Why Marketers Shouldn't Waste Their Time With QR Codes

Overuse of a new technique or technology in the marketing business is nothing new. New technology tends to follow a predictable path from discovery, to overuse and disillusionment, and eventually, a proper or right level of use. But not every innovation proves to be highly valuable, on an extended basis. Some think the QR code is one of those questionable long-term innovations.

Quick response code, those two-dimensional bar codes you see on magazine pages relatively frequently, are one way an offline media can incorporate online content and interaction. That's a good thing.

But some would argue that the problem is that consumers don't much care, while marketers do care. The issue isn't whether tools to introduce more online interaction are a good thing--it is a good thing--but whether this is the right, or "best" approach.

"QR codes can actually impede the conversation," some would argue. First, you have to assume not everyone knows what they are, so you have to explain how they work. Then, you just hope people are willing to download the app and go through the hassle of getting it to work.

Then and only then will they be exposed to whatever brilliant website you have put together. And the majority of the time, this process neglects the critical issue of why someone would want to do any of this in the first place. Right now the answer to that seems to be, "Because marketers thinks it's cool."

Why Marketers Shouldn't Waste Their Time With QR Codes