Tackling the Challenge

2. Defining the Goals.

With all the different ways print can become interactive—a list that is expanding seemingly every day—it can be hard to narrow it down to the options that will best serve the campaign at hand.

“The biggest challenge that a print service provider will face when implementing an interactive print strategy will be defining the appropriate interactive mechanism for their primary customer by application along with the expected ROI,” notes Kurt Konow, Creative Director of Marketing Communications, Commercial & Industrial Printing Business Group, Ricoh USA (Booth 2022). “When exploring integrating interactive elements, printers should ask themselves about the anticipated goals of each individual campaign to help them deliver the most effective strategy. Examples of such questions can be: does the interface to a digital experience need to be a few lines of information, or is a microsite required to satisfy the digital connection?”