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.