Cross-Media and the In-plant
Adoption Road Blocks
Research findings indicate that in-plants have been slower to adopt cross-media marketing services for a variety of reasons:
- They don’t know where to start.
- Their technology infrastructure and skill sets are limited.
- They don’t understand how these services will fit into their business model.
- They face difficulty in creating awareness or convincing customers to specify these services.
In-plants that were not currently offering cross-media services (even if they had plans to start) were asked why they weren’t offering them (see Photos, Figure 2). The top reason was a lack of interest from clients (31 percent), followed by a limited technology infrastructure (23 percent), a belief that these services didn’t fit into the business model (23 percent) and limited technical skills (23 percent).
- People:
- Lisa
Lisa Cross is the principal analyst of NAPCO Research (a unit of NAPCO Media) where she conducts market research and analysis on emerging trends and changing dynamics in the commercial, in-plant and packaging industries, and the market forces that are driving those changes. With decades of experience covering the graphic arts and marketing industries, Cross has authored thousands of articles on a variety of topics, including technology trends, business strategy, sales, marketing and legislation.
