Multichannel marketing is more than just a buzzword among small business owners and advertisers – it’s a proven strategy for reaching customers through a variety of mediums, including printing and mailing, digital, TV and radio.
However, a new study is hoping to show how print and mobile – two channels most marketers wouldn’t connect immediately – can be employed together to reach consumers where they are at home or on the go.
The study from InfoTrends, titled Mobile Technology: Making Print Interactive, examines the current environment for print and mobile-optimized campaigns, the factors that contribute to the success of these initiatives, and marketing executives’ and agencies’ current needs.
“Mobile-enabled ads, postcards, billboards, packaging and labels can be part of a blended mobile/print solution. This opens the door to new service revenues for providers, including delivery, management, measurement and optimization of integrated campaigns,” said Bryan Yeager, a senior consultant at Info Trends, in a statement.
Combining print and mobile may become an increasingly lucrative strategy for small businesses, as a recent report from comScore found that more than 70 million Americans now own smartphones – one-third of the mobile phone audience.
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