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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 80 articles

Apple iOS 11 Natively Supports QR Codes

Published October 13, 2017

Apple’s new iOS 11 natively supports QR Codes. This means consumers no longer need to download a QR Code reader, know how to use it, or even know what a QR Code is in order to access content.

 

What Do Crab Cakes and Databases Have in Common?

Published September 27, 2017

What do the failed launch of the McDonald’s crab cake sandwich and databases have in common? If you don’t know your audience, it doesn’t matter what you’re marketing or the tools you use to do it. It’s going to be an epic fail.

 

Premium Content Direct Mail 2.0: Connecting Print with Online and Facebook Advertising

Published September 22, 2017

Companies are making it easy to combine direct mail with Facebook, so here’s why it matters. This post takes a closer look at DirectMail 2.0, which combines direct mail advertising with call and mail tracking, as well as ad retargeting through the Google network and Facebook.

 

High-Speed Inkjet: Have We Seen All This Before?

Published September 13, 2017

The old adage goes: Those who do not know history are destined to repeat it. As we look at the adoption of high-speed inkjet, both the technology and the applications, are we seeing history unfold ... again?

 

Heading into the Cloud at Print 17

Published September 10, 2017

Are you ready to think about how your operation can start taking advantage of the cloud? It’s an inevitable evolution as everyone seeks to produce higher quality, push through higher volumes, and manage more workflows using the same staffing and resources.

 

Premium Content Digital Channels Showing Highest Growth: But What About Integration?

Published September 8, 2017

What is the current state of marketing? A just-released survey from Salesforce provides insights into digital channel growth, along with the current state of integration. The takeaway for MSPs? If you haven’t invested in marketing automation, it’s time to take a closer look.

 

What Facebook Insights Can Teach Us for Direct Mail

Published August 29, 2017

Want to help your customers improve their direct mail marketing? Help them market on Facebook. Here’s how you can use insights from Facebook’s business pages to introduce your clients to demographic targeting — for free — and enable them to reap the benefits.

 

Takeaways from the 2017 Social Media Marketing Report

Published August 25, 2017

Printers may not yet be fully comfortable with social media marketing, but it’s critical that they understand the basics. Here are the primary conclusions of “2017 Social Media Marketing Industry Report” just released by the Social Media Examiner to help in that effort.

 

Business Lessons after the Storm

Published August 22, 2017

As we ramp up to Print 17, three lessons from trees felled in a ferocious storm provide business lessons we can all learn from. Strength of foundation, flexibility, and integrity keep your “tree” upright under changing and challenging business conditions.

 

Are You Ready for Emojis in Marketing?

Published August 18, 2017

Emojis have become an integral part of today’s communication. If you want to communicate in the language of your customers, like it or not, you need to think about integrating emojis.

 

Wide Formant and Packaging are "Digital Proof" But But Where are the Real Opportunities for Printers?

Published August 15, 2017

You can’t protect an iPod in a digital box and you can’t replace vehicle wraps with email. Sure, there is some encroachment of digital technologies on the sign and banner industry, but there are limits based on the role that these products play. This article looks at some of the statistics on the current state of these two industries.

 

Opportunities and Challenges in Life Stage Targeting

Published August 3, 2017

Life stage targeting takes advantage of a powerful truth in consumer marketing—for the most part, consumers are creatures of habit, and the times they are most likely to make major purchases is during times of transition. Understanding and tapping into those transitional times is where life stage marketing comes in.

 

Opportunities and Challenges in Lifestyle Targeting

Published July 25, 2017

When personalizing marketing communications, it’s easy to default to demographic targeting, which tends to be straightforward and easy to understand. But lifestyle targeting crosses demographic lines and offers new levels of opportunity that can be explored.

 

Demographics Less Traveled

Published July 19, 2017

When it comes to targeting customers, most marketers think about demographic data, such as age, income, gender, and lifestyle. A recent white paper from AccuData lists some less common demographics that may be easily overlooked but that can add a richer dimension to your marketing.

 

Do You Know the Four Types of Mail Behaviors?

Published July 12, 2017

According to the USPS, consumers’ “mail behavior” generally falls into one of four categories: sorters, scanners, weak habits, or skimmers. Each category has a different generational makeup, and it may not be what you expect. Knowing what category your customers tend to fall into can help you develop mail that resonates.

 

What Makes Mail “Interesting”?

Published July 5, 2017

85% of people will open mail if it “looks interesting.” But what makes mail “interesting”? While we tend to talk about the elements of direct mail in isolation, the reality is, it’s not one element or the other—but a combination of elements whose results are multiplicative rather than additive—that make mail interesting. It’s important to get that combination right.

 

A Look at 3 Great QR Code Applications

Published June 28, 2017

Even with AR/VR on the rise, QR Codes are still very much an important and functional tool for marketers. This blog takes a look at three recent and well-crafted uses of QR Codes.

 

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.

 

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