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.
Published March 5, 2018
Is interest growing in retargeting with print? Here are some reasons the answer is yes.
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.
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?
Published February 21, 2018
Could user-generated content be a key to selling print? A new survey suggests some intriguing possibilities.
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.
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?
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.
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?
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.