QR codes seeing rampant use that may soon render them useless
QR codes are popular in marketing and widely used around the world. The codes have proven useful in engaging mobile consumers in a dynamic way, allowing marketing campaigns to target people that have a history of being difficult to engage. QR codes saw early success when they first began seeing widespread use in the mid-1990’s, and now companies eager to appeal to mobile consumers are using the codes as much as possible. Without a clear strategy, the value and impact of QR codes has begun to diminish and many consumers are now wary of the codes and avoiding them entirely.
Poor experiences generate consumer fatigue
Poor execution has created consumer fatigue where QR codes are concerning. Spire Research, a market analysis firm, notes that QR codes are now only used by a minority of consumers that are exposed to them. Leon Perera, CEO of Spire Research, claims that QR codes have established a foothold in the print industry because they are considered examples that a magazine, newspaper, or other publication has adopted a more tech-savvy stance, not because they are being widely used.
Augmented reality and NFC technology may be more effective than QR codes
QR codes are coming under threat from other interactive technologies that may be more effective marketing and commerce tools. Augmented reality, for example, has proven popular among advertisers that want to provide consumers with dynamic digital content. In terms of mobile commerce, NFC technology is king. QR codes have been used in past mobile commerce initiatives, and are still considered an effective way to sell products to mobile consumers, but NFC technology is more capable in this realm than the codes.
ScanLife sees problems with widespread QR code usage
Mike Wehrs, CEO of ScanLife, a mobile engagement firm renowned for its use of QR codes, claims that the abundance of QR codes may actually be their downfall. Because so many companies make use of the codes without ensuring they provide quality experiences to consumers, many people are being put off by poor execution. Wehrs notes “just because you can place a code on something, doesn’t mean you should.”
Juniper Research report paints a promising 2013 for augmented reality applications
A new report from Juniper Research paints a promising future for augmented reality applications. Augmented reality is growing in popularity as an interactive technology and has been taking the mobile world by storm. The technology has won favor amongst consumers and marketers because of its dynamic capabilities. It has also begun making its way into the mobile commerce industry, though its uses therein have been sparse and limited in scope thus far. Over the next year, augmented reality applications are expected to see massive growth.
Augmented reality applications to generate more than $300 million in global revenue
According to the report from Juniper Research, augmented reality applications will generate more than $300 million in global revenue by the end of 2013. Traditional pay-per-download applications will be a major contributor to this growth, but retailers are beginning to become more interested in augmented reality and offering services using the technology to consumers for free. The report notes that retailers have been spending more on in-app advertising in 2012, a trend that is expected to pick up momentum throughout 2013.
Retailers growing more serious about augmented reality
In-app advertisements have long been an effective marketing tactic to engage consumers that make use of mobile applications. By adding augmented reality into the mix, these advertisements are made much more engaging, allowing markers to provide consumers with more dynamic digital content. Retailers have taken note of the potential that the technology has in this regard and are beginning to experiment with offering augmented reality content to consumers The report suggests that many retailers consider augmented reality as the key to getting in touch with a new generation of consumer.
Low awareness may hurt engagement potential
Juniper Research does caution against the low awareness many consumers have regarding augmented reality. Though the technology is growing in popularity, much of the attention it receives comes primarily from tech-savvy consumers that are already comfortable with the kind of interactivity it offers. Those that are not familiar with augmented reality are not likely to be enthralled by the technology, so retailers and other companies interested in the use of the technology may have to consider ways to raise awareness.
