Jason SimpsonThis is the future

The customer of tomorrow…

• Media proliferation• Growing number of channels• Social media• Convergence• Integration of marketing tools…

The customer of tomorrow…

• Quick response codes (QR)• Cross Media & PURL’s• Variable mapping• Augmented reality

New & emerging technology

• Integrate online media with printed media

• Adds a 3rd dimension to print

Quick-response barcodes (QR)

Quick-response barcodes (QR)

• Integrate with direct mail & signage to provide interactive experience

• Add to printed materials to enable m-commerce

• Use codes as vouchers

Putting it into context…

QR code scanned from smart-phone directs user to specific products on website.

Can also be used as a response mechanism…time- starved exec’s using mobile channel more and more.

QR codes can also be personalised to provide one-to-one channel with clients or prospects.

• M-commerce is set to grow to unprecedented levels

• Enabling consumers to buy on impulse whilst browsing catalogues, magazines and newspapers will be a significant competitive advantage

QR codes & mobile commerce

• QR codes are likely to become the de-facto vehicle for driving ‘point and click’ traffic to your mobile-optimised ecommerce site

QR codes & mobile commerce

Fern Cotton Mesh & Rib Tunic

Fashion magazinecatalogue request

Putting it into context…

Example:

catalogue

page

QR

• 78% of Japanese have phones that can read QR codes

• 85% of these have actually used QR codes• 28% use them to make direct purchases

from websites• 12,000,000 people buying via their phones

Need any convincing..?

Source: WhatJapanThinks.com

• www.joebloggs.easter-offers.com• Continues the personal experience• Real-time measurement & ROI• Immediate insight

Cross Media & PURL’s

www.jasonsimpson.pindarpublishing.com

Pindar invite to the 2010 London Book Fair

PURL for clients to register

QR code for those who wanted to register from their phone…

Cross Media & PURL’s

A study of over 1,000 cross-media campaigns by the Print on Demand Initiative (PODi) in the US showed that on average clients saw a 3-5 times uplift in response rates when using PURL’s along with relevant and personalised messaging and imagery.

Cross Media & PURL’s

Objectives…

• Remind clients of account balances• Reactivate lapsed/lapsing customers• Acquisition through referral – use

customer relationships• Build brand awareness via viral

effects

SkyBet: cross-media case study

Cross Media: case study

DM Piece Intro Email

Data Capture Response URL

Recommend a friend

Static site for non PURL’s

Links to other Sky Bet services

PURL Interaction

SkyBet ‘Dream Pairing’ campaign

SkyBet: initial personalised DM & email

• Response URL: data capture website

• Captures favourite team, name and number for variable image rendering and also email address

SkyBet: confirmation & image rendering

SkyBet: microsite (PURL)

SkyBet: wallpaper download

SkyBet: use of data collection - email

• Sky’s full season target for lead generation was achieved in the first month of the campaign

• The first two months of the campaign saw more new leads generated than the whole 12 months of last year’s marketing activity

SkyBet: results

Need any convincing..?

• Case studies in B2C, B2C, Education, Travel & tourism and Non-profit

• 33% of DM recipients prefer to respond online

• Can increase response rates by 3-5x• Significantly reduces cost-per-lead• Real-time campaign performance

Putting it into context..

Cross-media excellent application for:

• Retention & reactivation campaigns

• Referral campaigns• Loyalty based campaigns• Event management

Variable mapping..

• The ultimate one-to-one marketing tool

• Point-to-point or recipient-centred maps

• Unique and highly personalised• Increased relevance and

readability

Variable mapping..

Variable mapping..

Putting it into context..

Exciting application for:• Increasing local awareness• Driving store or branch traffic• Getting people to events• Getting noticed…

Augmented Reality (AR)

• Combines real-world and computer generated data

• Brings the printed page to life!

• Car Example: Toyota IQ

Augmented Reality (AR)

IKEA: Augmented Reality

IKEA: Augmented Reality

IKEA: Augmented Reality

IKEA: Augmented Reality

Augmented Reality (AR)

• Live Demo:Fashion Retail

Augmented Reality (AR)

• Advanced face-mapping example:RayBan

Augmented Reality (AR)

Putting it into context…

• Early adopters using AR for viral marketing & branding

• AR is an effective way of merging offline and online channels

• Adds value to printed page, be it books, catalogues or magazines

Summary

• Convergence is all around us• High customer expectations• Relevant content• Interaction• Online content• Smart shopping