These days, consumer analytics and big data help marketers develop highly targeted and customized campaigns for reaching buyers. This means that marketing campaigns are more complex, with the goal of reaching a target audience using the individual’s preferred medium — email, mobile, social media or traditional print. Rarely do I talk with marketers who are only using traditional print approaches – it’s all about multichannel campaigns. They are executing on campaigns that leverage variable data variable images, QR codes and PURLs, depending on the channel – social media, email, or mail. See “One to One Marketing – Its All About the Data” (My Print Resource).
Many of the print service providers I visit are looking to transform their business to offer new services that directly address the challenge of cross media marketing. By aligning with marketing departments and investing in new technology solutions, these printers are able to expand their businesses and better meet their customer’s needs. (more…)