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The Cross-Media Beat Goes On

Seismic shifts have left marketing executives in a very different landscape from what they faced just a few years ago. Savvy print service providers must assess how they can fit in the continuum of today’s more lucrative marketing value chain.

By Barb Pellow
Published: October 31, 2013


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A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at barb_pellow@infotrends.com.



By Gina Testa on Oct 31, 2013

When consumers are exposed to nearly 3,000 messages a day, but only notice about 50 and remember just four, earning a spot in the “final four” is the goal. So, marketers need to focus on personalization and relevancy to cut through the clutter and reach their end-user.

What’s interesting now is watching digital coexist with today’s multi-media marketing campaigns. Not surprising is print’s role in expanding the reach and impact of communications. Studies consistently show that the best marketing results come from campaigns that smartly mix media – old and new, analog and digital, print and electronic. A one-size-fits-all approach doesn’t work with today’s consumers, so successful marketers are using cross-media approaches that complement mail with tailored websites, video, social media, email marketing and other touch points.

While print may not always be the primary focus for marketing campaigns these days, marketers recognize that it still plays a valuable role in integrated campaigns. Print makes emotional connections and memorable impressions in this fast-paced, “always on” world.


By Carl Gerhardt on Nov 01, 2013

Great perspective Barb and Gina. I would only add that this really provides a wonderful opportunity for "companies formerly known as printers" to find a growth market and new services to sell.

The good news and the bad news is that not all printers will see and grasp this opportunity to sell and profit from new services. Good for those who do and bad for those who do not. The "do nots" will be absorbed by the "dos".


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