Thursday, April 26, 2012

Advertiser Use of QR Codes Explodes by 600%, Consumers Continue to Ignore

Should marketers
stop using QR Codes?

Advertisers’ use of QR codes surged 600% in 2011. By contrast only 6.2% of the U.S. mobile audience actually scanned a QR code (in June).  Given the legendary success of QR Codes with Japanese consumers, what's going wrong in the U.S.?
 
It's hard to pinpoint one overarching problem, but one thing is for sure. The lopsided use by marketers is probably making the problem worse.  By saturating the market with codes that consumers don’t want to scan, marketers are conditioning their consumers to ignore the codes.

What a shame!  QR Codes are a great way to blend the utility of the web with the physical world.  Here are some great uses of QR Codes:

  • On the back of the seats in the ballpark, so fans can order food and souvenirs to their seat
  • On a menu at a restaurant so guests can download the recipe for their favorite dish
  • On a plaque at a museum or monument to provide more context around the work
  • On a business card to provide access to your resume or information about your company

What do you think U.S. marketers are doing wrong? 

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