Advertising and technology have long enjoyed a cooperative relationship. As mobile technology becomes more advanced, however, this relationship is changing and advertising is becoming more entangled and reliant on the prowess of technology. Perhaps the most influential piece of technology that has come to the world of marketing is the QR code. The codes have changed the way marketers interact with a new generation of consumer, opening the way for constant connection at any time and wherever they may be. While QR codes have shown themselves to be a useful tool, they are only as good as the strategy behind their use.
Many companies are beginning to incorporate QR codes into their marketing campaigns, enjoying the simplicity of the codes and they ability to connect with targeted groups of consumers. As the codes become more popular, mobile technology companies are beginning to develop alternatives. Such is the case with SnapTag’s logo-friendly barcodes. While new barcodes have remained simplistic, they have not helped companies understand that how they are used is much more important than which code they use.
For companies to see real and sustainable success with their QR codes, they have to provide consumers with a memorable and valuable experience. Many companies that are using the codes link them to content that is not optimized for mobile viewing, which makes it nearly impossible for consumers to access information or content with their mobile device. Some companies simply do not test their codes before they put them to use, which has led to a rash of non-functional codes.
Understanding how to use the codes properly can mean the difference between a failed marketing campaign and a successful one.