When it comes to creating a memorable direct mail or print marketing campaign, business owners need to be aware of all the tools at their disposal. Perhaps one of the fastest growing trends in the field is quick response codes. And while many have touted the smartphone-reliant innovation, there are some that think the method has a long way to go.
In an article for eConsultancy, Tim Dunn writes that the increasingly popular codes have been touted by many in the marketing field, but the implementation of the tool still has a long way to go. He says many companies and organizations are failing to make the process effective for customers.
In one case he points to a haphazard effort from British intelligence agency MI-5, which sought to use QR codes to help with recruitment efforts.
“MI5’s recent recruitment campaign made much of dedicating entire outdoor spaces to QR,” he wrote. “This looks good until you make the effort to click through the code, and find yourself on an unnavigable web page, not optimized for mobile.”
A business professional should look at all of the different options before investing resources in a marketing campaign. They must consider what their target market is most likely to respond to.
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