QR codes hit the market a couple years ago with high expectations of becoming the next genius marketing tool. The QR code, short for Quick Response code, was created by DENSO in 1994 to help track automotive parts (disclosure: Identity has worked with DENSO in the past). Fifteen years later, these two-dimensional, pixelated bar codes started taking root in mobile marketing. However, they haven’t taken off quite yet. The reason for this is two-fold: People don’t know what a QR code is (or what they are supposed to do with it), and marketers often don’t use them strategically.