One of the many unexpected consequences of the pandemic-related changes we’ve all experienced and endured over the past two years is the rising profile of QR codes.
There’s a fair chance you had rarely (or perhaps never) used a QR code before restaurants started using them in place of printed menus during the pandemic. In fact, QR codes may hold the crown as the king of all the Next Big Things That Never Were.
Still, they are being used not only as menu replacements now, but in TV commercials, print ads, and in informational settings from community kiosks to business cards. (I saw a flyer for a garage sale recently with a QR code leading to mapped directions to the sale location. And I just helped a friend add a QR code to the program for a memorial service that leads to the lyrics for the songs that will be part of the service.)
Of course, as awareness and use increase, so does a technology’s attractiveness to bad actors. So it is not surprising that there has been an increase in QR code scams intent on separating consumers from their personal information and, ultimately, their cash.
Regardless of how the scams work, as they spread they’ll increase the mistrust that consumers have. I am not suggesting you avoid using QR codes in your marketing — it might actually be nice for them to really be the next big thing. I am suggesting that you consider how well you’re establishing trust with your target audience and what you’re doing to build relationships with them over time.
Communicating regularly and transparently with your prospects is critical, as is vigilance in your efforts to keep you audience safe. That means making it clear what your standard channels of communication are and what kind of personal information you’ll ask them for — and what information you’ll never ask them to share online.
This can be harder or easier depending on your audience’s demographics and their comfort and experience with technology. Tailor your efforts to their needs and err on the side of caution. Create a guide for your prospects and clients on how to keep themselves safe while interacting with your firm.
And understand that the arms race will continue. Apple, Google, and Microsoft are working together to bring into a “post-password” world. Done well, that could make our digital world far, far safer. But only until the bad actors find the inevitable vulnerabilities on our new systems. Which means there will likely never be a substitute for establishing trust and building relationships with your prospects and clients.
