One of the central benefits of marketing over the mobile Web, is that it makes it possible for brands to engage with mobile users in a unique, and more personalized way—to really appeal to each and every individual consumer.

QR, or Quick Response codes, are an innovative way of facilitating this interaction.  They’re gaining popularity with businesses every day as more consumers join the mobile market. But what can they actually do for brands?

To understand the potential of QR codes, it’s important, first, to cut past the buzz and learn about what they actually are and how they work.  QR codes are a more advanced, two-dimensional form of barcodes that can be printed on any surface that allows for a contrast differential. They allow Smartphone owners that have a code “reader” to scan them, which triggers the phone’s mobile browser to refer the user to a page featuring the brand’s information, coupons, reviews, purchasing information and more.  QR codes are the easiest way to connect and engage with consumers over the mobile Web, and, because they cross multiple media platforms, they allow for a more immersive brand experience.  Moreover, the value that QR codes can add to print and digital advertising is remarkable.

Dick’s Sporting Goods discovered the value of QR codes first hand last year, when they displayed them on the jumbotron of the Dallas Cowboys’ stadium during a game.  Viewers with Smartphones were prompted to use their devices to scan the codes, and were then referred to the new Dick’s mobile site, and rewarded with a coupon for a discount on Dick’s inventory.  This highly interactive marketing strategy didn’t just boost sales for Dick’s—it helped them to effectively connect with their target market, and at a more personal level.

While QR codes might not be a marketing solution for every business, they unquestionably help brands stand out in a highly competitive market.  It’s no secret that business is shifting to the mobile Web, but QR codes are still a very new, and relatively untested technology—which gives advertisers the edge, and the opportunity to tap into an unsaturated market.  Consequently, though QR codes haven’t reached mainstream acceptance in the U.S. (yet), as the mobile industry progresses, it will be interesting to see how QR codes take root, and which brands lead the way in mobile tech.