No surprises in this AdAge story about widespread use of QR codes that haven’t captured consumer imagination when it includes this statement:
“Experts cite three reasons that QR codes haven’t caught on.
First, people are confused about how to scan them.
Two, there’s little uniformity among the apps required to read them.
Last, some who have tried the technology were dissuaded by codes that offer little useful information or simply redirect the user to the company’s website.
None of this deters marketers, who seem to be slapping the codes on products for all age groups and demographics.”
Those three things have to come together to make consumer use of QR codes truly worthwhile as a mainstream communication medium.
Content is the easy one for marketers to take care of – offer something that makes it worthwhile for a consumer to interact especially when it’s still not easy to do so.
Maybe 2012 will be the year when those three things do come together.
Why Marketer Love for QR Codes Is Not Shared by Consumers | Digital – Advertising Age
Quick-response codes are everywhere these days. But consumers are not nearly as excited about QR codes as marketers are.
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(Image at top by Fabrice de Nola, used under Creative Commons license.)