Marketers remain bullish on the potential of QR codes, but a Temkin Group study in April found that only 24% of US adults are actually using them. So notes Dan Wilkerson in an article at Mashable.

According to Wilkerson, there are five common mistakes being made by QR-code marketers that are turning consumers off.

Here they are, with some suggested solutions:

Poor content. To marketers, QR codes are cheap, trackable, and easy to create. But using one costs users time and effort: They have to download an app to read it; it isn't clear what kind of info they'll unlock; and 90% of the time, the site they land on isn't optimized for mobile. Suggestion: Improve your offers. Promise a discount, the first few chapters of a book, a free drink, a video.

Poor consumer awareness. A study of college students by ArchRival found 78.5% don't know how to scan a QR code, Wilkerson reports. Suggestion: Ensure your market is educated on what actions to take with a QR code (and why it's worth their while)!

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