QR (short for quick response) codes are a technology that we’ve been watching for a few years now. Similar to the ubiquitous barcode, they are machine-readable codes that contain stored information. We are all familiar with bar codes on products. Same idea.

All of this is enabled by the new generation of web-enabled smart phones with respectable cameras and software that can decode the image and pass it to an application on your phone.

The possibilities for marketers are exciting and many. As a simple example, think of a print ad advertising a product or service. The common call to action use to be visiting a location, calling a toll-free number or visiting a website. All of these steps are rather involved and require several minutes of time and effort from the consumer. Compare that to being able to scan a QR code with a camera and immediately go to a page optimized specifically for that product and even that ad placement! It’s instant, easy and adjacent to the initial interaction with the offline ad. And that means a more relevant call to action and better response rates as a result.

Other implications are much more profound. How does the product packaging of the future change now that web-enabled mobile devices can do a better job of providing information that the packaging itself can? How will offline media channel leverage these codes to create additional value digitally? Practically speaking, how will today’s marketers keep up to the demands to provide rich online user experiences that match the available targeting opportunities that QR codes can create?

We believe it’s going to create a lot of new and interesting opportunities.