Print & Production: The Evolution of Interactive Print
As consumers today continue to want what they want when they want it, delivering that content in a way that allows this to happen is crucial to the success of a marketing campaign. Marketers must give their audiences options instantaneously, while delivering the message they want the audience to absorb.
The features of image recognition technology are not solely for the direct benefit of consumers. Take for example how such innovative technologies can help publishers strengthen relationships with their print advertisers.
News & Tech, a magazine that covers technology integration in newspaper, digital and hybrid production, was seeing a decrease in interest to advertise in print and sought ways to bring digital advertisers back to the printed space. Leveraging visual search technology, News & Tech was able to offer its advertisers a way to link their online and offline presence to help them ensure a more consistent presence across both platforms.
According to publisher Mary Van Meter, the visual search technology allows News & Tech "to build so many more elements into our publication ... It's very, very easy to do. … The value [for advertisers] is enormous, because they can add so many other elements to their ads. … It allows me to offer them so many more services in a publication such as News & Tech."
Today, there are many options for both business-to-consumer and business-to-business marketers as they look to become more interactive and tap new platforms to promote their campaigns. Successful campaigns must be dynamic and strive to ensure that not only do consumers receive the information they want, when they want it on the platform they want, but that content is as up-to-date and compelling as possible.
Engagement is key; it's no longer profitable to talk at consumers with stale content. With these new technologies, marketers can truly embrace and cross-promote multiple platforms, enabling consistent communications across all touchpoints. A marketer's dream!