Digital Watermarks are a type of trigger that can be placed on or all over product packaging. With invisible watermark code packaging the product’s barcode is embedded all across the product’s surface, as opposed to traditional QR codes that feature a small code place on place on the product. The watermark is undetectable, keeping the aesthetic of the product clean and giving you more room to play with when designing your packaging. This invisible watermark can be scanned using a consumer’s smartphone, allowing the consumer to connect with a company’s mobile content and learn more information.
The digital watermark has been adopted by consumer firms to innovate around inventory, recycling and distribution, but from a marketing point if view, these triggers offer a huge opportunity fir brands to take the customer from a physical product into a digital ecosystem, simply by using their phone to scan the product.