Hayzlett Pens Chapter for New Book

Jeffrey Hayzlett, Chief Marketing Officer of Kodak’s Graphic Communications Group, has written a chapter in the new book “Goals for Successful Marketing Executives: Leading CMOs on Knowing Your Customer, Creating a Vision, and Establishing and Setting Companywide Goals,” published by Aspatore Books.

Hayzlett writes that advances in digital print technology and cross media communications are driving new ways to deliver key messages and execute successful marketing campaigns. For example, Hayzlett summarizes how marketing executives can leverage new print applications such as personalization to develop customized direct mail pieces that are relevant to the recipient.

“Personalization makes an integrated strategy even more effective. It focuses on customer needs, and everything is based on a relationship of relevance,” writes Hayzlett. “A personalized campaign says that we have taken the time to get to know our customers and determined the best ways to approach them. Using a personalized marketing strategy increases the ROI for our marketing efforts.”

Hayzlett stresses that campaigns that utilize the Web and e-mail to reach customers, in addition to print, create the most impact. Successful communications programs utilize highly customized, information driven, cross media tools to reach audiences at multiple touch points.