Rating: QR probably past it, what about NFC?
Some interesting news from bieMEDIA marketing has landed at our desks. The agency is calling the death of the once loved QR code.
It believes QR will be replaced with mobile visual search, which it claims will provide consumers with faster, more convenient and compelling, interactive marketing experiences.
“QR Codes were introduced as a quick extension to modernize the bar code,” says bieMEDIA CEO Jon Barocas. “The issue is that these ‘squares’ take up valuable real estate on a business’ marketing collateral or even act as an eye sore to the storefront.”
Having recognised this, Biemedia has become the largest shareholder in Scotland-based Mobile Acuity, a provider of visual interactive tools. The firm has already signed up the likes of Tesco Plc (a global retailer), to try out mobile visual search.
Marketingvox blog was quick to point out that QR codes have always been very popular with marketers, but often irrelevant to consumers. 72% of consumers say they have seen a QR code, but nearly 30% do not know what it is, according to data by Russell Herder, a strategic marketing agency.
QR has indeed been a marketer’s dream, with countless ‘viral’ campaigns launched worldwide. One of the hardest challenges for marketers has been creating a compelling reason for consumers to actually want to scan them, here’s one example from Thailand:
Is visual search yet another hurdle to jump over in mobile marketing? Here at Gomo we can’t help but wonder if this is the next incremental fad/gimmick after QR.
What both QR and Visual Search require is the consumer to activate an app (and for a start have that app loaded on their device), before even engaging with a campaign. Technologies like NFC offer a much more seamless experience, or in non-marketing speak one hell of a lot less faffing around trying to scan things with a lowly cameraphone.
Despite being behind the curve on many things smartphone related, Nokia has been championing NFC. This promo outlines some of the many possibilities on offer:
NFC seems a more natural gesture for a consumer, it doesn’t require painful moments of holding your handset still to get a good shot. Of course visual search is a great, but we’re holding out for NFC.
Question: Can a qr code be printed in white ink on a dark background and still work? Specifically I am looking to print on a black tshirt.
Interesting… Technology is always changing.. That is really cool the way you can just tap your phone, as opposed to scanning an image. I have been using for almost a year it has gone very well. Almost everyday I meet someone who doesn’t know what they are. Anyway nice article Alex thanks for sharing. Have an excellent day!
Hi Michael,
Thanks for your comment. We just tried inverting the colours of one here at the office and can confirm – IT WORKS!
Let us know how your t-shirt designs go.
Alex
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Great article, but not being technical or into computers, I had to look up the definition for NFC. The video was great and helped, but knowing the definition of the acronym helped more. Please conside explaining terms that may not be mainstream. I was very interested in the article, but disappointed to have to decipher the meaning. Is it not still considered appropriate to spell out acronyms before using them? That being said, thanks for a good read.
NFC is nice, right, and certainly covers more ground. However, here in the states, how many phones are actually NFC equiped? Possibly 1% or 2%. So, you want marketers to allocate valuable mobile marketing dollars on NFC when only a few can actually participate?
Now think about the QR codes. How many phones have a camera on board? Possibly 85%? Would I rather market to 85% or 2%? Not a difficult decision. Or even going SMS where 99% of the phones can participate.
Yes, NFC is going to be nice. However, our figures, taking into account handset turnover rates at 22 months, and when the NFC phones will be prevalent/widely available in the market, show us that NFC will not hit the 20% penetration rate of the activated phones, thus qualifying as mass-markte, until 2015, possibly 2016.
Yes, it is nice to be going down this path, and companies should be investing in this technology. However, from a marketing director’s view, this is not a viable marketing strategy in 2012.
Michelle,
Thanks for your comment – duly noted.
Alex
I would agree that the state of QR codes might be in danger of extinction for larger companies selling products. However, for tens of thousands of small businesses not tied into Amazon.com it’s still a useful tool when used properly.
Very interesting article. Personally, I’m a fan of QR codes and all the things they are capable of. I especially like apps like “Dittle” that are more aimed towards the common person trying to self promote, rather than big businesses. If QR codes are to have a more prominent presence in the future, it would be because of app like that.
@ Michael Inverted QR Codes don’t work on all readers only a few (like i-nigma). So, just be aware.
The comments made by Mr. Barocas’s simply demonstrate his lack of aptitude when it comes to mobile triggers like QR. BieMedia is a small company out of Colorado with no real mobile portfolio to show for… Not someone I would pay much, if any., attention to.
According to my client PRINT2D (http://print2d.com), who has a track record for creating exemplary mobile campaigns, they have seen a 50% increase in business since this time last year. Note, they also create mobile triggers using brand recognition http://americanprinter.com/how-to/printing_brand_identity_mobile/
“As long as handheld devices exist, QR codes will exist,” says Philip Warbasse / CEO PRINT2D. “They are a great way to ad value to any campaign so long as the campaign is optimized for mobile both technically and behaviorally”. see – http://www.youtube.com/watch?v=3WkJwhLHugQ
Regards,
Beth
Alex,
A great article with valid points but I fail to see why it has to always be an either/or discussion… QR Codes, NFC and Visual Search all have value in different situations. Instead, we should focus on reaching our chosen audience via the best medium and then choose the technology that suits it. Your point on QR Codes: “One of the hardest challenges for marketers has been creating a compelling reason for consumers to actually want to scan them” is bang on and I feel it is probably the most important issue of the day (although it relates to all three technologies as well). If we try to focus on what benefits the customer at that critical mobile moment, not what benefits the marketer, compelling content should come easier.
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QR code is a great invention people made. I’m making mobile apps currently and find it really cool to implement QR codes into them. I’m amazed at QR code coupons Snappii app builder allows to create. They are really helpful for small businesses.