KNOCKING are produced by overprinting preprinted shells using digital toner and inkjet equipment. In the future, respondents see this method tailing off dramatically in favor of single-pass digital printing using toner and inkjet presses. The vast majority of respondents we surveyed offer multi-channel services to their clients, but this activity represents a relatively small portion of their revenue. They believe this will change rapidly in a relatively short period of time but see many hurdles to clear. Twenty-eight percent of the respondents say their biggest challenge in multi-channel marketing is educating customers on its effectiveness and proper use. Nearly one-fifth (19%) of the respondents say that their biggest challenge is effectively coordinating the delivery of different media, and the same percentage indicates that the biggest challenge in multi-channel marketing is finding employees with the necessary skills.
Direct mail volume has stabilized and direct mail remains a key marketing tool. It will never again, however, reach pre-recession levels, as electronic alternatives continue to grow and marketing becomes increasingly targeted and personalized. The transition will be tough for many direct mail providers, as they will be fighting head winds from consolidation while simultaneously retooling their services and personnel. Our survey finds that many direct mail printers are making this transition successfully and are growing revenue faster than volume. Common to most of these success stories is the foresight and wherewithal to leverage the direct element in direct mail. O
DAVID DAVIS is a director for INTERQUEST. Contact Mr. Davis for the full report by visiting www.inter-quest.com.
DOCUMENTmedia.com fall/winter.2013
31