Is digital watermark the next new thing?

It’s a good question for marketing professionals, and an important technology to understand.
A digital watermark is a pattern of bits inserted into a digital image, audio, or video file, and is designed to be completely invisible. It is most commonly used to provide copyright protection for intellectual property. A digital watermark can also be used in marketing to provide tantalizing engagement or local product information. Digital watermarks are already used by big brands, such as Macy’s, Whirlpool and Scion.
The Oregonian newspaper uses digital watermarks in their sports section. While reading an article a fan can scan an image for a behind the scene interview with a player or coach. This may sound like a QR code, and it is similar in that the users downloads a reader, and then use a smartphone to scan the image. However, digital watermarking is more strongly integrated into the creative. There is no ugly code, users simply scan print images to link to an online website, minisite, or video.
Of course, there’s more that goes into creating a successful campaign. Here are just a few tips:
1) Keep the campaign simple and easy to use: while a more complicated campaign maybe appealing, keep campaigns simple. More people will understand and engage with you.
2) Create a mobile friendly website: QR codes were infamous for taking users to an itty-bitty page on their smartphone. This creates a frustrating experience for the user, and contributes to low QR code usage.
3) Take advantage of USPS postage savings: the post office is offering excellent postage discounts in 2014 for integrating digital campaigns with direct mail.
Contact us to learn more about the possibilities.

Leave a Reply

Your email address will not be published. Required fields are marked *

About

Janet Osterdock is ZOOM Media’s President and CEO where she focuses on campaign development and implementation. Janet founded ZOOM Cross-Media in 2009 with a team of highly skilled industry specialists. She has a heart for service and works side-by-side with clients to deliver integrated high-impact campaigns. In Janet’s words “implementation is everything and it can make the difference between average performance and outstanding performance.” In her spare time, Janet volunteers in pet therapy at Shriner’s Hospital for Children.

Adam Osterdock is ZOOM Media’s Director of Business Development where he focuses on the integration of social, digital, and print media implementation in marketing campaigns. He rejoined Zoom directly after graduating from the Haas School of Business at UC Berkeley, where he earned the Cal Alumni Leadership Award and represented UC Berkeley at multiple international business competitions. In his spare time, he volunteers by teaching workshops at the local community college on small business development and business-case analysis.

Zoom Media

Zoom Media