This is where the ‘cross’ part of cross-media comes in; variable print can connect readers to the digital world in a number of ways via smartphones and other mobile devices as well as from desktop or laptop computers; all digital interactions can be captured and the results collated and analysed to further develop and refine subsequent campaigns, leading to a virtuous circle of cross-media improvement.

Links between print and online content can be provided via the inclusion of QR (quick response) codes that can be scanned on mobile devices to open a link to a website. These are typically used to provide further information or access to a special deal or promotion, and as they are scanned with mobile devices, should lead to a mobile-friendly website.

Active Genetics



Leave a Reply

Your email address will not be published. Required fields are marked *