Cover Story: How Mobile Is Your Marketing?
6. What technologies can integrate mobile with direct mail and other print marketing?
Answer: d. All of the above
While it's clear that you cannot treat mobile marketing as an extension of Web marketing, one of the reasons the technology is so interesting to direct marketers is precisely because of the avenue it gives non-digital material—like direct mail—to digital conversions.
Martin explains, 2D barcodes "enable you to directly link your offline channels to your mobile and, therefore, offer a more digital strategy." And Ricci points out that 2D codes aren't the first mobile technology to allow this—short codes and mobile URLs also can drive a print prospect directly to the Web to get more information, sign up or buy something.
"Brands that are focused on using mobile as a means of providing engagement in mediums that might normally be passive—print, at point of sale, broadcast, outdoor, etc.—are generally on the right track," says Ricci. "Marketers who understand that their mobile consumers are seeking convenience, utility and entertainment from these devices—and plan their sites/programs/tactics around this—are ahead of the game."