How does this relate to a booklet label? It is a reminder that companies should always keep in mind that physical and digital are often stronger together rather than one being used exclusively. For example, there is a new trend to add a special “barcode” to products called a QR Code (below).
When a consumer takes a picture of the code with a specially equipped cell phone, it automatically directs the consumer to a website with relevant online information. Some might opt to use the QR Code rather than extended labeling. But, if more thought is put into it, you could only come to the conclusion that there are many issues with a “digital only” strategy.
- What about people who don’t have cell phones or phones that can recognize the code?
- What about those who are “technically challenged”?
- What about the convenience factor of being able to read it when you need it rather than having to read it with a device?
- What about the legal implications of not having it affixed to the product?
- Why would a marketing manager want to exclude a significant portion of the customer base?
The QR code has its place and is going to be a very potent marketing tool for marketing managers. Certainly, to be fair, the booklet label has limited space even when it has 56 pages against the unlimited space of the Internet.
However, on product marketing will be much more effective (and most likely legally safer) if both physical and digital are combined.