How Interactive Print Increases Engagement

A consumer’s attention is highly divided — with the average person being exposed to over 3,000 branded messages a day.  To gain your target audience’s attention your message needs to offer exciting, relevant and engaging content and the message needs to be communicated through multiple consumer touch points.

Including Quick Response codes on a printed message offers an easy way for consumers to find out more information about a product by simply scanning the bar code with their mobile phone.  Furthermore, QR code users are considered a highly engaged audience and are more likely to make a purchase or respond to a call to action directly from their mobile phone. Essentially, because the 2D bar codes are instant and engaging, they allow you to convert potential consumers into current customers.

The 2-dimensional code can store an enormous amount of data.  When a user scans the code, the embedded URL takes them to a designated landing page, once the user is on the landing page they can click and view any content within the URL on their mobile phone.  As a marketer, you’re also able to track and measure what people click on and spend the most time viewing.  By measuring and analyzing this data you can create more targeted messages in the future based on the information collected.

The code’s landing page content should reflect the information from the brand’s printed message — as the printed message is what enticed them to scan the code for more information in the first place.  By including content that complements your print message you’re able to maintain the consumer’s attention for a longer period of time, which will keep your brand top of mind.  Furthermore, approximately one in five people who scan a QR code will make a mobile-purchase as a direct result of the scan.

So where should you be placing these 2D barcodes?  QR codes can be placed on any printed material from brochures to direct mail to your product packaging.  By adding them to your printed communication you are able to not only enhance the amount of time a consumer spends with your brand but you also increase your ability to track and measure the success and weaknesses of your brand’s message.

Timothy Freeman

President

Printing Industries Alliance

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