QR codes offer marketers more flexibility when
combining print and the Web, often delivering increased
response rates and higher sales.
By scanning QR codes with an app-enabled smartphone
or tablet, consumers can instantly call to their screens
the types of information you’d like them to see … and
they want to have. Some ideas?
•
Coupon for immediate, in-store savings
•
New product or service announcement
•
Short behind-the-scenes or product how-to video
•
Customer satisfaction survey with instant reward
•
Special event sign-up
Buyers say they appreciate the convenience of a
scannable code. Eighty-three percent of North American
consumers are aware of QR codes, and 47% of those
have used their mobile device to scan one, says Brand
Spark International.
Opportunities and Challenges
For all the benefits of increased performance, lead
capture and customer intelligence you can gain by
enhancing your print marketing with Web integration,
be aware of some best practices.
When using different media, for example, ensure your
visual identity remains consistent across all. Similarly,
you’ll want integrated messaging. Each element of
your marketing campaign should work to achieve your
ultimate goal, whether it’s a special offer that introduces
a new product or service, an invitation to a sale or trade
show, or some other objective.
Such efforts toward consistency and integration can be
complicated if you rely on multiple resources, such as
one specializing in digital and another that’s handling
print and direct mail.
If you’re responsible for the performance of your
organization’s marketing communications, having
a single-source provider can save you time and stretch
your budget while improving the consistency of
your messaging.
When you’re ready to supercharge the power of
print with digital integration, we hope you’ll let us
know.
n
0
10
20
30
40
50
60
56.1%
52.1%
41.5%
38.8%
33.9%
31.0%
30.7%
29.6%
26.0%
21.2%
17.7%
16.1%
14.8%
14.6%
1.3%
2.6%
Brochures
Direct mail
Bills or state nts
Magazine
Business cards
Inserts
Catalogs
POP Displays
Newspapers
Product Packaging
Directory
Outdoor
Retail store receipts
Books
None of the above
Don’t know
0
10
20
30
40
50
60
56.1%
52.1%
41.5%
38.8%
33.9%
31.0%
30.7%
29.6%
26.0%
21.2%
17.7%
16.1%
14.8%
14.6%
1.3%
2.6%
Brochures
Direct mail
Bills or statements
Magazines
Business cards
Inserts
Catalogs
POP displays
Newspapers
Product packaging
Directories
Outdoor
Retail store receipts
Books
None of the above
Don’t know
Source InfoTrends:
Understanding Vertical Markets Enterprise Communications Requirement
, 2012
Multiple Responses
Permitted
Connecting Print to Digital Channels
In what types of printed media have you included a link or connection to digital media over the past 12 months?
ISSUE
04
|
2014
09
