Is Digital Watermark Technology the Next Trend in IAQ and EH&S Marketing?

PEORIA, Ariz. - May 6, 2013 - PRLog -- By now, most people have seen Quick Response Codes (QR) even if they don’t know that is what they are called.  QR Codes are the small boxes with black and white square dots that can be found on everything from print ads and product labels to the sides of some commercial vehicles.  QR Codes allow people to quickly scan the visible code using a smartphone and be taken to somewhere on the internet, typically to a website or an online video for more information.

QR Codes are now commonly used by a number of indoor air quality, industrial hygiene and environmental, health & safety companies.  Although this relatively recent technology has not been around long enough to be adopted by all marketing professionals, it is already being replaced by an even newer way to connect with consumers.

The latest trend is known as a digital watermark technology.  Digital watermark technology, unlike QR Codes, is an invisible barcode that works similarly to QR Codes.  A major advantage to digital watermark technology is that it doesn’t take up valuable advertising space or require an actual visible barcode which often impacts design aesthetics.

“Digital watermark technology has already begun to appear in such well known publications as Sports Illustrated, Good Housekeeping and Redbook to name a few,” reported Paul Cochrane, President of Cochrane & Associates, LLC, a leading IAQ and EH&S marketing consulting firm.  “It can easily be adapted for use in all types of magazines, newspapers, brochures, direct mail pieces and even product packaging.  Digital watermark technology allows IAQ and EH&S marketing professionals to engage their potential customers by providing a quick and easy way for them to obtain more information about a product or service.”  

For consumers to utilize digital watermark technology they need to download a free Digimarc Discover app onto their smartphone.  The app can be found at the iTunes and Google Play app stores.  Once the app has been downloaded, people can simply point their smartphone at an image, advertisement or article that has a digital watermark.  The embedded hyperlink can be placed in an existing image or even behind text.

The consumer is then taken to an online location determined by the provider of the content.  This could be a website, online video, social media channel or other online venue that further engages the viewer.  

IAQ and EH&S marketing professionals interested in utilizing digital watermark technology can expect to pay for the service, although it is quite affordable.  Currently, Digimarc Discover offers a free 30 day trail.  After that, rates are based on the length of time the watermark link is in service.  This fee ranges from $9.99 for one month to $49.99 for two years.

Digital watermark technology is another useful tool for marketing professional to engage the public and provide additional information that brings potential customers that much closer to becoming actual customers.  

Professionals in the IAQ, lead, asbestos, mold, industrial hygiene, health & safety, HVAC, remediation and associated markets can request more information about marketing their companies by visiting http://www.cochraneassoc.com or contacting info@cochraneassoc.com and (602) 510-3179.  

About Cochrane & Associates, LLC & the IAQ Video Network
Cochrane & Associates is a business development, public relations and marketing consulting firm that specializes in the environmental, HVAC, mold and indoor air quality industries. The company has worked with many of the industries’ leading institutions and companies and continues to be an innovator in the industry. They are also the driving force behind the IAQ Video Network.