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Heidi Tolliver-Walker

Heidi Tolliver-Walker Heidi is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”

Recent Commentary & Analysis from Heidi Tolliver-Walker

Displaying 1-24 of 106 articles

Flies on the Wall: On Sale Now

Published May 16, 2018

Psychographic targeting is easier than ever. But can it be trusted? If it can, why aren’t more printers using it? A look inside psychographic targeting and its benefits.

 

Where Are Marketers Getting Their Data?

Published May 14, 2018

According to new research, marketers are increasingly investing in second- and third-party data to create 360-degree views of their customers. Are your customers doing the same? Are they prepared to compete? Read more. 

 

Millennial Marketer: “I Don’t Use QR Codes”

Published April 25, 2018

If anyone is using QR codes, it’s Millennials, right? If anyone understands the value of QR codes, it’s marketers. So why doesn’t this Millennial marketer use them? Read on to find out.

 

How Is Your Mobile Competency?

Published April 18, 2018

Mobile Internet usage continues to grow, including the percentage of users who are mobile-only. Consequently, multichannel marketing strategies must incorporate the full mobile experience. Is your mobile competency keeping pace? Read on to see.

 

Rarity: Another Reason (Good) Personalization Works

Published April 13, 2018

Despite all the talk about personalized mailings, how often do any of us really receive relevant data-driven direct mail? Is the rarity of truly personalized mail part of what makes it effective?

 

Two Reasons This QR Code Should Work—and One That Makes It Fail

Published April 4, 2018

We love to hate QR Codes, right? But it’s not the codes themselves that are working against near unanimous consumer adoption. It’s the often rookie mistakes made by marketing departments. Are you letting your customers fail at QR Codes unnecessarily?

 

Go, NextPage! Congrats on a Great Self-Promo Campaign Demonstrating the Value of Combining Social Media, Video, with Direct Mail

Published April 2, 2018

If MSPs want to convince their clients of the value of multichannel marketing, they must be willing to use it to promote their own businesses. That’s why I was excited to see NextPage launching a really fun campaign combining direct mail, email, video, and social media, along with a targeted digital ad buy.

 

Are You Distinguishing Between Macro and Micro Conversions?

Published March 20, 2018

Are you helping your clients track both micro and macro conversions? If not, you’re losing opportunities to understand not just what works and what doesn’t, but why.

 

Epsilon: Personalization and the Power of Me

Published March 13, 2018

Epsilon’s study “The Power of Me” is a terrific data dump for those looking for insights to help their customers justify moving to—or increasing their use of—personalization. Here are some key takeaways.

 

Interest in Print Retargeting Growing?

Published March 5, 2018

Is interest growing in retargeting with print? Here are some reasons the answer is yes.

 

Growing a Boarding Business with Print

Published February 28, 2018

What happens when a lifelong print industry account executive starts an entrepreneurial venture? An instructive look behind one entrepreneur’s marketing that includes Facebook, word of mouth, and print.

 

Sound Off! Why Do You Love Print?

Published February 23, 2018

As an industry, we fiercely defend print because our livelihoods depend on it. But we love it, too. Professionals from around the industry share why they are print nerds. How about you?

 

Could User-Generated Content Benefit Your Print Business?

Published February 21, 2018

Could user-generated content be a key to selling print? A new survey suggests some intriguing possibilities.

 

How Fogg’s Behavior Model Brings “Simple” Back to Marketing

Published February 14, 2018

Are we over-complicating marketing strategy? With so many techniques competing for dominance, it’s easy to forget that sometimes the simple things work, too. This post looks at Fogg’s “behavior model,” which can help your clients keep it simple...and successful.

 

If Print Is So Powerful, Why Do Multichannel Marketing Studies Ignore It?

Published February 7, 2018

If the benefits of including print in the marketing mix are so clear, why is print regularly shut out of the multichannel marketing studies and discussions in the larger world of marketing? Is it simply because digital channels are easier to track? Or is it something else?

 

IKEA Uses Print to Create a New Motivation to Buy

Published January 29, 2018

Peeing on a print ad may sound strange at first, but it's a brilliant use of print to accomplish something that is very difficult to do - create a powerful new motivation to buy.

 

In 2018, Take Print Where Digital Can't Go

Published January 24, 2018

Much has been written on the benefits of print and how we can help it compete for marketing dollars against digital marketing. But why try to compete at all? In 2018, why not capitalize on the capabilities of print that digital marketing cannot replicate?

 

Two Sides Video Ties Sustainable Forestry to Real People

Published January 16, 2018

In this industry, we like to talk about the value of paper to connect with audiences and engage them in a way that digital content does not. What we don’t spend as much time talking about is how consuming forest-based products like paper benefits real people, real families in our communities, and actually improves the environment, too.

 

Salesforce.com Releases Fourth Annual “State of Marketing”

Published January 15, 2018

This post provides five critical takeaways from Salesforce.com’s “Fourth Annual State of Marketing” report that paint a very different picture of the marketing landscape than a few years ago. MSPs need to be prepared for significant retooling.

 

Premium Content Heating Up: Retargeting with Direct Mail

Published January 8, 2018

Retargeting isn’t just for digital campaigns anymore. Companies are coming up with innovative solutions for retargeting lost website customers with snail mail, as well.

 

More Reasons to Focus on Print-to-Mobile

Published December 14, 2017

With the exploding growth in e-commerce, the ability to prove print’s value as a primary driver of online activity becomes increasingly important. This includes m-commerce, which is growing even faster than e-commerce in general. This makes investment in print-to-mobile technologies a must.

 

Looking at Consumer Trends from a Channel Perspective

Published December 12, 2017

Are you reaping the benefits of free consumer trends reports to benefit your client base? If not, you are leaving opportunity to help your clients refine their targeting, improving their messaging and channel mix, and better understand the competitive landscape.

 

Do We Need to Move Beyond the Terms “Prepress” and “Workflow”?

Published November 27, 2017

As an industry, have we moved past the terms “prepress” and “workflow”? Are they too broad to provide any significant benefit to the industry discussion? There is an argument to be made that it’s time to break up the process and discuss it in terms of its discrete elements.

 

Want Better Marketing? Study Says: Automate It

Published November 21, 2017

A new report from eMarketer looks at the growing use of marketing automation to help marketers better manage their marketing consistency and effectiveness across channels. Data is drawn from third-party data over the multiple years. The results beg the question: What are the implications for MSPs and print?

 

Are You Using Call Tracking to Prove Direct Mail ROI?

Published November 13, 2017

Call tracking provides vital insight and marketing intelligence to help clients optimize their marketing channels, messaging, and focus. This post takes a look at how three clients benefited from using call tracking to prove and optimize the value of their direct mail.

 

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