Less Than Stellar Use of a QR Code

Automatic Data Processing (ADP) has launched a new print advertisement which features a QR Code.

If the purpose of this campaign, which I believe it is, is to generate sales leads for the business, how does ADP plan to do this via the QR Code? Or, the question could be asked, what purpose does the QR Code serve towards the generation of sales leads? I ask these questions, because all the code links to is the desktop version of the company’s website. Nothing more, nothing less.

Yes, the desktop version of the website provides lead generation mechanisms (i.e., a 1-800 phone number to call, an email address to write to and a white paper to download) but, without a mobile version of the site to work off of, the ability to make use of these mechanisms becomes burdensome for the mobile-based prospect. Regardless of channel, lead generation should not involve hurdles or barriers, but yet here they are (i.e., the need to pinch, scroll, flick, etc.) and in all their glory. The simple solution…build a mobile web site and include the same lead generation mechanisms. 

As pointed out in a previous post, the term “print to mobile technology” (i.e., 2D bar codes, digital watermarks, etc.) does not include the term, word or phrase “desktop” so, why make desktop part of the campaign? Also, where in the campaign is there any incentive for the prospect to respond, let alone engage and interact with the QR Code? Here’s a hint, there is none.
At the end of the day, I would love to know what ADP expects from this campaign, as well as what the actual response rate is. Even if the company had objectives for this campaign something tells me they will not be met. Your guess?

2D Bar Code Litmus Test: FAIL


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