INTEGRATED NEWS: Marketers using print to inspire digital interest
Seventy per cent of marketers are using printed materials to direct audiences to digital content, according to a research study by Charterhouse.
However, many are using relatively simple technique and 23 per cent admit their digital and print strategies are not closely aligned.
Ivan Skoric, head of digital services at Charterhouse, said, “QR codes and other emerging technologies hold a lot of potential for some really innovative marketing. But marketers mustn’t think these technologies are the route to instant engagement.
“Any integration between print and digital must be intelligent, worthwhile for the audience and closely aligned.”
QR codes are an obvious method of uniting print and digital experiences but thought must be put into where prospects are sent. The user journey has to make sense.