WHY ARE QR CODES IMPORTANT?
They are the path from the physical to the virtual world. When qr codes first came into being as a marketing tool, mobile device use was not what it is today. In 2011, when qr codes started appearing in print magazine ads, only 35% of US adults used a smartphone. In 2015, that number was up to 68%. This is significant, because at the same time, desktop and laptop computer ownership has changed very little, and in fact has been flat over the past decade. Tablet ownership is also up substantially, from 3% in 2010 to 45% in 2015.
WHAT CAN A QR CODE ACTUALLY DO?
A qr code contains a link to someplace. Today, we see them used for customer loyalty programs, e-ticket purchases and ways to access more complete product information. They can also be used to create a V-card contact, or link to an mp3 song or a video. The possibilities are limitless, and they are trackable by marketers. It's possible to get information on how people make buying decisions and how that information can change the way your approach them.
WHAT DOES ALL OF THIS MEAN TO YOU?
If you put this together with sales data, you find a compelling argument for a quick way to access product information for the customer on the move. It's predicted that by 2020, phone sales will be 45% of all online sales, at an estimated $284 billion. This is three times more than the predicted 2016 sales. Millennials use a smartphone as their primary internet connection, and they are the future.
In a brick and mortar store or from the pages of a print advertisment, qr codes are a way to push information; about a product, a program or an offer. This type of interactive engagement is second nature for millenials and is quickly becoming the norm for older puchasers.
THE QR CODE RENAISSANCE CONTINUES
And in 2015, it was millenials who made it cool. Snapchat originated the Snapcode, a funky qr code for each user's profile, which allowed them to follow each other. And now Snapchat is allowing users to download vector Snapcodes to use on whatever medium they want. The real and the virtual collide! Snapcodes have been used to project on large screens at events, used as Twitter profile and Facebook pics and in every other way imaginable. But regardless of whether it's person or product, this type of device seems certain to remain alive and well.
BEYOND THE QR CODE
NFC (near-field communication) is probably next in line. A microchip sends a signal to a phone or tablet, making scanning software unnecessary. The technology works within 4 inches and is considered relatively secure as a result. Like the qr code, NFC can transfer many types of date between two enabled devices. There are limitations at present; for example, Apple devices are only able to make purchases and not transfer data. Not so with Android 4.0 or later devices; these can transfer any data and allow you to use Google Wallet.
So what’s the ultimate use of these technologies? Dangerous Things sells a kit for $99.00 that allows you to implant an NFC into your body with a syringe. And when IDG Netherlands news editor René Shoemaker had one implanted in his hand as a test, he was approached by an IT security firm to load a program onto the NFC that could install malware on smartphones within range. Apparently the possiblities for good or bad are endless, and this is only the beginning.