19 July 2008 - 9:54What If?

What if products could talk? What if consumers could interact directly with posters and packaging, if images on paper could provide answers to the questions that people have after viewing an ad?

And if products themselves could act as their own advertisements, how would that change marketing? Would this be the end, once and for all, of interruptive advertising? What happens when a consumer who is in shopping mode suddenly has instant access from anywhere to reviews, cost comparisons, and a wealth of other information about a product? How does that change the conversation?

Now is the time to conjure up answers to these questions as a new disruptive technology that enables products, packaging and ads to communicate via cell phones upon request may soon change everything we thought we knew about marketing.

We all know that old-school advertising is coming to the end of its lifespan and the general drift is towards creating content that consumers want to interact with — which takes time and money when done right. But SnapTell’s Snap.Send.Get image recognition-based mobile marketing technology almost instantly mobilizes all existing marketing collateral, turning any image associated with a brand into an engaging connection between that brand and consumers.

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