QR-Codes have changed print forever
As printers and mobile marketers, we’re excited about the growing new relationship between print advertising and the mobile web. Connecting print advertsing with digital content through the use of the universal vehicle of QR codes. Print now has the most viable new method to engage consumers on their mobile devices. This powerful new synergy has undoubtedly changed (for the good) traditional print media forever.
The mobile web has enhanced the value of traditional print media. When you look at the old intent of print, compared to its new roles when combined with the mobile web, it’s obvious that today’s print potential transcends all past definitions. In the new economy, if a piece of print advertising is connected to a digital offer or exclusive mobile content, that print vehicle is truly interactive and valuable.
- The concept of Smart Printing
The intent of promotional print has changed with the evolution of mobile. The new role of print is as a ‘call to action’ that leads mobile consumers directly to digital interaction. Not only that, the mobile experience delivered from print should specifically augment what is offered on paper. Just slapping a QR code in the corner of a print ad and linking it to generic content is not enough. The new idea is to deliver consumers instantly from ‘Print to Palm’ by seamlessly connecting the entire experience as one. The message that is translated on print should automatically extend to the mobile device where there is a clear objective waiting.
- ROI Metrics
Up until the emergence of mobile, it was very difficult to track ROI from a print advertising campaign. ‘Print to Palm’ advertisers have become familiar with the power of mobile in measuring both ROI and consumer behavior. By connecting the mobile web to print, tracking traffic and transactions is easy and gives marketers much more data to measure the effectiveness of print. Compelling print campaigns are now measuring consumer behavior performance with mobile engagement metrics and has become an important ingredient to advertising success.
- CRM Data
Print media with gateways to mobile engagement is becoming a powerful vehicle for capturing data from consumers on the go. Attaching a signup form for mobile coupons and offers often gives consumers an instant reason to provide information in exchange for a deal. Collecting digital data from mobile consumers directly from print is an exciting new concept for advertisers. The structuring of future print campaigns can become more and more effective with targeted consumer data.
- Mobile Commerce Initiator
Print advertising is now a gateway to make mobile purchases. Offering mobile consumers a way to make purchases directly from their mobile device that was triggered by a piece of print advertising is a completely new way to promote commerce transactions. Mobile Marketing is a buzz term these days, but often overlooked is the role that print advertising can play in initiating the buying process.
- Social Developer
Mobile and social are already a great match, paving the way for new kinds of consumer interaction. So the idea of collecting new followers directly from print advertising using the mobile device seems natural. Print advertising is ripe for a new role as a social lubricant that encourages audiences to follow along on popular social networks. Now we can directly attribute new social followers to a specific print ad. Connecting print with the mobile social web is something that savvy brands are already embracing.