Layovers are a great time to learn new things, because there is not much more you can do. Last summer, I was stuck in LAX for 2 hours and a huge black and white square THING l caught my eye. I now know that thing was a QR code, short for Quick Response code. Next to it, the billboard said, “Scan me for a free eBook”. Since my flight didn’t leave for a few hours I decided to investigate this new (to me) technology. I downloaded a free scanner to my iPhone and scanned the barcode. Immediately my phone’s browser opened to a website that picked up right where the ad left off. I was fairly impressed.

Since then I have started noticing these square barcodes popping up almost everywhere: On the back of magazines, in windows, on business cards and even on the back of the catsup bottle. I have also learned that QR codes are no “new thing” at all. They were actually developed back in 1994 by a subsidiary of Toyota - their original use was tracking cars in production – and ever since, the marketing world has been discovering their ever broadening potential.

This potential is not without drawbacks. Whether you are marketing your business or a QR code savvy consumer you need to understand the whole picture. Consider the following pros and cons.

Pro: 

The real beauty of QR codes is that they make print marketing interactive. Rather than simply broadcasting information out into the universe, QR codes actually engage your audience, providing a simple call to action. If your target audiences are demographics who would typically be familiar with things like QR codes, this can really capitalize on the benefits of both print and internet marketing.

Pro:
At 270net we like to say Internet marketing is “Marketing You Can Measure”. Unlike traditional print marketing, which is passive, one-way communication, you can track QR codes and find out exactly how many people have used them and seen your content. In a sense we now have the ability to make magazine ads “clickable”.

Con:
As QR codes increase in popularity, so does the risk of abuse and malicious use of them. Just as quickly as a QR code can take you to the information you need, they can put your computer or phone’s contents and user's privacy at risk. With permissive security settings on your phone, a malicious QR code could transfer viruses or information requests exploiting your personal information, passwords, sending messages etc. Scan carefully!

Con:
Similarly, but deserving of its own mention, most QR code scanners have the ability to transmit your GPS location when you scan. Now advertisers could know who you are and where you are, accurate within a few feet! You can elect not to allow this in your QR code scanner’s permissions.

Pro:

QR codes eliminate copying cumbersome data by hand. Ever tried to write down a long website URL? Or how about getting someone’s business card and typing all of the information into your address book? Tasks like these are time consuming and increase the potential for error. Instead you can simply scan a QR code that will automatically input information like this right into your address book or into your phones web browser. Done!

I could go on, but I’m sure you get the point. Those square barcodes that are popping up everywhere have vast potential for both good and bad….just like every other great invention since the wheel!

Interested in learning more? Contact me at 301.663.6000. I can set you up with a free QR code, too!