Royal Mail introduces “digitally enhanced” direct mail
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Royal Mail is introducing “digitally enhanced” direct mail that smartphone owners can use to link directly to a company’s website.
The “digitally watermarked” mail will take consumers to a company’s website, social network page or video when scanned with a 3G phone.
Mail that includes a digitally watermarked image will be indicated by a symbol. Recipients will have to download a free Android or Apple app to view the digital content.
The postal operator will be hoping that the technology will encourage marketers that previously thought direct mail was old fashioned to include it in an integrated campaign.
It is considering several measures to try and ensure that direct mail stays competitive with other media channels in the wake of recent price hikes. The price for higher volume business packet and mail services increased by an average of 10% on 9 May.
Dave Smith, Royal Mail’s chief customer officer, says that it wants to make DM “increasingly sophisticated and engaging for the people who receive them”.
The initiative has been developed with Digital Space. It is not yet known how much the watermarked mail will cost mailers.
Readers' comments (9)
Vikki Burbridge | Mon, 9 May 2011 3:40 pm
What's the difference between using this or printing on a QR code?
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120Feet | Mon, 9 May 2011 3:46 pm
Either the Marketing article is badly researched and doesn't properly explain what Royal Mail is trying to achieve, or the aim of Royal Mail seems to be rather pathetic and they don't really know what they are trying to achieve. Or both.
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Anon | Mon, 9 May 2011 4:23 pm
Can we see an example?
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Anonymous | Mon, 9 May 2011 4:28 pm
Glad Im not the only one who cant see the point in this. Yes it might fit in with branding more and look a bit nicer generally but given that many consumers still dont 'get' QR codes, what makes RM think this will be a success.
But then given they're history, they're not great with ideas. Anyone remember Consignia.....??
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jim morgan | Mon, 9 May 2011 4:28 pm
Rather typically, Royal Mail has backed the wrong horse again. Most people now understand how QR codes work. Digital watermarketing, where you have to download an app specifically for this? Unlikely...
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Lara O'Reilly | Tue, 10 May 2011 9:44 am
@Vikki Burbridge
Digital watermarking takes away the need for "ugly" QR codes, taking up vital space on print campaigns. The "code" is embedded in the images - so it can't be seen by the naked eye - and works in the same way as a QR code, allowing users to use their smartphones to scan over the picture and be redirected to extra online content.
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Richard Jones | Tue, 10 May 2011 3:35 pm
@LARA O'REILLY.
If the code is embedded in the images and can't be seen by the naked eye - how on earth will customers know it's there? Unless it's indicated by an icon/other visually representation which makes the watermark redundant surely?
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Lara O'Reilly | Tue, 10 May 2011 4:12 pm
@Richard Jones
My thoughts entirely, as outlined in my blog here: http://www.marketingweek.co.uk/blogs/lara-oreilly/royal-mail’s-digital-watermarks-won’t-deliver/3026214.article
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Russell Parsons | Wed, 11 May 2011 11:17 am
A symol will be included to indicate the watermarked image. I have now included a paragraph to explain more.
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