Over the last couple of months, the use of QR codes has sky rocketed. They are everywhere these days, in the newspaper, on billboards, on the side of office buildings.
Problem is, they are not being used in the right way. It is a terrific technology that allows you to essentially link the physical world to the online world. But, it should not be a game of “guess where I will link you”.
I’ve been disappointed too many times – being linked to boring websites that in some cases aren’t even formatted for mobile usage – to be curious anymore. The novelty has worn off.
QR codes need to add value to the customer experience. Marketers need to make it worth your while, start explaining what the code will do, and stop sending you to generic web pages.
The Copeland team recently met with Gauge Mobile, a Vancouver based company that works to maximize the value of QR codes. Gauge Mobile can essentially link a QR code to any function on your mobile phone and then track the usage. That includes pre-formatted emails and texts, calendar reminders, and document downloads. All functions that are helpful and/or save time.
So, instead of a “curious QR”, that blindly sends me to a band’s web page, provide me with a useful link that will place a reminder in my calendar for when concert tickets go on sale.
Help me, don’t annoy me.