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.
How to Get Started
For in-plants looking to offer cross-media, variable data printing or personalized direct mail is a good place to start. Beginning with a media that the production facility is already somewhat familiar with lessens the initial impact of the transition and makes it easier to upsell to existing clients. Once started, consider technology that adds additional value to that printed piece, such as pURLs, micro-site generation and mobile bar codes.
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