You may have seen these funny little boxes around – possibly in a magazine or in a store window. They’re called QR Codes (Quick Response Codes) and they allow the encoding of information. For practical terms, if you were to scan one of these codes with a code reader from your phone, they’d could take you to a website where you could get more information. But in order to work, they require you to install software on your phone (and to have your phone or other device with you). So, is this making it easier or more difficult for someone to get more information?
Requires a Scanner
While most of us carry a phone of some sort, not all of us have phones that support a code reader application (although that will probably improve with time). Most of us aren’t going to go through the hassle of installing a code scanner unless we perceive some sort of benefit. Why should I install software to read a QR code when I can just go to your website? Or search for your product name online?
Connecting Offline with Online
Marketers are interested in these QR codes because they allow another way to track specific promotions offline that lead to an online visit (and lead collection or a sale). Measuring and understanding which campaigns are working is key to knowing where to invest resources.
Unique Information
QR codes do allow for encoding of more information than just a website address. So there is the possibility of providing information that could not necessarily be gathered right from a URL. The example given for use in print advertising is scanning a code to find the location nearest you with the lowest price. Or maybe a restaurant could offer a special discount for those who scanned in and read what the day’s discount code is.
Providing a Benefit
I read the MIT Tech Review (yes, in print) and they had one of these QR codes after an article offering a special report. While I was intrigued, I wasn’t near my phone (one of the reasons I get the magazine in print is to get away from the gadgets for a few minutes). I also wasn’t really interested in installing special software just to get the report (especially since it was described in online one sentence). But the idea of providing valuable content only if people scan a QR code (and thus give you a lead) is interesting. I’m just not sure how it’s different than pointing them to a web page with a unique address.
Security Concerns
Because the QR codes are directing mobile devices to a website, it may be possible to have the phone then run some malicious code. Or if the code points to something else, you won’t know about it until you’ve scanned it. These concerns are probably minor right now, but there is something to be said when humans can’t read the codes ahead of time. (Mechanical Poetry has some more information about possible security concerns with QR codes).
Intriguing Uses
Using these QR codes instead of loyalty cards may provide a benefit that consumers would want. Although I think that services such as Foursquare make this easier with check-ins based on location. One thing that would be nice is the ability to scan a code and then be able to search the Internet for the best price (although this would be possible with regular barcodes). The ability to connect offline and online is enticing. I’m just not sure if this is the right technology to do that.
What do you think? Have you seen these QR codes? Have you used them? How could you see them being used?
Additional Reading
- Getting Creative with QR Barcodes; Funny Little Graphics That Contain a Lot of Information (Hugh Briss)
- Magazines Still Wasting Time With Stupid Barcodes (The Business Insider)
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