Despite widespread doubts about QR Codes, many marketers have continued to use them, placing codes on all sorts of marketing material, from print ads, to product packaging and even on billboards on highways—all in the hopes of adding interactivity to what was once static media. Don’t count appliance brand Jenn-Air among the believers. Brian Maynard
, director of marketing, doesn’t see the consumer adoption of QR Codes to justify their widespread use. In fact, QR Codes confuse many consumers, he said, leading to the conclusion that they’ll never enjoy wide adoption....
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What Do You Think of QR Codes?
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What do you think of QR Codes? It would seems that a well-planned QR Code campaign that offers compelling content and is targeted to the right demographic could be the Holy Grail of integrated marketing, marrying print media with instant online action. That being said, we can all pretty much agree that the novelty of QR Codes has worn off. Your audience is not going to scan a code simply because it’s there. Are there instances where you’re better off not using them?
Production : The New Call to Action
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Customers … why don't they just do what we want? That would make direct marketing so much easier, wouldn't it? Unfortunately, it's not that easy. In today's marketing climate—with so many choices, technological devices and brand messages bombarding the senses—it's more difficult than ever to get customers to do anything, let alone what you want them to do.