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Google’s Anthony Phalen: Focus on Integration Between Print and Digital

Debora Haskel

My colleague, Hank Andersen, and I attended the annual New England Direct Marketing Association (NEDMA) conference earlier this week where we saw some old friends and made some new ones.

Anthony Phalen from Google was the keynote speaker who grabbed the attention of the audience when he said he was going to dispel one of the great marketing myths of our time. After an entertaining description of a colleague’s day, which starts with waking up, checking her personal and work email, and feeding her cat – all at the same time – he encouraged the audience to realize, “there is no clutter” for marketers to break through. Instead we must “become a part of curated content.”

Anthony reminded the NEDMA audience that consumers don’t think in terms of digital vs. physical and suggested marketers stop putting digital and offline advertising in separate silos. Rather, we should continue to focus on an integrated strategy where digital experiences are enhancements, not distractions.

Digital marketing as an enhancement was a common theme through many of the sessions we attended. Paul Kyer, senior sales executive mailing for the USPS, led a session titled “Integrating Mail with Technology – Optimizing Opportunities with the USPS.” Paul’s presentation included the premier augmented reality “best practice” example from IKEA, which was also mentioned by Harry Gold from Overdrive Interactive during his presentation on “Digital + Direct Mail: Turning the Virtual into the Physical with Marketing Automation.” If you haven’t seen this example of augmented reality, check it out here.

The IKEA example demonstrates how powerful the combination of print and digital can be. They provide additional content that helps drive a purchase decision while making the experience fun and interactive.

And I know if I keep looking through the IKEA catalog, I’m sure to find something to help organize – or hide – the counter clutter that does still exist in my kitchen.

For more information on augmented reality, watch the recent Target Marketing/Printing Impressions/Canon Solutions America webinar I participated in with Barb Pellow of InfoTrends and Martin Ahe, Partnerships Manager at Layar, one of the global leaders in augmented reality. The webinar can be viewed on demand here.

link https://www.iwco.com/blog/2014/05/16/print-and-digital-integration/
Debora Haskel


Debora Haskel

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