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.