QR codes - originally invented and widely used by Toyota have found their way into the hands of marketers. Marketers became excited over the possibility of pushing digital content through traditional mediums. However, many failed—miserably. QR codes are stupid, and that's that. Read more articles like this at: http://www.nathansmoyer.com

1. QR Codes Are Stupid
Why scan when you can click?

2. Yup. I said it. QR Codes are stupid. Yes, they are stupid. There’s
nothing great about QR Codes. However, the correct application or
use of QR Codes is no business for dummies.
QR Codes can definitely be used to enhance your
marketing. These codes are useful for connecting with customers,
capturing data, sharing exclusive content and increasing engagement.
However, when the thought process of how and why will consumers
use or be motivated to use QR Codes is not considered – then we’ve
lost our way.
Here are 5 ways in which QR codes should not be used:
1. Placing cute, customized, and branded QR Codes into a TV
commercial is plain mind boggling. The thought that anyone is
going to sit and watch TV, waiting to capture/scan your QR Code is
crazy talk. Please just give instructions of how to find your web
content.
2. Billboards along highways. Placing a QR Code in the corner of a
billboard along the highway is the same as placing a number for
drivers to text while driving on the billboard. FYI, in Maryland its
just as illegal to scan a QR Code while driving as it is texting. Yes –
its possible that passengers may want to scan the QR Code, but
only unless that code is visible from a very far distance. Otherwise it
still makes no sense. Billboards in cities or more dense areas (such
as the Calvin Kline ad) can however have an impact.
3. QR Codes on coasters at the bar are a great idea. It’s in a
location where many people will look and its a real opportunity to
connect with patrons. Its not a good idea however to send people to
the same non-mobile website as you have listed on the coaster.
What is the great benefit of scanning the QR Code over just typing

3. in the website that is also listed on your coaster? Why not offer
something special or exclusive information like live updates or at
least a mobile application. Please if you place a QR Code on a
coaster offer something different than a website I can type in my
phone.
4. Using a QR Code as your profile picture. I’ll admit it – I once for
a few days used a QR Code as a profile picture on Facebook. Then I
looked at it one day and smacked myself. Why would I ever want to
hold my phone up to the computer screen to scan a code? Doesn’t
that just seem odd?
5. Some marketing companies (credit to and shout out to Half.com)
have used bathroom advertising to grab the attention of consumers.
Half.com’s campaign using urinal screens to encourage consumers
to stop pissing away money was an overwhelming success. However
– placing a QR Code on a urinal screen (I don’t care what you
offer me) is a no go. Consumers will not be placing their phone
inches away from a urine covered object just to peep your latest full
version website . . . sorry.
There’s certainly other ways in which some marketers who are
jumping on to the QR Code craze are abusing this fun tool. Have you
seen a QR Code in an odd place? Are you a witness to QR Code
abuse? Are you confused as to what if any benefit that can come from
using a QR Code anywhere? Feel free to harass me on Twitter
@NateSmoyer or post in the comments.