There are some interesting technology applications which link traditional campaign media, such as catalogues, to mobile phones and the internet. Two worth keeping a watching brief on are Augmented Reality and QR codes. Both are in the early stages of both business trial and consumer take-up, but the benefits for marketers may not be too far away.

Augmented Reality

Augmented Reality is where information from a physical item (such as a catalogue or even a street view) is merged with (or augmented by) computer-generated information. The best way to understand this is with a few examples.

Best Buy and Wal-Mart have both used Augmented Reality to provide additional information experiences to their catalogue readers. The reader can take a special section of the printed catalogue and after going online to a certain URL, they are able to hold up the catalogue to their webcam and see additional information unfold. It’s quite cool, and the possibilities are ex(t, p)ensive.

To try it yourself print this out and then go here.

Australian company Insqribe is using the camera on a smart phone to look around a shopping strip and have information “tags” come up. These could include current offers or specials etc. See a video here to get an understanding of how this might look.

Augmented Reality is still new and there is plenty happening overseas. It would be wise to keep a lookout for strong examples in retail and possibly look to incorporate in your future plans.

QR Codes

QR codes are 2D barcodes which can we read by most phone cameras (after the reader application is installed). They can contain information such as addresses and URLs. The codes can appear in catalogues, magazines, newspapers, on outdoor advertisements, business cards or almost anything that users might need information about.

Users can then use their camera phone (with reader software) to scan the QR code. This will then typically launch the phone’s internet browser and go straight to the programmed URL for that code to give the information back to the user.

For example, QR codes may sit in your printed catalogue to bring the reader to additional offers or information. Starbucks is using the QR codes to enable payment via the phone; Marks & Spencer is using them to provide product information; JCPenney uses them for coupons; and Kidrobot for promotional campaigns.

QR codes are not mainstream and there are some arguing they will not make it into mainstream marketing. But like Augmented Reality, it is important to be aware of what is available and ensure you remain on top of the applications, uses and results. They may be cool technology that goes away or they may turn into serious marketing tools. Either way - bets to keep an eye on them.

Paul Marshall

Lasoo