Print & Production: The Evolution of Interactive Print
As a marketer, you might be asking: "What does this mean to me and which will give me the best results?" The answer to these questions will depend on what campaign objectives you have. However, from a technological point of view, the newer technology means the most for you.
Visual search allows for many more ways to be flexible with your marketing approach, delivering the most up-to-date information on your brand to your audience. You can easily deploy visual search in your campaigns when it makes sense to provide the user with a truly unique experience, as opposed to a static one-time interaction.
What are the key differences between these types of barcoding and watermarking tools and visual search technology? See how they compare.
Monetizing Brand Engagement
One of the most important benefits of these interactive marketing solutions is brand engagement. The push to mobile is hotter today than it's ever been. Everyone from Facebook to Starbucks is seeking new ways to have a presence on mobile, and monetize it.
Monetizing brand engagement is a huge benefit to marketers, as it not only helps drive awareness, but can also lead to more analytical ways of knowing what interests consumers. That gives companies more leverage to be relevant. The back-end analytics collected by visual search tools can further enhance the marketer's knowledge of end-user behaviors.
With technologies like visual search and other image recognition services, marketers can truly enhance their levels of brand engagement. First of all, it is very easy to use. Second, and more importantly, there's previously unavailable content flexibility—the ability to instantly change and update as necessary.
Imagine if your company had a billboard in a subway station promoting a new phone but, since that billboard's been posted, there have been many new feature enhancements to the device. With QR Codes and the like, there is no way for companies to update the embedded content in the code itself, like a phone number or URL. Once it is printed, the content of the QR Code is fixed. QR Codes linking to redirect URLs (also know as URL forwarders) can be altered with back-end updates, altering the content the user accesses when he/she clicks. However, with the newer image recognition technology, these drive-to sites and mobile device actions (like making a phone call or sending an SMS) can all be updated instantly to ensure users see the most up-to-date information, helping to ensure the brand is consistent across all engagement platforms. Thus, it can encourage multiple interactions.