The firm’s iAM (interactive Advertising Mail) technology, which it launched last month at Marketing Week Live in London, combines direct mail with mobile internet by creating personalised offers and experiences for consumers using their demographic and historical data.
"We can make a piece of print unbelievably personal, so that when somebody scans it, they get something completely different to what anybody else would get," said Documobi chief executive Peter Lancaster.
"If the interest we’ve had is anything to go by, this is going to change direct mail forever."
IAM creates personalised landing pages based on a user's data when they scan any linked piece of print with the app of any brand embedded with the Documobi technology.
This then brings up offers and experiences unique to each customer based on location, time, purchase history or any other relevant piece of information.
"This technology goes beyond QR codes and augmented reality. What we’re interested in is what happens on your phone when you scan something that’s printed," said Lancaster.
"This is about a personal relationship between the brand and the consumer using the phone."
Meanwhile, the firm's iPR (intelligent Print Recognition) technology, which can make any piece of conventional print digital and interactive in the same way as the iAM technology, has continued its rapid growth.
The system enables companies that have bought a licence to the technology to take a picture of a target piece of print, upload the image into Documobi's database and then enter details of the destination website that it wants users to be taken to.
That piece of print then becomes interactive when users scan that linked piece of print with their smartphone or tablet.
“We embed our technology inside an existing brand's app with our software development kit. A customer can download that app and then every single thing that appears on their phone when they scan a related product is unique to them,” said Lancaster.
“For example, if they bought a blue jumper last week, the offer they would get might be for red shoes. It can also generate special offers and discounts for recommended products and directions to the nearest store that they're available in.”
IPR is already being used by a number of print companies including Inspired Thinking Group, Sun Branding Group, Anton Group, Pureprint Group and Precision Printing.
Gary Peeling, managing director of Precision Printing, said: “Marketers have always believed that it’s impossible to measure the impact of a piece of print. IPR completely blows that argument out of the water. We’re getting some very excited reactions when we demonstrate it.”
