Quick Response (QR) codes are the email of mobile marketing.

• Many pronounce the death of QR codes
• Others insist the two-dimensional (2-D) technology will catch on

In my small world, nearly two years after the publication of How Do QR Codes Work and What Do You Need, the post continues to hit the #1 spot in traffic.

Somebody is still curious about QR codes.

Quick Recap

First, our own QR (Quick Recap) on QR codes.

• 2-D barcode containing encoded information
• Multiple uses converts URLs, text, videos, and more into code
• Requires a QR code reader
• Smartphones may come with the software or offer an app download

The sky’s pretty much the limit on how you use QR codes; however, the real challenge appears to be getting people to scan them.

QR Stats

A 2012 Pitney Bowes report, Getting ahead of the emerging QR Code marketing trend, surprised me with the statistics on QR code use.

I would have thought the UK was first.

But, as my dad always said – everything’s relative.

Only 15 percent of people in the countries listed have used QR codes.

Finding Alternatives

Like any technology, QR codes face challenges from other forms that claim to do it better.

Digital Watermark

The digital watermark’s claim to fame is it is invisible so it won’t spoil the aesthetic of your marketing.

Proponents also state digital watermarks hold more data than QR codes.

But wait ~

• If digital watermarks are invisible, how do we know they’re there?
• And how can we use this technology on annoying commercials?

Apparently, you either have to add some ghosted image or text so customers know the watermark is there.

I’m not quite sure I get the point of that. The technology requires different software as well.

You can see a demo of the technology at Digimarc.

Near-Field Communication (NFC)

NFC is similar to QR codes, requiring customers to scan a tag with code.

The difference, according to NFC aficionados is NFC is easier to use.

• Generally, QR codes take more steps to direct customers to information
• NRC only requires the customer to aim his or her smartphone at the tag

There is even NFC-enabled paper to make marketing and use of NRC simpler. Trade shows have been known to use NRC-enabled badges.

You can purchase NFC tags in different forms, such as stickers and key chains.

You need a phone that is NFC-enabled. NFC World has an updated list of phones with NFC capability.

There is a video at CNET that provides a how-to for Android owners for programming an NFC tag.

Augmented Reality (AR)

I never pretend to be a techie type. This post is a great example of that.

I try to break down techie to simple terms, but I will tell you, augmented reality (AR) was a challenge.

It’s a sci-fi ride that combines our real world with our digital world.

An oft-used example is the yellow line used in televised football games that designates the first down line.

However, since not all readers are fans of American football, perhaps the best way to simplify AR is through a visual example.

The video below is from Layar, a company specializing in mobile AR.

Pretty cool, huh?

By the way, I have no affiliation with any of the companies mentioned in this post.

Final Code

I may not understand the technology, but you have to admit, it is fascinating.

• Have you tried any of the mobile codes for marketing?
• How did you use them?
• How successful was your marketing campaign?

Please share your experience in Comments.

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