• http://www.jaankanellis.com Jaan

    “Why open your desktop browser, type a brand query, and have to click a link from the ads or SERPs?”

    Sure on the surface this makes sense for usual QR code scanners, but if your a first time users adapting is much more difficult. You have to have a phone that can do this, go find a app that can do this, actual scan the QR code and then get to the site.

    A recent study said that over half of the QR scans were done in the home, why not just browse to the site unless you were getting a coupon through the QR code.

  • http://www.arnauddestree.be Arnaud Destrée

    A new brand associated with a new website needs traffic from its brand search terms. It helps to build some kind of “confidence” from Google’s point of vue.

    I would not recommend extensively use of QR codes when launching a new brand/website.

  • http://www.rimmkaufman.com George Michie

    Brian, this is an interesting notion, but seems to me unlikely to be material. Your catalog example makes sense to me, but I’d venture to say that the majority of brand search even for a cataloger isn’t happening while the customer has a catalog in hand. The power of search marketing is that it catches people in the moment of interest. The odds that someone sees your QR code right when they’re about to go shopping for something is not zero, but I’d be surprised if it moved the needle much. I’ve been wrong before, though!

  • http://www.pureoxygenmobile.com Brian Klais

    George – Thanks for the comment. I think that helps frame the bottom-line principle: Smartphone consumers will always seek the shortcut: scanning always beats typing. But if scanning isn’t an option, typing-search always beats typing-URL, etc etc. (Rock, paper, scissors.)

    QR isn’t always a substitute for brand search, but in some situations (like catalog example) it will be. It’s up to the brand’s marketing imagination to deploy QR mobile links for ad cost savings (not unlike the objectives of SEO, come to think of it). That’s what makes it disruptive. The marginal cost is insignificant, the marginal gain potentially significant, and the alternative self-fulfilling.
    Hence, experiment! If it’s a real shortcut, the consumer will find it – and love it.

  • http://PureOxygenLabs.com Brian Klais

    As an addendum: US Postal Service reported yesterday ONE THIRD of all Standard Mail the past two months contained a QR code, calling the program a success:

    http://multichannelmerchant.com/printchannel/postal/usps-qr-code-promotion-0831jt1/index.html

  • Eric Hitchman

    I’d love to know how many people scanned this article…………….. after reading it? :)