The very factors that are causing printers to offer new services, channel complexity, tidal waves of technological change, shifting demographics and intense competitive pressures are the same factors that are causing major changes in the buying behaviors of their target clients.
According to an October 2010 InfoTrends in-depth study entitled Capturing the Cross Media Direct Marketing Opportunity, the study reported a shift toward not only using more electronic and online marketing, but also more channels. The survey results indicated that marketers are using an average of 2.7 media channels per campaign. Another revealing data point was that 53.1% of marketers are using 3-5 marketing touches per campaign! This data clearly illustrates how quickly marketers are evolving their tactics to leverage the improved results of more personal and relevant communication across multiple touches. Study data indicates that 55% of marketers today don’t have a “formal” tracking and measurement program in place. The number one reason is it is difficult to accomplish and they lack the resources to get it done.