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Automaker uses advanced watermark in direct mail
A British automaker recently made headlines after rolling out a brand-new direct mail marketing campaign, leveraging some of the newest technology around.
The Drum reports that Citroen UK recently announced that it would be sending out printed material to some 200,000 consumers, using an advanced watermark that allows smartphone users to gain access to information. Once a person has scanned the code into their phone, they will be able to see personalized details in a way that was previously unavailable.
The agency behind this concept, We Are Acuity, said that the new direct mail tactic was an exciting step for all involved.
"In spite of the unprecedented levels of personalization now achievable by digital print, the vast majority of direct mail still follows a fairly generic model of a standard print piece, possibly personalized with a dealer’s details," said Peter Cronin, Acuity’s managing director, in an interview with the source. "This new approach represented a great opportunity for Citroen UK to further stand out from its competitors."
There are a whole host of ways that businesses can use emerging technology to better engage customers. Many have begun using quick response codes on mail sent out to existing and potential clients in conjunction with web-to-print.
