I’m also seeing more and more software solutions vendors adding social media, QR codes, and other new media to their Web-to-print and multi-channel marketing software. interlinkONE and L2’s Fuse, for example, now offer QR codes as part of the overall multi-channel marketing campaign. AmazingPrint is enabling marketers to upload logos, graphics, and other marketing components to social media sites like Facebook as part of its solution.
In 2008, InfoTrends conducted a survey called “Multi-Channel Communications Measurement & Benchmarking.” When asked to provide the average response rate of campaigns that use varying combinations of media, marketers indicated that campaigns utilizing multiple channels are far more effective than print campaigns alone. For example, they said that marketing campaigns that include print, e-mail, and Web landing pages provide an improvement of 35 percent in response rate over print-only campaigns. Campaigns combining print, e-mail, Web landing pages, and mobile marketing experience a 34 percent lift.
We live in a complex media world. Motivating consumers to certain behaviors isn’t going to happen in a single channel environment. It takes multiple channels, constant reinforcement, and the ability to find and touch them where they are. Regardless of what channels are used, these efforts mean including print, but taking 1:1 far beyond it, too.
Heidi Tolliver-Nigro is an industry writer, an analyst specializing in digital workflow and technologies. Her e-mail address is firstname.lastname@example.org.