Ten QR code sins to avoid

Depending on who you speak to, QR codes are either a passing fad or the next big thing. I believe it’s somewhere in the middle.

QR codes are beginning to enter the mainstream in Singapore, driven by the mass adoption and usage of smartphones, and I expect this trend to continue in 2012.

But while critics might argue that NFC technology will supplant QR codes, I wholeheartedly disagree. Although NFC trials are slated to start in Singapore this year, I’d wager that mainstream adoption is at least one year away (depending on whether the iPhone 5 adopts NFC). It’s likely that QR codes will remain the de facto bridge between outdoor and digital marketing for some time.

Furthermore, even if NFC does reach mass adoption, it only has a range of 4cm. This limitation will mean that both technologies could co-exist as marketing tools.

Entrepreneurs with limited marketing budgets should seriously consider implementing QR codes as they are cheap to create, easy to implement, and measurable in their impact. It imbues marketers with the ability to track performance metrics in outdoor advertising, something that wasn’t possible before.

In this article, I provide ten QR code sins that marketers and entrepreneurs should avoid at all costs. Some of these tips are taken from a whitepaper published by the Mobile Marketing Association (MMA), a global trade association for mobile marketing.

1) Treating QR codes as a one-dimensional tool

Don’t insult QR codes by limiting its potential. While I’ve seen them being used for directing consumers to a website or YouTube video, there’s so much more that can be done with them.

These include: Offering special deals and promotions, making voice calls, sending SMSes, making purchases, participating in a poll, receiving contact information, and posting messages on Facebook or Twitter.

2) Having an unclear or weak call-to-action that draws little attention

A Citibank ad spotted at City Hall MRT. QR code should be made bigger to emphasis its link with the copy. The small text should be eliminated altogether.

Good marketing copy matters when implementing QR codes. A good rule of thumb would be to use active voice as opposed to passive voice. For example, use “Scan this to receive 10% off your next purchase” instead of, “There is a 10% discount off your next purchase after you scan this.”

Also, make sure that your QR code copy is large enough so that passerbys will be able to see it immediately. If the words are as small as ants, only people standing right in front of it will be able to see the copy.