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Should you be jumping on the QR Code Band Wagon?
Kirsty Lemmon | October 10, 2011
Example, a consumer might see an advert in a magazine, which prompts them to scan a QR Code with their smart phone in return for an online discount voucher.
So, should you be doing it?
- Awareness. According to the results of an online survey published by Econsultancy, from a panel of 1,500 UK consumers 31% of respondents knew what a QR code was (they recognised what is was – only 10% accurately described it as a QR Code) .
- Current Usage. 19% of respondents had actually scanned one, compared to a surprisingly lower 11% from the same survey carried out in the US.
- Intent. Furthermore 42% said they would scan a QR Code in order to access a discount code – 23% out of curiosity, and 21% to find out more.
The results* show that whilst awareness and use is still fairly low, there is a target market of consumers in the UK already using QR codes. There is also a larger segment with the ‘intent’ to use them. Given this potential, it’s certainly worth considering, but other marketing activities may have more significance at this time.
Is it right for my business?
As well as understanding the awareness and usage of QR Codes, there are several other questions that are worth considering, to determine whether the use of QR Codes is right for your business:
- Is your target market likely to understand and use QR Codes? If not then it’s a pointless activity for now.
- Do you have a reason for using them? E.g. shops can include them on till receipts directing customers online; advertisers can offer discount vouchers in print magazines; newspaper ads could direct consumers to the advertisers’ Facebook page.
- Will they add value to your marketing campaign? You will need to have an objective; whether it’s to increase traffic to your website, increase subscriptions to a newsletter or raise awareness of a new campaign or event. This will help you measure results and evaluate the value, if any, it has added.
It’s definately worth watching this space as take-up finally seems to be on the up. But unless you have a very clear goal and purpose for using QR Codes, perhaps it is best to ‘watch’ for the time being.
* Note: the survey was conducted online, meaning respondents might have been more computer savvy than a survey conducted offline. Results from a more rounded survey may be lower.
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