QR codes have seen a string of unabashed successes in the U.S. and other nations with relatively no competition. With their ease of use, quick implementation and cost-effectiveness, there seems to be no viable alternative in the mobile technology sector. The main competitor, however, may be laying in wait as QR codes begin to see a growing trend of people shying away from them.
Though smart phone usage is expected to make tremendous leaps this year, some are still weary of using scanners to interact with the 2d barcode. While the codes themselves are simple to use, requiring little more than a scan from a smart phone, a standard has developed in the marketing world dictating that no instructions should accompany the codes. While this makes for uncluttered advertising, fewer people are likely to participate in an activity they are not familiar with. If they do not know the code is meant to be scanned, they may simply pass it by.
Augmented reality is proving to be a major competitor to QR. The advent of this technology has left many astonished at its capabilities. Augmented reality works through programs on a smart phone to provide a real time experience for the user.
WordLens, an augmented reality dictionary, works with a smart phone’s camera. The program can instantly translate text into any desired language. The image retains the format of the original, only translating the words, but the free core app doesn’t do much. In order to translate from Spanish to English and visa versa you have to fork out $9.99.
Using physical markers, some marketing companies have even been able to facilitate scavenger hunts, where participants track down clues only visible via their smart phones.
QR is a powerful tool and is unlikely to be pushed to the sidelines so easily, especially with big industry starting to show up, but marketers will have to find new and more intuitive ways to implement the codes in the future to stay ahead. Maybe incorporating AR with QR promos can add some spice to your campaign!
