We have all seen those funny little black and white boxes popping up on things. In magazines, on websites and even on billboards (which the city of Cedar Rapids has said that the billboard companies need to ban due to potential traffic issues and problems). What are they? What do they do? These goofy looking digital symbols are one more way that marketers are trying to reach that all so powerful consumer. According to a recent article by Online Media daily (10/11/11), 28% of mobile users who have used QR codes more than once say they “usually” get something in return that made the effort worthwhile. Most consumers want to get something in return for their efforts.
I tell advertisers, the more that you ask a consumer to do, the less likely they are to do it. We are all going in a million different directions and one more thing on our to do list will make us crazy. Ever feel like that? I do and now an ad is asking me to take a picture of their silly little code? However, 80% of 18-24 year olds (I am NOT in that demo J) recognize them and close to 60% of 45+ (now that is me) segment do. The Online Media article goes on to say that in order to improve consumer use of them, marketers need to target the right demographic and make sure that the reward is targeted as well. If you don’t, QR codes will become ubiquitous and invisible to the consumer. What do you think?
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