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There is some debate of the virtues of Snap Tags vs. QR codes and which one will win the eventual battle for marketing dollars. It harkens back to the classic VCR or BetaMax situation. Both have innovative benefits and differentiating limitations, but there is no debate over the important era they are helping to define: The Era of the Experience Expectation. (I just came up with that.)

Consumers across all demographics are developing a taste for immediate information and experience. Smartphones have enabled anyone with one to have information on everything they can think of at their fingertips. We can compare benefits, price and pull up reviews of anything we need anywhere we want it. But snap tags and QR codes are leading the charge of ushering in a new level of brand experience.

The development of these innovations has allowed savvy marketers a way into the consumer's world that was never available before. They allow brands a unique opportunity to tell their story at shelf and connect with their consumer. The interactive two-way nature of these customized digital codes position them as a perfect marketing tool to enhance the overall effect of other traditional PR and social media activities. Not only do they add value to social media campaigns but they create a fantastic opportunity for brands to engage their audience and extend the product experience even further.

Package design, of course, is a brand's last line of defense against its competition. The shelf is where the ultimate decision is made between brands. The jury is still out on how these digital codes may start to influence purchase, but I am excited about how they are expanding our canvas for communication. Certainly, for now, until more and more companies catch on, customized digital codes are the perfect means of integrating something new and exciting into a company’s use of social media and mobile technology.

Package designers may be challenged to integrate them into designs but the thought of being able to further connect brand experience with consumers, in-store and at shelf, is inspiring.

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