QR codes, a.k.a. Quick Response codes, are a useful way to encourage individuals to interact with a product or service. They can be used for a variety of engagement tactics including driving consumers to an ecommerce landing page, providing a coupon or giving in-depth product information.

As you can see from the graph below taken from research conducted by Marketing firm MGH in February 2011, getting a coupon or accessing additional information are the two main uses for QR codes. The study also showed one-third of all smartphone users have scanned a QR code and two-thirds have seen one. Users who were aware of QR codes tended to be more educated and affluent and the largest majority of users were ages 35-54. As QR codes become more common, awareness is certain to grow in most demographics.

Before employing a QR code in any campaign, make sure you have covered a few of these basics:

• This may seem obvious, but many companies have gotten it wrong: make sure the QR code goes to a site designed specifically for mobile. The easiest solution would be a subpage of your current website like www.website/qrcode. In this way you can change where the QR code directs visitors at your leisure without having to republishing a new QR code.
• This is a follow up to the first point. As with any marketing initiative, measurement is key. Follow the success of a QR code with a trackable URL, which will provide stats on the number of QR code scans per hour as well as the devices used. We recommend the use of Google Analytics.
• Think through the placement of the code in the real world. If you’re paying for ad space putting a QR code anywhere with bad cell reception such as a subway renders it useless.