A QR Code generated by WeChat
Since I switched jobs last year, I’m now managing a marketing team with team members in the UK and one in China. It’s been very interesting to learn about marketing in China and what works and doesn’t. It’s been a big shift from higher ed, but one I’ve enjoyed learning about. I’ve only scratched the surface so far, and I know I have much more to learn over the coming months and years.
What has surprised me is that with the rise of social mega-services like WeChat, one technology that never quite caught on here continues to explode there.
That’s right, our friend, the QR code.
The sad, maligned QR code. The things that’s had books written about it.
What’s been at most a novelty here, is serious business there. It’s not just for social either, QR codes are everywhere in Asia, and China especially. If anything, the demand for them is rising.
We’ve been using them for awhile, but they are a key part of our messaging in that region of the world. We put them on some printed materials, and we made favicards at Jakprints this year with a QR code that takes users to our brand’s WeChat page. Jakprints even tweeted them out:
Last night, my father sent me a picture from a McDonald’s in China where he’s travelling for business. Yes, the self-ordering and payment kiosk could be a post about the coming change in employment due to automation, but also pay attention to the QR codes prominently displayed on the side graphics. I don’t know where that QR code leads, but they’re not going away in China anytime soon.
I’m writing from Boston, where I spoke yesterday at the EduWeb conference.
It’s my second time at EduWeb – my friend and colleague Josh Tysiachney and I spoke at this conference in 2008 in Atlantic City. That was the time many of us got stuck in Philadelphia post-EduWeb due to weather.
Yesterday, I spoke about my experiences of transitioning from being the “web guy” to being in charge of more of the marketing at my institution in a session entitled “A Web Yankee in King Marketing’s Court.”
As we make our way down the long and winding road that is a redesign, one of our goals has been making our academic pages easier to both navigate to and find information on once you’re there. I don’t think I’m speaking out of school when I say this University has struggled with this in the past.
I really want clean pages with nice photography and the ability to get a quick overview of programs/majors, with the ability to learn more and dig deeper.
We often try to cram as much information into a main academic area page as possible. I would like to do a better job at informing prospective students of the strengths of our academic programs.
I found a great post at Neven Mrgan’s Tumblr about how three companies present their all-in-one computers: Apple, Dell and HP. Here’s a side by side comparison:
This is not just me being an Apple fanboy. Apple has made their iMac page clean, compartmentalized and easy to get key points at a glance. They’ve used several photos of the actual product, the top marketing points and made it easy to buy. The HP page on the right was probably sent through a myriad of committees then through the marketing wringer. The best they came up with is a small image (in Flash no less) and 4 tabs of information, with the main one including 18 bullet points. 18. If I gave you the 10 second test with both of these pages, you’d be more apt to remember more points from Apple’s page.
I would guess that many academic pages have “18 bullet points.” Maybe not bullet points, but a ton of information thrown on the index page because some felt it needed to be there.
Mr. Mrgan also makes one other very good point.
Look at the URL’s for each of these products:
Apple’s iMac page URL: http://www.apple.com/imac
HP’s 200xt computer page: http://www.shopping.hp.com/webapp/shopping/computer_can_series.do?storeName=computer_store&category=desktops&a1=Category&v1=All-in-One+PCs&series_name=200xt_series&jumpid=in_R329_prodexp/hhoslp/psg/desktops/All-in-One_PCs/200xt_series
Which one do you think you (and your users) would be able to enter if they were looking for a specific program or area? Clean URLs are a very good thing. Many CMSes do an OK job at creating user-friendly URLs, but often I come across a college site with URLs like college.edu/29592.xml. That doesn’t help a user.