If you’re sick of QR codes, you might want to get over it. I just updated my 50-page QR primer (“QR Codes: What You Need to Know“), and what struck me during the update was the contrast between
- the level of sophistication of the really good campaigns from companies that understand these codes with
- the growing volume of useless campaigns from companies that don’t.
Characteristics of companies that understand these campaigns? The QR codes have a purpose. They are used as the right response mechanism to the right audience to accomplish a goal that really makes sense.
Characteristics of companies that don’t understand QR codes? They slap them on billboards, advertisements, and marketing collateral seemingly randomly to “test” them, then complain that they don’t work.
They’ll also send people to non-existent pages, send them to printable coupons that cannot be printed on a mobile phone, or point them to generic websites without mobile-relevant information that are difficult or impossible to navigate on a mobile device.
As I’ve written here before, QR codes are the real deal. Are you using them? If so, which camp do you fall into?