Pure technical details aside, with MS Tag you are working with a proprietary technology and environment that has more control over the overall experience – from smooth app download, to scan and delivery, to digital destination, to scan-side analytics. From the perspective of a marketer addressing communication challenges, the MS Tag features are desirable. With QR, you have the open-source option (which is still owned by Denso), which is more widely accessible by a much larger set of scanning apps and more code generators as well. With QR, there are a few options that deliver fairly smooth downloads and analytics post-scan, but you do sacrifice some accuracy in location and other app-side details. As you decide, you need to consider if those features are important to you.
Both technologies work quite well from a functional standpoint. Both are also fairly easy to adopt. Regardless of your industry (retail, hospitality, healthcare, etc.), make sure your 2D-code selection is “on-brand” or appropriate for your brand – then use it and stick with it. Once you begin to cultivate your customers’ awareness, they will get the necessary app for their phone. And they will use it to taste your marketing goodness.
Neither 2D option will take you to the mobile “right message, right place, right time” promised land without a well-thought-out implementation. The best approach is one that drives consumers to act – one that educates them to get the right app for their device, perform the scan, and engage in the correct digital experience. That experience needs to be specific, highly relevant, and an experience that rewards them – the consumer’s investment of time pays returns as they access a valuable marketing experience or offering.
So, which technology do you prefer?