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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 183 articles

Basic Personalization Isn’t Enough Anymore

Published December 11, 2019

Where are retailers along the curve of personalized marketing? What is the ROI? What works and what doesn’t? These were some of the questions Liveclicker wanted to answer with its report “Driving Value with Advanced Personalization.”  The takeaway? Basic personalization isn’t enough anymore.

 

Trends in Digital Video Advertising

Published December 4, 2019

Round-up of digital video advertising trends and top-line data on the digital video advertising market.

 

Before-and-After Shots Show Anti-Greenwashing Efforts Are Working

Published November 27, 2019

Two Sides North America has been on a campaign to remove greenwashing. Here’s visual evidence that it’s working.

 

Survey: Consumers’ Willingness to Give Up Personal Data is Waning

Published November 20, 2019

In the past, surveys have shown that people are willing to provide their personal data in exchange for personalized experiences, but new research from the Advertising Research Foundation (ARF) shows that this willingness is changing. What’s going on?

 

Do Consumers Love QR Codes and Just Don’t Know It?

Published November 13, 2019

What happens when you show people they can save time by holding their phones up to a black-and-white graphic and connecting directly to a website? I’m having the opportunity to watch it happen in real time.

 

3D Printing: Taking It to the People

Published November 6, 2019

A 3D print shop displaying at a local art fair? Why not? Isn’t that where many of its customers are?  

 

Survey Looks at Adoption of Augmented Reality

Published October 30, 2019

Will augmented reality finally gain widespread adoption in print and digital marketing communications? When will it move beyond enterprise applications, gaming, and social media? To find out, ARtillry Intelligence worked with Thrive to survey 2000+ U.S. adults.

 

Promotional Products May Offer More Luxury Than You Think

Published October 23, 2019

When you think of promotional products, what comes to mind? Branded hats and pens? Tote bags? Many printers may not see these items going with their clients’ high-end image, so they may not give these complementary offerings a fair shot. But promotional items can also include high-end luxury items used for C-level executives, influencers, and corporate events. Some, like this company’s products, even offer the trendy element of sustainability.

 

What Are the Ethics Behind Direct Mail Trickery?

Published October 16, 2019

If you want to grab immediate attention with direct mail, make the mailer look like something other than a traditional letter. Mailers often use envelopes designed to look like USPS Priority Mail, Air Mail, or UPS or FedEx packages. But do some efforts cross the line?

 

Hey, There’s a Real Person Behind Those “Love Mail” Numbers

Published October 9, 2019

Sometimes we forget that there are real people behind the direct mail data. Last summer, I got to put a face to a data point. It made me wonder, “Now what?”

 

Fresh Data on the Adoption of Personalization in Direct Mail

Published October 2, 2019

NAPCO Research has released a new report on the use of personalization in direct mail. The report finds that marketers are evenly splitting their campaigns between personalized, segmented, and mass mailing approaches and that highly personalized campaigns are seeing increases in response rates up to 17% in certain market verticals.

 

Marketing Lessons from Top Retailers vs. Fastest Growing Ones

Published September 25, 2019

Study by Iterable looking at the marketing strategies of “top retailers” vs. “fastest growing retailers” during the two-week period between Black Friday and Cyber Monday. The results? The fastest growing retailers were more focused on “near sales,” less likely to send promotional emails, more likely to re-engage abandoned cart shoppers, and less likely to use multiple channels to do it.

 

Gimmicks or No Gimmicks? The Challenge of Email

Published September 18, 2019

Are “magic” subject lines really magic? Or are they only magic for certain people? Are you tracking who is responding to which? If you know which customers respond to which tactics, you’re way ahead of the game.

 

Small Business Goals, Challenges, and Marketing Tactics

Published September 11, 2019

According to the Small Business Administration, 89.0% of all businesses in the United States have less than 20 employees. What are the primary goals, challenges, and marketing tactics of these companies? This survey from Taradel provides some insights.  

 

Got Sustainability? PebblePost Says Print Does!

Published September 4, 2019

Usually, when a printer has a sustainability page on its website, the page talks about things like carbon emissions, tree planting, or use of environmentally certified papers. But PebblePost has a sustainability page, too—but it is talking not about consumables and energy use, but how its trigger-based direct mail programs, in themselves, are environmentally friendly. This is a great model for presenting direct mail as an environmentally friendly option that can help marketers meet their sustainability goals.

 

How Are Consumers Engaging with Digital Content?

Published August 28, 2019

Highlights from 2019 Adobe’s Brand Content Survey, including consumers’ daily digital content usage, usage of multiple devices, and some head-scratching data on their attitudes toward personalization.

 

Transpromo Messaging: More Likely to Be Seen in Print

Published August 21, 2019

Are your clients buying into the paperless billing trend? If so, this survey from Consumer Action shows that they might want to think twice, especially if they are doing transpromo messaging.

 

Takeaways on Triggered and Automated Direct Mail

Published August 14, 2019

Takeaways from a recent webinar on triggered and automated direct marketing, both from a high-level technology perspective and from the perspective of a mid-sized printer producing real programs every day.

 

What Neuroscience Can Tell Us About Why Magazine Ads (and All Good Print Marketing) Work

Published August 8, 2019

Highlights from the white paper “What Can Neuroscience Tell Us About Why Magazine Advertising Works?” Published by the Magazine Publishers Association, the white paper synthesizes years of neuroscience studies on why people understand, recall, and are better motivated by information provided in print rather than digital.

 

Areas Where Only Print Can Reach (Still)

Published July 31, 2019

We have been hearing for a while that 24% of Americans in rural areas still have no access to broadband, making print critical for marketers looking to reach those areas. This isn’t just a small pocket here and there. There are entire communities, even cities, without broadband access, where only traditional channels like print can reach.

 

Are You Walking the Customer Retention Walk with Your Customers?

Published July 24, 2019

Whether it’s a print business or any other type of business (such as your customers’ businesses), retaining customers is critical. But knowing how important it is and being able to develop and execute an effective strategy are two different things. Here are five tips you can use to guide your customer retention strategy, as well as your customers’.

 

Is Heavier Weight Paper Worth It? This Study Says Yes

Published July 17, 2019

Last week, I posted a list of links to neuroscience studies showing the power of print over digital in many areas, including content retention, recall, and willingness to buy. One of those resources contains a reference to a 2015 study that is often overlooked. The study looks not just at print vs. digital, but the weight of the paper, as well. If you are not familiar with this study, you should be.

 

Neuroscience and Print: Compiled List of Links

Published July 10, 2019

Print and digital communications both have their strengths, but when it comes to comprehension and recall, studies consistently show that information communicated in print is more deeply embedded, recalled with more detail, and creates a more powerful emotional engagement than digital. Here is a compiled list of links on studies on the neuroscience of print, or how our brains respond to print vs. digital communications, listed in chronological order of publication.

 

Survey: Multichannel Marketing from a Small Business Perspective

Published June 26, 2019

How are small businesses implementing multichannel marketing? What role does direct mail play in those strategies? Taradel decided to find out. This article takes a look at some key findings and takeaways.

 

Study: Direct Mail Shoppers Are More Engaged, Spend More

Published June 19, 2019

Research from Pebble Post/Murphy Research finds that direct mail shoppers are highly engaged and spend, research, and evangelize more than non-direct mail shoppers. What’s behind this behavior? A look at the data from Pebble Post, as well as others.

 

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