Published September 18, 2018
It’s working! Our industry’s campaign against the false claims of greenwashing is having an impact. Consumers are starting to see claims like “Go Paperless! Go Green!” as false and misleading, and marketers are changing their tactics.
Published September 12, 2018
What would happen if you took the time to imagine what your shop might look like if you could start from scratch? If there were no financial or legacy constraints? What might you do differently from what you have now? What might you learn from walking through that exercise?
Published September 6, 2018
Marketing efforts are generally directed at customers and prospects, but there is another target audience that needs your clients’ attention, too—their employees. This is an area of growing attention that your presses will thank you for.
Published August 29, 2018
Digital marketing claims to have the corner on truly personalized experiences, but does it really? How can print compete? Accuracy.
Published August 21, 2018
When it comes to the environmental benefits of flexible packaging, the laundry list is long. On the surface, flexible packaging offers a vast number of benefits over other forms of packaging. The challenge to these comparisons, however, is that flexible packaging isn’t doing a one-to-one replacement. How does this impact the accuracy of the discussion?
Published August 15, 2018
Just when printers and MSPs are becoming more comfortable with more detailed demographic targeting, the use of psychographic targeting is growing. Are you ready?
Published August 6, 2018
Improving customer experience (CX) is becoming an increasingly important part of any company’s marketing plan. That goes as much for the printing industry as it does for everyone else. So are you a Panera? Or [the other guy]?
Published August 2, 2018
A look at one of the demand-generation efforts from the United States Post Office. The effort uses variety and specificity to communicate a broader message that transcends market vertical.
Published July 31, 2018
As the number of USPS Informed Delivery accounts continues to grow, will it change the way marketers design their mail? Will it change consumers’ behavior and how they interact with the mail? I know that it has already changed mine.
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?
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?
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?
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.