A recent Mobile Marketer article discussed the return of the QR code and questioned if this is a good thing for marketers.
It is and it isn’t. Please, allow me to explain.
It’s good in the sense that marketers are awakening to the fact that smartphones are a human appendage tuned for instant gratification in the micro-moment.
As part of their awakening they’ve realized that they can’t dump customers and potential customers into search and hope they find what they’re looking for. Hear me now and believe me later-search is inherently and purposefully IMPRECISE no matter what the GOOG+FB duopoly says.
And here comes the good part: the “QR” in QR code stands for “quick response”. In the micro-moment when your brand inspires a person to act, they do it with their phone and they don’t want to search or have the experience take too long. They want a quick response.
In this regard the QR code does yeoman’s work in that when scanned, it can take the person scanning the code directly to a mobile experience that’s been paired with the call-to-action associated with the QR code.
But here’s the “isn’t a good thing”, at least in my opinion.
Scanning a QR code is kind of lame with regard to the experience.
One must be right up on the code with their phone.
Trying to get the code in the viewfinder of the phone requires moving the phone around and waiting for the scanning app to focus.
(C’mon man! This isn’t quick!)
QR codes on TV? Anyone? Buehler?
I’m going to say that because marketers are embracing quick response means optimized for mobile phones that the comeback(?) of QR codes is a good thing.
Now they need to close the micro-moment loop and go with TRE which offers even faster response times than QR codes.
Give TRE a try. You have nothing to lose. Your customers understand and expect experimentation with regard to creating high satisfaction mobile experiences.
Dale Knoop leads an audacious team attempting to #breaktheduopoly by making TRE the global standard for micro-moment brand engagement. Using a simple numeric code any brand can present their TRE code in TV, video, video games or their product packaging and take their customers and brand fans to exactly what they want, exactly when they want it. No searching through results, no foraging around your website-just customer pleasing instant gratification. Oh yeah, and there’s real-time attribution and an ongoing brand immersion. Watch the TRE video on YouTube here.