Once a QR code is scanned, smartphone users will use a previously downloaded app to decode the 2D image. Typically, the app will direct them to a mobile website or, depending on the code, may prompt the user to add contact information into their address book. If a QR code is scanned and the user is not on a smartphone, the user may then MMS message the image to a decoder, who will then text them back with the barcode’s information.

Popular apps for smartphones are I-nigma or ScanLife, both of which are free to download directly from a mobile device. The app for those who do not use a smartphone is Jag Tag, which is free to those with an MMS messaging plan.

QR codes are best for smartphones, since the direct internet access and ease of app downloading makes them very simple to use and decode. For those creating QR codes for consumer use, it is important to make sure that you are linking to a mobile website if the code is a URL link. It is also important to keep that URL link short, so use URL shortening if necessary.

Many QR codes are found in printed material, such as magazines, newspapers, and direct mail pieces. Since they are used to increase interest by taking consumers to a website or provide them with more information, it is important to make sure the creative is simple. Make sure the code is easily visible so that it can be scanned easily, and make sure the material is not repeated from the print to the electronic.

Overall, these codes are a new and fun marketing strategy, using curiosity of consumers to increase ROI as well as consumer knowledge in the mobile arena. Smartphones are a growing phenomenon, which will make this technology even easier to use. 
Here’s a QR code to try: