Tech for the sake of tech

Many governments want to promote technology, but many small businesses who do not understand technology. When funds are dumped and businesses feel the need to have technology, often money is wasted.

For many years, I've consulted several businesses in the US and Asia on digital media. There was a large education part, and even today, everyone wants to engage on social media and few know how.

Just a simple example.

QR Codes.

In 2011, everyone was talking about QR codes. QR codes were used in promotions and packaging and can be found on many printed sources. Some believe they have outlived their usefulness, and never did achieve the lofty goals creators had hoped. Indeed, many in the tech world have pronounced them “dead” as a viable marketing resource. But others believe just the opposite.

NFC allows information to be transferred between two devices via radio waves. Essentially NFC is similar to using a QR code but doesn’t require consumers to open the app and scan the code. NFC also allows users to create their own unique “code” for identification purposes.

So, are QR codes still relevant?

In my opinion, any form of technology needs to be examined and studied on how it fits into the business. Having QR codes for the sake of QR codes is a waste to time and effort.

Even in 2017, Singapore is trying to push QR codes.  (Common Singapore QR code to be rolled out next year) QR codes by itself have little or no marketing value. QR codes does not look good and it takes a lot of effort to use QR codes, and the example of NFC is just other options to QR codes.

So should you use QR codes?

Like every technology, you need to develop a strategy on how to use the QR code. (or how to use YouTube, Facebook, etc)

If you are displaying it on an ad on YouTube or TV, it is highly unlikely that anyone will pause and pay any attention. You need to place it where people can access -- like by the entrance where people can scan to link to the latest promotions or discounts in store.

Make sure the links are not broken. The worse thing to have the QR code link to is a broken link. Customers take the effort to scan in the code, and if it links to a broken link, it shows badly about the reliability of the business. The next thing to take note, make sure that the link is mobile friendly as most people will scan the link on their mobile devices.

Using technology for the sake of "having it" is generally a waste of money. Many businesses have an awkward online store which makes navigation hard. Any technology needs to be well thought of before implementation, to see how it fits in the whole picture.

Technology is as good as the team behind it. If the team is passionate and empowered, they can take technology and support the business in many new ways, but having it by itself usually ends up as a big waste of money.

-- Robin Low