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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 175 articles

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.

 

Putting Numbers to Direct Mail’s Ability to Drive Purchases

Published June 12, 2019

In concert with Pebble Post, Murphy Research released a study that puts data to what we intuitively know but can’t always document: that direct mail drives purchase consideration and plays a central role in the path to purchase. These are good numbers to have!

 

Looking to Combine Print with Social? Check Out These Data

Published June 5, 2019

This article looks at the data from Merkle’s “Digital Marketing Report” (Q1 2019). Specifically, it looks at growth (or lack thereof) in ad spending and impressions for the top social media channels.

 

Study: “Nudge” Customers into Going Green

Published May 29, 2019

Printers have become accustomed to incentivizing customers to use environmentally friendly consumables by minimizing the cost difference from non-green versions. But a new research study shows that this approach may be counter-productive. Would charging more for a “green marketing package” actually increase your customers’ green purchasing intent? This study suggests that the answer is yes.

 

Do You Have Your “Do Good” On?

Published May 22, 2019

Doing good has become good business practice. We not only see it in action, but the research bears it out, too.  Fortunately, we are seeing printers taking up the mantle and investing in various areas of social responsibility, cementing customer relationships and (hopefully) creating positive peer pressure to do the same.

 

Is In-App Use the Future of QR Codes?

Published May 15, 2019

Is in-app use the future of QR Codes? As in, not a QR Code app, but someone else’s app? Maybe this explains research that shows that QR Code use is increasing.

 

A Conversation About Web-to-Print With Slava Apel, Founder of Amazing Print

Published May 9, 2019

If today’s online storefronts and web-to-print workflows don’t look anything like they used to, there’s a reason. The software has advanced leaps and bounds from where it was even a few years ago. This interview with founder and CEO of Amazing Print Tech Slava Apel reflects how the technology is changing...and how it is changing those who use it.

 

Lesson from the Cracker Jack Box: Let’s Use AR Responsibly

Published May 1, 2019

Even as the technology and implementation of augmented reality races forward at blazing speed, many marketers are still stuck in the past. As a result, and as illustrated by my recent experience with the prize in a Cracker Jack box, it hurts the entire industry.

 

Survey: Does Color Variation Matter as Much as We Think?

Published April 24, 2019

Heidi Tolliver-Walker summarizes Eddy Hagen’s recent study on the impact of product packaging damage and color variation on consumer purchases. Hagen’s surveys always challenge our assumptions, and this one is no different. The conclusion? Color variation isn’t as important to consumers as it is to the rest of us.

 

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