In September 2012 Canon exhibited at the inaugural Cross Media exhibition in London, demonstrating the value of print and the power of cross media communications. The show was attended by 2,500 visitors, 59% from the marketing industry and 28% who are Print Service Providers (PSPs).
Visitors to the Canon stand experienced first-hand how a broad portfolio of solutions for cross media applications – including the latest version of DirectSmile Cross Media Suite, Taopix Portfolio photo print software and Mobile Print Recognition (MPR) from Documobi – make it possible for digital print to become an integral element of any marketing campaign.
An interactive visitor experience showed how DirectSmile and MPR – technology that can make any image or print interactive whatever the substrate, size or location – can work together to create an integrated campaign that defines the user’s experience when they scan an image, for example a printed direct mail piece, based on the time, their location and their previous activity. This enables marketeers and brand owners to capture valuable information about the recipient and their responses to the campaign, helping drive return-on-investment and shape future campaigns.
Mark Lawn, UK and European Marketing Director, Professional Print, Canon Europe shared insights from the latest Canon Insight Report – The Bigger Picture: Your customers’ view of the value of print – at the Canon-sponsored Print and Innovation Theatre. Lawn discussed the research, including the finding that 94% of cross media campaigns currently feature print as an integral element, as well as exploring how marketeers and providers can work together to get more out of integrated marketing campaigns.