Author: Shireen Shurmer
I was at a meeting recently with Print Power, the organisation that champions and provides proof of the effectiveness of print in the multichannel marketing mix. Evidence of print’s role in the customer engagement cycle is so ubiquitous that it’s actually easy to overlook. On the half hour return train journey from London, I sat faced by a printed information panel placed by transport media-owner KBH On-Train Media, explaining how commuters should use the NFC (Near Field Communication), QR codes, and SMS services on their printed ‘train card’ advertisements.