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Dear Marketers: Enough with the QR codes

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Re: Dear Marketers: Enough with the QR codes

#131

Post by gaius »

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…

It depends on your target demographic: http://www.digitaljournal.com/article/310173

Re: Dear Marketers: Enough with the QR codes

#132

Post by taligent »

ColinWright wrote: post #73
taligent wrote: post #62

Earlier quoted context omitted.

So you saved 9 seconds. Think about how much time it takes to find the app, download the app, learn the app, remember the app and use the app. My guess is 100x longer than all of the times you will ever use QR codes put together. That right there is your problem.

It's on my phone in an obvious place, and I use it a lot. I couldn't type URLs in sub 30 seconds, so it's saving me much more tham a few seconds every time. And it's error free. So no, that's not my problem, and I'd take it kindly if people would stopp telling me I'm wrong for finding useful something they don't agree with. Do you bother to listen to your users? Or do you just tell them they're wrong?

I think I was misinterpreted. I meant that's the problem in a general sense.

That unless QR codes are substantially quicker than manually typing a URL it will never take off. Because the fact is that people aren't typing in URLs every day.

Re: Dear Marketers: Enough with the QR codes

#133

Post by JonWood »

dan1234 wrote: post #129
nikatwork wrote: post #119

Earlier quoted context omitted.

I can confirm this, they are everywhere and people seem to like them. Eg, I was handed a flyer for a random nightclub with a QR code on it for cheap entry. You just scanned the QR code then showed your mobile at the door for a discount. This was 5 years ago too (Tokyo, Shinjuku/Shibuya).

How is that better than just showing the flyer at the door to get the discount?

They can track response rates for particular flyers by pointing them at different URLs. Measurable A/B testing for physical advertising.

Re: Dear Marketers: Enough with the QR codes

#134

Post by DHowett »

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.

I've seen a lot of replies to this of the form "how about they use [URLs/NFC/etc.]", but how are those options at all better than printing out all the product specs?

Surely having the specifications printed out and mounted in an emplacement next to the product is better than having to scan/touch/type some sort of digital tag.

If it is about paper use, how about they stop using flip books full of paper numbers set next to each other to display prices before worrying about replacing some measly product spec sheets with QR codes.

(EDIT: reviews are definitely a fair use of this sort of thing, and I had forgotten that they were a thing while replying.)

Re: Dear Marketers: Enough with the QR codes

#135

Post by dspillett »

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.

That is exactly how they should be used: to give more detail once the user decides they want/need that detail.

They are used all over the place in Japan (where IIRC the QR code's popularity started) for non-sales related information like bus timetables as well as for access to detailed product information in shops. In both these use cases the QR code directing to a web page with up-to-date information is a benefit to the user rather than an advertising gimmick.

QR codes are done wrong in a great many adverts.

I've seen adverts with QR codes where is isn't entirely obvious what is even being advertised: sorry, I'm not wasting my time waiting for your information to come down what could be a slow mobile connection unless there is a good chance I'm going to care. You advert should make me want more detail, not expect me to make an effort to get basic detail.

The two times I bothered scan a QR code on an advert were failures from the advertisers PoV. One went to a page that was simply not useable on a small mobile device (remember: there are plenty of phones out there with QVGA screens and that site was unusable at half VGA) and would have taken an age to download if the user was stuck on a GPRS link due to lack of 3G+ reception. I closed the browser and thought nothing more of it. The other time I was taken to a registration page where I was asked for some of my details in order to get the data - if I scan a QR code I expect to go direct to relevant information, not to be asked for my personal details (I could have oput in fake details easily, but I should not have to go to even that effort). If you must have a registration form on the page, put it below the detail the user is expecting to find.

Re: Dear Marketers: Enough with the QR codes

#136

Post by dspillett »

corin_ wrote: post #120
natesm wrote: post #41

Earlier quoted context omitted.

My favorite New York subway ad (besides Zizmor) is something like "Have bedbugs?" and it offers you some "bedbugs apps" if you scan it, which is great because: 1. I've recently been looking for a good way to let a crowded train know that I probably have bedbugs on my clothing. 2. Internet access is really good underground.

I'm afraid I can top you in "worst use of QR on underground travel" (this one in London): https://p.twimg.com/AneZAsiCAAATy1Q.jpg:large

They never learn... Some time ago (early/mid 90s I think) there was a particular problem with pickpockets in the Kings Cross area so an awareness campaign was started with similar posters. The problem got worse. Why? Often people walking past the posters would, consciously or otherwise, check the pockets their wallet or other valuables were in - this helped improve an observant pick-pocket's hit rate.

Re: Dear Marketers: Enough with the QR codes

#137

Post by jps359 »

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…

Well, I don't think QR codes are inherently offensive, and if some people use them, why not? I would only say that it's a bad idea if the only point of ref on it is a QR code, but if a typed out website name is included, what could it hurt? I'm also solely talking about QR codes in advertising.

Re: Dear Marketers: Enough with the QR codes

#138

Post by Revisor »

JonWood wrote: post #133
dan1234 wrote: post #129

Earlier quoted context omitted.

How is that better than just showing the flyer at the door to get the discount?

They can track response rates for particular flyers by pointing them at different URLs. Measurable A/B testing for physical advertising.

They can print A/B versions of flyers and collect them upon entry. No QR needed for this kind of measuring. :)

Re: Dear Marketers: Enough with the QR codes

#139

Post by Revisor »

dabent wrote: post #44
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? Saturday I used a QR code when I was in a store, trying to get more details on a grill I was thinking of buying. I guess it worked, because I got more information and got the grill. I laughed when QR codes came out, but can think of more than just that instance when I started using them. QR codes are ugly, but their success relies on them bein…

What's the store's purpose then if you have to go online while being physically present to get more product info?

Was there no knowledgeable staff? No product flyers/labels?

Re: Dear Marketers: Enough with the QR codes

#140

Post by dspillett »

canthonytucci wrote: post #10

Why is is so cool to hate on QR codes lately? I've heard Merlin Mann and Marco Arment rag on them pretty often on their podcasts. I don't get it. No matter how ugly, it's still a better way for me to get to your website/app from a physical item (bottle of wine, print ad, whatever) than having me type out a URL....sure they are stuck a bunch of places that make them ugly or inconvenient to actually read....but so are…

Once something becomes ubiquitous, the complaints about it being overused or misused become similarly common - and as someone has already pointed out you can always get upvotes/likes/what-ever if people agree or just if you moan in an amusing manner.
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