Harnessing the Power of Interactive Print
Who we are “at work” and how we make business buying decisions is very often quite different from how we shop online from home. At least that used to be the case. When working from home became the new normal, these worlds collided. Even if you were used to working from home, complete with a dedicated home-office, you were impacted. Suddenly it was OK (almost expected) to be on Zoom calls in a t-shirt, hair a mess with kids and pets running around.
Suddenly, companies were forced to re-think their approach to every aspect of their business. As the consumer hat continued to encroach upon its business counterpart, buyer expectation morphed as well. There is no disputing, denying or ignoring the fact that understanding who wants to buy from you and providing them with solutions that matter to them is critical to business growth. When that buyer expects a seamless, fluid, hyper-personal and engaging customer experience – they spend their money with the companies that indulge them.
A study out of the University of Ohio exposed how haptic (touch) memory is – the type of memory that has the strongest impact on the human brain. When you make print interactive – with QR codes, AI, Augmented Reality (AR) and Virtual Reality (VR) – you bridge analog and digital worlds, capture the attention of prospects and customers for a longer period of time and foster smoother business operations. Not only do these technologies literally bring print to life – they elevate digital-only tactics with long-lasting, memorable and sensory experiences that only print can provide.
Interactive Print: The Opportunity
Interactive print technologies engage the senses by blending the physical and digital, as customers discover your products and services in exciting new ways. QR codes make it easy to drive customers to pURLs, URLs, landing pages, surveys, videos, contact information, featured promos and more – without having to navigate through website menus and sub-menus. Adding AR and VR elements helps keep them there.
The more you understand who you help and how, the more you can channel the power of Artificial Intelligence, Virtual Reality, Augmented Reality and print – and accelerate the prospect to customer journey. From uploading contact details directly into your CRM by scanning a QR code on a business card, to delivering virtual equipment tours through a direct mail piece, interactive print technology is making it possible to seamlessly interact between physical and digital worlds and attract buyers – no matter which mindset they’re in.
This is an edited version of an article written exclusively for Printing News titled: A Printer’s Guide to Augmented Reality, Virtual Reality & Interactive Print
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