The Evolution of Interactive Print


Today, many marketers are trending away from looking at printed media as their No. 1 channel to reach an intended audience. Digital—including mobile, online advertising, social media buys, corporate websites and others—tends to be a higher priority as marketers see consumers continuing to turn to the Web and, more specifically, accessing the Web via mobile devices.

According to recent comments from Forrester Research analyst Tracy Stokes, consumers today are in control and decide when, where and how they access content. So wouldn’t that require marketers to not pick a platform—mobile/online vs. print/offline—but instead find a way to consistently communicate across all channels?

This question is nothing new. There’s been an evolution in the past few decades on how to integrate different channels, including printed media and online, stemming from when the World Wide Web became a household term.

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.