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Think Like a User, Not a Marketer

When they first started appearing in advertising, I couldn’t pinpoint exactly what rubbed me the wrong way about QR codes. In theory, the ability to bridge the gap between the physical world and the digital world is appealing, yet I had a sneaking suspicion that they were being used more for the benefit of marketers than for the people scanning them.

If you’ve ever scanned a QR code you probably found it leading to a useless landing page. Why does this QR codes on my banana lead to a website advertising the children’s movie Madagascar 3?

Another problem is accessibility. Take a look around and you’ll see many QR codes that you’d have to risk your life to scan. This site logs just some of the most egregious (and hilarious) examples.

As a digital marketer who is focused on user acquisition, I understand the need to measure. Those scans can all be tracked. We use data to help refine our product and deliver something more useful. Yet QR codes are a perfect example of thinking like a marketer and not like a user.

How selfish is that?

Here’s my advice. Before you put out any kind of marketing, ask yourself these three questions:

Would this serve you?
Would this make your life better?
Would you get joy from this?

If the answer is no, it’s time to re-think your strategy.

At Sudo, we obsess equally over UX, UI, design, technology, copy and how all of these work together for people who will use our product. Put people above metrics and you’ll see a better, more meaningful return on your investment.

This post was originally published on the Sudo Search blog. Read it here.

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