Mobile Technology : Integrating Mobile into Print
Way to Overcome Commodity Trap
Print service providers have a tremendous opportunity to provide value to clients trying to integrate mobile into their print applications, opening up new doors to higher profit margins. According to marketer respondents that are currently using mobile barcodes in their campaigns, commercial printers are the top external resource used when executing these integrated campaigns.
Printers have a unique opportunity to help marketers leverage mobile technology that is being integrated with print and other media types. There is a need, however, to look beyond mobile barcodes to expand, enhance and diversify service offerings for clients.
Furthermore, while there are many print service providers already offering services related to mobile response technology, many need to be more strategic with their approach. Simply adding a code for the purpose of adding interactivity is not enough to drive response. Campaign strategy, management and analytics are required for effective participation in the mobile value chain. For some printers, areas like data analytics and optimizing content for mobile require further improvement. A more robust suite of offerings helps drive ROI and delivers more accurate results to clients, ensuring that a high-quality, accountable campaign or program is being conducted.
Ultimately, marketers are looking for tools, technologies and strategies that will help them drive revenue for their companies and provide a rich experience for target audiences. Many marketers continue to use traditional media to that end, but more measurability is needed as the pressure for more accountability from the Chief Marketing Officer persists.
Mobile response technology fills this gap, adding interactivity and on-the-go connectivity for consumers, while providing marketers and service providers with more concrete data about media effectiveness. Mobile is only going to become more important in consumers’ lives, and getting started with mobile marketing has never been easier. Now is the time to start integrating mobile technology with print and other media types. PI