I haven’t been amazing at updating this blog and one of my New Year’s resolutions is to be a bit better at it. For now, here’s the first of a few little roundups of some things that happened in 2011.
Part 1: We all talked about QR codes. A lot.
And I sort of got bored of it. The main points made were as follows:
- They’re quite cool and we think people scan them because they’re interesting
- Very few people are actually backing up (or disproving) the above with analytics data
- They’re not as pretty as we’d like them to be
- A lot of people are using them very badly (for example to link to a non-mobile-optimised homepage)
- We can do more with them. But we’re not.
So what can we learn from this? Well, I’m steering clear of any “2012 is the year of the QR code” nonsense, but I can do think that they are a useful and interesting way to provide creative extra content as part of a communications strategy.
Here, then, are my top tips and thinking points for using QR codes in your marketing:
- Be absolutely certain that whichever URL your QR directs to is mobile optimised. Test it.
- Try directing QRs to other places. It doesn’t just have to be a URL. What about using it on your gig poster to add the event to the user’s calendar? Or use one on your business cards to add your details to the user’s address book. You get the idea, and there’s a helpful list of possibilities here.
- If you are going to use a URL, make it a good one. An exclusive behind-the-scenes video, a wallpaper or song download you can’t access any other way, for example.
- Use Google Analytics (or or other web analytics system) to find out how many people are using your codes and arriving at your site by scanning them. If nobody is, re-think where they are and what they do.
- Make sure it’s scannable. It needs to be large enough, clear enough and situated somewhere with mobile internet signal. Don’t become one of Mashable’s Top QR Code Fails.
Check back for part 2 later in the week!