InfoTrends has released a report entitled Mobile Technology: Making Print Interactive, which examines how mobile technology is being integrated with print and other media to activate, cultivate, and engage audiences.
The report notes that when mobile technology is integrated with marketing, advertising, and media, it provides a clear call-to-action and an instant response mechanism to prompt consumer engagement. But consumers are bombarded with a sea of marketing messages every day, and only the most relevant messages will stand out.
The study explores what specifically drives consumers to interact with mobile codes, mobile messaging, and Augmented Reality (AR), as well as critical success factors from marketers and service providers when developing integrated mobile campaigns and applications.
InfoTrends surveyed over 1,100 consumers, 315 marketers, over 80 print service providers, and 13 key mobile content and technology providers to capture a wide range of perspectives.
One of the key mobile response technologies driving offline-to-online engagement is mobile codes, including Quick Response (QR) codes, Microsoft Tag, image recognition, and digital watermarks. While mobile codes started gaining momentum in the US just a few years ago, InfoTrends estimates that over 180m Americans have familiarity with mobile codes, and over 50m Americans have interacted with mobile codes in the past year. 
InfoTrends says that ease of implementation has driven marketers and advertisers to embrace the use of mobile codes, resulting in widespread awareness, and a respectable level of interaction among consumers. In fact, use of mobile codes by marketers in their campaigns grew by 194 per cent between 2010 to 2011, and overall awareness improved from 64 per cent to 88 per cent.
While mobile codes can easily be integrated with print and other media types, simply placing a code somewhere does not mean people will interact with it. Consumers reported that coupons, deals, discounts, loyalty programs, sweepstakes, and competitions are the top factors associated with an integrated campaign that will prompt interaction. In addition, those in the 25 to 34 age group reported the highest level of interaction with mobile codes; those that interact also skewed more male and to more affluent income levels. The type of offer and the target audience are key considerations for companies looking to integrate mobile codes or any other type of mobile response technology with different media types, says InfoTrends.
“While the mobile channel continues to evolve and grow, print and other traditional media platforms continue to be an important element of the media mix,” says InfoTrends senior consultant, Bryan Yeager. “These offline platforms can be used as a springboard for online engagement with the use of mobile technology. Marketers and advertisers need to know their audience, deliver clear value, and provide a superior end-to-end experience to prompt engagement and sustain consumer interest.”
The study provides detailed consumer demographic information across mobile codes, mobile messaging, and AR to help marketers, advertisers, and media companies more effectively utilize these technologies. It also highlights best practices, challenges, and opportunities for technology and service providers that are already in or looking to enter the offline-to-online engagement space. It’s available to buy now. More info on the InfoTrends website.
