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Dear Marketers: Enough with the QR codes

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Re: Dear Marketers: Enough with the QR codes

#91

Post by dredmorbius »

ColinWright wrote: post #72
dredmorbius wrote: post #66

Earlier quoted context omitted.

Two words: URL shorteners. That still introduces the problem of surprise, but with the space saved by not posting the QR code, you can provide context about what the URL does provide. And riddle me: why can't your phone to OCR on a legibly-presented URL any better than it can read a QR code (yes, I know, redundancy and all that, but still).

You've said it yourself - with a shortener I've got no idea where it's going, and now I also have to type a weird, meaning-free string of upper, lower and digits. And I don't have a reliable OCR app, and OCR doesn't have redundancy. So it doesn't work, it's hard to type, and I don't know where it takes me. How is that better? And at least scanning the QR code shows me the URL before opening it.

The QR code takes up enough space that context is precluded. With a short URL, there's at least the option. Mind: marketers providing context generally doesn't happen.

I suppose, client side, you've got the option of previewing the destination URL before going to it either way. Again, not that a naked URL tells you a whole lot, but at least I can see if it's a PDF, HTML doc, or EXE downloadable off the top.

Re: Dear Marketers: Enough with the QR codes

#92

Post by da_n »

I have never really understood the QR code hate. To just dismiss such a cool technology due to a dislike of how they look seems shallow at best. I also find QR codes genuinely useful, and have found myself scanning them quite regularly. I just wish iOS had it built in.

Re: Dear Marketers: Enough with the QR codes

#93

Post by finnw »

learc83 wrote: post #88

QR codes are new to most advertisers, so they don't know what to do with them. They're just using QR codes to use QR codes without thinking about whether they make sense. When the wii first came out, it was full of games where motion control made no sense. Some marketing guy told the developers to add motion control. It didn't matter if it fit the game or not, they just did it, so they could say they had it on the bo…

Remember :CueCat? [1]

The marketers may just be repeating the same mistake. Fortunately it does not require specialized hardware anymore (since most smartphone cameras can read QR codes.)

[1]: http://www.joelonsoftware.com/articles/fog0000000037.html

Re: Dear Marketers: Enough with the QR codes

#94

Post by allardschip »

asolove wrote: post #2

I think this boils down to the basic rule: don't disrespect your audience. I keep going to meetings where people suggest using QR codes to advertise a product. And I ask the obvious question: when have you ever scanned a QR code and learned about/bought something? No one can ever answer. But there's a vague sense that somewhere, out there, "those people" are using QR codes. What's funny is no one seems to know who th…

Every time I am in a meeting about QR codes I share this: http://wtfqrcodes.com/ We all have a good laugh and then somehow, no one wants to suggest QR codes anymore.

Re: Dear Marketers: Enough with the QR codes

#95

Post by mikelward »

Angostura wrote: post #74
brk wrote: post #25

Earlier quoted context omitted.

when have you ever scanned a QR code and learned about/bought something? Shopping for dishwashers in-store, even after doing lots of online research. The in-store display tags have very minimal info. Best Buy has/had a QRCode on each product that took you to a webpage for that item with a lot more info, reviews, etc. It was one of the main reasons I actually bought a dishwasher AT Best Buy instead of elsewhere.

Wouldn't it have bee just as effective to have http://bestbuy.com/12345 on the label.

I think their QR codes us a URL shortening service like http://bby.us/12345.

Re: Dear Marketers: Enough with the QR codes

#96

Post by Produce »

brk wrote: post #25
asolove wrote: post #2

I think this boils down to the basic rule: don't disrespect your audience. I keep going to meetings where people suggest using QR codes to advertise a product. And I ask the obvious question: when have you ever scanned a QR code and learned about/bought something? No one can ever answer. But there's a vague sense that somewhere, out there, "those people" are using QR codes. What's funny is no one seems to know who th…

when have you ever scanned a QR code and learned about/bought something? Shopping for dishwashers in-store, even after doing lots of online research. The in-store display tags have very minimal info. Best Buy has/had a QRCode on each product that took you to a webpage for that item with a lot more info, reviews, etc. It was one of the main reasons I actually bought a dishwasher AT Best Buy instead of elsewhere.

But that's not an example of using QR codes for advertising. It's an actual, useful application of them, yes, but it is so precisely because they're not being used for marketing.

Re: Dear Marketers: Enough with the QR codes

#97

Post by will_work4tears »

brk wrote: post #89
Angostura wrote: post #74

Earlier quoted context omitted.

Wouldn't it have bee just as effective to have http://bestbuy.com/12345 on the label.

Not really because then I have to type a bunch of characters instead of just clicking a button. QR Codes are nice macros, in the right places. They don't necessarily belong on every uncovered surface, but in many cases they can transfer a relatively large amount of data quickly and easily. I think we're still figuring out QR Codes and the proper applications of them. I remember usenet discussions in 1996 asking "Why…

I guess I'm old and inept, but I've never gotten a QR code to scan properly with a "click of a button."

Re: Dear Marketers: Enough with the QR codes

#98

Post by djt »

masukomi wrote: post #17

Japan has been using QR codes respectfully, and usefully, for years now. People don't scan them in the US because most people don't seem to have a clue what they are. If we spend any freaking time educating the public about what they are and how to use them ( and stopped using those damn proprietary variants) then we'd see a lot of value come out of them. You don't like QR codes? Fine, then give me some %#$%@$ altern…

searching for keywords seems to work quite well.

I think the problem is that for people that have problems navigating the web to start with, using QR codes will be tougher than just suing the search bar on their iPhone etc

Re: Dear Marketers: Enough with the QR codes

#100

Post by djt »

A few points:

- The only people I know that use and are excited by putting QR codes in are nerds and/or marketers. I think it serves to quench our thirst for something shiny that is a technological hack. Most people dont feel the same way though.

- The results are obfuscated, when you scan the code you dont know where it will take you, worse if there is no details around the code. Its like a shortened link.

- In Japan it is a utility which is useful. In the West it seems to be a shiny toy for marketers.

- Much like Flash, it is a transitional medium between print and digital. It will be interesting to see what comes out next.

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