That’s the 


Many businesses have seen e-ticketing as a way to reduce costs by delivering tickets electronically; whether to email or mobile.

In reality, the e-ticket itself can be a direct marketing platform that delivers the ticket, as well as a number of banner ads targeted to the individual customer, based on the information that is held on that customer. Some e-ticketing engines also have the ability to “manage” the banners inserted into those communications.

Companies collecting information about their customer demographics and specific purchase preferences can enhance the customer experience by making individualized and relevant offers to people via their mobile devices.

Mobile phones are becoming more sophisticated with an increasing number of improvements and features, such as:

  • Access to email, including attachments such as PDFs;
  • Access to the Internet;
  • Cameras with higher resolution—and therefore, better scanning capabilities;
  • Faster processing power;
  • Larger screen sizes; and
  • Access to apps, such as QR Code scanners.

Hence, companies are also moving toward providing customer communications, such as confirmations and/or e-ticketing, via PDF and 
on smartphones.

The engines that deliver e-tickets also are becoming more sophisticated, with the ability to deliver via email or SMS: PDFs with individualized banner offerings, Aztec codes (a 2D barcode) as boarding passes, QR Codes that hold information 
and more.

Direct marketers can use the opportunities of e-ticketing in many different ways. The platform is only limited by your imagination. Explore what you want to achieve and find examples of how that has been done by other companies. If it hasn’t been done anywhere else, you may just find it isn’t as difficult as many will say.

Neil Grant is the marketing manager at London-based online document delivery service provider Securidox. Reach him at

Publish date: February 1, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT