Heidi Tolliver-Walker is former print industry magazine editor and long-time industry analyst, content developer, author, and blogger. She has written for the industry’s top publications, research companies, and private companies for the past three decades — so long that she still has an AOL address, which she signed up for back when AOL was still cool. You can reach her at [email protected]
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.
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.
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?
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.
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.
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.
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 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?
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?
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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?
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.
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.
Want to help your customers improve their direct mail marketing? Help them market on Facebook. Here’s how you can use insights from Facebook’s business pages to introduce your clients to demographic targeting — for free — and enable them to reap the benefits.
Printers may not yet be fully comfortable with social media marketing, but it’s critical that they understand the basics. Here are the primary conclusions of “2017 Social Media Marketing Industry Report” just released by the Social Media Examiner to help in that effort.
As we ramp up to Print 17, three lessons from trees felled in a ferocious storm provide business lessons we can all learn from. Strength of foundation, flexibility, and integrity keep your “tree” upright under changing and challenging business conditions.
You can’t protect an iPod in a digital box and you can’t replace vehicle wraps with email. Sure, there is some encroachment of digital technologies on the sign and banner industry, but there are limits based on the role that these products play. This article looks at some of the statistics on the current state of these two industries.
Life stage targeting takes advantage of a powerful truth in consumer marketing—for the most part, consumers are creatures of habit, and the times they are most likely to make major purchases is during times of transition. Understanding and tapping into those transitional times is where life stage marketing comes in.
When personalizing marketing communications, it’s easy to default to demographic targeting, which tends to be straightforward and easy to understand. But lifestyle targeting crosses demographic lines and offers new levels of opportunity that can be explored.
When it comes to targeting customers, most marketers think about demographic data, such as age, income, gender, and lifestyle. A recent white paper from AccuData lists some less common demographics that may be easily overlooked but that can add a richer dimension to your marketing.
According to the USPS, consumers’ “mail behavior” generally falls into one of four categories: sorters, scanners, weak habits, or skimmers. Each category has a different generational makeup, and it may not be what you expect. Knowing what category your customers tend to fall into can help you develop mail that resonates.
85% of people will open mail if it “looks interesting.” But what makes mail “interesting”? While we tend to talk about the elements of direct mail in isolation, the reality is, it’s not one element or the other—but a combination of elements whose results are multiplicative rather than additive—that make mail interesting. It’s important to get that combination right.
QR Codes have been trending. What does a deeper dive into online search data tell us about interest in QR Code adoption and usage? What market categories show the greatest curiosity? Here’s a look at what Google Trends has to say.
You may not be able to make a commitment to implement full workflow automation, but this does not mean you should write off workflow efficiency gains entirely. Why not try going lean instead? This printer did.
Despite all the talk about the need for automated workflow, printers are still not rushing to invest in these solutions. How long can they hold on to fractured and inefficient workflows without this becoming a serious liability?
Even as people continue to hate on QR Codes, we see them popping up in more and more places, including mobile banking and payments. This article takes a look at three places we regularly see QR Codes in the world of mobile payments and why we should pay attention.
Intuitively, we know that adding images to direct mail, displays, and wide-format graphics adds grabs attention, but these statistics from real-life campaigns show that adding images does more—it actually improves conversion rates.
This article looks at the missed opportunities of a data-driven mailer created by a top brand and encourages readers to ensure that their own clients use data in a way that is effective rather than simply elevating the cost of a piece unnecessarily.
When adding QR Codes to printed materials, it’s critical to understand where they are being placed (and whether they are even scannable) as much as it is why they are being used and the content to which viewers are being driven. Examples of where not to place QR Codes if you want people to scan them.
As the saying goes, if you want to know the truth, follow the money. That’s why Target Marketing takes a look at marketers’ spending trends every year. We can talk all we want about what we think is up and what’s down, but the reality shows up in the numbers.
What makes for a great print job? Members of an industry discussion group share their insights, both from a client and printer perspective. What can What They Think members add to the discussion? Every now and then, a printing discussion explodes in the public sphere. When that happens, it’s too good not to share. Most recently, this occurred in the LinkedIn Print Production Professionals group. While the overwhelming majority of LinkedIn discussions get no comments and even the most active are lucky to get half a dozen, this discussion generated 66 comments in less than two weeks!
Study on 3D printing concludes that 3D production is now ready for the mainstream and every home. How does this impact MSPs using or considering using 3D printing as a way to get customers in the door?
Is data-driven marketing a fundamental part of what drives your company? If not, your efforts in that area won’t be sustainable or optimally effective. Oracle recently published an article on that topic, and the WhatTheyThink staff has summarized key points as well as providing a link for the white paper download.
This post looks at the importance of influencer marketing and the role dimensional mailings can play in supporting it. Encourages MSPs to help their customers develop targeting techniques to help their customers get products into the hands of key influencers using dimensional mail.
WhatTheyThink is the global printing industry's leading independent media organization with both print and digital offerings, including WhatTheyThink.com, PrintingNews.com and WhatTheyThink magazine versioned with a Printing News and Wide-Format & Signage edition. Our mission is to provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today’s printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.