Seems the gulf separating traditional and digital marketing media narrows by the day. In what promises to be a boon for print marketers of all stripes, Ricoh recently demonstrated a new product that company officials have dubbed Clickable Paper.™

Described as a “new planned cross-media service,” the product enables consumers to locate online content quickly and easily. All anyone has to do is point an iPhone or Android smartphone at any printed surface. From there, the customer will be dispatched to related web content.

Ricoh, one of the world’s largest printing companies, claims the technology is applicable to any kind of printed media. Company representative are quick to point out its potential in direct mail, newspapers, magazines, books, brochures and posters.

What’s more, Ricoh says that all types of digital information or services can be leveraged using Clickable Paper, as the app allows consumers to link to multimedia content, websites, e-commerce services and social networks.