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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 113 articles

When Color Memory Fails, Do Brand Standards Matter?

Published July 18, 2018

We are in a color-obsessed industry. Brand colors, in particular, are critical. When it comes to specific shades of color, however, studies show that consumers’ color memories are really poor. Considering this, along with the inability to maintain brand color standards in a digital world, where does the value in maintaining brand standards really lie?

 

Does the Future of Print Start with Digital Marketing?

Published July 12, 2018

As the level of sophistication and effectiveness of digital marketing grows, and as the younger generation of marketers who natively understand and use these channels continues to overtake the traditional generation, is the future of print to understand digital marketing and fit into its world rather than the other way around?

 

Whose Job Is It to Create Demand for Print?

Published July 3, 2018

What do you think the role of the printing industry and printers, specifically, ought to be in demand generation for print? Do printers even have a responsibility to work together to generate demand for their own product?

 

Now THAT’s the Way to Get the Message Out!

Published June 26, 2018

A look at one printer’s effort to reach out to the design and marketing community to promote the value of direct mail—and not just any direct mail, but direct mail designed to drive website traffic. It’s a real eye-catcher and great inspiration.

 

Are You Sending Personalization that Isn’t Personal?

Published June 5, 2018

This morning, I received a personalized email that was anything but personal. While this was an email, the mistake could easily have ended up in print, and it offers object lessons for all of us. Before we send out anything data-driven, let’s make sure it reads as if it was written by a human being.

 

What Do These 5 “Mail Trends” Tell Us?

Published May 29, 2018

These five mail trends from DirectMail 2.0 raise interesting questions about how we are (or are not) proving the value of print and the opportunities that are lost when we don’t.

 

Kudos to Canon Solutions Americas on Great QR Code Implementation

Published May 25, 2018

Canon Solutions America’s use of QR Codes in a recent white paper is a great example of everything done right. This is a model of how to do QR Codes well.

 

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.

 

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