Print & Mobile Phones: QR Codes, NFC Square Off

People need to start thinking about launching a mobile campaign with some trigger in the middle. "What's crucial is that there is a cohesive plan to the campaign. We like to think of this as moving from Chapter One to Chapter Two in a book," adds Weymueller. "Chapter One's job is to get someone to want to get to Chapter Two. Chapter Two's job is to 'pay off' the 'setup' from Chapter One."