Mobile Musings: 4 Mobile Marketing Best Practices for 2013

It should go without saying that a QR code used correctly causes some sort of mobile action, such as the launch of a mobile website that's specifically created to integrate with the marketing that included the code. It should be just as obvious that a reason to scan a QR code is included in the surrounding marketing piece. Are consumers supposed to just drop everything to scan a QR code out of curiosity?