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QR Codes to Support or Promote

When using QR Codes in a campaign, marketers need to ask themselves this critical question: When the QR Code is scanned, is the ensuing experience meant to support or promote the product or service, or both? It's a simple question, but after reviewing literally hundreds of QR Code-based campaigns, it seems as though most marketers never seem to ask it. How can I tell? Because, within the campaign itself, there is often such a disconnect between creative, copy, scan resolve content and the interactive experience as a whole.

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