I’m going to run an experiment through the month of September, whereby I’ll be scanning every QR code I come across (…and remember to scan). I’ll then be reporting on how well strategized the group of QR codes ends up being – where they point to, how user friendly it is, how much value it provides, etc.
Why?
While much of the criticism of QR codes has been on adoption rates (which is entirely valid by the way!) not enough people are highlighting the fact that, in my opinion, the QR killer will be the lack of strategy that marketers have been putting behind their use.
If we get over the adoption hurdle (which is a simple and common process that happens with most technology), it wont matter if users aren’t getting value out of the QR codes themselves, they’ll stop scanning altogether…it won’t be worth it to keep going.
I’ll take a few more opportunities this month to talk QR strategy.
