Interactive or Integrated Print?
2009
A news item from Cal Poly posted on WTT.com today states: "Cal Poly’s Graphic Communication Department is partnering with Goss International to revolutionize the printing industry by making it interactive." The article goes on to discuss using print to provide codes that can be uploaded to mobile devices to create coupons and assist customers with obtaining special offers. It's an "important step to ‘reinvent’ the value of print as a medium that expands reach and utility when combined with interactive technology such as handheld devices,” states the release.
That's good news, but begs the question: Hasn't print always been interactive? I would argue print's role hasn't changed, but the definition of "interactive" has. Years ago, interactive meant a call to action in calling an 800 number and using a coupon code to get a special offer. Today, it means walking around with the coupon code in your mobile phone. Tomorow it may mean having the register scan your mobile phone for the coupon bar code and to do the debit transaction from your checking account.
And, in the end, isn't it all about marketing? It's not a new concept that integrated marketing programs are the ones that work best. Integrated means using all medium at your disposal including (not excluding) print. Every medium has its role in a well-thought out campaign. The goal is to make sure that marketing people like me know where print fits and use it wisely and to their best advantage. Integrated in today's world just means "also interactive!"
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