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While QR codes can be “programmed” to link to emails, dial phone numbers, etc., the primary value of them is to instantly transport a user from a physical place to a digital place.

Use a QR code in

• ads
• direct mail piece
• location sign
• student monitor etc.

QR codes placed in the above locations take your reader to a digital destination (contact page, map, web page, video, etc.) and alleviate the need of consumers to type a URL into a smartphone.

Do not use QR codes

• on websites (with a couple exceptions below)
• in an email
• on social media posts

Most people read emails and social media on their phones. A person reading your email or post on their phone cannot scan their own phone. Use a hyperlink.

If your QR code is primarily a link to your website, AND they are already on your website, then a hyperlink is the better option.

There are a couple of times where a QR code makes sense on a website.

• You’re giving away a downloadable item designed to work on a smartphone. Things like apps, ringtones, wallpapers, etc. Here a properly set up QR code makes it quite easy to begin the process. No typing required.
• You want the consumer to add address/contact information to their address book. Again, no typing required... they scan, confirm and presto -- your information is in their phone.

In the end, the greatest value of a QR code is that it instantly transitions a consumer from a mobile/physical place to a digital/web place. If you are already in the web place, don't use it. If your goal is to transfer between the physical world and the online/web world a QR code could be the right technology.