Communication: QR Codes
The evolution of Quick Response (QR) codes has been rising and falling. The Advertising Age article for March 20, 2011 shows how QR codes became popular in marketing. The research article for March 26, 2013 shows that there was an evolution of technology changing the high trend of the use of QR codes in marketing. The evolution created apps that are easier to use than QR codes. However, the final research article for January 13, 2014 shows that the modern technology in China supports the growth of QR codes. The research shows that the modern technology that uses download apps has only eliminated QR codes in the USA but the codes are alive in China, even with the growth of technology that the country has experienced. The evolution of QR codes, therefore, depends on technological change. In the US, marketers believe that the modern apps are better for marketing than the QR codes. In China, however, QR codes still remain popular as technology advances.
Consumer behavior research is one of areas where marketers apply the QR codes. Consumer behavior researchers use the codes to direct consumers to the product pages. The consumers use the codes by scanning them. Once a consumer has scanned the code, a video pop-up appears and the consumer can access different pieces of marketing information. A consumer can use the code to access a video and the rating of a product. More important than the other features, the consumer can add a product or a video to his or her wish list. The marketers download the information that shows the products or videos that the consumers added to their wish lists. In other words, the marketers get feed-back about how the consumers rate their products. However, the research articles emphasize the need for public education on how QR codes work. Without such education, their use appears technical and the codes fail to attract many consumers.
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