Mobile Technology : Integrating Mobile into Print

First and foremost, consumers report simply not knowing how to interact with the mobile codes as a top inhibitor; clear instructions and interaction prompts can help lower that barrier. In addition, we find that offer relevance is an inhibitor to interaction across all technology types. Companies need to align their use and placement of offers with the targeted audience to ensure a higher degree of interaction. Ultimately, marketing fundamentals do not go out the window when using mobile response technology—a valuable offer, strong call-to-action, creativity, and a streamlined experience all need to be in the mix to ensure success.