When the QR Code is scanned, the reader of the advertisement is linked a 4:40 long video, which played nicely on my phone, but at the end of the video there is no method by which the reader of the ad (i.e., a prospective business consumer) can get in touch with Goldman Sachs. There is no contact request form to complete, no dedicated 1-800 telephone number to call, no email address to write to, nothing. Is sales lead generation not the cornerstone of B2B marketing?
At this point, I feel as though I sound like a broken record, because recently I reviewed a few other B2B campaigns and the same flaw was detected…no tool to allow prospects to qualify themselves for future contact. Although I see this as a flaw, perhaps I just don’t know what the true goals and objectives are of the campaign. Does Goldman Sachs’ marketing team know? Maybe they can enlighten us.
2D Barcode Litmus Test: FAIL