. Highlight an address and it opens in the phone's map or navigation app.
QR codes are having a last hurrah at the moment. As the use of smart phones starts to gain momentum and the consumers using them continue to become a valuable target for marketing, QR codes are the best option and tool anyone has on hand to deliver the types of information they contain in the mobile space.
By all means, be creative. Jimmy Fallon did a sketch during a charity show and one of the characters was on stage with a QR code. The QR code was a link to a video that Jimmy Fallon had shot with a funny yet moving message about the charity.
However... QR codes are becoming obsolete. When it happens, it will happen fast. Be prepared to jump trains.
Completely agree. QR Codes are a "cool" new technology, but not going to stick... something better will come. It's okay to use it but like you said, be prepared to jump. It's similar to social media, there are some people that thing social media is everything now and the future in marketing. Not true, it's only a PART of marketing. With any technology, you need to keep an open mind... always think outside the box because something better WILL come along. (yes, I'm saying Facebook won't always be the social marketing tool it is today *gasp!*)