QR Codes for Marketers or Consumers?

Quick-Response codes are a great mobilizing idea — in theory. However, according to Forrester Research, only 5% of American consumers who own mobile phones report actually ever scanning one in the last three months.  Those that did, tended to be the young, affluent, male, early-adopter demographic.  So who are QR codes for: marketers or consumers?!

First off, what’s a QR Code?

QR codes let marketers make all sorts of media — print, billboards, even packaging — clickable and interactive. When scanned with a camera-ready smart phone, QR codes can call up links, text messages or even videos. They can entertain, start a purchase process or generate a lead.  That makes them an efficient tool for marketers.  In practice, as the Forrester research suggests, most users don’t yet know what to do with them.

Is it just “Shiny-Things” syndrome?

According to Melissa Parrish, Senior Analyst at Forrester Research:  “The QR phenomenon is another instance of ‘shiny-object’ syndrome.  Something becomes trendy or sexy, and marketers feel they have to jump onboard to position themselves as innovative.”

Harsh, Melissa.   Harsh.

While even we would admit that QR code usage has gone a little far at times, the idea is sound.  Printed QR codes are so cheap that businesses are just plastering them on any flat surface they find.  Most don’t take the time to think about where the QR code is supposed to take you.  Or, think about what it’s supposed to do as a campaign strategy.  The thought is, “Hey, it’s cheap.  Why not?!”

The Future of QR codes?

Personally, I don’t think QR codes will be the future.  They are a great start, but as RFID chips get cheaper and cheaper and web technology gets smarter and smarter, marketers will figure out how to combine relevance with proximity and ease-of-action.

I’m not saying we should abandon QR codes.  Quite the opposite.  We should embrace them for now, but for god’s sake, make them relevant and add a clear call-to-action!   For example, last spring, Macy’s did a series of national TV ads all about their QR codes.  Shoppers who scanned them got information videos from clothing designers.   By clearly explaining how to scan and what happens after you scan the code, QR code usage tripled — far exceeding Macy’s expectations.

So, are QR codes for marketers or consumers?  They are for consumers.  Marketers just need to be reminded of that.