QR CODES: Scanners Beware

When working on your company's IMC plan, it is important to incorporate methods that are unique to the various traditional and non-traditional marketing channels you will utilize.  For planning promotional and targeted marketing activities over the web, or more specifically, smart phone platform channel, the infamous QR code can be a great asset, if used properly.

The first step in properly identifying if the QR code will create value for your branding mission, is to identify who your consumers are and what they do with their technology.  Personally, I've never really used a QR scanner until recent events demanded I did, but if I ever strolled through a magazine, or saw a flier on campus with a code, I never bothered looking it up.  But, this is me.  

A lot of marketers will make the claim that the QR code, "Is Dead!"  Let's see if statistics can uncover some information regarding this statement.  According to this data site, a 38% jump in QR code scanning occurred between Q1 of 2012 and Q1 of 2013.   But, evidence also shows that this is merely reflective of the proportional increase of smart phone usage within the United States market.  In fact, further evidence shows that the scanning of QR scans has virtually stalled.

So, what this does tell me? There's absolutely no harm in incorporating a QR code.  It's virtually free (in fact, many sites make it free), and can be a nice addition to an ad that will increase interaction for certain individuals. Still, I wouldn't rely on the QR code as being the crucial aspect to the promotion itself.  This could potentially alienate certain consumers since many no longer enjoy the novelty of the scanner itself, essentially limiting your reach to your target market.

I like to think that a QR code can hold a certain amount of mystery. What does it lead to?  Should I scan it and "stumble down the rabbit hole." Well, for the sake of the QR code below, I'll give you fair warning.  Once you open this door, it can never be shut.  For it is merely the tip of the ice-burg of something so much greater, something that has lurked behind the shadows of humanity since our very creation; pulling the strings, making empires rise and fall.  Beware, reader.  But, if you wish to know more, keep posted.