By now, you’ve probably noticed images like the one on the left – a QR (Quick Response) code. A QR code is simply a two-dimensional barcode that can contain information (text, contact information, or even a website’s URL). To use it, take a picture of the code with your mobile phone’s camera, use a application to scan the image (for some phones, this step is automatic), and read the embedded message.

Generating QR codes is easy and free, using such tools as Kaywa’s QR-Code Generator.

Over the years, marketers have been trying to introduce a variety of technological gimmicks to attract attention. The advantage of a QR code is that it can contain a fair bit of information. The downside is it requires your audience to have access to a mobile phone camera and the motivation to immediately take action when seeing the code. Just like any call to action in your marketing, you need to provide a clear motivation to do so – otherwise your message is lost. In Japan and South Korea, people have been well-trained to use the QR Codes (even being used on grave markers).

QR codes are encoded with data redundancy, which allows for images to still be scanned if the original image isn’t intact. This feature allows you the ability to customize your QR codes – purposely adding your own logo or branding to a QR code to attract a bit more attention (you need to do this carefully to ensure that your customized QR code still works). Since our human eyes only see a bunch of black and white squares, we quickly skip over the image to get to images we can make sense of. By adding a logo or other additional visual, we provide a visual anchor to attract more interest.

QR codes aren’t be the solution to your marketing strategy – but it’s an interesting tool to consider using in your marketing campaigns. And because the information can be linked to a URL, it means their benefit can be measured and tested.

Photo by PictFactory

According to Twitter, 150 million people generate 1000 tweets (a 140-character message) per second. That’s a lot of short messages – but where’s the benefit to you or your business?

I’ve been recently experimenting with social media, and there’s a lot of people who follow thousands of people (get their tweets) and likewise large numbers of people who have thousands (or millions) of followers. Because of the volume of messages, information is seldom read, or if it is read, seldom retained. Oftentimes, the message is retweeted (resent) to others. As I always advise my clients, focus on the ROI (return of investment) of your efforts. If you’re trying to disseminate information – measure not how many people follow you, but how many people act on your message. Likewise, measure how much benefit you gain from following others, reading their messages, and retweeting. If you don’t know the ROI, stop and develop a plan to measure it. Otherwise, you’re developing an activity that can gobble up your free time by giving you a sense of had done something significant.

Our culture tends to not value not-doing. If you’re not checking your email, Facebook friends, Twitter feed, blog, etc. you’re not “keeping up with the latest information”. We tend to forget that networking with others can spark great ideas, but the ideas need time to ferment in our minds to create “aha” moments. If you value creativity, take time away from the electronic “twitch” to check your messages, and give yourself the gift of quiet time to allow your mind to create amazing insights.

A related great article: Peter Bregman’s recent article, Why I Returned My iPad.