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.
Adding new media channels and related services is not an easy task. Transitioning an in-plant from providing only printed documents to offering print plus online, mobile and social media services requires major changes to long-standing business models—as well as buy-in from both customers and the parent organization. Investments in technology implementation, staff training and customer education require time to yield results.
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