Mobile marketing and the printed page: moving beyond the Static QR code

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1 Mobile marketing and the printed page: moving beyond the Static QR code

2 Industry trends 2 Shift in sophistication of print programs Shift to reduce or eliminate order forms Renewed emphasis on prospecting Emphasis on conversion of abandoned shopping carts Business intelligence rather than just reporting Interest in mobile and social Customer wants to control the conversation They expect variety, utility, availability, engagement and interaction

3 Industry trends 3 Focus on leveraging data for: Personalization Relevance Optimizing postage and delivery Multi-channel contact strategy Multi-channel customer view Driving catalog layout as well as content

4 How do we respond? 4 Print drives sales in every channel, but how do we measure it? How to do we increase engagement as well as revenue? How do we effectively target and provide relevant offers? Let s look at Interactive Print Solutions

5 5 What s Interactive Print Solutions?

6 Let s start with QR codes 6

7 7 So you ve done QR. Now what? Wait, have you done QR? I mean, really done QR? Have you tested against a control? Have you done versioned and/or variable QR?

8 8 Variable QR Develop codes down to the segment or to the individual Make content timesensitive and variable Track the results and perform analytics Don t make the consumer tell you twice Check out your very own Personalized offer page! Add pictures of different codes

9 9 Home page with personalization Could be used as landing page for prospect about whom little data is currently known Allows for personalization data to follow clickstream (discounts or incentives based on campaign, discount codes etc.) Gary, we have offers created just for you!

10 10 Section page with personalization Goes right to section of site based on data provided Automatically applies any discount or offer based on data appended to mail file Feature relevant offers Allow for pricing changes, etc. Gary: An extra incentive just for you if you buy two!

11 11 Product page with personalization Skips directly to individual SKU Enables one-click addition to shopping cart Leverage recommendation engine and browsing history for more customization Gary s Price: $19.90

12 12 So what s next? Image Recognition Augmented Reality Near Field Communications

13 Image Recognition 13

14 Augmented Reality 14

15 15 Augmented Reality

16 Near Field Communications 16

17 That will never work 17 My customers don t use mobile devices My customers won t buy from mobile devices I can t support another channel/device I think I know my customers pretty well I don t have enough data to do targeting What s in it for me?

18 Device adoption by age and income 18 Source: Nielsen

19 That will never work 19 My customers don t use mobile devices My customers won t buy from mobile devices I can t support another channel/device I think I know my customers pretty well I don t have enough data to do targeting What s in it for me?

20 Customers say: 20 I want to buy what I want, where I want, when I want If you won t let me, someone else will I m more connected than you think I value good use of my time I like to be educated I will respond to a good offer if it s relevant and takes little effort What s in it for me?

21 The data says: 21 Print is still the major driver of sales Smartphones and tablets are becoming ubiquitous Channels can t exist in a vacuum You need to be where your customer is (or will be) Personalization and targeting increase sales You need data to drive your marketing Here s what s in it for you

22 Interactive Print Analytics 22 Real time, secure portal Provides actionable data points Easy to understand dashboard with detailed data Customizable, easy to integrate with other channel data

23 Digital Editions 23 More than just a digital catalog Web sites are for searching; catalogs are for browsing Provide clues to browsing behavior and other great data Can be good alternative destination for IPS

24 Recommendations 24 More is not always better Know your data to know your customer Build your contact strategy based on the data Assume you will have to have mobile solutions Profile your existing customers to find your next customers Test, test, test

25 Thank You!

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