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You have it right when you say "plan for mobile." I can't think of using them for anything else. I like QR codes on a business card if it is there person's contact info because I can save the new contact with one click. Also, the code should have a clue as to what it is. A couple more things to remember, because of things like data fees, download speeds, and device capabilities I would be hesitant to link directly to a video or media rich content. Thanks for the tips!
2 years ago on Twelve Steps to A Strong QR Code Campaign