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.
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As variable data printing is often one of the first steps towards offering cross-media services, to support the need for direct mail, we asked respondents who do not offer cross-media if they offer variable data printing; more than half of in-plants reportedly offer it.
Findings indicate that in-plants have been slow to offer cross-media marketing services for a variety of reasons:
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