A new Adobe study of more than 1,ooo marketers found that 72% of marketers agree that long-term success at their company is tied to return in marketing investment. That’s great news for personalized print since it’s about the metrics.
At the same time, it’s not just about print. The study also found that 61% of marketers see social media as the most critical marketing vehicle to focus on a year from now, followed closely by mobile at 51%. For printers, this means honing skills in these areas so they can offer a full multichannel platform for their customers.
Unfortunately, too much digital print remains silo-ed. In the WTT’s Digital Print Survey, only 64% of all respondents or less said that their digital printing work was part of a larger cross-media campaign for which the shop produces other print and non-print elements. Forty-four percent said that less than 10% of their digital printing work was part of a cross-media campaign.
Those elements may be produced elsewhere, of course, but from a profit perspective, you want to handle the whole package . . . and most printers are only getting a part of it.
What’s keeping you from adding social media and mobile marketing services to your mix?