This document discusses how QR codes and mobile devices are transforming print and web-based marketing. It explains that marketers are using QR codes to integrate different media and track impressions and conversions online. The codes direct users to landing pages where user information can be captured. Analytics then provide insights into the effectiveness of different media campaigns based on metrics like page views and demographics of respondents. The mobile app market is growing rapidly and is projected to reach $17.5 billion by 2012, driven by increasing smartphone and tablet adoption and use.