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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 99 articles

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.


Salesforce.com Releases Fourth Annual “State of Marketing”

Published January 15, 2018

This post provides five critical takeaways from Salesforce.com’s “Fourth Annual State of Marketing” report that paint a very different picture of the marketing landscape than a few years ago. MSPs need to be prepared for significant retooling.


Premium Content Heating Up: Retargeting with Direct Mail

Published January 8, 2018

Retargeting isn’t just for digital campaigns anymore. Companies are coming up with innovative solutions for retargeting lost website customers with snail mail, as well.


More Reasons to Focus on Print-to-Mobile

Published December 14, 2017

With the exploding growth in e-commerce, the ability to prove print’s value as a primary driver of online activity becomes increasingly important. This includes m-commerce, which is growing even faster than e-commerce in general. This makes investment in print-to-mobile technologies a must.


Looking at Consumer Trends from a Channel Perspective

Published December 12, 2017

Are you reaping the benefits of free consumer trends reports to benefit your client base? If not, you are leaving opportunity to help your clients refine their targeting, improving their messaging and channel mix, and better understand the competitive landscape.


Do We Need to Move Beyond the Terms “Prepress” and “Workflow”?

Published November 27, 2017

As an industry, have we moved past the terms “prepress” and “workflow”? Are they too broad to provide any significant benefit to the industry discussion? There is an argument to be made that it’s time to break up the process and discuss it in terms of its discrete elements.


Want Better Marketing? Study Says: Automate It

Published November 21, 2017

A new report from eMarketer looks at the growing use of marketing automation to help marketers better manage their marketing consistency and effectiveness across channels. Data is drawn from third-party data over the multiple years. The results beg the question: What are the implications for MSPs and print?


Are You Using Call Tracking to Prove Direct Mail ROI?

Published November 13, 2017

Call tracking provides vital insight and marketing intelligence to help clients optimize their marketing channels, messaging, and focus. This post takes a look at how three clients benefited from using call tracking to prove and optimize the value of their direct mail.


Where Does Print Fit into Your Clients’ Customer Journeys?

Published November 2, 2017

Are your customers mapping their customer journeys? If so, those journey maps can provide critical insights into where your customers are using their channels well and where opportunities are being missed. These insights can help you help your customers while also getting a greater share of wallet.


Apple iOS 11 Natively Supports QR Codes

Published October 13, 2017

Apple’s new iOS 11 natively supports QR Codes. This means consumers no longer need to download a QR Code reader, know how to use it, or even know what a QR Code is in order to access content.


What Do Crab Cakes and Databases Have in Common?

Published September 27, 2017

What do the failed launch of the McDonald’s crab cake sandwich and databases have in common? If you don’t know your audience, it doesn’t matter what you’re marketing or the tools you use to do it. It’s going to be an epic fail.


Premium Content Direct Mail 2.0: Connecting Print with Online and Facebook Advertising

Published September 22, 2017

Companies are making it easy to combine direct mail with Facebook, so here’s why it matters. This post takes a closer look at DirectMail 2.0, which combines direct mail advertising with call and mail tracking, as well as ad retargeting through the Google network and Facebook.


High-Speed Inkjet: Have We Seen All This Before?

Published September 13, 2017

The old adage goes: Those who do not know history are destined to repeat it. As we look at the adoption of high-speed inkjet, both the technology and the applications, are we seeing history unfold ... again?


Heading into the Cloud at Print 17

Published September 10, 2017

Are you ready to think about how your operation can start taking advantage of the cloud? It’s an inevitable evolution as everyone seeks to produce higher quality, push through higher volumes, and manage more workflows using the same staffing and resources.


Premium Content Digital Channels Showing Highest Growth: But What About Integration?

Published September 8, 2017

What is the current state of marketing? A just-released survey from Salesforce provides insights into digital channel growth, along with the current state of integration. The takeaway for MSPs? If you haven’t invested in marketing automation, it’s time to take a closer look.


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