Why the QR code is failing
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Why the QR code is failing
1–10 of 38 posts
Re: Why the QR code is failing
#2Key insight here is right at the middle: "People will not adopt a technical solution that serves to replace a manual task, if that solution is less efficient than the manual task it replaces. How could we think that QR codes for marketing would work any better than CueCat? Did we not learn the first time?"
No matter how great technically, no matter what the reward is at the end, if you can't get people to use the product it's not useful.
Re: Why the QR code is failing
#3Somewhere I have a 30 page report from an executive in a media company on why QR codes are the next big thing, because they are big in Japan.
If there was any red flag for me it was the fact that those that didn't know consumer habits, technology or why the milieu of both would effect the adoption of a new mode of doing things were saying these things.
QR codes were pushed because they hit the marketing sweet spot of engagement and measurability, without any acknowledgment of the dissonance imposed.
As I said once: "QR codes: like using a megaphone to seduce someone. The ugliest, stupidest, most useless (and used less) tech in a while."
Re: Why the QR code is failing
#4About the only ad that would get me to scan a QR code would be the promise of an explicit coupon code/discount.
My memory fogged up since so much time has passed, but last time I scanned a QR code I ended up on some fast food company's home page. What exactly did they expect me to do at that point? A coupon for a free softie/mcflurry whatever dessert product would have at least encouraged me to go visit the restaurant.
Re: Why the QR code is failing
#5I guess I was living in a fantasy world where I thought I could just take a picture of one with my iphone's camera app and something would happen. I tried a couple times and nothing happend.
So, how does it work?
Re: Why the QR code is failing
#6Sensational title aside, the key issue is identified a number of times in the article itself - creativity. They're not being exploited properly and as has been said, what's the point in having a scannable code that does nothing more than redirect to a website?
Firstly, it seems to be hard for these agencies to appreciate that someone scanning a code will want to see a mobile optimised site, not the standard one.
Secondly, they need to add value, so make them do something the user will find useful (which most of the time isn't loading a URL). Eg. as contact codes on the side of taxis and on their posters; as SMS ones that prepare a text for you to sign up to a service or enter a competition, etc. Even those are basic but are a convenience.
There are lots of things to do, but none of this means QR codes are failing (there's no solid evidence in the article to support that claim). Just that there's no imagination or actual thinking going on.
Re: Why the QR code is failing
#7I guess I was living in a fantasy world where I thought I could just take a picture of one with my iphone's camera app and something would happen. I tried a couple times and nothing happend. So, how does it work?
For the iPhone, you'd need an app that can read it. Google's app is probably the best for it, since it provides so much functionality otherwise as well.
Considering android's marketshare, though, I think these do have the potential to take off. Well, as long as people take this guys advice and make them point to coupons, or an actual campaign, rather than the URL on the billboard.
Meanwhile, I'm thinking of using them in a print book/brochure as an easy way to get to multimedia. A photo book, for example, with a QR code pointing to a relevant video. Turns a book into an app!
Re: Why the QR code is failing
#8It's ugly and people want to use where they are also spending millions of dollars to make things not ugly. End of story.
Oh, and in the interest of making the future happen just a little bit faster, please fire anyone who thought otherwise on the way out.
Re: Why the QR code is failing
#9I guess I was living in a fantasy world where I thought I could just take a picture of one with my iphone's camera app and something would happen. I tried a couple times and nothing happend. So, how does it work?
For the iPhone, you'd need an app that can read it. Google's app is probably the best for it, since it provides so much functionality otherwise as well. Considering android's marketshare, though, I think these do have the potential to take off. Well, as long as people take this guys advice and make them point to coupons, or an actual campaign, rather than the URL on the billboard. Meanwhile, I'm thinking of using the…
The whole needing an app kills it. If its built into the native camera to recognize these codes I can really see it taking off. No more needing to type long landing page urls when you see a billboard or needing an exclusive short url when you can just point your camera and see the intended page open up on your iphone browser.
Re: Why the QR code is failing
#10Earlier quoted context omitted.
For the iPhone, you'd need an app that can read it. Google's app is probably the best for it, since it provides so much functionality otherwise as well. Considering android's marketshare, though, I think these do have the potential to take off. Well, as long as people take this guys advice and make them point to coupons, or an actual campaign, rather than the URL on the billboard. Meanwhile, I'm thinking of using the…
The whole needing an app kills it. If its built into the native camera to recognize these codes I can really see it taking off. No more needing to type long landing page urls when you see a billboard or needing an exclusive short url when you can just point your camera and see the intended page open up on your iphone browser.
On Android that's how it is.