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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 63 articles

Marketing Mix Trends 2010-2016: Winners and Losers

Published June 16, 2017

Highlights from Target Marketing’s annual Market Mix Trends report, including trends in direct mail (both personalized and traditional), FSIs, email, online search, and mobile.


What Google Trends Has to Say About QR Code Searches

Published June 9, 2017

QR Codes have been trending. What does a deeper dive into online search data tell us about interest in QR Code adoption and usage? What market categories show the greatest curiosity? Here’s a look at what Google Trends has to say.


No Time for Automation? Try Lean

Published May 30, 2017

You may not be able to make a commitment to implement full workflow automation, but this does not mean you should write off workflow efficiency gains entirely. Why not try going lean instead? This printer did.


Where’s the Workflow?

Published May 22, 2017

Despite all the talk about the need for automated workflow, printers are still not rushing to invest in these solutions. How long can they hold on to fractured and inefficient workflows without this becoming a serious liability?


QR Codes Growing in Use for Mobile Banking and Payments

Published May 5, 2017

Even as people continue to hate on QR Codes, we see them popping up in more and more places, including mobile banking and payments. This article takes a look at three places we regularly see QR Codes in the world of mobile payments and why we should pay attention.


Proof That Adding Images Improves Conversion Rates

Published April 19, 2017

Intuitively, we know that adding images to direct mail, displays, and wide-format graphics adds grabs attention, but these statistics from real-life campaigns show that adding images does more—it actually improves conversion rates.


Are You Promoting Event Marketing?

Published April 10, 2017

A look at the benefits of event marketing and why printers should be promoting their ability to offer event marketing support.


Good Data, Bad Personalization

Published April 6, 2017

This article looks at the missed opportunities of a data-driven mailer created by a top brand and encourages readers to ensure that their own clients use data in a way that is effective rather than simply elevating the cost of a piece unnecessarily.


Do You Know Where Your QR Codes Are?

Published April 4, 2017

When adding QR Codes to printed materials, it’s critical to understand where they are being placed (and whether they are even scannable) as much as it is why they are being used and the content to which viewers are being driven. Examples of where not to place QR Codes if you want people to scan them.


Do Printing Companies Really Need to Offer Marketing Services?

Published March 23, 2017

Do print buyers really want printers to offer marketing services? A recent survey of Print Buyers suggests they don’t. Now what?


Premium Content Show Me the Money! Study Shows Where the Spending Is

Published March 10, 2017

As the saying goes, if you want to know the truth, follow the money. That’s why Target Marketing takes a look at marketers’ spending trends every year. We can talk all we want about what we think is up and what’s down, but the reality shows up in the numbers.


How to Avoid the “Oops!” in Print Jobs

Published February 28, 2017

What makes for a great print job? Members of an industry discussion group share their insights, both from a client and printer perspective. What can What They Think members add to the discussion? Every now and then, a printing discussion explodes in the public sphere. When that happens, it’s too good not to share. Most recently, this occurred in the LinkedIn Print Production Professionals group. While the overwhelming majority of LinkedIn discussions get no comments and even the most active are lucky to get half a dozen, this discussion generated 66 comments in less than two weeks!


GenXers Are Taking Over Print: Now What?

Published February 24, 2017

Who knew that finishing was the primary determiner of print quality among print buyers? But this is the result of The Print Media Center’s “2017 Print Buyer Survey.” Now what?


Is Customer Experience Really More Important Than Sales?

Published February 23, 2017

Is customer experience really more important to marketers than sales? Multiple studies say yes.


Michigan Tech Study: 3D Printing Ready for Prime Time

Published February 21, 2017

Study on 3D printing concludes that 3D production is now ready for the mainstream and every home. How does this impact MSPs using or considering using 3D printing as a way to get customers in the door?


Another Great Reason to Use Direct Mail

Published February 10, 2017

How direct mail serves a need that digital channels cannot—alerting customers to products and categories they may not be searching for and, in fact, may not even know exist.


Is Data Part of Your Company Culture?

Published February 3, 2017

Is data-driven marketing a fundamental part of what drives your company? If not, your efforts in that area won’t be sustainable or optimally effective. Oracle recently published an article on that topic, and the WhatTheyThink staff has summarized key points as well as providing a link for the white paper download.


Which Wins the CTA Effectiveness Battle? Direct Mail or Email? Case Study Tells the Tale

Published February 1, 2017

Data Services Inc. has published a case study with the side-by-side results of a test on the effectiveness of CTAs use in direct mail and email in the same campaign. The big winner? Direct mail.


Pop Quiz: What Would Have Made This QR Code Use Better?

Published January 24, 2017

We take a look at a good use of QR Codes that could have been done better. Images are provided, along with a challenge for readers to see what they might have done differently.


Dimensional Mail and Influencer Marketing: 2017 Dynamic Duo

Published January 17, 2017

This post looks at the importance of influencer marketing and the role dimensional mailings can play in supporting it. Encourages MSPs to help their customers develop targeting techniques to help their customers get products into the hands of key influencers using dimensional mail.


What's Your Default?

Published October 12, 2010


More Reasons for Customers to Use 1:1 Print

Published September 16, 2010


Direct Mail Research: A Great Door Opener With Customers

Published September 9, 2010


How to Lose a Prospect in 30 Seconds

Published September 7, 2010


Are You Learning from Groupon?

Published August 21, 2010


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