The QR code is an increasingly common sight; it can be a valuable tool for marketers. Too often, however, QR codes are being put to poor use, offering limited value to the consumer, and doing nothing for an advertiser’s brand or bottom line.

I was handed a flyer this week, promoting a new band or album or something. At the bottom, alongside the URL, and the Facebook and twitter handles, was the QR code. I took out my phone and scanned the code. It was printed very small, so it took a moment to scan, but then… the homepage of the band’s website; hard to read, not mobile-optimised. I felt slightly disappointed at my wasted effort. I did not click on the website.

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