Like other web-based marketing, QR Code marketing can be tracked and measured, if you plan ahead. You can get normal website analytics, and often more than that, such as the location where the code was scanned and the model of the mobile device that was used.
If you use multiple media in your campaign—for example, print, direct mail and posters—you can compare response by media. If you use QR Codes for personalized URLs (PURLs) in a direct mail campaign, you could track to the individual response.
Marketers must continually remind themselves that "mobile" is not a single medium or solely a response channel—it is becoming the way most of us will engage with brands. The easier you make it for your target audience to find you, to learn more about your products and to respond to your offers on mobile devices, the better prepared you will be for the future.
Spyro Kourtis, president and CEO, oversees all strategic planning and day-to-day operations of Hacker Group, one of the largest direct/digital agencies in the West.