Several months ago, investment firm Goldman Sachs ran a series of print advertisements that featured a QR code. When the QR code was scanned, the reader of the advertisement was linked to a four-minute video that amounted to nothing more than a four-minute self-promotional corporate commercial.
When the video finished, here too, there were no links for the reader of the advertisement to follow. There was no contact request form to complete, no dedicated 1-800 telephone number to call, no email address to write to -- nothing.
From a business-to-business perspective, is business so good at Goldman Sachs that it doesn't need to generate any sales leads? If that's the case, why bother to advertise in the first place? Maybe the company just had a few extra marketing dollars it needed to waste.
If the idea is to use 2D bar codes as a means to generate sales leads, B2C or B2B, companies need to think through the process, experience, and tactics from end to end. Why go half way only to see the lead get cold again?