Barb Pellow: Communicating with your audience is only a pocket reach away.
Published on June 16, 2011
Barb Pellow, Group Director for Infotrends shares about one of the biggest needs they see, integrating print with mobile technology.
I’m Barb Pellow, Group Director at Infotrends. One of the big things that Infotrends is seeing today is the need to integrate print with mobile technology. If you think about it the one thing that everybody’s got within reach 24 hours a day, 7 days a week, is their cell phone. And in fact 70 percent of us actually use it as our alarm clock when we’re on the road. What we’re finding is that big brands are beginning to understand the need to integrate and combine print with mobile technology.
This past holiday season Sears rolled out their catalogue. If you look closely what you saw were quick response codes embedded in the catalogue and what you could do as the reader is point, click, and get additional information on specific products. As I strolled down the mall I walked by the Gap. The Gap had a big printed large format sign in the window and it said that if I texted a specific code what I had the ability to do is get immediate access to coupons so that I could take advantage of in-store sales. And then I walked a little further down the mall and I grabbed a bottle of Diet Coke. On the label of the bottle of Coke was a promotion that said “Twist, text and save.” And what happened was I could text a code when I opened the bottle top, key in my proof of purchase code, and I was then eligible for additional iCoke rewards points.
All of these things are evidence that printers and marketers need to merge and integrate print and mobile technology. If I’m on the road I’m going to have my mobile phone and I’m going to walk by a sign, I’m going to purchase a package of something, and I’m probably going to see printed literature. It’s about making those two pieces of portable media work well together.
To post a comment Log In or Become a Member, doing so is simple and free
Leveraging Standards and Specifications to Get to Great Color
Published: January 16, 2017
Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.
Are You Ready for the MarTech Explosion?
Published: January 16, 2017
Marketing technology is exploding. Michael Chase of St. Joseph Communications says that there are now more than 3,500 providers of "MarTech" services. But, building efficient marketing platforms requires more than just cherry-picking technology solutions. Chase notes that all the MarTech in the world won't help if there is no content strategy in place to guide the effort. The first tasks are to define the kinds of content to be created and to identify the audiences to whom the content will be presented. Armed with this knowledge, says Chase, marketers can choose the right channels and work toward achievable outcomes.
Frank Looks Back at Early Variable Data Printing
Published: January 13, 2017
Frank talks about some of the earliest Variable Data Printing from when digital color first came into play in 1994. He shows the now classic Alphabits piece and many others.
Change Management in Print MIS
Published: January 12, 2017
When your Print business is faced with changing your Print MIS, the attitude towards the change can make all the difference. Are you looking to force the Print MIS software to work just like you work today or are you willing to adapt your workflows to optimize how the Print MIS software was built?
The Impact of Production Inkjet on Thomson Reuters Core Publishing Solutions
Published: January 11, 2017
Thomson Reuters Core Publishing Solutions in Minneapolis, kindly hosted the WhatTheyThnk team to view the digital transformation the operation is undergoing. Larry Soler, its Director of Prepress, Press and Digital, explains that while offset will be a core functionality for the foreseeable future, web and sheetfed production inkjet is driving change, including a 3-to-1 replacement of toner devices and migration of shorter runs from offset to digital.
How PIA and Idealliance Collaborate for the Benefit of the Industry
Published: January 10, 2017
Tim Baechle, Director of Global Print Media Markets and Technologies at Idealliance, joins Senior Editor Cary Sherburne to discuss how Printing Industries of America and Idealliance collaborate for the benefit of the industry. He also discusses the DNA and mission of Idealliance as it pursues its global objectives. He also outlines a new program call Brand Q on which the two organizations are collaborating.