Consumer-facing QR codes are hitting mainstream America hard this summer. Despite the idea that a rising tide lifts all boats, many well-intentioned marketers are crippling their campaigns with simple mistakes.
This is a big reason why QR codes still get a bad rap from some folks. QR codes by themselves are fundamentally neither good nor bad, they’re just a means to an end: an offline-to-online delivery mechanism. It’s what’s beyond the code that usually determines whether the experience will delight or disappoint.
Unfortunately, many early adopter marketers aren’t yet fully versed in the best practices or optimal use cases. It’s the adventurous consumer that suffers from the growing pains.