If printers feel the chill of alienation instead of the warmth of recognition when they confront the concept of “omnichannel marketing,” they’re failing to appreciate their own stake in it.
What printers do is integral to the success of omnichannel marketing campaigns — it can be indispensable, in fact, to getting them off the ground in the first place. In the eclectic business of omnichannel outreach, moreover, there are no false distinctions between “old” and “new” media. All that matters is making sure they join hands as guides in the all-important “customer journey:” the marketing industry’s term for the endless map of media-facilitated touch points leading to brand loyalty and lasting relationships.
Print’s place in all of this increases in importance the more “omni” the ingredients of omnichannel marketing become. Debora M. Haskel, VP of marketing and corporate communications for Chanhassen, Minn.-based IWCO Direct, recalls the “aha moment” that occurred when a
Article source: http://www.piworld.com/article/success-omnichannel-marketing/
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