Marketing MadnessSpecials

QR Codes to Retire in 2012

According to bieMedia, and online marketing and media company, the QR code will die before it really took off. They are claiming that these codes will actually be replaced by mobile video search, which according to them, is faster and provides a better interactive experience.

“QR Codes were introduced as a quick extension to modernize the bar code,” says bieMEDIA CEO Jon Barocas. “The issue is that these ‘squares’ take up valuable real estate on a business’ marketing collateral or even act as an eye sore to the storefront.”

While its understandable that he believes this, because his company has invested in Mobile Acuity, which is a mobile visual search company, it makes perfect sense. QR codes have gained some minor popularity with marketers, but more and more research shows that most consumers don’t really give a damn about the product. In fact, this survey says that even those who scan mobile QR codes, don’t do anything with them.

Business Inisider seems to have already declared QR Codes Dead:

But in practice, they don’t often work out that way. Mobile barcodes can be confusing and can waste time. And as mobile technology progresses, they probably aren’t even necessary. Most people, before scanning their first barcode, have to download scanning apps manually and figure out how to use them. Then, each time there’s a barcode to scan, they have to make sure they’re using the right scanning app for the right barcode. That’s because different types of barcodes, like Microsoft’s “Tag” codes, don’t always work in all the same apps.

Since technology is growing so fast, it makes a lot more sense that just normal images will replace QR codes. Visual search makes a lot more sense, since a almost any company can use a unique logo or photo to represent themselves and direct consumers to any site they want with that image.  In fact, Google has even has their own visual search product.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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  1. I couldn’t even manage to really adopt them as I found them very complex thing. You still have to open application to scan the code and if the light is poor you will still fail. If course it’s better to write the full URL, but if you make it via shortener then it’s short and you can type it in any light or time or whatver

  2. Even though its my first time to here about this QR codes, it add to my knowledge, somehow I think this can be use in online business, cause as I have read this post it talks about marketing and people we call affiliate marketers.

    1. Ditto! Adapt, maybe, go away? Not anytime soon. Even with image search there is a place for QR codes, especially when thought of outside ‘marketing’.

  3. In the first when I read this I have no idea about QR codes, but when I read the article and all of the commentators in here now I know what is this all about..

  4. I doubt it if QR codes will disappear for a while, especially since they are cheap to create compared to the alternatives out there and they are the most commonly recognised form of 2D code globally. I think suggesting that visual search will replace QR Codes is a bit simplistic – not all QR Codes link to a company’s homepage.

    At the end of the day a QR code is just a shortcut. Instead of focusing on the tool which enables audiences to reach a web page, I think what’s more important is the actual content (and quality/design of the landing page).

What's your opinion?