Another Ho-Hum B2B Campaign

Taleo, the on-demand talent management solutions company, recently launched a print advertising campaign using a QR Code. Seems like the company knows a thing or two about talent management, but less so when it comes to 2D barcodes, mobile and marketing in general.

When the QR Code is scanned, the reader of the advertisement is brought to the desktop version of the company’s website. On the website, the reader can either launch a two-minute corporate video, download a white paper and/or subscribe to receive additional white papers and other intelligence. Great that these options are provided, and more or less work on a mobile device, but what if the reader wants to explore other parts of the company’s website to learn more. Whoops, hard to do on a mobile phone. Seems like the marketing team just didn’t want to go the distance and develop a full blown mobile site.

Nor did the company want to create anything new and different in the way of B2B marketing. This campaign wreaks of ordinary, with nothing imaginative, creative or original. As with most of the B2B campaigns that I have seen, I wonder what the real goal or objective is, and what determines success. Any guesses?

2D Barcode Litmus Test: FAIL


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