January 24, 2007 -- The formerly manageable world of marketing using print and mass media has exploded into countless micro communications channels. Familiar media has been augmented with the rapid run-up of Web, search, e-mail, blogs, satellite radio, chat, video on demand, interactive television, and even the small-screen iPhone. Interfacing with more media and new marketing channels means greater complexity for the graphic communications service provider.
You are also dealing with a new customer base that is focused on multi-channel communications ? the Chief Marketing Officer (CMO). In today?s market, The CMO?s challenge is far greater than brand communications. Marketing groups must now fill the sales pipeline with predisposed prospects, optimize customer value, and be accountable for demand generation through market differentiation and integrated multi-channel campaign management. There is extreme pressure to deliver marketing ROI. Yesterday?s mass-media strategies need to be replaced with precision targeting strategies and comprehensive integrated marketing campaigns.
Looking Back at 2006
During 2006, there was a tremendous buzz about automated marketing campaign capabilities. New tools from Pageflex, XMPie, and MindFireInc. enable users to send the right message to the right contact at the right time and track response rates with limited manual effort.
Variable Data Alone Isn?t Enough to Meet the Needs of the CMO
In the graphics communications world, the historical perspective has been that delivering a more relevant message has significant value. Available solutions range from simple mail merge to complex transaction document solutions. In its 2005 Variable Data Design and Production Report, InfoTrends identified four options including:"
Complete story on WhatTheyThink.com : "Variable Data Isn?t Enough Anymore!
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