"mail meets mobile" webinar: combining digital and physical communications to deliver...
DESCRIPTION
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/TRANSCRIPT
September 25, 2014
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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
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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
16%
25%
0%
10%
20%
30%
2011 2013
Have you ever interacted with an AR application?
2011 N = 591 Consumers | 2013 N = 639 Consumers
AR is Gaining Awareness
According to Semico Research, the number of
AR-enabled smartphones is…
According to Juniper Research, AR apps
currently generate $300 million in revenues. By
2017, this value will approach…
According to Juniper Research, the number of
mobile AR apps downloaded to smartphones
and tablets by 2017 will exceed…
AR Devices and Apps are Increasing
• AR is surfacing across
application types:– Catalogs
– Publications
– Product packaging
– Books
– Signage
• AR marketing techniques are
shifting from gimmicks to
practical applications
• Usefulness and practical AR
print applications will drive
market demand
Print Plus AR: Enhancing Value
Mail Meets Mobile:
Combining Physical and Digital to Deliver
Better Results for Your Customers
Victoria Stephen
Director of Mailing Service
USPS
The Postal Service is:
• Adapting to a digital world
• Promoting innovation
• Delivering new solutions
• Making it easier
. . a d a p t . . .
Good News!
Embrace technology, encourage mail integration.
• Drive long-term
product value — Relevance
— Effectiveness
— Responsiveness
— Engagement
• Lead
innovation
• Accelerate
best practices
• Promote
awareness and
engagement
• Marketers
and
business
customers
• Consumers
Strategy Targets
NFCMobile Barcode Image Recognition Augmented Reality
USPS Strategy
NFC
QR Code/Mobile
Barcode
Augmented Reality
Mobile Technologies
Near-Field Communication (NFC):
Mail contains NFC smart tag or RFID
chip enabling information transmissions
between NFC enabled devices
Augmented Reality (AR): Mail
facilitates a user experience combining
virtual & real time interactive
experiences, registered in 2-D or 3-D
QR Code/Mobile Barcode: A barcode
is a machine-readable optical label
that contains information about the
item to which it is attached.
Augmented Reality vs “Enhanced” Augmented Reality
Mobile Technologies
Direct Mail Goes Digital: Mobile Barcodes
Mobile Barcodes
• Generate an immediate market response
• Users are more affluent and educated
• Attract Gen X and Y
Source: Pitney Bowes, Feb. 2013; Forrester Research, Nov. 2011
Like on Facebook
Get driving directions
Mobile Technologies
As of January 2014*:
• 90% of American adults have a cell phone
• 58% of American adults have a smartphone
• 32% of American adults own an e-reader
• 42% of American adults own a tablet computer
• Apple has added NFC technology to the new iPhone**
Why Add Mobile Technology to Print?
Mobile Technologies
* Pew Research Internet Project, January 2014
** USA Today, September 2014
Keys for Successful Mobile in Mail/Print
Call to Action Capture Resulting Action
Mobile-in-Mail/Print campaigns require a call to action, mobile
technology to capture the offer, and a resulting consumer action.
USPS Promotes mail innovations
Enhanced mailpiece
Potential for greater response
rate
Increased ROI
opportunity
Mail That Works For You
Mail as a Platform for Mobile
Mail and Mobile: An Optimal Connection
• Provides a “jumping off point”
• Ideally, customers land on:
— Mobile-optimized websites
— Responsive websites
- Dynamically adapt both its content and
layout to fit a multi-screen world
• Content tailored to device type
• Shopping website
• Company websites
Past Mail & Mobile Promotions
July-Aug 2011 July-Aug 2012 Nov 2012 2013
2011
Mobile
Barcode
Promotion
2012
Mobile
Commerce
and
Personalization
Promotion
2012
Holiday
Mobile
Shopping
Promotion
2013
Promotional
Calendar(6 Promotions,
including Emerging
Technology and
Mobile Buy It Now
promotions)
Program Learnings and Growth:
• Mailers need time to prepare
• Increasing emphasis on best practices
• Encourage different uses of mobile technology integration
• Encourage mailers to try new things
2013 Promotion Results
August 1- September 30
• Approximately 90 participants
• Over 1 billion mailpieces qualified
for promotion
• Over $4.6 M in discounts
• 8% of eligible Standard Mail volume received the discount
• Most participants used Augmented Reality
2013 Emerging Technology Promotion
November 1 – December 31
• Approximately 373 participants
• Over 2.4 billion mailpieces qualified
for promotion
• Over $11.8 M in discounts
• Over 17% of eligible Standard Mail
volume received the discount
2013 Mobile Buy It Now Promotion
2013 Promotion Results
39
2014 Promotions
Current List of Promotions Ideas
• First-Class Mail Color/TransPromo Promotion
Continue to grow the value of First-Class Mail and encourage mailers
to invest in color print technology for bills/statements
• Mail Drives Mobile Engagement Promotion
Demonstrate how direct mail, combined with mobile technology,
continues to be a convenient method for marketers to connect with
their customers and facilitate more ways to do their shopping
• 2015 Earned Value Reply Mail
Slow the decline of First-Class Mail (BRM and CRM) pieces through
a postage credit for each returned mailpiece
• Advanced or Emerging Technologies Promotion
Encourage the use of “enhanced” augmented reality, standard NFCs,
or other emerging technologies in mailing campaigns
2015 PROPOSED Promotion Ideas
All promotion ideas are preliminary and subject to change
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Recommendations and Conclusions
• The technology is available
• Industry leaders are pursuing it
• The audience is learning how to use it
• Integrating print with the digital world
engages the audience, educates,
entertains, and creates value
• Interactive print applications are growing
and will continue to do so
• Adding interactivity to print increases
margins and profits for your customers
• USPS makes it affordable to add value
Drive the Customer Experience!
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Today’s Direct Mail is More Complex
• Ensure accuracy of mailpiece and contents when using
personalization
• Lower cost per thousand and increase impact with high quality,
variable data color print for offers and barcodes
• Take advantage of USPS Promotions
• Lower postage costs
with automated presort
• Control timing and
delivery with Full Service
IMb
Question & Answer Session
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For more information about the USPS
Promotions visit the following links:
• Program information on USPS.com:
https://www.usps.com/business/promotions-and-incentives.htm
• Program information on RIBBS
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
• Questions to USPS Program Office: [email protected]
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Speak with a Pitney Bowes Direct Mail Solutions expert to
uncover ways to deliver higher impact direct mail at lower costs
Call 877.406.7704 to schedule an appointment or visit
www.pb.com/directmailsolutions
Get started today!
Barb Pellow
Group Director, InfoTrends
585-734-2228
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