Ranking The Good, The Bad & The Ugly!
Our Review Print Marketing Digital Technologies

The Good: Print-Linked Technologies That Work:

1. Promo Codes
2. Social Media Handles and Hashtags
3. QR Codes
4. Landing Pages
5. Variable Data Printing (VDP)
6. App Downloads

The Bad: Print-Linked Technologies That Miss the Mark:

1. Bluetooth Beacons
2. Near Field Communication (NFC)
3. Voice-Activated Technology
4. Augmented Reality (AR)
5. Interactive Business Cards
6. PURLs (Personalised URLs)

Not all technologies integrate seamlessly with print. While tools like QR codes, promo codes, landing pages, and social media handles have proven their worth and are widely used, others like NFC, Bluetooth beacons, and voice-activated tech remain more gimmick than practical marketing tools

The Good: Print-Linked Technologies That Work, Here's Why...

1. Promo Codes = Score: 9/10

Why It Works:
Promo codes have been around for a long time, and for good reason. They’re simple, effective, and easy for customers to understand. Whether printed on a flyer or a receipt, they encourage people to take immediate action online.

- The Catch:
There’s little to fault here. Promo codes are a staple in print-to-digital campaigns, offering a reliable way to track conversions.

• Example: UberEats placed promo codes in flyers distributed during events, encouraging users to redeem discounts via the app for their first food delivery.

2. Social Media Handles and Hashtags = Score: 9/10

Why It Works:
Including social media handles or hashtags on print materials is a low-cost way to encourage digital engagement. People know what to do when they see them, and they’re easy to integrate into larger campaigns.

- The Catch:
If the call to action isn’t strong, hashtags can feel overdone. With so many hashtags out there, your campaign needs to offer something unique to drive real engagement.

• Example: Coca-Cola printed #ShareaCoke on bottles, encouraging customers to post photos of their personalised bottles on social media, leading to massive user-generated content.

3. QR Codes = Score: 8/10

Why It Works:
QR codes are a great bridge between print and digital. Thanks to smartphones automatically recognising them, they've made a big comeback, especially during the pandemic. They offer convenience, allowing users to instantly access websites, apps, or promotions.

- The Catch:
Despite their rise in popularity, QR codes can still be underutilised if there’s no strong reason to scan them. Without a compelling CTA, they risk being overlooked.

• Example: John Lewis created custom QR codes on their Christmas catalogues that when scanned, took customers to an interactive online gift guide, showing availability and pricing updates in real-time.

4. Landing Pages = Score: 8/10

Why It Works:
Landing pages tied to print materials can be highly effective for driving conversions. They allow businesses to track engagement, especially when paired with QR codes or memorable URLs.

- The Catch:
The main challenge is making the URL easy to access. If consumers have to manually type it in, it can create unnecessary friction.

• Example: BMW’s print ads often include a URL directing users to a landing page where they can explore features of a specific car model, view videos, and schedule test drives.

5. Variable Data Printing (VDP) = Score: 7/10

Why It Works:
When done right, VDP allows for high levels of personalisation, making customers feel like the campaign is tailored specifically to them. It’s a powerful tool for brands with the budget to execute personalised direct mail campaigns.

- The Catch:
VDP is expensive and complex to scale, making it impractical for smaller campaigns or businesses. Without a clear return on investment, it can feel like overkill for general marketing efforts.

• Example: Evan Cycles used VDP in direct mail to create personalised offers using their names in the headlines.

6. App Downloads = Score: 7/10

Why It Works:
Print materials can be an excellent tool for encouraging app downloads.. By including a clear CTA to “Download our app” and using QR codes to direct users straight to the app store, you make the process easy and frictionless. Whether on product packaging, flyers, or event materials, print can play a key role in boosting app adoption.

- The Catch:
For app downloads to be effective, the value proposition needs to be clear. If users don’t see a compelling reason to download the app, such as exclusive content, discounts, or features, they may not be motivated to take the next step.

• Example: Greggs used print ads to encourage users to download their mobile app, offering loyalty rewards points for customers who scanned receipts and accessed offers directly through the app.

The Bad: Print-Linked Technologies That Don't Really Work, Here's Why...

1. Bluetooth Beacons = Score: 3/10

Why It Fails:
Bluetooth beacons sound like a futuristic way to interact with print materials, but they come with too many barriers. Requiring proximity, permissions, and sometimes special apps, they rarely fit seamlessly into campaigns.

- The Catch:
Most consumers aren’t going to expect their phone to interact with a print ad via Bluetooth. It’s an over-engineered solution that hasn’t found a real market need.

Bluetooth Beacons

Example: Timberland used Bluetooth beacons in their stores to send notifications with personalised promotions to customers’ smartphones when they were near specific in-store displays.

2. Near Field Communication (NFC)= Score: 4/10

Why It Fails:
NFC works well in contactless payments but hasn’t found a solid place in print marketing. Tapping your phone on a printed piece to access more content feels unnatural and is rarely adopted by consumers.

- The Catch:
NFC in print is clunky and unnecessary, especially when QR codes offer a simpler and more familiar solution.

Example: Nivea included NFC chips in print ads that acted as a wearable bracelet. When synced with a mobile app, it helped parents track their children on the beach.

3. Voice-Activated Technology = Score: 4/10

Why It Fails:
While voice-activated technology is innovative, its application in print marketing is extremely niche. Asking your voice assistant for something based on a print ad doesn’t feel intuitive for most users.

- The Catch:
It’s more of a novelty than a functional marketing tool. The idea is interesting, but the real-world use cases are too limited to make it viable.

Example: Campbell’s Soup ran a print campaign with the call-to-action: “Ask Alexa for a recipe,” which would trigger an Amazon Alexa skill, giving users recipes featuring Campbell’s products.

4. Augmented Reality (AR) = Score: 5/10

Why It Fails:
AR offers a “wow” factor, but in print marketing, it often falls flat. People rarely want to use their phones to view digital overlays on print, and the technology requires apps or extra steps that create unnecessary friction.

- The Catch:
While it’s fun, AR is more of a gimmick than a practical tool. Without a strong, clear value proposition, it’s hard to justify using AR in print campaigns.

Example: The National Lottery used AR in print ads, allowing users to scan the page with their mobile device and see instant 3D animations that revealed if they had won a prize.

5. Interactive Business Cards = Score: 5/10

Why It Fails:
Business cards with QR codes or NFC capabilities seem like a neat idea but haven’t caught on in a big way. Most people prefer to exchange contact details digitally or look someone up on LinkedIn.

- The Catch:
They’re flashy but redundant in an age where digital networking is the norm. There’s little added value compared to traditional methods.

Example: Tagify created NFC-enabled business cards that, when tapped with a smartphone, could direct someone to a digital portfolio or LinkedIn profile instantly.

6. PURLs (Personalised URLs) = Score: 6/10

Why It Fails:
Personalised URLs were meant to offer a unique touch, but the reality is that most consumers won’t bother typing in a URL from print material. QR codes and memorable URLs have largely replaced the need for this extra step.

- The Catch:
PURLs feel overly complicated and unnecessary for most marketing campaigns. They work better in niche or high-end B2B settings but are too clunky for widespread use

Example: Virgin Atlantic sent direct mail with personalised URLs for each recipient, leading them to a tailored web page with exclusive flight offers based on their travel preferences.

Choosing the Right Tools

In the world of print-linked digital marketing, it’s essential to choose tools that actually add value to your campaigns. Technologies like promo codes, social media handles, and QR codes have proven to be effective bridges between print and digital. On the other hand, tools like NFC, Bluetooth beacons, and voice-activated technology feel more like novelties, adding unnecessary complexity without offering real benefits.

When planning your print marketing efforts, focus on the tools that simplify engagement and deliver clear results. Avoid the ones that create more friction than they’re worth. The key to success is selecting the technologies that enhance the customer experience without overcomplicating the process.

We can help with the Good tech added to your print projects. 

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