Interactive print: bridging the gap between offline and online marketing
The internet is an increasingly important part of our daily lives. It’s therefore no surprise that online marketing has become the most popular way for brands to reach their target audience. There is no doubt that online marketing offers a wide range of benefits to businesses — it allows brands to target people specifically, is more engaging, and is easy to adjust and measure.
While using digital marketing methods delivers many benefits, it is vital for businesses to remember the importance of print marketing as well. Blending digital and print marketing is a concept that may sound somewhat contradictory, yet, it’s quickly becoming the gold standard as it places user experience at the forefront.
Interactive print is what helps offline and online form a symbiosis. It merges the advantages of both worlds into one seamless experience that will appeal to a larger audience and deliver the greatest impact.
What is interactive print?
Interactive print is defined by the inclusion of interactive elements in brochures, press adverts, booklets or signage. Making printed materials interactive can come in different forms, but it usually refers to requiring or encouraging customers to scan content with their mobile devices. This will give them access to more information on products or services online where they can be provided with a variety of other ways to engage with the brand.
QR codes store information as a series of pixels in a square-shaped grid. They are very similar to barcodes found on supermarket products. It’s essentially a coded image that can be scanned and instantly decoded by a smartphone camera so the information can be understood by humans. QR codes can serve a variety of purposes including directing customers to a business’ website landing page, download apps, view business locations, or receive online discounts and promotions.
To create a QR code, a QR code generator must be used. You simply select the type of content you’re promoting with this QR code, then select a frame, change the shape and colour, or add a logo to customize your QR code. Then it’s ready to be downloaded. When printing QR codes (i.e. including them in your marketing materials), make sure to download them in vector format for high-quality results. Use a production printer that will deliver sharp and clear printouts. Not only do high-quality QR codes scan better, but they also look more professional.
Augmented reality, commonly called AR, is an interactive 3D experience that blends physical and digital worlds to tell engaging stories that come to life in real time. Unlike QR codes, AR doesn’t require code to provide the experience or information; instead, customers hover their smartphone above the content, which then ‘jumps off the page.’ For example, customers scan pages and see how furniture would look in their own rooms. Or they need to scan an image of a car on the page to view an animated version.
AR can be applied to easily allow customers to try before they buy or show them to use a specific product or service without having to spend many hours reading extensive instruction manuals.
Interactive print improves the delivery of your message by making otherwise static content more engaging. It creates excitement and interest and gives customers information that they are looking for in real time.
With interactive print, there’s a higher chance of convincing your readers to act. If your readers can buy something with just a click or two, they will be more likely to complete the action.
Bridges the gap between offline and online marketing
Interactive print ensures you won’t end up missing out on a particular demographic. In addition, it helps to spread your message further if you are using a combination of print and digital rather than focusing on just one.