By now you’ve probably seen 2D barcodes out in the wild; you may even know that you use your mobile device to utilize it. But what are they, how do they work, what can they do, and most importantly, how can your business implement them to attract potential consumers?

2D barcodes allow consumers to scan a code and receive instant gratification in the form of additional information on their mobile device, and they give brands the ability to engage a consumer with their brand in a multitude of ways. A 2D barcode can be developed to drive people to a website, send a text message or an email, initiate a phone call, or pinpoint a place on a map.

There are multiple types of barcodes including QR codes, Datamatrix, EZcodes, and High Capacity Color Barcodes. QR – which stands for Quick Response – tends to be the most prevalent code used in the marketing world, and its usage has grown dramatically in the last year. U.S. scans grew by 630 percent in 2011, according to 3GVision (a 2D barcode provider). The U.S. is now the top country in terms of mobile barcode usage.

Barcodes are like candy for marketers. They’re easy to create, easy to implement, highly trackable and highly visible. They can be pretty much any color, they can fit into logos, and they can be used on a multitude of surfaces.

Diesel Jeans recently used QR codes at the point of purchase to drive in-store shoppers to a page where they could “Like” the product on Facebook, and then it would automatically paste a description of the jeans to their Facebook wall. In the Twin Cities, a restaurant recently ran a campaign in which they promoted their happy hour specials using a QR code on outdoor billboards that were visible from nearby competing rooftop bars. Last week I saw large QR codes on the back of a semi truck as well as on a bus. Had I been in stop-and-go traffic, I may have taken the time to scan the codes.

There are a few pitfalls agencies and marketers alike can make in utilizing barcodes, mainly stemming from not having a solid strategy to move forward with the codes. These pitfalls may include: Not conceptualizing the practical use of the barcode, not including people who don’t yet have a mobile device that can take advantage of the barcode, or not knowing their audience enough to know which barcode they should use. Those pitfalls aside, the primary concern an advertiser should have when utilizing barcodes is what the experience of the consumer will be after scanning the code.

Like any other marketing situation, QR codes can cause consumers to have a negative experience. Take packaged goods manufacturer Sun-Maid for example. They recently launched an on-pack QR code promotion with DreamWorks. Rick Bruno, the VP of brand management at Sun-Maid, said they believe QR codes give the consumer a deeper opportunity to engage with the brand, noting that it enhances the time they’re able to spend with their consumers. He went on to admit that they haven’t developed a mobile-optimized website, but they’re working on it.

Screeeeech! That’s the sound of the music stopping, the conversation halting, and everyone in the room staring in Mr. Bruno’s direction. How can a company not have a solid mobile foundation to engage a user after they’ve committed to connecting with the brand? From a consumer’s standpoint, how incredibly disappointing and frustrating would it be to take the time to pull out your smartphone, pull up a specific app, take a picture, and then receive nothing in return from the advertiser in terms of an expected experience for your investment? The disappointment far outweighs whatever satisfaction a positive user experience would provide.

Before jumping into the 2D barcode marketing arena, take the time to think about your goals, your strategy, and most importantly, ask yourself if your company has a mobile website that does your brand justice. The 2D barcode needs to usher the user from the physical world into the virtual world, and a solid mobile foundation will allow the user to explore your brand and enjoy the journey every step of the way.