In the public perception, the mobile app and traditional print paradigms seem to have been moving in opposite directions over the past several years. This session will discuss the convergence of ink on paper and mobile through interactive apps that transfers the rapidly improving camera functionality and capabilities of iOS and Android devices to allow print readers to engage in various types of interactivity. These interactions expand the print experience in new directions such as direct purchasing, social media commenting, and immersion in augmented reality. This integration of mobile technology and print has also opened the door to the focused application of analytics to print campaigns through the window of the interactive mobile apps, empowering marketers and designers of various types of printed products- catalog, in-store, direct mail, publication and packaging- with access real-time data on mobile activity. The avenues of mobile interactivity will be discussed in relationship to Quad Graphics’ platform, which supports Quick Response codes, Image Recognition, Augmented Reality, and Near Field Communication through its Actable app available for iOS and Android devices. The mobile interactive print technologies will be reviewed in terms of historical success and recent market development, with an in-depth look at how print campaigns are using the real-time web-based analytics tools to adjust their strategies and learn more about their readers’ expectations and needs.
