In part of my ongoing research for latest and emerging trends for mobile marketing, I have researched the use of QR codes and whether they are an effective means of delivering targeted marketing campaigns. At first glance, QR codes are definitely an enticing way to engage audiences who are active mobile users, and should definitely be explored as a way to expand into mobile marketing. In fact, in a recent social media / interactive strategy that I developed for a major retailer, I included an entire section of how QR codes can be used to engage tweens, since they consume more mobile media than any other demographic. But, as comes with the territory of technology, the adoption rate is dependent on an infrastructure that supports it. The adoption of QR Codes is slow in coming because of two big caveats: 1) a QR reader is required; and 2) the QR reader isn’t native to mobile devices.
To expand on this further, Threeminds contributor, Dan Neumann just posted an article about why we don’t need QR codes in the US. Having tried and tested QR codes and readers myself, Dan’s thoughts are on point.
Marketers often ask why QR code technology for mobile phones (and other 2D barcode tech) hasn’t made it to the mainstream in North America. There have been a few notable efforts, some of which are still ongoing, but for the most part the technology remains esoteric and unused.
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