Tag Archives: ROI

Lessons from the Online Marketing Summit

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As someone that primarily works with companies in the print, mail, and fulfillment industries, I spend a lot of time at trade shows and conferences that target those groups. Those events provide me with opportunities to network with customers and prospects, but they also help me to stay informed of trends that effect companies in… Read More »

5 Reasons Printers Should Care About Google +

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Google+ has only been with us for a short time. But within its first month, most reports state that more than 25 million people joined the service. What makes that fairly impressive is that the service was still only in invitational-only mode. However, Google has recently announced that the social network is now open to everyone.… Read More »

Part II: Making Sense of the Transformation

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No matter how you dress it up, a printer is a printer. Most printers would say that it is their price and customer service that will set them apart. If everyone has the same recipe for setting themselves apart, how much difference is there? Becoming a marketing services provider takes some time, and there are… Read More »

Does Mobile Have Better ROI Than Email?

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According to Steve Snyder, chief sales and strategy officer, Consent Media, well crafted mobile campaigns have 2.6x the ROI of corresponding email campaigns. In his presentation “Using Mobile Marketing to Drive Print Sales and Expand Client Relationships” at Print Solutions 2011, he presented audiences with the following chart: Average Retail Transaction $50 Email Mobile Database… Read More »

Tracking and Measurement for Integrated Marketing Services

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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.

Getting Marketing Teams Engaged with Production Print

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It’s no secret that marketing departments are savvy when it comes to direct mail. It’s a channel they’ve traditionally owned. They routinely work with vendors – whether it’s a direct mail house or commercial printshop – who provide access to sophisticated tools for conceiving, creating, composing, personalizing, mail-merging, printing and delivering mailpieces to a designated… Read More »

Do I Have the Right Equipment?

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As I write this, I am preparing for the Graph Expo Show. One of the questions I hear all the time at shows is, “do we have the right equipment?” Like so many questions it seems simple, but like so many answers it is much more complex. If asked during a seminar, it is tough… Read More »

Do You Believe Those Response Rates?

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Currently, there is a discussion on one of the LinkedIn boards about elevated response rates that got me all riled up. Those conversations always do. The question was whether or not to believe elevated response rates (30%, 40%) for direct mail campaigns. I’ve got a few opinions about that. After all, for my Marketer’s Primer… Read More »