Are you still wondering if QR codes are worth the effort?

In this last of a 3-part series, this post examines QR codes – the good, the bad & the ugly. Hopefully, it helps you decide if the technology makes sense for your marketing strategy.

QR Codes Series

In case you missed the rest of the series, below is a quick recap.

• The first post in the series (What Are QR Codes and Why Should We Care?) provided a basic description of a technology that has been around since 1994.
• The second post (How Do QR Codes Work and What Do You Need?) explored the fun part of making QR codes work.
• This last post shares some of the pros and cons regarding QR codes.

QR Codes: The Good

Today’s information is all about quick, simple formats. On that note, QR codes deliver.

1. Shrink-wrapped Squares of Information

Anything that shrink-wraps a bunch of information is a good thing. According to the original designer of the technology, QR codes do that with greater efficiency and speed.

• QR codes store approximately 7,000 characters.
• The codes read 10 times faster than other codes.

And you do not need to rent storage space. Just tuck those squares into the corner of your smartphone’s QR code reader or camera.

2. Keep it Simple Technology

As described in Part 2 of the series, capturing a QR code or creating your own is simple. And advancing technology has made it even simpler. If you have a smartphone or webcam, you can capture QR code information.

And most tools you use to design marketing material include QR code capabilities.

3. Countless Uses

Part 1 of the series described some of the ways you can use the codes. Let your creativity run free (but remember to consider the 5 questions illustrated in Part 2 to be the most effective).

1. Are the codes easily accessible?
2. Is it clear what the code links to?
3. Does it link to a mobile-friendly site?
4. Is the link relevant to the user?
5. Can you track utilization?

The illustration below offers a few ideas to get those creative juices flowing.

You get the idea. If you can link to it, the possibilities are endless.

Typically, premier or paid platforms offer the ability to track QR code utilization. However, instead of the static codes previously discussed, you will need to generate dynamic QR codes.

Dynamic QR codes allow you to change saved information in a previously generated code. That creates multiple benefits.

1. Saves marketing time and money.
2. Delivers real-time tracking so you can adjust as needed.
3. Provides utilization statistics, such as, number of scans, dates, and locations.

QR Codes: The Bad

Before you think I totally drank the Kool-Aid, the following are a few examples of “the Bad” regarding this form of marketing.

The Square Peg Audience

Your target audience may not be ready for a Kodak moment. Do you know what a “Kodak Moment” means? If not, you are an excellent example of the differences you may encounter in customers.

• Not everyone in the world has a smartphone with a camera.
• Believe it or not, some people use mobile phones for – well, making phone calls.
• And brace yourself – there are people who do not have webcams either.

I know, shocking.

Also, there are plenty of people who are not what you call early adopters.

• Some hate technology.
• Others detest being like everyone else (I see that person in the mirror every day).
• Many do not know the codes exist or what the heck they’re used for.
• And some simply do not care.

This type of customer may be square in your eyes, but that doesn’t mean they will embrace the square technology. Now, you may be thinking – but I don’t want to sell to them anyway.

That may be okay, but what if you’re missing out on huge market due to your technology bias? And depending on your product, that person could be exactly who you need to target.

Technology Trip-ups

No matter how great the planning, most technology fails at some point.

• A QR code reader does not play nice with your smartphone.
• The quality of the code prevents scanning.
• The links do not work.

Do you want the scan of one of your QR codes going to your 404 (page not found) landing page?

Test everything and always have a Plan B.

The Ugly

Since the original publication of this post in 2011, some of the Ugly has gone away. In the past, most of the codes were not terribly attractive.

However, most code generators allow for customization of color palette, frames, shapes, and logo uploads. So, you can control the Ugly.

• Tap into your creativity – or hire a creative sort for generating your codes.
• Be strategic in the placement – do not slap the code anywhere over a graphic in a print ad (like the middle of the model’s forehead).
• Consider the size of the code image – do not make it so large that a person must move to the next county to capture it.

The Really Ugly

In a world of spammers and scammers, do you honestly believe someone has not already tapped into the really ugly side of QR codes? One scan and you could be running smack into one of the following nefarious schemes.

• Phishing sites that lure you into sharing personal and/or financial information.
• Rogue networks where cybercriminals lurk, waiting to steal sensitive data.
• Malicious downloads that instantly install after scanning the codes.

Cyber experts recommend using your smartphone over a QR code-reading app. Why? Because smartphones have built-in protection. Of course, no security protection is fool-proof so consider the following precautions.

1. Trust-worthy source – if you do download a reader app, do so from a reliable source and research the available apps.
2. Update regularly – to minimize security risks, install smartphone updates when they become available.
3. Credible link – be selective about what you scan. How credible is the business or site you are linking to? Check the code for suspicious-looking elements, such as a logo that does not look right or the code image itself. Check the URL.

QR Code: Yay or Nay?

The effective use of QR codes considers the following three components.

1. The purpose.
2. Your targeted audience.
3. Security measures.

Do you use QR codes or plan to in the future? What would you add? Please share your thoughts in Comments.

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Note: This May 8, 2024 post updates the original post published September 22, 2011 and updated on June 7, 2020.

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Helping you Keep it simple, clear & uniquely yours

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