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Print needs AR and QR. Here's why and how.
- 1. Print needs AR & QR!
Here is why and how
Eddy Hagen
VIGC – 27/03/2014
ideas.inspire.growth
- 2. VIGC
• Vlaams Innovatiecentrum voor
Grafische Comunicatie
• Flemish Innovation Center for Graphic
Communication
• Knowledge center for the printing industry
• Expertise domains: color, PDF, automation,
standardisation, packaging & labels and
trendwatching
Contents
•QR is dead
•AR is much better
•Staying relevant
•Conclusions
© VIGC - 27/03/2014 VIGC - Print needs AR & QR! 2
- 7. QR codes are dead!
• What is the issue with QR codes?
• Well… not the technology
• But… implementation!
Contents
•QR is dead
•AR is much better
•Staying relevant
•Conclusions
© VIGC - 27/03/2014 VIGC - Print needs AR & QR! 7
- 13. QR codes are dead!
• It’s the implementation!
• No instructions
• Too small
• Bad print quality
• Link is not a mobile page: so no real added value
• Let’s show some good examples!
Contents
•QR is dead
•AR is much better
•Staying relevant
•Conclusions
© VIGC - 27/03/2014 VIGC - Print needs AR & QR! 13
- 23. AR is so much better!
• Really?
• If the implementation is bad, if it has no
added value, AR will face the same destiny…
• E.g. lack of instructions, visibility
• E.g. links only active for a limited time
• But when implemented in the right
way: fantastic opportunities!
• E.g. engagement
• E.g. reduced complexity
• E.g. the missed sales opportunity!
Contents
•QR is dead
•AR is much better
•Staying relevant
•Conclusions
© VIGC - 27/03/2014 VIGC - Print needs AR & QR! 23
- 33. Why? To stay relevant!
• Marketing needs to justify its spendings
• Therefor: needs to show effect, ROI
• AR, QR link print to internet, makes
print ‘traceable’
Contents
•QR is dead
•AR is much better
•Staying relevant
•Conclusions
© VIGC - 27/03/2014 VIGC - Print needs AR & QR! 33
- 35. Conclusions
• AR, QR can keep print relevant
• Provide metrics, show ROI!
• #1 biggest gap in marketing
• But it has to be done in the right way
• Something useful…
• Not just link to general (non mobile) website
• QR: readability is issue
• Size does matter
• Test upfront, with ‘bad’ devices!
• Tell people what they can expect, what they
need to make it work (e.g. special app)
Contents
•QR is dead
•AR is much better
•Staying relevant
•Conclusions
© VIGC - 27/03/2014 VIGC - Print needs AR & QR! 35