Cracking the Code
QR codes are everywhere—but are they working? And are they here to stay?
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Sean Norris
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That might have worked in 2010, when QR codes still had cool-new-technology appeal. But now? It’s all about content. “Marketers and information systems people need to make sure they explain why a code should be used and not just expect people to use it because they think it’s cool,” explained John Shanley, president of Labels West, Woodinville, Wash. “The way to get the code scanned is to make sure the consumer understands the value of scanning the code—not just, ‘Oh, that’s kind of neat, let’s scan it.’”
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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