QR codes are used on printed materials, like an ad, to provide a quick link to additional information. The idea is that by using your smart phone's camera capability, you can take a photo, scan the bar code and launch to the Internet for more information -- without having to remember an often complicated URL.
Interesting concept, once that the CueCat (below) pioneered a decade ago, but failed miserably in its attempt.
Meanwhile, Steve Smith, a contributing writer for MediaPost, has written a worthwhile article for those interested in how to deploy QR codes as part of their marketing. Check out "How Not to Dig a QR Rabbit Hole," but here are a few key points:
- Mike Wehrs, CEO of ScanBuy, told Smith, "Don't create a code and just point to the home page of a [standard] website." I clicked on the QR code for "Midnight in Paris," and landed on the same website I would have found through any search engine. Same for ads for Porsche. I was expecting something more than their home page.
- Wehrs said it's worse when the link is for a standard website that hasn't been optimized for mobile users. Don't forget: most people using a QR scanner are going to access the link from their smart phones -- so the landing page should work for a smart phone user!
- Links from QR codes should add value for the user. Smith Cites Macy's as using QR codes for coupons -- that makes a lot of sense to me.
- Wehrs suggests providing a headline so that users know what to expect. For Home Depot, ScanBuy used the headline "Scan the code for more Martha" to support a Martha Stewart promotion.
Meanwhile, the New York Times reports that business cards are being transformed or even replaced by QR codes; check out the article here. Two other good Times articles to check out are "Cracking the Q.R. Code" and "Connecting With Clients Through the Power of Tech."
Post a Comment