The image below illustrates a typical interactive campaign that places a tile or banner ad on a web page through a digital media buy. A consumer clicks on the digital ad, which contains a special URL link with tracking and segmentation parameters. The link connects the consumer to a micro-site with promotional offers dedicated to the campaign.    

The above interactive example illustrates why advertisers have long touted the benefits of digital advertising over traditional. However, traditional media still commands mass-market reach. What if the same clickable, trackable, segmented link could be attached to traditional media? The answer is it can. That is where mobile fits. And it fits with an immediate ROI, using today's existing technology from a number of mobile-marketing vendors.

The image below illustrates how today's mobile applications can be integrated with traditional media, producing the same benefits as digital media -- perhaps even more so when you consider the large reach of traditional media. Short codes (five-digit phone numbers) or EZ bar codes (2D bar codes captured by a mobile phone's camera) can be placed in any print and out-of-home ad, or on product packaging -- i.e., a cereal box, candy wrapper or beverage can. The short codes or bar codes provide detailed mobile links, much like links used with digital media. Mobile links, containing tracking and segmentation parameters, connect directly to a mobile application dedicated to the campaign.