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Study Reveals Vendor Role in Marketing

(October 2011) posted on Tue Sep 27, 2011

According to the study, PSP buy-in alone is not the only factor needed to make cross-media marketing successful.


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Recent research conducted by Weymouth, MA-based InfoTrends indicates that print-service providers (PSPs) understand the critical importance of getting into cross-media marketing services. A survey of 285 print-service providers shows that 58% of respondents are offering some level of cross-media marketing services today. Furthermore, 87% of respondents were either offering these services today or had plans to offer them in the next 24 months.

According to the study, PSP buy-in alone is not the only factor needed to make cross-media marketing successful. A critical component in advancing this market evolution will be support from equipment and software vendors. The vendor community has a major role to play through training, education, and marketing support. PSPs are seeking assistance from vendors in several areas, including self-promotion, marketing and sales, business-development services, pricing strategies and tactics, and technical training.

These results are in line with what PSPs consider the major concerns and pain points in offering cross-media marketing initiatives to their customers. Among PSPs who were currently offering cross-media services, the top challenges were determining how to price services and educating clients. Those who were planning to offer services believed that training staff on campaign execution and determining how to price services were the top challenges.

“The good news is that vendors can help PSPs,” says Lisa Cross, a senior consultant at InfoTrends and the project manager of the research study. “Vendors have a lot to gain in providing fuel for the evolution. Our study shows that PSPs offering cross-media marketing services report a 13.7% increase in digital-print volumes. Software providers can also get in the game and gain share via offerings that support companies looking to make the transition, or those hoping to further expand or improve efficiencies.”


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