QR codes, or quick response codes, have emerged as a new interactive mobile marketing tool for companies, but questions have since been raised regarding their influence on customers. The digital-looking square graphics can be seen on a variety of products, but some wonder whether they are actually encouraging buyers to spend money.
The B2B Content Marketing: 2013 Benchmarks, Budgets and Trends-North America report showed that only 26 percent of B2B marketers are using mobile apps as a marketing strategy. While this number has increased from last year, mobile apps still rank twenty-second out of 26 for marketing strategies employed in today's market.
QR codes, mobile app devices that link smartphone users to company websites or promotional content, aren't proving mobile marketing success because they aren't necessarily that quick, and consumers don't even know what they are or how to use them.
Some experts advise marketers to rely on more than QR codes for 2013, because the codes might not always engage customers in a useful way. If not providing consumers with relevant and memorable experiences or directly benefiting them with promotional content or coupons, then a different approach with QR codes may be necessary for the upcoming year.