The QR code is a type of two-dimensional bar code, first designed in 1994 by Toyota’s Denso Wave subsidiary for the automotive industry.

The QR code has gained popularity outside of the auto industry because it has a comparatively large storage capacity and can be quickly read by smart phones using a code reader and the phone’s camera.

Today, QR codes are being used to as a tool to link offline marketing collateral to online media. They are wonderfully convenient to use, very versatile in where and how they can be used, readily accessible to people, allow campaign results to be easily tracked, and inexpensive. So, how can one possibly misunderstand or misuse this tool?

First, while most people in the marketing industry have heard about the wonders of the QR code, people outside the industry have not. They don’t know what that little box is, what it does or how to use it. Thus they don’t care about it. So, until the boxes are more common and understood, clear instructions should be included on how to scan a QR code and how it will benefit the user.

Second, the QR code will be scanned with a mobile device, but we often forget to optimize the linked Web pages for mobile device viewing. People do not want to waste their time trying to download or open a webpage that just won’t work or cannot be easily read. And, especially important to note, Apple products like the iPhone can’t view Flash items.

Also, problems arise when we use proprietary codes that require a specific QR code reader.  No one is going to download separate apps to just to read a code that may or may not benefit them.

QR codes can be printed anywhere – from magazine ads to t-shirts to direct mail. And more frequently, they’re being used in places that aren’t conducive to scanning, particularly via a mobile device. Such places include billboards – which are too high up to get a clean scan from a car – on ads in the PATH station – where, to my annoyance, there is no cell service – or on the back of a delivery van (can you see the police report for that accident?!).

So, now that you have your QR code and you know what marketing collateral you want to put it on, how do you maximize the chances of having a great campaign? Two things come to mind. First, always, always, always test the code, with a variety of smart phones, to make sure it works. Second, always offer value. Make it worth the person’s time to scan the code and go to your webpage. Whether it’s a free download, a contest, coupons, or special gifts, just make sure it holds some value for the target.

QR codes are a marvelous new tool. But like any tool, they need to be used properly to reap their benefits.