Over the past few years several companies have tried to use QR codes in their marketing campaigns. Although a few of them have been successes most of them have been failures. A few of the reasons why QR codes fail are a good portion of the population does not know how to use them, marketers have failed to utilize them correctly, and that a good majority of the population don’t have smartphones. The article 9 Reasons QR Codes are Bad for Your Brand explains reasons why the wrong use of a QR code can be harmfull to your brand if you use it in the wrong way. A few of them are
5) In addition to needing to be placed on everything, ad agencies and Fortune 500 CMOs have found that managing the creative assets needed for implementing anything beyond a very limited QR Code-based campaign is incredibly difficult and inefficient.
6) Because anyone can make them, the user experience (UX) is incredibly varied and frequently very low engagement.
7) Consumers (especially women) do not seem inclined to use them resulting in very low click-through rates, unless it is something incredibly compelling to the target, like downloading the latest Lady GaGa song for free.
8) Because consumers do not click on codes often and UX is generally of low quality, QR Codes have entered a vicious circle where brands expect low response rate and at the same time, most end users expect low quality content. This will continue to drive usage down.
The article 10 Funiest QR Code Fails showed ten different ways that marketers have failed to use QR Code. One of the fails on the list was a QR code on a tombstone. Unlike the author i actually think this was successful use of the QR code. The QR code can be use to show pictures of the the deceased and their obituaries. Another successful way people can use is on their business cards when people use a QR code to put a link to the resume.