Monday, September 20, 2010

QR Codes: Information (literally) at Your Fingertips

The business to business world has been using QR (Quick Response) codes for a long time to track inventory and data more efficiently, but only recently have they entered the consumer world. QR Codes have been described as 'real-world hyperlinks' that can connect you instantaneously to virtually any content via your smartphone. Want to watch a video, read a blog, study a journal article, etc.? Just download a QR Code scanner onto your Blackberry or Iphone and scan the corresponding code. Instantaneous information. You can even follow the QR Code below to reach a site, http://www.qrstuff.com/, that enables you to create your own QR Codes and put them on merchandise!

What's the catch? Well, not only is information at your fingertips, but your information is also at fingertips of the marketers who creat these QR Codes. When your phone scans the QR Code, marketers are able to collect your information, compile it with that of others, and track consumer behavior more precisely. Is it worth sacrificing your information to access other information? Well, many marketers will offer coupons or various promotions in order to entice you, but the fact is: QR Codes are not the first tracking devices to entire consumer markets.

When you browse the Internet on your PC, many websites will leave cookies on your computer tracking your seach history--knowing where you've been and how long you've been there. RFID (Radio Frequency Identification) tags, tracking devices placed in items to monitor their geographic location, have been used for multiple purposes not the least of which is tracking a product after it is purchased--measuring post-purchase consumer behavior. Even Facial Recognition devices have been made available to track consumers with a camera that identifies them based on the uniqueness of their facial features from those within an extensive database.

Obviously, with such invasive technologies such as these, ethical questions are raised in marketing. Without permission, is it ethical--or even lawful--for companies to 'steal' information from customers? Ultimately, you could argue, it ends up benefitting the consumer. The marketer only wants to know more fully the needs of his customer so that he can meet them more efficiently. Who doesn't want their needs satisfied with more ease and less searching? Nevertheless, there is 'personal' information that consumers don't want to enter the 'public' realm. No one wants insurance companies to know of risky behavior or law enforcement to know of legally questionable behavior.

The debate will go on--as many do in marketing-hovering perpetually in a gray area. As for me, I'm an open book. Marketers can read me all they want and keep bringing me better choices. And, when I get a smartphone, I will be scanning every QR Code I see because I just think it's too cool!

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