A healthy balance between print and digital media.
Constant development of the tech industry has decreased the use of print media in advertisements. However, 56% of customers find print marketing the most trustworthy form of advertising. If you try to move your business exclusively to online interaction, your advertising will miss a considerable part of your potential audience. Hence, you should take advantage of both promotional marketing tools and combine them to attain maximum efficiency in your business.
Print recognition became a useful tool for marketers wanting to ensure a more consistent presence across printed and digital platforms. With this technology, any image on your printed advertisement (i.e. ads, flyers, billboards) that is scanned by a mobile device can become interactive. Print recognition is a key feature of the PASSION1 platform because it allows you to use give the printed medium to become a quantifiable engagement metric.
There are numerous advantages to using print recognition as an “entry door” for your customers.
- Increase your website traffic. Using the print medium to drive traffic to your website is very similar to using a paid per click to drive traffic. However, a reader that activates print recognition has a higher conversion rate than a click gained through digital media buys.
Scanning a picture can be multifunctional; it can open a page with a customer offer, leave a review about the product, directions to a location, or a rich media experience
- Collect customer data. This allows you to track the consumers’ activity along the way and provides useful information about the general demographic and their response to other ads. These ads can be geo-located and can even be treated as a point of sale tool allowing advertisers to quantify the exact number of sales which this interaction created.
If a particular consumer who used the print recognition function in your application later visited your store or office, you will be able to track the customer.
- Make your campaign relevant. The ability to change and update content allows you to be more flexible with the marketing approach and deliver the most up-to-date information about your product or service to the audience. In order to provide the user with the most relevant and memorable experience in comparison to a one-time static interaction, you can easily rearrange or change the information in your campaign according to your needs. Changing and updating information on a print recognition feature becomes more flexible than ever before.
By scanning a bus-stop billboard, potential customers can view the most recent updates of your product that are not included on the limited billboard space. You can remain more adaptable with print recognition than with QR codes as they are printed and content is fixed.
With rapid technology development and audience bored with traditional advertising tools, requires marketers to be more creative. In order to spark audience interest, you should always be aware of technology innovations and create new ways to promote your business. Below is a demo video of how the PASSION1 platform can interact with a printed publication created by Raiffeisen Bank.
(Disclaimer: this video is just a demo not intended for public use)
Written by: Marina Panko