Per Wikipedia, A QR Code is a matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smartphones. The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, URL or other data.

Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. QR is the acronym for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.

Although initially used for tracking parts in vehicle manufacturing, QR Codes are now used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (known as mobile tagging). QR Codes can be used to display text to the user, to add a vCard contact to the user's device, to open a URI or to compose a text message or email. Users can also generate and print their own QR Code for others to scan and use by visiting one of several free QR Code generating sites.

I have seen some QR codes around, in high end magazine print ads, usually for technology products or media, and in the Google Maps Favorite Places posters. If you aren’t familiar with Google Maps’ use of QR codes, click here to read more about it.

But last week, I saw QR Codes really hit the mainstream. As I was reading Sunday’s newspaper, I noticed Target’s Holiday Toy Catalog insert had QR codes interspersed throughout the catalog. As a marketer, I love that with one quick scan on a smartphone, I can continue communicating with my prospect. And, as a consumer, I love that I can quickly and easily get more information, ultimately helping my decision-making process. In the case of the Target Holiday Toy insert, the QR codes linked directly to online product videos and to an online shopping site where consumers received a promotional discount and could purchase the products via their phone. Target was able to connect the traditional marketing vehicle (Free Standing Insert) with the more exciting, action-oriented digital assets (Online Video and Online Store), all while the consumer sits at their kitchen table reading the Sunday paper.

And, that is the biggest benefit for marketers: Having a means of connecting traditional and digital assets for the purpose of extending conversations with prospects and accelerating the sales cycle.

There are a variety of ways QR codes can be used in marketing, below are just a few examples:

1. Promotions and coupons. The most obvious use is coupons and communication of promotions. Since a QR code can link to a web page, the QR code can remain consistent on the printed assets while the web page may be updated with new promotional information on an as-desired basis.
2. Printed marketing assets, like flyers, posters, direct mail pieces. The QR codes provides a direct link between the printed piece and online information, such as a store site, detailed product information or customer reviews.
3. Local Store Marketing Campaigns. Since QR codes are free and quick to generate, local franchisees and distributors can easily customize national co-op marketing solutions and assets and point prospects to their local website, microsite, or landing page.
4. For products and services with longer sales cycles, QR codes can be incorporated in to the content marketing strategy. For example, QR codes can link a traditional asset to a digital whitepapers; the whitepapers can then include QR codes linking the reader to the next paper in the series.

The marketing applications for QR codes are numerous and exciting; however, the biggest challenge in the US will be adoption by consumers. There has been a large increase in smartphones preloaded with QR readers, but there appears to still be a lot of inconsistencies in QR reader capabilities. ScanLife works well for iPhones, and it appears to support many other smartphone models. Personally, I’ve had trouble finding a reader that works consistently for my Palm Pre. I have downloaded a few free versions and usually am not able to scan the QR codes. So, until the readers are more consistent and/or the smartphones come preloaded with the QR readers, marketers may not realize their desired results. However, since the cost of entry is low, it certainly makes sense to start incorporating QR codes.

What do you think about QR code usage and adoption? Will you be incorporating QR codes in to your marketing campaigns? Will you use QR codes as a way to strengthen your local marketing efforts?  Do you see QR codes improving your ability to measure ROI of print assets and campaigns?

For those interested in HOW to generate QR codes, this is a good explanation.