What we know is that QR codes don't "create the engagement" any more than the "like" button "creates the like." Instead, communications has to do the job of informing and engaging the audience, and highlighting the intended journey. At that point, the QR code becomes a great utility to lessen the "distance" between interested users and the next action in the engagement process. By communicating the whole engagement that has been created we can achieve greater efficiency, convenience, and ultimately shared values.

Whether you're running a program that features QR codes, or you just want to have a few guidelines for the future when mobile scanning really takes off, keep the following in mind:

• Let your audience know what they're in for
• Advance the engagement
• Drive to a mobile-optimized page