Integrated Marketing Lexicon Part 2

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We’re helping marketers decipher the digital tools and technologies at their disposal, with a mini dictionary of current terms. See our Integrated Marketing Lexicon Part 1 for additional definitions.

mobile barcodes A graphic image that’s readable by a scanner. Marketers can place mobile barcodes almost anywhere: on signs, on print ads, online—a customer points her smartphone (enabled with a reader) at the code, takes a picture, and the code access a website or custom page. Marketers use mobile barcodes to extend special offers or coupons, and to deliver additional information about a product.

mobile messaging Marketing communications delivered via text or multimedia message. Brands must allow customers to opt in/out of receiving their text messages. With 95% of mobile devices equipped to receive MMS text messages, it’s an obvious channel for marketers to extend special offers. Multimedia Messaging Service (MMS) adds video or photos to the standard Short Message Service (SMS), which delivers up to 160 characters of text.

PURLs A personalized URL in a print piece or e-mail message leads a customer to a unique web page targeted directly at him. Marketers can use PURLs to deliver highly focused offers, and because traffic to the page is trackable, PURLs are a great way to measure marketing effectiveness.

NFC tags Near-frequency communication tags use digital signals to prompt action when they’re in the vicinity of a compatible smartphone. Many Android devices come equipped with NFC technology; other phones require the user to download an app. The super-thin tags can be embedded in a print piece, a product hangtag or a sign, for example, and they can trigger the customer’s device to dial a phone number, open a web page or access a coupon.

responsive website design The new standard in web design, this approach creates a website that shifts and flexes in format to fit any device it’s displayed on. This means a brand’s website looks great whether a customer views it on a huge desktop monitor or on a smartphone. Coding in the site’s backend allows for this flexibility; marketers no longer have to develop separate iterations to display on a monitor, a tablet and all the mobile phone platforms. If you’re using any form of digital marketing that directs users to your website, it must be responsive to any device.

We’ve been integrating digital marketing with print communications for our clients, and we’re ready to show you how to improve your customer engagement and build your bottom-line results. Let’s start the conversation.