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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 162 articles

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.

 

Four Millennials and One Gen Z Dish on QR Codes

Published April 17, 2019

I got four Millennials and one Gen Z in a room and peppered them with questions about QR Codes. Did they use them? Why or why not? If they didn’t, what was holding them back? What I discovered is that, in the mind of these generations, if it ain’t broke, why fix it?

 

It’s Not Just Birds That Migrate—Printers Do, Too

Published April 10, 2019

According to a new survey, printers are doing more than adding new products and services. They are migrating into fundamentally new lines of business...and doing it in large numbers.

 

Early Express Rocks with Direct Mail Retargeting

Published April 1, 2019

Direct mail retargeting used to be a new and untested technique. Today, an increasing number of PSPs are offering it, and the results are pouring in. Here are two terrific examples from Early Express.

 

Do You Practice This Art of Top Print Executives?

Published March 27, 2019

There is a trait that top executives of growing print companies share. It’s the art of being still and listening. Here are three examples of how top print executives do this in their own way...and why.

 

Forget Passalongs—What If Print Is “Shared” Instead?

Published March 20, 2019

Traditionally, when people share a printed piece they have received with others, we use the term “pass-along.” But what if we want to think about print in a more current context? What if we started using the term “shared” instead?” In other words, what if we started thinking about print the same way we think about digital channels?

 

Do You Know the Psychology of Discounts and Deals?

Published March 13, 2019

Part of being a marketing services provider is helping your clients with their marketing, and this goes beyond integrating marketing channels and improving databases. It includes selecting and tweaking the right offers, too. Studies on this topic provide fascinating insight into the psychology of discounts and deals.  

 

Is the Offer One of Your Database Variables?

Published March 6, 2019

To move the needle on direct mail responses, your customers may change up their copy, their images, or their list. But what about their offers? A new Bed Bath & Beyond mailer raises an interesting question.

 

When Did High-Speed Inkjet Become Just Another Capital Investment?

Published February 26, 2019

Looking at a series of case studies on high-speed inkjet, the takeaway is how unremarkable investing in this technology has become. The decision is no longer about the readiness of the technology itself. It’s about market pressures and cost-justification...just like any other capital investment. How times change!

 

Study: Marketers Focusing More on Acquisition Than Retention

Published February 20, 2019

A new study from Yieldify shows that, even though it costs more to acquire a new customer than to retain an existing one, marketers are more focused on customer acquisition than retention. What does this mean for you?

 

Let’s Hear a Round of Applause for TOMS!

Published February 13, 2019

TOMS has just given us more to love. Not only is the company an outstanding example of effective branding, but now its branding efforts are driving a new high-volume direct mail campaign.

 

Study: Environmental Issues Matter More Than Ever

Published February 6, 2019

Consumers care about environmental issues more than ever, and they are using their spending dollars to reward companies that share their values. A new study shows just how important this trend has become.

 

If Price Isn’t the Real Motivator, What Is?

Published January 31, 2019

According toForrester Research, price isn’t a dealbreaker for most customers. If price isn’t the deal breaker in a purchase decision, then what is? That’s where data comes in.

 

What Do Printing News and an Instagram Post Have in Common?

Published January 23, 2019

What do the content of Printing News and an Instagram post have in common? They are both “print worthy.” Read on to find out more.

 

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