Nice piece from MarketingProfs’ Vladimir Gendelman on why and where this medium will thrive in the coming year. With a 43% share of local advertising budget spend in 2013 according to a BIA/Kelsey survey, print is here to stay. Some of the reasons Mr. Gendelman points out in support of print marketing include: – Variable Data – allowing for personalization and customization will continue to grow as marketers find more ways to use it – QR Codes – overhyped in the early days, it’s now coming into its own especially with the proliferation of smart phones – Social Media – nearly half of respondents in a recent Nielsen survey said they use print in conjunction with social media – Contrarian Tactics – as digital has consumed all the oxygen in the past several years, print and other physical formats have become a contrarian mode of engaging the market. It still has to be timely, relevant and engaging. The question we see important to address is how it all – digital and physical – comes together among the campaign mix. We’re working on addressing this with our services. Please ask us how we’re doing it.
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