There's still a sizeable gap in the QR technology. In mass-media, it's often difficult to track specific users because it's impossible to use PURLs when everyone's interacting with a single QR code. The most impressive applications generally require the user to download a specific app; so if you want your ad to sing to prospects through their smartphones, you're probably going to have to provide an app for that and hope your targets have the patience to download and install it. (The market is begging for one company to put out a single, standardized app that would allow every cool interaction marketers can think up.)
The goal has clearly become to catch up to consumers who are far less interested in reading traditional ads. A quick snap of the phone camera is a pretty slick, hi-tech way to spark that interraction. QR codes have the feel of the times, even if the technology hasn't quite caught up yet.
InterACT! is the first educational forum for marketers, brand owners and service providers on cross-media direct marketing opportunities and strategies organized by InfoTrends and North American Publishing Company (NAPCO) being held Aug 10-11, 2010 in Rosemont, IL.