24 October 2011
Julie Batten writes for ClickZ on how online / offline integration is coming of age with the adoption of innovative technologies that make the physical to digital journey quicker and easier for consumers.
Our Kyp pico webkey, Kyp viewer and mobile solutions are cited as some of the tools marketers are using to optimise the cross channel experience. Julie also shares her thoughts on the challenge of cross platform media measurement:
"Since the web was invented, brands have been listing their URLs on their print pieces. That said, only recently have they truly activated their print to drive online engagement. Historically, the call-to-actions have been rather weak and have relied on users remembering a URL to type into their browser."
"Slimmer and more condensed than a traditional USB key, web keys, or "kyps," enable a user to simply "plug and play."
"While the above still requires a user to take an additional step to access digital content, new offline promotional materials actually embed the digital experience right within the physical piece.
Kyp...now offers a product that embeds a digital experience within a print piece. Typically leveraged for direct marketing (sales force, direct mail, etc.), these products combine sleek printed materials with an embedded video player that features rich media content."
"Many marketers have realized there is significant impact that both offline and online can have on each other - it is not a zero-sum game, rather 1+1=3. The modern marketer therefore requires a measurement framework that looks holistically at all tactics."
Read the article in full
here