Since the quick response (QR) code was introduced in the 90’s, its popularity has grown exponentially, largely driven by the increasing number of smartphone users. These codes, while providing a great opportunity for marketers to enrich the product experience and offer customers real value, are commonly being misused.

Advertisers must be careful that the QR codes they display are easy for their customers to physically scan. While this seems obvious, QR codes have been seen on giant billboard displays (try scanning that 30 feet in the air while you’re speeding home from work), racecar stickers, and subway advertisements.

In order to avoid this QR code misuse when creating a campaign, marketers should keep in mind the real advantages this tool can provide for businesses:

• Quick and effortless access to the brand with real time info
• Increased conversion rate from an ad by leading prospects down the conversion funnel immediately
• Better customer retention thanks to a more streamlined shopping experience

While it may be difficult to tailor the use of this tool to a campaign initially, some companies have definitely begun to strike the right balance between utility and function. The advantages are especially hard to ignore right now as businesses make the transition into a more competitive, digitally focused world.