September 25, 2014 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted #PIGWebinar Mail Meets Mobile: Combining Physical and Digital to Deliver Better Results for Your Customers
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"Mail Meets Mobile" Webinar: Combining digital and physical communications to deliver better results
Pitney Bowes sponsored a webinar hosted by Printing Impressions. Presenters include Barb Pellow, Group Director from InfoTrends and Vicki Stephens, Director of Innovation from the United States Postal Service. As digital becomes more and more accepted, connecting physical marketing messages with the digital channel will ensure that marketing campaigns are more effective. In this webinar, you will hear how mobile technology can be blended with print to deliver better results. The topics that will be explored include how firms are using: • Mobile bar codes • Near field communications • Intelligent mail bar codes • Augmented reality • And leveraging postal incentives to reduce overall costs
http://www.pb.com/direct-mail-solutions/
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September 25, 2014
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT
If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that
your system has not been muted
#PIGWebinar
Mail Meets Mobile: Combining Physical
and Digital to Deliver Better Results for
Your Customers
Today’s Speaker
Victoria Stephen
Director of Mailing Service
USPS
Moderator
Barbara Pellow
Group Director
InfoTrends
#PIGWebinar
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• Emerging Technologies Barb Pellow
• The Impact on Direct Mail Victoria Stephen
• Recommendations & Conclusions
• Q&A
Topics
The Customer Experience is Key
Traditional
Media
Digital
Media
“Tradigital”
The New Media Model
Print: An Essential Component in
Building the Customer Experience
How is/will your company’s total spending (be) distributed by the following communication types?
N = 1,026
Source: Understanding Vertical Markets: Enterprise Communication Requirements; InfoTrends 2012
34.1%29.9%
25.3%27.8%
16.2% 16.7%
11.7% 11.2%
10.2% 12.0%
0%
20%
40%
60%
80%
100%
Last 12 Months Next 2 Years
Print Online/Web Video Audio Mobile Other Projected Annual
Growth Rate
8.8%
-2.1%
1.5%
4.9%
-6.2%
Print: Critical to the Mix
Mobile is a Bridge, Linking the Physical
With the Digital
Mobile Codes Augmented RealityNFCs
Connecting Print to Digital Media
• Different code types
• Codes linked to content
associated with the context of a
campaign, program, or initiative
• Consumers interact with codes
through apps
• Codes add measurability and
increase value to media
Mobile Codes: An Easy, Effective Way
to Link Traditional Media with Mobile
85%
24%
88%
43%
0%
20%
40%
60%
80%
100%
Familiar withMobile Barcodes
Interaction withMobile Barcodes
2011 2013
Are you familiar with mobile barcodes?
Have you ever interacted with one?
Sources: Mobile Technology: Making Print Interactive, 2011 and Consumer Media Trends Survey, 2013 (InfoTrends)
15%
18%
19%
21%
23%
30%
47%
59%
0% 20% 40% 60% 80%
Make a purchase
Download mobile app
Contact info
Download music
Enter sweepstakes
Testing a code
Coupon/deal/discount
Additional info
Why do you interact with mobile barcodes?
N = 428 Consumers that have interacted with mobile barcodes
Mobile Barcode Use Among Consumers
QR Codes: Educating and Informing Donors
• Near-field communication
(NFC)-enabled devices
establish a radio connection
with a printed piece embedded
with a transmitter.
• A connection is established
when a mobile device is in
close proximity to printed piece.
• The device reads data from an
NFC tag that is embedded
inside or affixed to the print
What are Near-Field Communications?
Tap to Pay
Touch to Learn
Pair and Share
Types of NFC Applications
1.6%
9.8%
13.0%
15.5%
18.7%
23.3%
24.4%
42.0%
0% 10% 20% 30% 40% 50%
Other
Interacted with an NFC-enabled business card
Interacted with an NFC-enabledposter/outdoor advertisement
Redeemed a ticket or pass for access totransportation
Interacted with an NFC-enabled magazine ad
Redeemed a ticket or pass for an event
Exchanged information with another NFC-enabled phone
Made a payment with your phone at a store
Which of the following activities have you used NFC technology for in the past 12 months?
N = 193 Respondents who own a mobile phone that includes support for near-field communication technology
Source: Consumer Media Trends Survey Q2-2013, InfoTrends
Multiple Responses Permitted
Consumer Use of NFCs
Enhance the value of all print
types by embedding intelligence
in printed objects via NFC tags
NFC in Print Has Arrived
• NFC is flexible for print integration
– The simplest option is a sticker
– NFC-enabled stickers are available “plain” or with
custom color graphics
– More complex “hidden” construction options (e.g.,
fold & glue) are supported; line of sight is NOT a
requirement for NFC tags
– NFC tags are also available in matrix sheets for
integration into sheet-fed processes
• Tags need to be “programmed” or “encoded”
with action or web destination
NFC Integration
iPhone 6
• The increase in NFC-
enabled devices
• Mobile payment
adoption will drive
familiarity
• Awareness-building
efforts with NFC icons
Use Drivers: Access and Awareness
• Consumers are learning
how to use it
• The number of NFC-
enabled mobile devices is
growing
• Markers are engaged
• Interactive print
applications are growing
and will continue to do so
Print Plus NFC: It’s Time to Act!
It’s when the real
world is
“augmented” by
computer data
Augmented Reality
12%
50%
17%
57%
0%
20%
40%
60%
Familiar (No Examples) Familiar (w/ Examples)
2011 2013
Are you familiar with the concept of Augmented Reality?
2011 N = 1,192 Consumers | 2013 N = 1,126 Consumers
12%
13%
17%
19%
21%
26%
27%
35%
50%
0% 20% 40% 60%
Help make a purchase
Coupon/deal/discount
Testing out AR app
Enter sweepstakes
Access video
Additional info
Find location
Gaming
Fun/Entertainment
Why do you interact with Augmented Reality applications?
N = 159 Consumers that have interacted with AR applications