I think your example of having a code in a check out line could potentially have value, though, since people are obviously far more likely to be browsing on a mobile device than a laptop or desktop. So, a QR code could be interesting. However, if the signage displaying the QR code could just have easily sent somebody to a website by displaying the URL, then there’s not a point to using a QR code. In fact, you’ll rule out more visits by having a QR code instead of a URL. Not everybody knows what a QR code is or have the software to use one. So, don’t use a QR code when a URL will do.

As far as URL shorteners like bitly, I think they make sense in social media in which you’ve got a limited character space. If we’re talking about printed materials, I think it makes more sense to just simply have a smarter/shorter URL. If you have a URL that’s 100 characters long or more, you may consider a link shortener. But, again, it’d be smarter to just use a URL that’s not so long.

As for revealing where a link takes you, I think that’s not the responsibility of the URL or the QR Code even. That’s the responsibility of the communication. For example, the direction should be “visit http://www.blahblah.com/blah for 10 recipes” or “scan this QR code to download the coupon app.” You’ll increase the likelihood of visits if people know what they’re getting into.

As to the cause marketing. I am not assuming, but did you visit http://www.keepamericafishing.org/mlpa to view what a QR code would take you to if you were standing in line and waiting to check out at Turner’s Outdoor (it’s a place like Bass Pro Shops or Cabela’s)? It would fill a person in on what the MLPA is while the sign is asking for a donation. It’s a print forum where the QR code resides, so it may be quickly becoming a rule to use QR codes with print rather than digital media (e.g. online, billboards, scoreboards and television commercials).

What do you think about bit.ly and other URL shorteners given the QR code craze? Is bit.ly just as bad because it doesn’t reveal to the person where the link is taking them? I am just interested in your thoughts on the matter.

Yes, I think it’s unnecessary for you to have a QR code online to send people to willhull.com. It’s just as much effort to simply type that into my phone. Plus, it’s not necessary to have QR code when I’m already online. Now I’m supposed to switch browsing over to my mobile? The URL is simple enough and it’s not driving somebody to specific content, plus it doesn’t tell me what scanning it is going to bring me to.

I’ll admit that I think some use of QR codes at this stage has to do with curiosity of QR codes. But if that’s the motivation, and not to get to specific content, then that will quickly fade.

Sorry, Will, for the criticisms of your approach. But I think you fell victim to a QR code obsession. Again, I think the bottom line is that there needs to be a reason to use a QR code instead of simply providing the URL. Cause marketing or not, a QR code should provide valuable content that is necessary or valuable for the mobile phone. There should be a reason I consume the content on my mobile, and there should be a reason for scanning and not just entering a URL.

Another cool way it a cause marketing promotion like I devised for Turner’s Outdoor here in California for the American Sportfishing Association that drove traffic to http://www.keepamericafishing.org/mlpa and gave the person a reason for making a donation.

What do you think about cause marketing ploys?