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TransPromo, 2017-Style

Marketers face the challenge of getting their messages out in a way that cuts through this clutter and encourages desired behaviors in recipients. This article discusses how today’s marketers are increasingly leveraging statements and other transactional documents as a marketing platform, and how these documents are becoming a more integral part of the overall customer experience.

By Barb Pellow
Published: April 6, 2017

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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.

 

Discussion

By Jacob Aizikowitz on Apr 08, 2017

Thanks Barb and the research team for this report and its insights.

For me TransPromo is an illusive term.

Some define it as the suite of applications that are done using Transactional workflows (meaning using IPDS, IJPDS, AFP, or similar protocols for Printing and for Data) and add marketing content into the transactional documents (white space management is/was a hot capability).

Others define it much broadly, where its the type of document that defines the characteristic of the application and not the protocol. There were attempts to define such applications, when the protocols are Graphic Comm ones -- such as PDF/VT or PPML, or Creo VPS -- as PromoTrans...

I tend to believe -- well, hope -- that the broader definition is what's behind the report.

In such context I would like to offer one additional insight, relating TransPromo and Cross Media.
Today there are capabilities of adding the marketing content to the transactional document by "connecting" the printed piece to a digital touch point -- a landing site -- and through such touch point add the marketing spin that is needed. Some named it TransPromo XM. This must be mobile friendly etc., but it relieves the marketing side from the constraints of white space management, while also relaxing the tie with the strict Production-manufacturing time constraints that are so typical in the transnational world

 

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