Maybe you’ve seen them on random ads. Maybe you haven’t even heard of them. QR codes (short for “quick response”) are the next big thing in digital marketing, and as with all emerging technology and trends they should be used discerningly. But, as with all emerging technology and trends, they probably won’t be.

What are these funky little black and white squares and how do we effectively use them? Read on.

First of all, QR codes look like this:

Smartphones like iPhones and Androids can install a QR reader in seconds and scan the code. What pops up next could be any number of things – a URL for a website, a coupon, a geographic location or contact information, for example. The codes can be anywhere – t-shirts, billboards, print ads, packaging, web pages, business cards… the list goes on and on – and we predict that soon enough, you won’t be able to avoid them.

And, they’re super easy to come by. Just go to a QR code generator like Kaywa or Zxing, input your information and embed the code wherever your heart desires. We recommend putting it on your dog or tattooing it to your lower back, but that’s just us.

So, in theory, the possibilities are endless. We have at our disposal another way to get people engaged and excited and another way to keep people coming back for more. QR codes can be used for coupons or special QR-only deals, tracking, easy access to information and valuable insights.

But as you consider this option for your next campaign, use caution and think about your target demographic. Because the QR code is a relatively new concept, those not-so-tech-savvy customers or clients might struggle with the change – or worse – completely ignore it. In this situation, you have two options: 1. Wait until QR codes gain more popularity (just check in with your mom) 2. Run a thorough educational campaign for your staff and your consumers. This is easier said than done because the luddites of the world aren’t exactly quick to adopt.

Once you’ve decided to move forward, make sure your participating customers are getting the most out of their scans. There should be a reward, a reminder or useful information associated with your codes – not just your website (unless, of course, your website contains really dynamic, interesting content.). If your customers are interested enough to scan your QR codes, they’ve probably already seen your home page, so step it up a notch.

One of our favorite examples is the following…

Street art, digital marketing, and music? Our cup runneth over.

Like social media platforms, QR codes have their place in digital marketing – just don’t jump into the trend without a strategic plan.

Will you be using QR codes? Do you use them already? Share your experiences as a consumer and a marketer in the comments below!