Faulty QR codes could give consumers a bad experience with marketing campaigns

QR Code Marketing

QR Code Marketing

The popularity of QR codes continues to grow at a rapid pace. Tech-savvy consumers have certainly taken notice. While the response to the codes has been largely favorable, these technology conscious consumers are also noticing that many companies are not using the codes as well as they should be. Such is the case with Bill Cosby’s new book I Didn’t Ask To Be Born (But I’m Glad I Was). The book features a QR code on its back cover that some readers have found troublesome.

When scanned with a smart phone, the code links to a regular online website containing a rather large video. The only other content on the website are links to several social media outlets. The unfortunate reality is that the site does not work with many smart phones – specifically Blackberry and some Android devices. In the past, many companies have been criticized for their lackluster use of QR codes, which has led many consumers to forsake the codes entirely.

QR codes are most often used to distribute discounts to consumers. Indeed, this is the very reason the codes have become as popular as they are today. When the codes first began to gain fame in the U.S. (around 2007 or so), companies learned quickly that the experience consumers have with the codes’ content could make or break a marketing campaign.

Bill Cosby is, of course, not alone in his use of faulty QR codes. Many companies and organizations often fall into the trap of thinking that QR codes are ready for use as soon as they are generated. Without testing them appropriately, the codes will do anything but work properly.

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