QR codes continue to gain attention as shown by Google Trends. Roughly one out five Fortune 50 companies use QR Codes although this usage is mainly to extend information distributed in advertising based on Burson Marsteller’s research. While QR code usage may be limited to large and/or geeky-oriented companies at this point, shouldn’t you at least test their effectiveness for your business?
Source: Google Trends- QR Codes in U.S. through March 17, 2011
3 Challenges to analyzing QR code results
While QR codes can contain embedded information that aids usage tracking, there are three significant challenges to expanding QR code usage short-term.
Give users the magic wand. QR Codes require a smartphone with a QR code reader installed. This hinders usage since only about 30% of all U.S. mobile phone users have smartphones. While newer smartphones come with QR code readers installed, older devices require users to download a reader, adding another step to the process.
Teach smartphone owners new habits. Consumers need to learn new how to use QR code functionality. As a novelty item added to advertising, print and other offline products, QR codes are more functional than their op-art design suggests. Since QR code behavior is new, marketers may need to educate prospects and customers regarding the benefits.
Coax users with rewards. Give customers a reason to use your QR codes. Remember customers think “What’s in it for me?” Therefore, don’t overlook the need for a call-to-action, a related purchase code, and a benefit for clicking through.
Continues at: QR Code Metrics [Data] | Heidi Cohen.
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