Whilst I think the idea behind the QR code is a great way for marketers to create added value for content, they are ugly and somewhat inaccessible. They are off putting to users and often get plonked in with little explanation. It’s unsurprising then, that uptake is very low. Jane McPherson, CMO from Spyderlink explains, “Just 35 percent of U.S. mobile phone subscribers in the U.S. have a smart phone, and of those, just 17 percent have a QR code reader app.”
In a quest to bridge the gap between digital and print media, the SnapTag from Spyderlynk offers a possible solution. QR codes allow little opportunity for branding, as they are restricted to website links being coded within the entire design. However, SnapTags contain code only within the outer ring, with a designed centre image. The familiarity of the branding means users have a better understanding of what it is they are scanning.
An added bonus of Snaptags, unlike QR codes is that they don’t necessarily require a specialist app to read it. Users can take a photo of the SnapTag and send via MMS instead, making the SnapTag widely accessible.
The SnapTag is used in a similar way to QR codes. For example, women’s lifestyle magazine Glamour has used the SnapTag within their magazine with an emphasis on social. Facebook Likes and Twitter Follows are given an incentive, with entries into competitions and access to exclusive content. By giving users new ways to access content, and combining it with social means that content has the potential to become more widespread and more easily shared, bridging the gap between traditional, social and mobile marketing platforms.
The infographic (click to enlarge) below outlines the differences between QR Codes and SnapTags.
What are your thoughts on QR codes and SnapTags? Let us know by leaving a comment below.
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