BRIANWOOLF.COM
 
  Welcome     Marketing & Loyalty     Speaking & Connecting     Brian's View     Books by Brian     Marketing Studies     Contact Us  
 
 

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

Marketers plan more digital & print integration

Despite the fact that 23% of marketers admit their print and digital approaches are not closely aligned, 70% are using printed media to stimulate audience interest in digital content, according to research by marketing services production firm Charterhouse.

The emergence of QR Codes and other tools have created new opportunities to integrate print and digital marketing. But marketers are still using relatively simple tactics, the study found.

QR Codes and other emerging technologies do hold a lot of potential for innovative marketing and loyalty initiatives, but marketers must not think that these technologies are a quick route to instant engagement, warned Ivan Skoric, head of digital services for Charterhouse: "Any integration between print and digital must be intelligent, worthwhile for the audience, and closely aligned".

Despite the growing prevalence of QR Codes, standard web URLs are still the most used tool to direct print-reading audiences to an online resource. While almost two thirds (59%) of marketers said that at least 50% of their campaigns integrate print and digital channels, a simple web URL is most commonly employed (by 83% of marketers). More sophisticated tools such as QR Codes (26%) and Augmented Reality (5%) are used less frequently.

The most common objective, cited by 61% of marketers, is to use print to increase traffic to the brand's web site.

Interestingly, despite the rising consumer interest in smartphone-based mobile content and social media, no respondents at all said they were using print media to drive consumers toward mobile content. And only 2% said they were using print to attract audiences to social media-based content.

"Marketers are clearly thinking about how these technologies can enhance their activities. But they shouldn't be thought of as the end-result. They are actually just a means to an end," explained Skoric. "Simply sticking a QR Code or a digital watermark on print marketing to drive interest to your web site is not going to achieve real results. The objective of linking print and digital should be to engage audiences with 'sticky' online content as part of a broader experience."

The reason behind today's poor approach to integration appears to be that marketers are yet to be fully convinced of the benefits of some emerging technologies. For example, nearly one third (32%) of marketers admitted that they are not sure about the potential of QR Codes to enhance their marketing campaigns. And 51% said the same about Augmented Reality, followed by 34% about linking to mobile sites, and 32% about linking directly to social media pages from printed materials.

Despite this, almost half (46%) believe that print is vital to driving interest in digital content and campaigns. So, despite varying levels of involvement, the survey also found that marketers were increasingly prepared to experiment with integrating print and digital in future. Half (51%) of marketers said they were planning to use QR Codes in the coming 12 months, and almost two thirds (59%) planned to link to social media content rather than their own web sites. A small proportion (7%) even revealed plans to integrate print and Augmented Reality in their near-term marketing efforts.


Sources: Charterhouse /
The Marketing Factbook.
Copyright © 2012 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark