“Traditional variable data usually offers a 20-30% return while invariable data is about 15-20%,” says Zusman. “In personalized video the response can be 70-80%. It is usually over 50%.”
Additionally, online and electronic media is much easier to track than traditional print through email, landing pages and social media programs such as Facebook and Twitter.
Dana points out what works for her business. “I do so to take smart advantage of the channels available to me – which I THINK will be used by my target market. It would be foolhardy not to take advantage of these channels. I use multiple channels daily to keep my name “out there” and hopefully build my professional reputation. I want to be thought of as the “go to” expert on all things print buying.”
Vieira makes a good point when it comes to knowing one’s audience and tailoring the use of cross media to appeal to the right people.
“In terms of finding what suits you, whether you are a PSP or otherwise, it’s all about a diversified strategy,” says Vieira. “For mail, you want to achieve the ultimate goal; the kitchen table effect. You want that direct mailer to land on the kitchen table for all to see. It has to have legs, though. It’s crucial to incorporate a link to a landing page for them to get a gift of some sort like a white paper, ebook, or contest entry. On the landing page, you’d capture their information and they’d get whatever that ‘gift’ is. From there, you’ll have their email and you can communicate with them in multiple ways.”
Zusman expresses the importance of knowing what a client wants and needs.
“It’s about the fact that the end customer is never interested in one type of media for communications. What they are looking for are multi-channels so they become a very powerful implementation firm for these clients.”
Zusman says in order for PSPs to survive in increasingly difficult times, cross media marketing is a key element to elevating their companies to the top of the pyramid. When it comes to using multiple channel communications, it is the labor, not the printed product that will offer the most profit.
Zusman reiterates that cross media marketing is all about extending the conversation with clients and encouraging them to take advantage of value added services.
Zusman says, “The only natural thing for the printer to do is to walk into that shop and tell the customer that they have now added cross media marketing and can offer more than just printed media. They can offer full service conversation.”
For those that may be confused about where to begin, Zusman offers advice on taking the first steps in the process:
“The most natural thing to go with initially is to go with email, landing pages, and websites. That’s the natural first step. The best thing to do if you haven’t done that is to build a storefront. A storefront drives personal print and personalized emails into full blown cross media.”
When it comes to trends, Zusman says, “Definitely one of the coolest things is offline to online content. It’s about bridging across between them. One of current trends in print will become a way to drive online media.”
As the industry progresses, Zusman believes more people will move to using the cloud to connect to others and to provide a more efficient work environment.
“When things move to the cloud more, there will be more capabilities available to more people in cross media. The cloud will allow you to collaborate across different environment.”
Dana’s view on trends leans toward the new generation of print buyers.
“I’m paying close attention to the next generation of businesspeople,” says Dana. “I think of Generation C (as in Connected). This generation does things very differently. They’re always connected – so much more of the information about a company and what it can deliver MUST be moved online.”
Dana ends by saying, “I think the day will come when most customers will want to work with PSPs online. Period.”