QR Codes: Together We Can Stop the Fail

QR (or Quick Response) codes can be very practical and effective but for the most part are being completely ruined through improper implementation.

From a marketing perspective there seems to be very little thought put into the user experience and how QR codes integrate with other components of a campaign or platform.

I’ve been on a code-scanning binge lately and have arrived at the following recommendations, none of which are difficult to implement:

Optimize the experience for mobile
If your QR code opens a website, please, please do what you can to ensure the target website is optimized for mobile in some description.  I’m shocked at the number of QR codes I find that link to a desktop-only site.  If you can’t easily create a mobile or responsive version of your site it might be worth linking the code to a third-party presence that provides mobile-friendly content (YouTube, for example).

Ensure the code is accessible
I recently scanned a code on a transit ad in a bus stop (see image below).  The code was at the bottom of the ad. I had to kneel to get my phone at the proper angle.  In this case it was obvious that the QR code was an after thought (note: the code also lead to a desktop version of the target site).

There’s nothing wrong with a little hint
A Mastermind Toys flyer that recently arrived at my house included numerous QR codes next to product listings.  Not only did the codes lead to mobile-friendly content (video), they also included a brief line of text that let the reader know what to expect after scanning the code.  In the same vein, and until QR codes are widely adopted, it isn’t unreasonable to offer a very brief explanation as to what the code is or even provide a short URL for those who’d like to learn more and download a scanning app.

Mobile is all about context
In the transit ad example above it was clear that the QR code was an afterthought and really had nothing to do with the context or message of the campaign.  What if the QR code lead to a series of brief videos explaining these ‘careers of the future’ using current examples?  Or better yet, what if the target URL recognized the geolocation of the phone and displayed information on technology programs at the nearest College?

I really think QR codes have a valuable place in digital marketing but only if they’re regarded by marketers as a tool (and not a strategy).  To some extent, I believe the success of QR codes is completely up to those who choose to implement them.