DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/h3h8wq/state_of) has announced the addition of the "State of Multichannel Marketing in the Printing Industry: 2015" report to their offering.
Everywhere you look, people are talking about multichannel marketing. When you look more closely, however, what they are really talking about is multichannel digital marketing. They are talking about integrating web commerce, email, social media, call centers, and other primarily digital channels. Likewise the term omnichannel marketing. You might think that omni means omni, but in today's marketing jargon, it does not include print. Or if print is included, it's an asterisk under the category other.
The irony is, print remains the bedrock of marketing. There aren't enough studies on this subject, but over the years, what we have seen is that when print is included as part of a marketing campaign, the campaign tends to yield better results. One commonly cited Brand Sciences study found digital marketers received a 62% lift when print was included. That data is more than five years old, but we have no reason to think consumer psychology has radically changed.
Anecdotal evidence certainly continues to support it. This doesn't mean that every marketing campaign should include print.
Clearly, there are some campaigns that, by their nature, will be digital only. But when we talk about multichannel marketing at large, print needs to be included in the discussion.
At the same time marketers need to include print in their multichannel campaigns, printers need to branch out into other channels, too. We live in an era of gadgets, when 94% of people have their cellphone within arm's reach at all times, consumers are shopping on tablets while watching television, and more email is opened on a mobile device than on a desktop. If marketers are going where the eyeballs are, then printers need to be going there, too.
Key Topics Covered
Moving Beyond Print-Centricity
- State Of Print + Multichannel Marketing
- Multichannel Print + Email
- Multichannel Print + Sms Marketing
- Multichannel Print + Nfc, Augmented Reality, And Qr Codes
- Print-To-Web (Personalized Urls)
- Multichannel Print + Social Media
- Maximizing Your Advantage
For more information visit http://www.researchandmarkets.com/research/h3h8wq/state_of