Some questions QR codes' usefulness
Many print marketing professionals have been quick to jump on the quick response code bandwagon, which allow customers with smartphones to scan the barcode-like tools to find deals and information. However, according to some experts, the emerging technology's implementation has been underwhelming up to this point.
In an article for Econsultancy, business expert Tim Dunn says QR codes often require too much effort from the targeted consumer, and even if they do go through with the scanning and logging on process, they could likely be taken to a page that's hard to follow or poorly designed.
He points to the recently flawed effort by the British intelligence agency to attract new recruits using QR codes
"MI5’s recent recruitment campaign made much of dedicating entire outdoor spaces to QR," he writes. "This looks good until you make the effort to click through the code, and find yourself on an unnavigable web page, not optimised for mobile."
Other direct marketing experts are more confident about using QR codes. In an article for U Talk Marketing, Philip Rickertts writes that combing print and technology, such as web-to-print, will allow business professionals to better engage consumers.