In marketing, as in life, just because it’s new and popular, it does not mean you should do it. One of the latest trends in consumer marketing has been the use of QR Codes (short for Quick Response Code). The two-dimensional matrix was first created by the automotive industry but has now become popular with marketers. But even a great tool in the wrong application is too often ineffective. These codes are effective because they can hold a lot of information and are able to directly link smartphones to mobile-friendly websites where consumers can interact with a product or brand in a media and commerce-rich environment. My company, The A Group, has been successfully using QR Codes in marketing campaigns for a long time. While I am an early adopter of tools that might give our clients a better chance to communicate with their audience, I’m careful not to do…