Steve Friar, on Mon, Jan 19, 2015 @ 10:00 AM
Steve Friar, on Mon, Dec 29, 2014 @ 09:30 AM
If you’re creating an integrated direct mail campaign, and you’re producing printed pieces right from your marketing portal, you need to track the printed component. Without tracking the results, you can’t measure a campaign’s effectiveness.
More and more marketers are using QR codes on their direct mail campaigns. And why not? These little black-and-white (for the most part) squares of code are cool. They make print interactive. They open up the possibilities of sharing sites and sounds (sorry, bad pun) that a static printed piece can’t do on its own.
Like uttering a barely audible password at a ‘20s speakeasy, some marketers talk in whispers when they bring up the notion of using printed materials in a campaign. Digital marketers can’t conceive of the value of print: why take the time to manufacture something, when I can create web, email, and mobile campaigns fairly quickly? Besides, isn’t print expensive?