I have a confession to make. I really don't like QR codes. They're up there with infographics as a technology that initially had a degree of utility based in part on the novelty value of them. Then however marketers ploughed into things and started using them a whole lot, often when there was no real need to use them.
Such misplaced usage has caused QR fatigue, because so often when you click through on them, what's on the other end is a load of rubbish. Whilst they can have some practical usage, such as when helping to process an event ticket for instance, it seems that more often than not the technology has been hijacked by advertisers. It's hard to see adverts now without there being a QR code attached to them. You suspect that the advertisers want to come across as hip and with it, when in reality they're merely showing they can follow the hurd.
Hopefully the trend will be slowing down very soon though. Forrester revealed recently that just 5% of Americans had scanned a QR code in the last few months. If consumers aren't bothering, hopefully it'll persuade advertisers to stop too. What it won't stop however is the underlying muddled thinking that is behind them in the first place.
The rationale behind QR codes is that we really want to connect with brands, if only we had an easy way of doing so. Twaddle. Most consumers don't care about brands at all, they care about them and their own life. The problem with QR codes is that often they're not actually offering anything of value to the consumer at that time and place. And time and place matters. If you're reading a magazine why would you want to go to the hassle of scanning in a QR code and visit a website? The funniest implementation I've seen is having them on the underground network, where of course there isn't a web connection.
So advertisers, please cease this nonsense. Focus your energies instead on offering something truly remarkable that people will love without you hectoring them to do so.
Do you use QR codes either as a consumer or an advertiser?
I don't have a smart phone so have never used them at all. Am I really missing out on anything?
Nope, don't think you are (personally). If they offered a discount voucher or something then perhaps, but just a hyperlink to a website. Meh.
If you look at Japan, they use them well because most of them are to do with a special offer or something that you only get by scanning the code. Just using them as a hyperlink is a complete waste of time.