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Print needs AR and QR. Here's why and how.

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Print needs Augmented Reality (AR) and QR-codes. This presentation shows why and how. E.g. the most common mistakes that you really need to avoid!

Print needs Augmented Reality (AR) and QR-codes. This presentation shows why and how. E.g. the most common mistakes that you really need to avoid!

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  • 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
  • 3. QR codes are dead!
  • 4. 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
  • 5. 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
  • 6. AR is so much better!
  • 7. 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
  • 8. Why does print need AR & QR? To stay relevant!
  • 9. Source: Adobe, DIGITAL DISTRESS: What Keeps Marketers Up at Night? (2013)
  • 10. Source: Adobe, DIGITAL DISTRESS: What Keeps Marketers Up at Night? (2013)
  • 11. 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
  • 12. Conclusions
  • 13. 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
  • 14. Thanks :-)
  • 15. Titel seminarie ideas.inspire.growth
  • 16. Strategic partners VIGC