QR code research is starting to illustrate the value of deeper engagement with the technology. “Audience members who interact with the code and the content provided by the marketer as 85% more likely to convert engage with the brand in some way”. And their use by advertisers is getting more and more common. Most categories will come to embrace this, probably universally within months. But what is equally as likely is that the average marketer/ad will have a QR code that pushes consumers to something of limited interest, like a coupon or an informational site. Neither of which do people necessarily want to spend much time with. An inevitable result is that QR Codes, for the most part as a format, will become unappealing (think about how much junk mail we used to open versus how much we do, today).

With QR codes (as with links, microsites, etc…), the quality of the experience lies in the quality of the content waiting at the other end. Unfortunately, people cannot see what awaits until they get there. What we see is a black and white postage stamp. On the other hand, with Augmented Reality (AR), the quality of the experience that awaits is previewed. Meaning, you see what the code is going to take you to. Same end as QR, different means.

When we have conversations about QR codes, we might consider leapfrogging the QR format for AR. Not because it is cooler, but because QR codes are likely to very quickly become more of an annoyance to consumers than a benefit. Because if they are constantly a trap to get consumers to go someplace that doesn’t benefit them, they will stop doing it. The reality is that you have no idea what awaits you at the other end of a QR code and lame advertisers will ruin it by the time the average consumer has a QR reader installed on their smartphone.

To give a preview of what is coming with Augmented Reality, watch this 1:46 video on Layar Vision. Then the only real debate will be how many of OUR customers have the ability to scan in the QR format versus the ability to scan in AR format. They have the device for both but my guess is that since you have a better sense of what you are being asked to participate with, Augmented reality, won’t attain the perception of ‘lame marketing device’ as quickly. Do customers really believe “New & Improved” anymore?

The level of engagement statistics for augmented reality are likely going to be the same as QR. But with AR, the % of audience that uses it is likely to increase over time while one could logically infer that QR will decrease. IT SHOULD BE NOTED that the most important difference between the two is that QR requires a reader, installed on your phone that takes a picture then transfers you to content on the mobile web while an AR reader recognizes the fingerprint and immediately starts the experience on your screen (not on a separate site). The better technology doesn’t hurt. But the real insight is the perception of the format by customers that may end the experience before it even starts.