While preparing our tech of the week project, I have been wondering whether this QR-code technology is actually still useful for marketing purposes. I have myself scanned a QR-code maybe once to retrieve information about a brand but definitely not more. And I certainly do not have a special app on my smartphone to scan such codes. However, when searching the world wide web, people still seem to find the QR-code a useful tool to serve as a bridge between offline and online marketing. Unsuccessful QR-codes are blamed on wrong location, invaluable information or ineffective links (DeMers, 2014). It is most certainly true that a QR-code is not effective when shown in the wrong location (e.g. online or on moving objects). And the same goes for scanning a code that does not provide any valuable information or worse leads you to a non-existing page. But what if the codes are published on the right location and offer valuable content, are they then a highly effective marketing tool at a relatively low cost? There are two main reasons to explain why QR-codes are not thriving. First of all, the way QR-codes need to be scanned has not been widely adopted by consumers. Many mobile users actually still do not know how this technology works and how they could more or less benefit from it (Morris, 2015). To be able to scan a QR-code the consumer needs to be aware of the technology and to install an adequate application with the ability to read the codes, and then he or she needs to feel appealed to actually pull out their phone, scan the code and discover the information behind it. It is quite a complex and time-consuming process.
The second argument, which might be as well the cause of the first is that mobile operating systems have not widely incorporated QR-code scanning technologies in their devices (Williams, 2011). Yes, with Apple’s passbook it is possible to scan the QR-codes of your boarding passes or customer cards. But these operating systems do not facilitate any marketing QR-code scanning to their end-users.
Although creating a QR-code is very cost effective and can be done by anyone, the effectiveness for marketing purposes will lie in a more widely incorporation of the technology within our mobile devices, or the creation of a complete new innovation to tie offline and online together.
References
Davis P 2011, How to reach your mobile customer using QR codes [ONLINE] Available at: http://www.socialmediatoday.com/content/how-reach-your-mobile-customer-using-qr-codes [Accessed 26 September 2016]
DeMers J 2014, How to use QR codes in your marketing campaign [ONLINE] Available at:
https://www.searchenginejournal.com/use-qr-codes-marketing-campaign/103049/ [Accessed 26 September 2016]
Goodin A 2016, Are QR codes making a comeback in 2016? [ONLINE] Available at: http://www.creativeguerrillamarketing.com/mobile-marketing-2/are-qr-codes-making-a-comeback-in-2016/ [Accessed 27 September 2016]
Griffith E 2016, Messaging apps are making QR codes a thing again [ONLINE] Available at: http://fortune.com/2016/05/19/kik-snapchat-qr-code/ [Accessed 27 September 2016]
Kolowich L 2014, Are QR codes dead? [ONLINE] Available at:
http://blog.hubspot.com/marketing/qr-codes-dead#sm.0001j9t3ifwxfecv108enwkqgqhyd [Accessed 26 September 2016]
Meunier B 2013, QR codes work (when done well) [ONLINE] Available at: http://marketingland.com/qr-codes-work-when-done-well-56243 [Accessed 27 September 2016]
Morris B 2015, Are QR codes thriving or dying? [ONLINE] Available at: http://www.business2community.com/marketing/qr-codes-thriving-dying-01228016#WLpq0YB2y17vjEWS.97 [Accessed 27 September 2016].
Williams O 2011, Why isn’t everyone using QR codes? [ONLINE] Available at:
http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2011/mar/why-isnt-everyone-using-qr-codes/ [Accessed 27 September 2016]
Dear Clemence,
Thanks a lot for writing this interesting blog. It is very interesting because the idea of scanning a barcode with your smartphone to get more information sounds very appealing and innovative, but on the other hand – when you really think about it – it is not practical at all. As you pointed out it is rather a time consuming process for something from which you do not know if it is going to add any value up front. The only time I ever scanned a QR-code is when I wanted to activate web whatsapp on my laptop. Using the QR-code that time really had a wow-factor effect on me. It was so handy and easy, no annoying fields to fill in to confirm authentication! Hence, I think that applying this technology as a means of marketing is maybe not the right field. Companies should think about where a QR-code can truly add value to a consumer in experiencing a product or streamlining a business process. Overall, interesting and new topic. Thanks!
Hi Clemence,
Thank you for sharing your thoughts and research on this subject. I can only acknowledge your point that there is a lack of familiarity of the QR among people, both in terms of what it is and how it works. I asked around in my social/work circle, the majority knew what a QR code is and how to use it but only a few actually scanned a QR code with their phone.
I do believe that QR codes can be effective, however the technology is not incorporated in our society just yet. I think it would help immensely if people are directed on how to use QR-codes for their benefit as now there is a lack of awareness on that matter. I will give an example of my experience with QR-codes.
I work for a multinational. A letter was distributed as the employee satisfaction survey would take place in a few weeks. On that letter was a QR code that would show a short and funny explanation of the importance of the survey. There was no explanation whatsoever on what to do with that code, funny if you think about it as the technology is not well-known and commonly used. An older colleague of mine actually thought it was a picture of a maze and found it strange.I downloaded a QR scanner from the Play Store and I tried to scan the code. After a few minutes and multiple tries did I lose my patience and went on with my work.
In my opinion, strategically placing QR codes that have a purpose and have a simplified explanation on how to use them is the key for users to actually use QR codes.
Thank you for sharing your interesting thoughts in this blog, Clemence.
Personally, I seldom use QR codes either. However, I know what they are and I think a lot of people know what they are. So, I do not think familiarity among people is a problem. QR codes can sometimes be scanned using the photography mode on your phone. This would let you think, it is not much of a problem, right? However, still I do not see anybody using it. So, how would a company make their customers effectively use a QR code? Or, are there better alternatives?
A few weeks ago I went to Pathé to see the new Bridget Jones movie, when I went to the bathroom I saw a poster that both had a code to scan on it (QR), as well as the ability for NFConnection with your smartphone to open a website with more information. The latter, I thought, is really clever. Since it reduces the number of steps the customer has to take to get to the information.
Therefore, I think companies have to look at alternatives for the QR code. Maybe such a code is not useful for their purposes? It can be useful, I think, in places where customers are really curious for the information that is behind the QR code. An example of this can be to retrieve information about a painting in a museum. In other situations, where the information is complementary and not so necessary to see in the customer point of view, I think a QR code is already ‘too much effort’ for the customer. This can for example be in the situation Kyona van der Werf explained on her job.
Your post is really interesting and makes me think about solutions for this problem, thanks again for sharing!