Time to enter mainstream

For consumers to recognise and interact with QR codes, marketers need to give consumers a compelling reason to download the software that will allow them to scan them (MW 8 September).

Brands need to think about what demonstrable benefits the consumer will enjoy if they make the effort to participate, and make sure all communications are aligned to this. The codes must be made an integral part of any campaign, rather than being tucked into the corner of an ad or product packaging.

This should push us to the tipping point where QR code prevalence, combined with smartphone browser speed and cost, propels response mechanism into the mainstream.

Maia Honan, board account director, Positive Thinking

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