If QR codes are already dead, its epitaph would read “we hardly knew ye.” It seems like just yesterday that someone was explaining a QR code to me, and I’m a pretty tech-savvy person. I know that some of my less Internet-y friends don’t understand or use them, my sister doesn’t even have a smartphone, and at BlogWorld, a group of us were actually talking about how the scanning aps we have don’t work very well, so we don’t scan them very often.
So are QR codes already dead? Is this a failed technology that we should put in the “it was a cool idea that never really panned out” pile?
Recently, Dave Wieneke from AdAge wrote a piece entitled “Why Marketers Shouldn’t Waste Their Time With QR Codes.” It’s hard to disagree with his claims – that marketers love them more than consumers do. They’re overused and often just lead consumers to more advertising, which is turning off anyone who has decided to check out what this QR thing is all about.
Not everyone agrees with Wieneke, of course. On ClickZ, Melinda Krueger argues a case for QR codes and if you do a quick Google search for “cool QR codes” you’ll come up with tons of results for people and companies using them in really unique ways. At BlogWorld LA 2011, Peter Shankman actually used the Stefan Pinto ad pictured at right to highlight smart advertising – it’s an example of a QR code used in a really funny way.
But there are a lot of people misusing QR codes, and it’s perhaps making them irrelevant for all of us. I can’t tell you how many times I see QR codes on websites. Really? That doesn’t even make sense. Or when I scan a code, it often takes me to the company home page. So what? I could have found you easily online after shopping…a QR code wasn’t necessarily. There was no “next step” for users (like “liking” a Facebook page) or benefit (like getting a coupon for some free products).
I don’t think QR codes are dead…yet. They are perhaps in the hospital bed, but the disease isn’t incurable if we take action. What do you think? Are QR codes on the way out? Do you use them for your website or business? As a consumer, do you scan them when you see them as part of marketing campaigns?