Firstly, in case you're not 100 per cent clear on what QR codes are -- 'Quick Response' was originally invented in Japan for tracking components in factories.

In short, they are a square bar code that can be used on a screen or in print to link someone through to a web page, text or "offer coupon" using a Smart phone. They offer a method of effectively adding web based content, a URL really, to real-world messages, objects or locations. So they're great for integrated campaigns to offer a digital offer and drive engagement with a brand, ultimately leading to interactions on a website, social site through the mobile.

The novelty is the way your phone scans and "clicks" to access the content, so they're inherently tied to smart phone usage. Any user with a smartphone will need to do a one-time download a free application which makes use of the phone's camera, but other than that, you're away.

Note that there are several variations of code too, so choose a widely adopted one like Jumpscan, EZ code (big in the US) or the original QR Code by Denso in Japan. Different code types require a different reader.

I think the biggest opportunity here for small busines is to link theseQR codes through to special offer vouchers and coupons. This is easy to do and I will cover off more on this in the next couple of weeks.

Marketing applications of QR codes

The applications for marketing are quite vast and pretty obvious when you think about it -- you can even create your own QR codes easily enough.
 
So to get started, we suggest asking the right questions as for any campaign rather than jumping onto QR for the sake of it:

• Who are the audience - are they even using smart phones that way, what's missing that QR codes could add?
• Among the many touch-points the consumer has with your brand -- which could favour QR codes, why and any obvious quick wins to test that?
• What are your campaign goals -- Don't forget the real functional uses of QR codes, post-purchase or on the product itself -- might that be the best place to test?
• What are they going to do at the end of the QR code -- shiny technologies don't mask awful content -- please remember to make sure that the page you take the user too works well on a smart phone -- obvious, but...!
• How powerful is your offer -- Can you provide enough reward for using -- something really helpful, valuable or rewarding?
• Is the offer relevant to the audience and related to the service or product your promoting -- the example above doesn't get this right.

Remember to assist users with what to do, QR codes or 2D barcodes are still new enough that people will likely need a little direction as well as a good enough reason to give it a try.