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This is the reason why people think QR codes don't work.

Posted by on in Stumbling Across Mobile Engagement
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I speak to a lot of marketing managers and when the subject of QR codes comes up the common feeling is that "They don't work. Well they work, but people don't use them, right?"

Well, technically, they do work. Sure they are clunky, you need an app, need to start the app, let the app focus on the QR code and hey presto you are away. And they don't look great either. But there is another reason why Qr codes probably under-perform and have a bad reputation among us marketeers. And the reason is that because they are ostensibly free, nobody puts a seconds thought into their use or how to implement them.

Which brings me to the last happening upon mobile engagement which I though I would share with you today.

This opportunity cam in a pair of my son's brand new school shoes. An unlikely source for a bit of mobile engagement by hey, why not?

So the first problem is this. Take a look....

b2ap3_thumbnail_shoe-QR-code-label-rotated.JPG

So where's the problem? Simple. What? Why? How? 3 simple questions that could so easily have been answered by one crucial sentence which is missing from this label. Something as simple as "Scan this QR code using a QR code scanner App on your smartphone to find out more about our Powerful Scent Protection."

That's all it would have taken to provide an explanation of what to do and set an expectation of what to expect if I scanned it. It's not rocket science, and yet brand after brand think that by simply slapping a QR code on their media, that consumers will follow in their droves.

I can see it now. The marketing manager will look at the results of this "campaign" in a few months, if indeed they are even bothering to track the statistics, and come to the conclusion that Qr codes don't work because so few people have scanned the QR code. (Perhaps there'll only be 1 - that happened to be on the 12th April...)

But I'm afraid it doesn't stop there. So I scanned the Qr code and this is what I "received" on my iPhone.

b2ap3_thumbnail_Screen-Shot.PNG

Really? So after the effort I have made to investigate what Agion have to offer, all they can be bothered to do is to present me with a non-optimised mobile landing page on their website. Pointless.

And the real shame is that I now have a worse opinion of Agion than if they hadn't bothered with the QR code at all. But then again, once they see the stats from this campaign and realise that "QR codes don't work" they probably won't bother again. 

For some reason even some of the basic fundamental marketing principles go out of the window when people are faced with the "challenge" of mobile engagement. It really doesn't have to be like this.

 

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  • Guest
    VQRLABS Tuesday, 06 May 2014

    Physical Pop Up

    Hit the nail on the head. QR Codes have a purpose to insight an action in a device. When you don't tell the user where they or going or why... it's like a pop-up that has absolutely no information on it. Can you imagine a pop up on your screen that has no information on it? Nobody would click it, they would just get annoyed!

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Guest Thursday, 23 March 2017