Cross-Media: an Overlooked Opportunity for In-plants?
Adoption rates of cross-media marketing services are low for in-plants, but those that have moved in this direction say it has helped them demonstrate value, improve customer service and increase digital print volume.
If in-plants avoid adopting cross-media marketing services, they will likely lose print work to outside firms that do offer such services. Furthermore, more organizations might be prompted to outsource their printing to providers that offer these services. Getting into the cross-media game can enable in-plants to increase their strategic relevance and elevate their value within their parent organizations.
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