- Independent cross media sales, strategy and marketing expert highlights opportunities for Gulf Marketeers at GPP 2013
- Demonstrates how Mobile Print Recognition (MPR) can create an integrated campaign with a tailored user experience
Dubai, UAE, 08 April 2013: Addressing the un-tapped potential for cross media campaigns, Canon showcased its cross media value proposition at this year’s Gulf Print & Pack, introducing a new concept called ‘Interactive Printing’ aimed to support the creative vision of marketeers of different vertical industries in the region. The regional debut of these Cross Media solutions by Canon Middle East has further cemented its position as the leading value-added solutions provider to the digital printing market.
Visitors to the Canon stand were able to experience first-hand the breadth of Canon’s solutions portfolio for cross media applications. The concept which includes printing with photo and video shooting capabilities integrated with mobile applications was welcomed by region’s marketing community. From image capture through to output, the technology in the portfolio makes it possible for digital print to become an integral element of any marketing campaign.
Mobile Print Recognition (MPR) from Documobi, an alliance partner of Canon, is one of the solutions that is being demonstrated at the Canon stand. MPR can make any image or print interactive – whatever the substrate, size or location – without any need for Quick Response (QR) codes, tags, dots or marks of any kind. Smartphone and tablet users can download and install a free app, scan a piece of print that has been made interactive via MPR, and are automatically taken to a static or personalised web page.
“The effectiveness of a campaign is increased when multiple communication channels are used. When photos, videos and personalised print, all enabled by digital printing technologies, are linked to social and web-based content, you are able to add a whole new dimension to multi-channel and cross-media communications. If print used in marketing campaigns is targeted, personalised and interactive, just think what new market opportunities can now be realised and converted into profitable revenue streams,” said Hendrik Verbrugghe, Marketing Director, Canon Middle East.
“It is our ambition to continually inform, inspire and build dialogue between marketing professionals, brand owners and the marketing service or print providers who work with them by showcasing best practice within marketing communications across multiple channels. The debut of this solution at Gulf Print & Pack has brought this vision to life for Canon Middle East,” added Verbrugghe.
An interactive visitor experience at the cross media zone enabled to show how the power and versatility of the solutions together can create an integrated campaign that defines the user’s experience based on the time, their location and their previous activity when they scan an image. Marketeers and brand owners are then also able to capture valuable additional information about the recipient and their responses to the campaign, helping to drive return-on-investment and shape future campaigns.
In addition, those visitors who wanted advice on their specific marketing communication challenges were able to discuss the opportunities offered by cross media with Peter Lancaster, an independent expert in cross media marketing and related strategic business development.
According to the Canon Insight Report, the first-ever research conducted in the region, print is playing a prominent role in cross-media campaigns, and often spearheads marketing campaigns, with digital media supporting it. As per the study nearly three-fifths of regional organisations are using multi-channel campaigns as part of their communications mix, which signifies the appetite and potential for marketers to further utilise cross media solutions.
“The presence of over 60 different applications including Cross Media solutions being showcased at Gulf Print & Pack demonstrates our commitment to the professional print market illustrating new ways in which customers can enhance their businesses, increase productivity and turnover and develop new markets,” concluded Verbrugghe.
Canon Middle East is the largest exhibitor and gold sponsor at Gulf Print & Pack, the region’s premier biennial show dedicated to the printing, graphics and packaging industry. To know more about Canon’s cross media solutions, visit the Stand E1at Hall 3.
